Depending on where you are in the process of deploying iPads to your sales reps, we recommend starting with Why companies deploy iPads? or the Guide to Launching iPads; two free ebooks that will get you primed and ready.
I hear these questions ALL OF THE TIME. Can iPads really drive sales? How do we measure it?
Case in point: I was in the board room with the VP of Marketing from a large, publicly-traded company and she stopped the entire meeting to ask two questions:
- “What are the key metrics of success for an iPad sales app launch?”
- “How do we measure and manage the metrics so I can return to our company and say ‘this is a successful project’?”
Well, this caught me a little off guard. Crap, I should know that.
So I responded, “Great question” and then asked her what she thought…probably not what she was looking for from me, but at least I remembered my sales training.
Learning from that experience, we asked our customers the following questions:
“What impact has your iPad sales app had on your company?
You were looking for a tool to keep everybody updated on your product details to help them answer your customers’ questions instantly.
Has the team’s access to information helped to close deals faster?”
Gulp! The moment of truth.
They responded with a surprisingly similar set of responses that we now use as 6 key metrics for a successful iPad sales app. Some of them are obvious, some are surprising.
In the end, it doesn’t matter if your company sells products, services, legal, or HR. If you understand how to apply these metrics, your chances of a successful iPad sales app are vastly increased. Can iPads drive sales? Absolutely!
Key Metrics of successful iPad sales app projects
1) Reps will ask for improvements and more apps.
If you don’t respond promptly, you’ll lose your team’s confidence. But, if you jot down responses and file them, you can go to management in a few months and demonstrate how your team uses the ipad app. Then, you can ask for a budget increase for your iPad sales project.
2) Reps will tell you how they answered customer questions and how it led to a closed deal.
Showcase success stories when management reviews the project at the end of the year. You can also pass them along to other sales reps using your app.
3) Your best reps will become iPad champions and develop training plans for other reps.
Interview your “rock star” reps, the top 10 percent, and ask them about their keys to success. Now, push that information out to the rest of your sales team, what I call the bottom 80 percent. If your rock stars show you how to train, the rest of the team will better use the app to bring in sales.
4) More brochures, presentations, and product info sheets are viewed in the iPad sales app.
Measure the number of brochures shown, how often they are sent, and the types of presentations used. Most iPad Sales Platforms come with Analytics packages to help you visualize this. Then, you can show management a reduction in your print budget because half the time brochures are shown on your iPad. And, showing how you saved your company money is always a career booster.
5) More brochures, presentations, and product info sheets are sent to prospects from the iPad sales app.
You can always say, “Look, we are interacting more with customers. We are creating more customer touch points with our iPad sales application.” Again, the best iPad Sales Apps come with Analytics to measure sent files and orders.
6) Other divisions will start asking for access to your iPad sales app.
Whether it’s your trade show marketing or your technical service team, when other divisions request access to your iPad sales app–consider it a success. You will not only show your management team you care about the company and your bottom line growth, but you can point to this as a success measure for your iPad sales app.
A bonus idea: One of our customers created an iPad sales app contest for the sales team to measure use of the app by tracking the number of brochures shown and sent to their customers and prospects over a two-month period. The sales rep with the highest number won a round-trip ticket to Hawaii. But, I think the real winner was the VP of Sales, who returned to her management team demonstrating the number of sales reps actually using their iPad sales apps to close deals.
So in closing, we suggest you write down all of your success metrics and stories as they happen. Then, you’ll be equipped to show management your reason for spending money on this project and how it drove sales.
Now, it’s your turn. How do you measure success of your iPad project at your company?