The influence of information & communication technology on the selling activities of the professional sales representative

Abstract

The application of information and communication technology (ICT) has become a reality in selling in the South African pharmaceutical industry. Low awareness levels exist in the pharmaceutical industry about how the effective use of ICT can contribute to client services and productivity. The effectiveness of ICT in selling depends on the way it is managed and implemented by management and accepted by the salespeople and clients, on how effectively it is applied, and on the influence, it has on the salesperson. A descriptive research design was used to determine whether the introduction of ICT into the selling process has influenced the professional sales representatives' activities in a positive way. The results of this study clearly indicate that pharmaceutical sales representatives, both those appointed before the introduction of ICT and those appointed there after, are not positive about the introduction of ICT into the selling process.