A sales software program can show when a company’s sales are increasing or decreasing, but it can’t detect the mood of customers. To get the real story of how customers feel about a company’s performance, human interaction is necessary. Depending too much on technology can lead to missed opportunities and weak business relationships. When automation and human interaction are used together, opportunities can be identified. Sales representatives are then able to build strong relationships that last a long time.
According to an article in Selling Power Magazine, “Companies that take advantage of technology to exploit the itch cycle will create sales where before there might not have been any at all “
Marketing automation is able to help a company target specific audiences. This will identify prospects who need or want what a company provides. Discovering a target audience through trail and error can be eliminated. This enables sales representatives to design presentations that appeal to a designated demographic. Knowing how to identify a customer base is always key to successful selling.
A sales person cannot simply make a large number of cold calls daily. They must be able to identify the difference between a hot or cold prospect. The use of software is one way a sales person can eliminate the need for too much cold calling. Studies have shown that customers are often on their way to making a sales decision, when contacted by a sales representative. With the information provided by sales software, a sales person is able to be more productive with customers.
Sales software is able to provide leads, but a salesperson is more effective at getting a referral. Experts agree that customers are more likely to provide a referral when asked by a person, rather than when asked on a computer screen. Building a successful contact list requires sales people to analyze information, and know what leads are the best potential customers.
There is a specified amount of time required for a sales lead to be transformed into a satisfied customer. Automation makes it possible for a company to detect the slow areas within their sales process. It will take an experienced salesperson to understand this information and make the necessary changes. Negative sales behaviors can also be detected by automation. They can be corrected with human involvement. Not doing this successfully will have a negative impact on a company’s revenue.
Potential customers are bombarded with sales-oriented emails on a daily basis. Many companies have had success with targeted email marketing campaigns. Sales increase when a person is able to respond to a customer inquiry with personal email. This email could provide specific contact information for a sales representative and more. When a customer contacts them, the sales person will have all the necessary customer information available.
Automation is not designed to fix sales performance issues at a company. It will be able to provide a picture of how a sales team is performing. Automation will make it possible for sales representatives to anticipate what is important to a customer. They will then be able to use this knowledge to build a positive customer relationship. Automation can make it possible for the manual tasks of a sales representative to be decreased. This will result in them having more time to turn leads into sales.