Intro
It’s hard to think about something in your daily life that hasn’t been affected by automation. Running the dishwasher, riding the elevator and calling someone on speed dial are just a few ways life is becoming less and less manual. Your selling efforts should be no different. Sales enablement automation helps sellers automate and complete the dozens if not hundreds of low-effort tasks they face each day. By properly utilizing sales enablement automation, you can help sellers focus on meaningful tasks that will in turn help close more deals and scale success.
Sales Enablement Automation
While the term “sales enablement automation” may seem easy enough, there’s lots that goes into it. It’s not only making emails easier to send, it’s a whole array of simple, yet vital, tasks being automated to run more efficiently than a seller ever could on their own.
This type of automation makes it so when a seller sits down in the morning they don’t have to worry about manually sending out 100s of emails to new prospects before they can make an important update call about a potential deal further down the pipeline. With proper sales enablement automation, this seller can send all the emails out with the click of a button and move on to closing that other deal sooner.
Why is Sales Enablement Automation Important?
As just hinted at, sales enablement automation is very important. Utilizing it has many benefits that help not only with day-by-day selling, but also with aligning sales and marketing and gathering accurate data to help with reporting and forecasting. With sales enablement automation, you can help ensure things don’t fall through the cracks on your team. Without it, you run the risk of sellers being bogged down in repetitive low-effort tasks, which takes away from their more valuable selling efforts, as well as losing all the other benefits that come along with it.
Examples of Sales Enablement Automation
Some of the benefits just mentioned are highlighted below:
1. Sending Emails
Emailing should not be the biggest part of your seller’s day. Well, at least not repetitive cold emailing thousands of leads from a list. By automating these email sends, sellers can spend more time on what the bigger priority is. This will not only help with email marketing, but free up more time as well.
Another benefit of automating your emails is having a greater chance to retain prospects that may be losing interest. Through automation, once you detect those prospects who don’t seem interested you can then address a group of them all at one. Rather than sift through and individually respond to every email, you can group similar complaints or responses together and send them the same templated automated follow up, which may help more deals get back on track.
2. Completing Tasks
Completing other tasks, like emails, can also be automated. For example, one of these is setting up meetings with prospects in your pipeline. By automating and connecting your email to your calendar, you’re able to create a simple method for connecting everything. Now, you can present people with your calendar, and a time they select will automatically be put in your calendar.
From here, sellers will be notified on the day of this meeting that it’s happening. Rather than scrambling to write details down about a prospect and a potential meeting time, this process is done for you. Stop making sellers sift through messy desks filled with sticky notes and random scraps of paper holding valuable information. With sales enablement automation, sellers can come in every morning and be reminded of all the meetings they have that day, including information about the prospect, their company, state of the deal and more.
3. Updating Records
With sales enablement automation, updating customer records is a piece of cake. Without one, sellers must manually go into where their customer data is located, likely a CRM like Salesforce, find the customer profile and manually enter information about them after every interaction. With sales enablement, every interaction can be followed with task results such as Not a Fit, Closed Deal, and hundreds more. These results automatically update the customer records and help determine what path should be taken with the prospect moving forward. This process is made even easier when you link your tech stack together and combine your CRM with sales enablement and sales engagement platforms.
4. Pulling Contact Data
As alluded to, pulling contact data is part of this automation as well. On top of being able to see customer and prospect data when you start your day at the beginning of a morning, you can also get this data when you’re in a meeting with them. Being able to see valuable customer information when you’re interacting with them can be crucial to helping the meeting go positively. Sellers can see their current status, as well as any notes they have left to help personalize the selling experience for every prospect.
5. Recommending Content
With sales enablement, sellers also have access to knowing what works best for closing deals. Part of this process is leveraging content in their outreach efforts. More specifically, companies like Seismic give insight into what content is working best. By utilizing Seismic in your outbound marketing, you can see what customer personas are responding best to what content. Then, by using the sales enablement automation, you can feel more confident in sending the best content to the best people.
6. Chat Tool Help
Another aspect of sales enablement automation is chat tools. While they may seem pesky when they pop up on a new website you visit, they can be extremely helpful when you need them. Chat tools are a great way to find information quickly when you’re searching for answers. So, by leveraging sales enablement automation, sellers can be alerted when someone lands on your website and uses the chat tool. Or, you can also program the chat robot to be able to give some automated answers to common questions.
Sales Automation in Salesforce
Now, with so many different ways a seller's efforts can be automated across so many different areas of the sales process, you may be wondering how this all fits together. Our recommendation for bringing everything together is Salesvue. Salesvue is a Salesforce-native sales engagement platform. As a tool, Salesvue can help perform many of these automated tasks, as well as give better efficiency to others than its competitors.
With Salesvue, you can create the cadences needed to send automated emails out and your low-level tasks can be automated as well. The benefit of Salesvue being Salesforce-native is the other benefits of sales enablement automation, like updating records and pulling contact data is more efficient and secure than if doing these through an off-platform tool. Salesvue allows for a single space where sellers can complete all their daily sales efforts in an efficient and effective way.
Summary
Sales enablement automation should be a crucial part of every team leader’s strategy. With it, sellers' days are not only cleared of the junk that wastes time, but leaders can find more valuable ways to engage and reach customers throughout the pipeline. Through automation, emails, updating records, setting up meetings, finding the right content and so much more is made easier. Why take the stairs to the top floor when you can ride the elevator to the top?
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