Technology usage is widespread across most fields of business. In sales, “back-end” technologies, such as customer relationship management or salesforce automation, offer a foundation for effective and efficient “front-line” interactions in the personal selling process (PSP). In many instances, “front-line” technology applications have replaced traditional, hard-copy sales support materials. However, do these technology-based sales support materials (TSSM) offer meaningful utility in the PSP? Using a randomized field experiment, the current study answers the question through examining the use of TSSM within the PSP and across genders. Results indicate that the use of TSSM offers utility during the presentation and objection-handling stages of the PSP. There are no gender effects associated with technology use. The study offers educators pedagogical recommendations regarding the use of TSSM within the PSP. The study also validates the PSP scale.

中文翻译：

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基于技术的销售支持材料会在个人销售中发挥作用吗？性别对个人销售过程中技术使用的影响

技术的使用遍及大多数业务领域。在销售中，“后端”技术（例如客户关系管理或Salesforce自动化）为个人销售流程（PSP）中有效和高效的“一线”交互提供了基础。在许多情况下，“一线”技术应用已取代了传统的硬拷贝销售支持材料。但是，这些基于技术的销售支持材料（TSSM）是否可以在PSP中提供有意义的用途？通过一项随机现场实验，本研究通过检查PSP内和跨性别对TSSM的使用来回答该问题。结果表明，TSSM的使用在PSP的表示和异议处理阶段提供了实用程序。技术使用没有性别影响。该研究为教育工作者提供了在PSP中使用TSSM的教学建议。该研究还验证了PSP量表。