Salesperson perceptions of Internet impact on the selling function

This research is a quantitative review of sales force perceptions of the Internet. The research presents information on how selling organizations should integrate the Internet into their operation by fully understanding the participants' reactions and beliefs about Internet technology. The research population consisted of 188 salespeople in a direct sales force in the consumer products category. The key variables measured were sales role/job function, geographic location, sales tenure, and Internet proficiency. The study used a survey instrument developed specifically to measure Internet perceptions held by sales people. Specifically, the objectives of this study were to elicit salespeople's perceptions of the impact the Internet has had on the following five areas: the salesperson's role in their organization (salesperson utilization), the way their customers use the Internet (customer utilization), customer service, the salespeople's time management, and strategic planning. The results are used to make recommendations about how best to utilize the Internet in future selling organizations' design, structure, and change management.