Evaluating sales tracking software

With so much riding on your sales tracking software, it is important that you try it out yourself. Come up with a list of your more frequent sales activities and use that to evaluate different sales tracking software packages.

We recommend conducting your evaluation with and without the vendor's sales rep. It is to your advantage to have them looking over your shoulder so you can ask questions about what can be easily customized and to let them show you the bells and whistles of the sales tracking software; it is to your advantage to have some time alone with the sales tracking software so you can simply run through your common tasks and get a sense of how easy they are to accomplish - without a salesman looking over your shoulder and prompting your actions.

When investigating ASP solutions, you can often get a free 30-day trial that will allow you - and your sales reps - to spend some time getting to know the application.

Demos may be harder to come by for client-server systems. Some vendors will give you a standard version that you can install and try out, just like an ASP version. Others may find it too complicated to set up a full working version before you commit to purchasing it. In those cases, a salesperson may walk you through a "canned" demo that simply mocks up the sales tracking software, or may provide you with a video or web cast that demonstrates how the product works.

Customization
Any system you buy will require some work to make it match your unique sales process. There are two different types of work you'll need done. First is simple configuration: creating data fields to match the customer information you collect, setting up and naming the steps of your sales process workflow, establishing user accounts, incorporating your sales literature, and other basic adjustments. These changes do not alter the way the sales tracking software works, and are typically changes that your administrator should be able to do on his own.

True customization is a more complicated process, such as writing scripts that add new functionality, or creating connections to other specialized sales tracking software applications. You may or may not need this level of customization, but be sure the vendors you interview are aware of any potential customization needs so they can include that in their pricing.

Ease of use
Of course everyone wants their sales tracking software to be intuitive and easy to use. However, "ease of use" is somewhat subjective. Here are some specific components you should consider:

• Information display - Well-designed applications present a large amount of information in a clear and organized manner on the main screen, allowing users to see more detail without clicking through to multiple screens.
• Number of clicks - Compare how many clicks it takes to update a record, create a new prospect, or fulfill an information request.
• Logical flow - Do different parts of the application connect in easy to understand ways? Does the workflow match yours?
• Flexible navigation - Consider real-life situations: what happens when a user is in the middle of editing a record and gets another phone call? Does the system allow for quick jumps from one spot to another, outside the typical flow of work?
• Built-in help - Users will always have questions. How much contextual help is included? Are there pop-up "tool tips" to explain various buttons? Is the "F1" help system . helpful?

Having an easy-to-use application is critical to successful implementation. If your salespeople do not feel comfortable using the product, they may never get the full benefit of it, no matter how much training you provide - and your ROI will diminish.

Reporting - Reporting and statistics are a key component of SFA applications. Most solutions include several standard reports. In many cases, these basic reports provide sufficient detail, and a built-in editor allows you to make minor adjustments to the structure and look of the reports. Compare the standard reports to your existing reports and you will quickly be able to spot any important omissions.

For more in-depth analysis and reports, there are two common approaches. Some SFA systems are linked to industry-standard reporting systems, such as Crystal Reports. Others allow you to export the data and do the analysis in a separate spreadsheet or database.

Integration - The sales tracking software should either include or be easily integrated with other common applications, such as a task/reminder system and an email client. Depending on your company's standards, you may want a system that can export data or records in Microsoft Word, Excel, or Outlook format. And for the best integration, look for a system that can connect to your accounting software.

Reliability - Salespeople are interested in a sales tracking software system that works as it should all the time. What might seem like a minor annoyance during evaluation can cause salespeople to stop using the application altogether.