iPads® and Tablets as Next-Gen Sales Tools

Sales organizations are waking up to the numerous benefits of iPads and tablets, and are just realizing how the technology can help reps in their day-to-day activities.

In a recent member poll, 75% of respondents are already using tablet technology or plan to do so in the next 12 months. While this signals that members see the potential of tablets in Sales, the jury is still out on how effective this technology will be as a sales tool and what risks or drawbacks may be involved.

During our recent webinar on iPads® and Tablets as next-gen sales tools, Ben Calfee, VP of Sales Operations and Enablement at LexisNexis, and Shelley Lawrence, Ph.D, Director of Sales Operations at ENDO Pharmaceuticals, shared their initial experiences with iPads and tablets.

The discussion covered topics including:

Tablet evaluation and pilot programs
Potential uses for the technology
Early results and sales force feedback
Ongoing tablet support and long-term plans

Here are some excerpts from the Q&A:

SEC: What was your reason for launching tablets?

Shelley: It was our Marketing team that expressed a desire to use the technology because it would enable the sales force to use digital versions of promotional materials.

Ben: We were interested in assessing the productivity gains we might be able to achieve from greater mobility and better access to information (email, collateral) online. In addition, a lot of services and products that we sell are online tools and resources, so an iPad helps in actual demonstrations during customer interactions.

SEC: How did your sales force initially begin using tablets in their day-to-day activities?

Shelley: Our first pilot group used the iPad exclusively to access digital resources and email. Several months later, we launched a second pilot in which reps also had access to the CRM system and sample signatures. In addition, we have plans to add some level of sales data and digital resources for more products in the coming months.

Ben: We first launched the iPad out into the field as quarterly incentives for our sales teams, and then we did a more formalized pilot to evaluate its benefits in a more controlled environment.

SEC: Was there any consideration or anticipation of this leading to “canned” presentations by your sales people?

Shelley: Instead of becoming canned, it has led to more customized and tailored discussions. What’s essential here is that reps spend time understanding what’s on their iPad and the best way to use that information. The challenge occurs when reps get confused and don’t know how to find the required information on their iPad while in front of customers.

Ben: Instead of interactions being canned, it has led to us being more nimble. All you need to take care is that you develop collateral in a marginal way so that it’s easier to use.

SEC Members, be sure to check out the full recap of our conversation with Shelley and Ben to learn about customers’ initial feedback to tablet technology as well as the advice they have for other organizations planning to deploy iPads and tablets.  You can also access a replay of the webinar, and see the full results from our Tablet Technology survey.