Why Sales Automation Should Be a Focus

With the widespread supply of automated materials, sales teams can be more productive than ever.  The right automation tools can help sales teams communicate better internally, develop personalized selling strategies and ultimately close more deals. While customers are demanding more personalized, custom-built products and services, businesses can deliver on this by incorporating automations in their sales and marketing process.  When done correctly, sales automation can shorten the sales cycle and still improves the customer experience (CX) and buying journey.

The right automations for sales may also benefit other teams including marketing and customer care. When customers are clearly identified and labeled during the sales process, marketing may be able to more effectively share product benefits and up sell later. Customer care teams can benefit from knowing what industry or position customers are in so they can provide better care.

While sales automation lets you track your leads, measure their behavior and approach them when they’re ready to make purchases, it can also be largely beneficial after the sale.

Here are a few reasons why sales automation should be your focus this year.

1- Decrease Response Times with Leads and Learn Customer Behaviors:

Marketing automation can reduce the time sales rep spend prospecting, identifying and organizing sales leads.   Rather than spend time doing repetitive tasks in a CRM or manually organizing emails, by using automations, sales teams can spend their time focusing on better customer engagement. But when’s the right time to speak to a customer? Here’s how marketing automation tools work to track customer behaviors.

Marketing automation tools will note when a lead is signing up for a newsletter or posting queries on your site. To avoid reaching out to the customer too soon, let the marketing automation be your guide. It will monitor the customer’s behavior and compare it with other customers.

When the customer posts their queries, marketing software will alert you that it’s time to reach out to the customer and may even provide guidance on what information would be helpful for the prospect. This improves conversion rates and you can reach the customer when they’re ready to make a purchase, which makes them feel your product is uniquely tailored to help them.

Automation tools can be included in:

  1. Email campaigns and newsletter sign-ups – identify who is ready to start learning more about your product and what information is vital for them to receive first.
  2. Free ebooks – uncover which leads are looking for long form content and define your organization as thought leaders.
  3. Contests and giveaways – get prospects who know about your organization excited about new products and services.

2- Decrease the Sales Cycle:

In sales, when a lead has been nurtured over time, they’ll convert much faster. But, not every lead starts that way. Some leads visit your site to explore brand options or gather research on pricing and products. It’s during this information stage that automation nurtures leads with appropriate questions. 

Automated questions can gather more data on customers and lead them further through the funnel.

Nurturing the lead can come through:

  • SMS- when your customers and leads use texts to navigate site features.
  • Emails- when you send newsletters or promotion materials.
  • Contact centers- when your customer uses text or phone for queries.

Once the potential customer expresses a need to make a purchase, the sales team can step in and help with order fulfillment. Because the lead has been nurtured, the sales team can discuss the product or service they wish to purchase and make personalized recommendations.

3- Improve Email Marketing with Automation:

Businesses often use emails to communicate with customers. Emails can serve as an introduction or way to push a lead through the funnel.

With automation, emails are sent as soon as a lead has a request. Email templates are clear, concise and include a CTA. The messages can be customized and email marketing can be integrated with CRM. This improves conversion tracking with leads. While marketing automation with  emails can increase your productivity.  

There’s no guesswork in how to draft a message. Nor is there concern over when to send a follow-up. The sales automation tools are set up to trigger emails based on lead and customer requests. 

Email automations can also be used after the initial sale to notify users of new updates, or whitepapers that are specifically relevant to their work. By continuing personalized communication after the sale you can turn customers into life-long advocates.

The Bottom Line

Ultimately, sales automation can be a bridge between sales and marketing and even customer care. The right sales automation tools fill the gap between you and potential customers by providing helpful information that allows sales teams to personalize communication. With more and more customers demanding personalized products and services, using automation can improving the customer experience, increases sales, and improve ROI.