The Impact of Sales Technology for the Sales Professional

By Jill Konrath 

What sales tools do you use to open doors & close sales?

If you’re concerned that you’re not getting the maximal impact from them, check out my interview below with Jonathan London, co-author of Using Technology to Sell.

Ever since I’ve known Jonathan, I’ve been impressed with his depth of expertise regarding what it takes to “get the business.” I know you’ll get some golden nuggets from reading about his perspectives.

JILL: What are the biggest mistakes you see sales organizations make relevant to technology?

JONATHAN: The biggest mistakes are the siloing of technology. What I mean is that most companies only choose one technology, like CRM and don’t choose the most appropriate technology at each stage of the sales process. And in most cases whatever they choose is underused. The other big mistake is mistaking that technology is the answer vs. people, the process, skills and technology in combination.

JILL: In your book you share several key things sales organizations / individuals should do to avoid these mistakes. What are they?

JONATHAN: I think a salesperson or sales organization needs to take a holistic approach to the sales process and enable the sales organization in every phase. By enable I mean give them the skills, knowledge, technology at every stage of the sales process so they are most competitive and successful.

I also believe salespeople need to be given more autonomy to do what they need since technology now allows them to do things they couldn’t do on their own.

JILL: I know you really emphasize “sales process” in everything you do.

What can you tell us about the integration of process and technology?

JONATHAN: A sales process is a guideline, road map and the plays you need to follow and run to win. A key element is to discover and align with the prospect’s decision process. In all instances it needs to incorporate the appropriate technology. As outlined in my book, there is great technology to enable each stage.

For example, when presenting your solution, you can use a variety technologies to create a compelling presentation or proposal and then use a wide array of videoconferencing/collaboration tools to present to your prospect. It is startling how few people use video these days.

JILL: So, what is the difference or benefit to the salesperson or organization if they apply these concepts?

JONATHAN: The benefits are a much tighter integration of technology to enable a sales approach that results in greater efficiency, more time to sell, a more competitive sales organization and of course more sales with greater profits.

JILL: Let’s talk specifically about technology now. Aside from a CRM system, what are three “must haves” that not nearly enough salespeople are using?

JONATHAN: I would say the three must haves are:

1.  A strong foundation in how to use social media and online data. These are relevant throughout a selling process.

2.  Choosing a strong collaboration tool which integrates audio/video/web and that can also be used throughout the selling process and;

3.  Mobility so that a salesperson can be a road warrior and do everything anywhere.

JILL: And finally, what’s the coolest technology you saw when writing your book?

JONATHAN: There were so many but the coolest category (vs. single product) were anything that enabled a salesperson to use, capture, create or present compelling visual media. So much is available for free or a very low cost. To name a few Camtasia, Vidyo, Bloomfire, Videoscribe, Xtranormal, Zinioreader are all interesting technologies. It is a shame salespeople and organizations are not using these more.

The last comment I would like to mention is that this subject is really about empowerment for the individual salesperson or sales organization. So much can be done now because of technology and people need to start taking advantage of it.

JILL: Thanks so much for sharing this info with us today Jonathan. If people want to learn more, where can they go to download the first couple chapters of your book?

JONATHAN: It’s available at