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Workflow Automation and a Well-Defined Sales Process Can Lead to Success

May 08, 2017
By Laura Stotler - Telemarketing Software Contributing Editor

Workflow automation can be a critical competitive differentiator for any sales organization. Businesses are under pressure to improve productivity, foster innovation and generate more revenue, and having a well defined and documented sales process can offer an edge over competitors. Workflow automation, when implemented correctly, can ensure that process is adhered to and help convert more leads into closed sales.

Sales author Barbara Giamanco recently spoke to Scott Amerson, VP of sales at VanillaSoft, about the power of workflow automation for her podcast. VanillaSoft offers a sales platform centered on a queue-based system to automate and manage the entire sales process. Amerson said a lot has changed since he started out in sales more than 25 years ago as a stockbroker, calling people out of the phone book and using index cards to track his leads. With so many options for interacting with customers and prospects and leads coming in from different sources, persistence and repetition are required to differentiate today’s sales organizations.

“The complexity of the sales cycle has changed as technology has changed, but technology doesn’t always match the end result for the sales person, which is creating a global sales process with infrastructure that actually drives sales instead of just reporting on sales,” said Amerson. And too much technology can be daunting for a sales representative, who is tasked with learning their product, their competition and their internal structure, and then having to keep track of the sales process on multiple platforms. “The simpler we can keep the process that empowers the sales rep to be productive and spend his time on sales revenue generating tasks is the best solution.”

Persistence is the key to success in today’s sales environment, where the volume of calls doesn’t automatically translate to more sales. How the follow up is conducted, when and by who are all critical steps that must be governed by a predetermined sales process in order to generate reliable results. The cadence of all these activities is important too, according to Amerson, and there should be a defined logic or rule to determine what happens to a lead. Much of that can be automated, but having a clear process in place will lead to the best chance for success.

Finally, in today’s omnichannel world of communications, speed of follow up can be a clear differentiator. Particularly when leads are coming in from the Web, chances are a potential buyer has made multiple inquiries. And the company that responds quickest is going to have a competitive advantage.

For additional information on the power of workflow automation throughout the sales process, tune into Barbara Giamanco’s podcast, available here.