The sales profession has changed immeasurably in the past twenty years, technology giving sales representatives an amazing variety of high-tech tools to make their jobs easier. Laptop computers for Power Point presentations, wireless Internet, cell phones with instant messaging and email capability, large, dramatic, lightweight display units, complete with bold graphics, that can be dismantled and folded into portable cases-all these give sales reps many opportunities to dazzle their customers.
Of course, along with all that technology comes the problem of learning how to master it. Multi-party video conferencing makes it possible to hold sales meetings with prospective customers scattered around the globe-and if you don't know how to operate the software and hardware that make the conferencing possible, it gives you a chance to make a fool of yourself around the globe. Having a beautifully designed portable display for trade shows can be a wonderful public relations tool for your company-but not if you don't know how to assemble it.
By all means use every piece of technology that will help you do your job; but before you make a presentation to prospective customers with a new piece of equipment, learn its operation thoroughly, and make several dry runs before tackling the real thing. Check the troubleshooting section of the manual to find out what could possibly go wrong, and make sure you know how to fix the problem, or have easy access to support help should you need it.
Remember, all these high-tech devices are great tools, but they're just that-tools. They are there to help you optimize your real skills-your ability to connect with customers, your specialized knowledge and problem solving capability, and your proficiency at closing the deal. Use the technology competently and with a dash of creativity, and it will enhance your greatest asset-your own professional expertise.
Aldene Fredenburg is a freelance writer living in southwestern New Hampshire. She has written numerous articles for local and regional newspapers and for a number of Internet websites, including Tips and Topics.