Pad Up the Sales Force : The Medium ’ s

This single case study explores the iPad’s value as sales force presentation tool in the Prestige Fragrances division at the consumer goods company Procter & Gamble. Quantitative data report a sales increase with three percentage points as a result of utilizing the device and qualitative findings reveal three key value constructs that together augments the sales presentation and drives its effectiveness. First, the medium in itself is the message. Media-context and signaling-effects cause customers to perceive the company as innovative and professional. It also strengthens the perception of the company as being a market leader. Secondly, the mediums’s connectivity, speed, apps, and equity drives sales force motivation which is reflected in the selling effort. Finally, the use of multimedia and vivid content increase customers’ attention and interest, makes the presentation more emotional and memorable, and enhances customers’ holistic experience of the meeting. Although empirical findings also report time savings of 30 minutes per day as well as drastic cost savings through reduced printing, the conclusion of the study is that managers planning to implement sales force technology must shift their focus from efficiency impact solely to also measure impact on sales force effectiveness.