Process automation in sales is a practice adopted by companies to accelerate all the steps involved in the sales process. It is the planning and practice of a set of actions, strategies, practices and culture aimed at delighting the customer and, consequently, increasing sales.
There is a secret about those companies that manage to be productive on a daily basis, seeing, controlling and accelerating their sales.
They all have “in-house” technology. It is through it that it is possible to automate sales processes.
The result of this? Well, several: you know your best acquisition channels, your customer profile, their pain, you know your predictable revenue.
But did you know that there is another little secret that makes the routine even more productive? This one we’ll just tell you.
Technology becomes even more efficient when you use automatic actions within your sales system.
Now, you may ask yourself: what are automatic actions after all? And how do they help to automate sales processes?
These are answers that we will start to expand from now on.
What is process automation in sales?
As we said before, process automation in sales is the application of a set of strategies, practices and actions.
The mission here is to make the sales process much more efficient. Make the sales routine more productive, assertive, always focusing on customer success.
For that, it is necessary to involve the creation and application of some rules and actions. And the entire company’s sales force must be involved.
To be really assertive, this automation makes it unnecessary to do a lot of manual and robotic work.
And this is where we introduce it, technology.
The digital transformation of companies is the starting point for everything to really change, with the pardon of redundancy.
So here’s a truth: there is no process automation in sales, nor full productivity, without technology.
If you’re still managing your sales leads in a spreadsheet, for example, you’re losing a lot of money.
The sales team needs to sell. The SDR has to score agendas. The marketing team needs to generate leads.
If they are doing anything other than actions in this direction, your sales manager is wrong.
Searching for information, sending emails, sending proposals and contracts, filling out tables and spreadsheets… look how much time is wasted on this?
Technology solves these problems. It takes on the robotic and bureaucratic tasks (which are necessary) and leaves people with one goal: customer focus.
What are automatic actions? And how do they help process automation in sales?
Remember the little secret we spoke at the very beginning of the text? Well then, maximum sales productivity only really exists with automatic actions.
But first of all: what are these automatic actions? Where do they live, what do they feed on?
Well, an automatic action within your CRM is something that happens as soon as a trigger is fired. And you determine which trigger this is.
One action automatically generates another. That’s the logic. Something happens and instantly a new action arises.
You can create automatic actions based on opportunity behavior. Set to:
- Send to RD Station;
- Send email;
- Duplicate opportunity in another funnel;
- Create an activity;
- Change opportunity owner
Let’s go to some examples to make the operation of automatic actions in sales process automation easier.
Within your sales funnel, you can set up an automatic follow-up action – complementing it with an opportunity stagnation alert and email template.
So, if you submitted the proposal and after 2 days the customer didn’t respond, you drag the opportunity card to a step called “follow up”.
When dropping the card in this new opportunity, an email will automatically be sent to him asking for an answer and reminding him to accept this opportunity.
Note: don’t know what to write in this email? Download ready-made message templates for every step of your process.
Did you see? You’ve just clicked, saved time writing email, and still accomplished an important task.
Do the same for a cold mail, for example, approach, as soon as the lead comes from your marketing platform and falls in some step of a funnel (you configure which one).
Pre-sales qualified the lead, listened to his pains and needs, and saw that he is interested in buying.
Great: time to send it to the sales funnel and leave it to the salesperson. What to do?
Well, in the last step of the presales funnel, give the opportunity gain and set up an automatic action to duplicate that opportunity.
State what step in the sales pipeline it will enter so the salesperson can start working on it.
Oh, and don’t forget about another automatic action: change the opportunity owner. But leave the pre-sales professional involved to keep track of the status of the deal.
Note : here all data will be present. All the client’s history with the company goes together. And it’s important to take advantage of the opportunity to have accurate metrics from your SDR team.
To better understand the importance of SDR and industry metrics, listen below:
CRMPipeRun · Importance – Of – Structuring – the- Sector – of – Pre – Sales
The same example goes for a sale closes. Duplicate to the customer success funnel with automatic action.
But do another one: tell RD Station that this person has become a customer, taking him off the prospect list, putting him on a new one, that of your customers.
This way, you avoid pestering him with content that no longer makes sense, putting him on another list, to receive other emails that are relevant to his success with the brand.
If your company works with an external salesperson, you can set up an automatic action by creating an activity for them.
The trigger is you who is in charge. If your company works with a pre-sales technician, for example, who needs to combine the project with the customer – and this happens in person.
Set up a step that we can call a “technical visit” – but name it any way you like.
Once you drag the card there, you can either send an email confirming the visit or create an activity for this external representative.
There will be all the relevant data for visiting it – but complement it with any other information you want.
This representative will also be notified by your corporate email that there is a new activity registered. And so it will be ready to act
Note: use your CRM application to manage the activities – and record how it went, by audio itself, which will then be transcribed to text.
Also, use the app’s location system to streamline your visit(s).
7 Immediate Benefits of Sales Process Automation for Companies
By now you may have already understood the benefits of having process automation in sales. But it may not have been 100% clear.
We have separated 7 benefits that companies that have technology in sales can perceive immediately.
Check and see if these aren’t pains you face in your business today:
1 – Productivity
This is the most obvious point of all: productivity due to all the features that a CRM provides.
Automation of tasks in sales involves taking robotic work out of people’s hands.
Without having to spend that time, they can handle more opportunities in the same workday.
2 – Cost reduction
The item above is automatically linked to cost savings. Look how expensive it was for a salesperson to simply copy and paste emails or fill out spreadsheets.
This time also enters the CAC account, Cost of Acquisition of Customers. Before, because of these activities, you were spending too much to get a client inside.
For those who sell MRR, how many monthly fees would it take for the customer to pay for the operation?
And from how much would he start making a profit for the company? Of course, it also depends on the average ticket.
But look at the impact of process automation on sales. Everything counts. Everything weighs.
3 – Consultative sale
Those who are not dealing with many bureaucratic tasks have time to be consultative and generate value for the client.
This goes for marketing, pre-sales, sales and also for the success, support implementation team.
Understand sales process automation as the technology present at all customer touchpoints.
After-sales is also strategic and when it manages to have more agile processes, with measurable data, it even contributes to an upsell strategy.
After all, if you know your customer well, you know they can be more successful with a more advanced plan.
Or cross-sell , offering a mix of products or services that will further enhance your experience with your brand.
4 – Faster closings
Mainly the automatic actions make closing sales much more agile.
Email templates, contracts, proposals… all of this speeds up the yes (or even the no) of your negotiations.
Imagine how long it takes you to print a contract, mail it to the customer, sign it and send it back to you
Remember CAC? So… it’s something that goes along with cost reduction.
5 – Performance measurement
Performance measurement is perhaps one of the main benefits – which also contribute to cost reduction.
Know where your best customers are coming from, what acquisition channels are they leaving? For that, use tags and automatic actions, you’ve already learned what it is!
Focus (time and resources) on what really works for you and discard what doesn’t.
Also, measure the conversion rate at all funnel steps. Where is there a bottleneck? Monitor. Correct.
6 – Centralized information
Did a lead from your marketing strategies enter CRM? An automatic action (look at it again) already registers this contact for you on the platform.
The history, any and all interactions between the customer and the brand are also recorded – all within the opportunity or within the system.
Centralized information helps you with so much.
From knowing the recurring needs of this customer to drawing an ideal customer profile ( ICP ) and reinforcing your marketing actions for this type of prospect.
7 – Total control over sales
The area manager has full control over sales and is able to see the opportunities of all salespeople, pre-salespeople and everyone who uses CRM.
It can also prevent the team from seeing opportunities that colleagues are working on.
The automation of processes in sales allows you to track, in a funnel in the kanban model, how, how much and how your teams work.
If there is someone overloaded, idle, all this is possible to see with a few clicks – which makes any decision totally assertive.
How to automate sales processes in your company
Think of your business’ sales cycle without the technology present.
- The customer registers interest in your website because they want to know more about what the company sells;
- You download the contacts into a spreadsheet and start covering each one bit by bit;
- The seller sends a message to the customer on WhatsApp or email giving more information to the potential customer ;
- The customer asks for some time to think;
- The seller resumes contact to find out if the answer is “yes” or “no” to the offer made.
Note how simple and even fragile this relationship with the customer is during the sale. Basically, the seller only acts when asked.
There is a lot of room for the customer to opt for the competition or simply give up on the purchase. The company does not deliver any value to this prospect .
But the reality can be different when you use a really complete sales CRM focused on how to delight customers.
Do more with a CRM
Especially when you have integrations with other important platforms like marketing automation.
- You produce an SEO-optimized blog article and in it, provide rich material that complements the content;
- The customer searches for the keyword on Google, finds you, consumes your content and leaves your email to download the material produced.
- Now you fire up your marketing platform and start sending him a stream of emails with new materials;
- Assign a score to this lead, based on whether it opened your emails, downloaded new materials, responded;
- Interactions increase the score, and when you reach a satisfactory score, you make the switch: send the lead to pre-sales;
- The pre-sale calls and talks with the prospect to find out about their needs and if he has adherence with the business;
- If he’s prepared, the seller steps in to actually sell;
- The customer asks for time to think and, in this hiatus, the salesperson remains available, talking, reinforcing the value of what he sells;
- Performs the follow-up step, triggering the trigger to accelerate the closing of the sale;
- Send the contract and quickly receive the acceptance of the commercial proposal (with electronic signature, a simple click is enough).
Did you see? The process is much more complete. You maintain a constant, positive relationship with the customer.
Of course, all companies have their quirks – your process doesn’t have to be exactly that.
But the important thing is to always be in contact with the customer in a positive, consultative way and delivering value to them.
So, how can we help you?
Enjoy and read two articles that will help you improve your business results.
The first talks about how to increase sales with the integration between marketing and CRM.
The second covers sales metrics that are important to your business.