by Rich Vurva

If your salespeople aren't equipped with wireless laptops or personal digital assistants (PDAs) by this time next year, you may be behind the technology curve. Nearly half of the distributors that participated in a recent research project conducted by Progressive Distributor and Pembroke Consulting say they plan to implement wireless technologies by 2006.

Their objective is to enable salespeople and other key executives to gain remote access to critical information while they’re in front of the customer. No more phoning in to customer service or inside sales to check product availability or verify if a shipment left the warehouse on time.

The survey also shows that eight out of 10 distributors say they’ll either maintain or increase their spending on computer hardware and software in the next year.

The primary reason distributors invest in technology is to seek productivity gains. They’re looking for some edge to help them pick products faster and quickly put information into the hands of a greater number of employees, so they can be about the business of solving customer problems in a more timely manner.

A Midwest-based distributor recently told me his company will soon reach its goal of giving a wireless laptop to every field salesperson. He believes the move will give his salespeople an edge over the competition. Instead of promising to get back to a customer with the information they requested, his salespeople can log on and find answers in real time.

Just because distributors say they plan to invest in a new technology doesn’t mean it’s a sure thing. This industry is notoriously slow in embracing new technologies. But the cost of laptops and PDAs is low enough that even small distributors can afford to equip salespeople with these technology tools.

So, about half of the distributors responding to our survey plan to invest in technologies to make them more productive, and the other half won’t. One side wants to stay ahead of the technology curve and the other will be playing catch-up. Where do you want your company to be this time next year?

back to top                                         back to editorial archives