Changes in the technological environment have the potential to significantly affect the activities of the sales force. Automation** can offer the sales force a competitive advantage – if the sales force is motivated to use computers and other technological methods that are part of automation. What steps should management adopt to ensure that the sales force buys in the company’s automation system? Especially, what can the sales organization do to promote technology used by more senior salespeople (senior in age, for instance)? Apart from technology, what should the top sales management do to equip its sales force being competitive in its own industry? How can individual salespersons add value to his or her customers’ business? Elaborate your arguments and viewpoints with examples.

** Automation refers to both hardware and software technology, including artificial intelligence, virtual reality, social media, RFID, VPN, cloud service…etc.