How Can B2B Companies "Automate" Their Sales Process?

August, 11 2016

There's a new buzzword in the sales game, and it is sales automation. You’ll hear the proponents claiming, “with a modest investment, these automated sales systems work for you 24/7 and they never take a break… just think of the savings associated with reducing your sales costs.”

Yeah, I get that and there are certainly benefits. Let’s not dump out the baby with the bathwater. If you are able to combine an automated approach with top performing salespeople, you will create a truly winning recipe for success. But like any system, if you implement it, you’ll need professionals to execute. Employing a sales system today requires an investment in a Customer Relationship Management (CRM) software, and there are lots of them out there.

Why Do Salespeople Need a CRM?

This is how the good CRM systems work: it’s rare to get a prospect’s attention on the very first outreach attempt. More often than not, a sales rep will need to reach out again, and again…and again. Persistence is a virtue in sales. Most sales experts espouse making between six to ten attempts before giving up on a prospect. Abandoning prospects too soon could leave money on the table. But how can a sales rep keep all their assorted prospects and outreach attempts straight? Depending the number of leads a salesperson is working at any given time, trying to remember to call Company X on Tuesday, Organization Y on Friday, Business Z on Monday, and sending check-up emails on Thursday, Wednesday, and Saturday - is all but impossible. A great CRM takes this memory game off sales reps’ plates. With the right system, this isn’t just a pleasant dream – it’s a reality. The best CRM software systems are updated to include task modules that automatically alert sales reps of who to follow up with and when. Salespeople can simply set a reminder and forget it. When the time rolls around to reach out again, reps also benefit from having all prior contact attempts at their fingertips (some systems can automatically save and log voicemails and emails), as well as any buyer interactions that have taken place in the interim.

CRM Helps You Follow-Up Like A Boss

With the right context at hand, salespeople can tailor their follow-ups based on what the buyer’s done and what’s already been said. As outreach becomes more and more personalized, reps will receive well-qualified leads funneled through the buyer's journey -- not less. With the aid of a CRM, time is not wasted. Leads are tracked and funneled into qualified leads. Through the lead nurturing process, leads are monitored. A good CRM software delivers qualified leads into sales opportunities and easily allows to ask for the sale - achieveing the goal of converting leads into new business. 

Got that?

Definitely, the right tool will help your sales team manage their efforts better but remember that nothing works without effort and a genuine interest to solve a prospect’s pain points. That’s the glue that holds the system together. An authentic interest in being a problem-solver. That’s why an automated process needs a good salesperson to make it achieve potential.

For more insight on improving your sales process, read our free white paper we've written: "The Definitive Guide to Selling Better and Faster" av


The Definitive Guide to Selling Better and Faster

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Perry Boeker

Principal & Marketing Strategist A results-driven creative thinker, Perry is a marketing management professional with a proven record of achievement in Strategic Planning, Team Leadership, and New Concepts Development.