In a recent article we described how Artificial Intelligence (AI) is changing the future of sales. Simply put, AI uses
the simulation of human-like intelligence, including patterns of thought and predictable action, via software, to
predictively simplify, enhance, and automate many segments of the sales process. A key word in this description is “automate.”  Which brings us to sales automation. Sound scary? It shouldn’t. In fact, automation in sales and
marketing can dramatically enhance the sales process while freeing sales reps to do what they do best: build
relationships with engaged buyers! Here’s a closer look at sales automation and how to use it to forge a revenue-
boosting competitive advantage:

What Sales Automation IS

Often used in tandem with sales-focused AI and a Customer Relationship Management (CRM) system, sales
automation can be defined this way:

Sales automation uses software to reduce, eliminate, streamline, or manage time-consuming, repetitive sales tasks. By automating portions of the sales process (such as pipeline management, lead generation, email marketing, routine communications, and follow-ups), sales automation empowers sales teams to nurture leads and focus on converting prospects to customers.

What Sales Automation IS NOT

Sales automation is not a cure-all for subpar products or services, nor for anemic strategies or sales processes. Most importantly, sales automation is NOT a replacement for sales reps. While sales automation can make repetitive, impersonal sales tasks more efficient, it cannot provide the human touch necessary to build rapport and nurture
longer-term business relationships. In fact, by streamlining many parts of the sales process, sales automation can free up sales reps to spend more time engaging with higher-quality prospects and customers.

The Benefits of Sales Automation

Beyond automating repetitive tasks, automation in sales and marketing can help sales organizations reap significant big-picture benefits. These include:

  • Generating more revenue (and isn’t that what sales is all about?)
  • Reducing costs
  • Increasing ROI
  • Boosting customer satisfaction
  • Saving time and repurposing energy toward high-priority sales functions

These benefits can materialize when you design and implement sales automation – again, in tandem with your CRM and AI efforts – to accomplish these goals:

  • Generate and nurture leads with higher conversion potential
  • Automatically place interested prospects into the pipeline
  • Use intelligent lead scoring to qualify and prioritize prospects
  • Use stronger data (including AI-driven data sets) for smarter KPI-based forecasting, as well as more
    responsive decisions and sales process enhancements
  • Better sales pipeline management
  • Personalize the customer experience and fluidly guide the buyer’s journey
  • More closely align marketing efforts with the sales process
  • Enhance customer communications with relevant and timely messaging, including follow-ups and
    recommendations
  • Automate time-consuming, non-productive, peripheral tasks that take the salesperson away from selling

How to Use Sales Automation as a Competitive Advantage

If you are afraid of the very concept of automation in sales and marketing, chances are your competitors share that trepidation. But when you forge ahead and embrace sales automation as a strategic and tactical part of your sales operation, you can leave slower adopters in your dust!

Also, by integrating your sales automation with your CRM system, you’ll be able to outperform competitors by
streamlining your sales operation for greater efficiency and higher conversion rates.

Finally, because sales automation can help your team stay in touch and engaged with customers, satisfaction and loyalty can improve, making it that much harder for your competitors to poach your client base.

Is Sales Automation in Your Future? 

The answer to this question is simple: It better be – if you want to stay competitive and be more responsive to
customer needs and expectations. Your sales team will appreciate how sales automation makes their jobs easier, too, helping them maintain focus on the right prospects for higher conversion rates.

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I have decades of experience building winning, results-driven sales organizations and would enjoy sharing that value with you. If you’d like to have a preliminary discussion about the sales challenges you are facing, please feel welcome to contact me at Chris@SalesGrowthAdvisors or book a call through my Scheduling Tool.

I also invite you to follow me on LinkedIn to gain exposure to future article posts that will offer more valuable selling insights.

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I am part of a national group of Senior Sales Leaders who collaborate to share insights like the examples
shown in this article. We formed because of our shared passion to help business leaders exponentially grow their revenue.

Chris Tully
President | Sales Growth Advisors LLC

(Phone) 571-329-4343
(Email) crtully@salesgrowthadvisor.com
(Schedule) Here is my calendar link!
(Web) www.salesgrowthadvisor.com
(Blog) https://www.salesgrowthadvisor.com/insight/blog/