The concept of sales automation is closely linked to that of efficiency. The same digital transformation process that has been talked about for some time is not undertaken by companies to feel “in step with the times”, but to be more productive and competitive. It is a question of facing a competition which, based on new models and frontier technologies, makes agility and efficiency its sharpest weapons. Therefore, when we talk about the digitization of sales processes we are referring to a profound process of change aimed at replacing traditional schemes, procedures and tools. In their place come new ways of managing work, made possible by the latest generation of technological tools. This is why it is said that technology is an enabling factor of digital transformation: the two things do not coincide, but without the right tools the transformation could never happen.
Going into more detail, the automation of sales has a clear and simple objective: to ensure that salespeople focus on their core business, that is, sales, and neglect the collateral ones, which do not bring advantages to the company and are sometimes indicative of incorrect management. The theory tells us that salespeople should turn 100% of their attention to the sales business. From its programming, to the execution and to the study of the tools with which to maximize the chances of success. Then it is clear that many collateral activities are physiological and cannot be wiped out from morning to evening. Let’s think, for example, of contacts with potential customers, managing customer e-mails and so on, but being able to eliminate those that represent clear indicators of inefficiency would already be a clear step forward, with positive consequences on sales results.
Any examples of non-core activities that can be eliminated with sales automation? Filling out contracts by hand, or continual e-mail exchanges and phone calls with the commercial management to authorize a certain discount or particular mix of products. This group also includes reporting contract data in the company’s CRM, looking for (and not finding) updated marketing content and a thousand other factors that can fill a typical working day by distracting the professional from the true purpose of his business.
Some studies have calculated how much time, within a typical working day, salespeople actually spend on sales. According to InsideSales, for example, the problem is serious, as only 37% of this time would be spent on core activities. This means that almost two thirds of the working day go into collateral activities, which generate neither turnover nor growth for the company. If they cannot be completely eliminated, at least all the necessary measures must be taken to reduce them. And not a little.
The solution is, in fact, digital transformation, that is the insertion of new procedures, new ways of managing work and new tools that facilitate this change. In particular, sales people can benefit enormously (and with them, the whole company) from the use of a platform that facilitates sales activities from A to Z. Because sales automation avoids errors, speeds up processes and, in fact, it allows sellers to focus on their core business, which is the purpose of the whole process. If they can count on a tool that is easy to use and able to manage the configuration of the offer, the quotation, the quote, the closing of the contract and also the loading of data in the CRM , the “lost” time disappears completely. Furthermore, asking for confirmation in the company, searching for or creating content, obtaining authorization for particular conditions, returning to the customer again with a tailor-made offer, bringing the signed contract to the company and uploading (by hand) the data in the CRM will no longer be necessary. With all the pleasant consequences of the case, both for the professional and for the company.
Obviously the technological tool is only a component of the transformation. To function, it needs to be supported by good coordination within company functions and the right mindset, which ultimately is the most important ingredient of success. Because otherwise, the tools to win are all there.