Whether you like it or not, automation isn’t something that’s going to happen in the future - it’s here now.
But, many organizations are scared of change, too slow to adapt, cringe at the price or are just simply unaware of how sales automation software can benefit their business.
When it comes to sales in particular, most reps spend an incredible amount of time making calls, sending emails, and following up. But, as their prospect list grows, it’s going to become harder to manage and maintain those relationships. They’ll start to feel overwhelmed with the amount of work that keeps getting added to their plate or notice leads slipping through the cracks.
You might even feel like you’re loosing a part of the market to your competitors and chances are - you're right!
According to Instapage,
- Automation is proven to boost sales productivity by 14.5% and reduce marketing overheads by 12.2%,
- Increase the volume of prospects that convert to sales opportunities with a lead nurturing strategy by 225%,
- And, grow deal closures by 30%.
[REALITY CHECK] If Tom, Dick and Mary Jane are the first to use automation to streamline majority of their internal processes including sales, they’re the ones who are going to grow faster, close more deals and gain more of the potential market, not you.
So, let's list a few ways sales automation can bring in those dolla dolla bills ya'll.
Smart Chat Bots.
We’ve all heard of putting live chat boxes on the home page of a website but, programming a bot to immediately take action can save a LOT of time and money. Not only can they crawl the internet for information and spit out results like a persons email address or top performing keywords for a competitor like Growth Bot does but, you can program them to provide instant customer service answers, distribute tickets to different departments, qualify and prioritize sales leads, and even schedule meetings.
I’d say that’s a lot more that what the average office manager could do in a day!
Sequences are basically like workflows where you can program a series of steps to take place in the near future.
This could be things like sending an email, creating a task, calling a prospect, or connecting with them on LinkedIn. They can be used for a variety of situations like trade show follow-up, new leads, demo requests, recent conversions or a target account.
And, if you’re a B2B organization, you can customize the sales automation tool specifically for the people within the organization you’re targeting like a CEO, VP of Sales, Marketing, or Operations Director. This ensures you’re sending the right emails to the right people at the right time instead of pitching the same message over and over to everyone.
Unlike normal here and there email distribution, lead nurturing is timely, targeted and goal-specific. You’re essentially trying to earn their business when they’re ready to buy, not the other way around. So, to move prospects towards making a purchase you can automatically enroll them into a lead nurturing campaign. All you need is some valuable content, benefit-added emails and segmented lists to do it. The enrollment criteria can be based on industry, company size, lifecycle stage, or job function which can be super helpful for B2B organizations who have a considered purchase process and long buying cycles.
If you’re the company that understands their problems -and can provide solutions - you’ll will most likely win the business over your competitors. And, according to DemandGen Report, on average, nurtured leads produce a 20 percent increase in sales opportunities versus non-nurtured leads.
Round Robin Rotation
This is pretty self-explanatory. Leads can be automatically assigned to selected sales reps or team members once they come in. If a lead isn’t worked in [X] amount of time then it can rotate to another rep which is just better for business. It can also be beneficial for reps who work in certain regions, specialize in specific products or those who would like to create instant deals or tasks.
Predictive Lead Scoring
This is the glue between sales and marketing. It allows you to give each of your contacts a score that shows how likely they are to close into a customer.
The higher the score the more revenue you can bring in for the company. You’ll have to define the implicit and explicit data that defines what a marketing qualified lead (MQL) and a sales qualified lead (SQL) is but, once you get the sales automation software up, your sales team should be running like Forrest Gump!
However, not every contact is going to be in the 'sales ready' threshold which is where lead nurturing plays a crucial role in moving those contacts towards a higher score.
This is a HUGE time saver. Imagine having a repository for the most commonly sent emails that you can quickly pull from. Think about all the follow-up, after a call, introduction, next steps, demo, one-on-one meetings, confirmation and so much more. This in itself can save a tremendous amount of time spent on repetitive tasks.
Sales Document Repository
Just like the email repository, storing sales documents can not only make reps more efficient but, enable them with the right content to send to potential buyers at the right time. Things like case studies, white papers, product spec sheets, catalogs, templates, check-lists, forms, directions, price sheets etc. If you organize your repository in a way that all reps can easily pull from, they'll be more productive and the organization will save $$$ on busy admin work.
From establishing internal efficiency to creating a better experience for your clients, there are a lot of different ways automation can help your organization streamline the sales process. Some of these terms may sound kind of scary and quite complex but, with better data on the performance of internal processes, you can begin to see and optimize the infrastructure of your organization from the inside out.