Personally, I’m Rachel, Reev’s consultant, and I’m here to talk to you about a very important subject: task automation.
The automation of our processes, which goes far beyond automating email templates.
Why is semi-automation the best option?
To talk about the subject, I’ll start by contextualizing you a little about what is the template of emails.
When we talk about email automation through templates, we are talking about having a pre-defined, pre-assembled email body to increase the speed of sending the email.
We have two optics for this shipment: One 100% automated, and the other semi-automated, but what is the difference between these two optics?
When we talk about something that is 100% automated, we are talking about increasing the team’s productivity by increasing the volume of sending these messages.
As we are doing it in a 100% automated way, it is easier to send in bulk, but on the other hand, we are talking about a loss of personalization and customization of the content that is being sent.
Resulting in a negative shopping experience for the potential buyer. Regardless of the stage of the process: prospecting, qualification or closing.
So with that, the quality of this communication ends up falling.
Now let’s talk about semi-automation, looking at these same points.
We can easily see that this semi-automation raises productivity through a different but much more impactful perspective.
We will still have the body of the email and pre-structured template with a prior basis of what the team will customize within this email through a previous survey that he pre-qualified (during prospecting) or that he raised during the qualification in more advanced stages of the funnel.
With this, compared to 100% automated emails, the SDR/Seller will spend a little more time, as it will be necessary to enter these emails and fill in the information that will have an impact to attract the attention of buyers.
But on the other hand, we increased the quality of customization and personalization much more impactful than if it were 100% automated.
So, we can understand that we have greater cost-effectiveness in these semi-automated emails.
You have a nice quality level and a good productivity level too.
This we can see, even by Report 2020, with analysis based on 10.5 million interactions that says that these semi-automated interactions can convert up to approximately 2.5 times more conversion rate than 100% automated emails.
What is automation other than email templating?
Do we understand what templating is, and what is automation beyond that?
The automation that has the most impact on the sales process is the one that helps create tasks.
This is only possible when we have well-defined processes and are able to understand and measure our tasks, our conversions and have a vision of the whole.
This allows us to understand what the difference is from one vendor to another if they are performing approximately the same process and tasks based on conversion rate and other aspects of their behavior.
By having this well-structured process, we were able to also work with its structure in activity streams allowing less context switching and more focus.
Having then well-defined processes, it is possible to break the steps into more than one cadence flow.
When it is placed in more than one cadence stream per step, we are more likely to take advantage of these leads. As shown in the chart below:
De-bureaucratizing and facilitating sales productivity
We understand that good practice in sales, and to ensure that follow-ups are being made, is to ensure that leads go through at least 13 touchpoints: whether it’s a touchpoint, a call, email or attempted social contacts.
When this is already well structured within the system, it is not necessary for the team to have a cognitive effort, they need to spend time with the elaboration of these activities.
He doesn’t have to ask, did I email a lead? And now what’s the next step?
Do I make a call or text Linkedin and when will it be done?
It is exhausting and bureaucratic and unproductive, scheduling everything person by person he is in contact within his sales process.
For example, Reev is the only Sales Engagement tool in the Brazilian market and its premise is to automate this task creation so the team doesn’t waste time with bureaucracy.
When playing a set of leads within the tool, it generates tasks automatically, without depending on the organization of the team.
Freeing up cognitive effort to increase the sales team’s delivery quality.
What are the gains from automating tasks?
Let’s talk about some optics that gain from task automation.
We were able to understand the productivity gain by taking the effort and reducing time spent on completing new tasks.
This way you can improve his productivity, and by taking his work away from these more operational things, we allow for greater engagement in the process (intrinsic gain) and higher quality of delivery that will help him differentiate and draw more attention.
It is then possible to create personalization and humanization of our contact, which will generate more conversion for him and the whole team tends to gain.
Furthermore, the use of automatic triggers is almost infinite, allowing automatic switching of flows and actions that further reduce operational work.
And how does the seller’s perspective merge with the buyer’s? It all culminates in the best shopping experience.
It will be much more humanized, much more personalized, with a more interesting quality, and differentiated from what our competitors are managing to bring.
This all came from the extra time that the salesperson gained by not having to register their activities within the CRM.
According to the view of blue world city Islamabad Manager, it is possible to see other benefits of this task automation. Greater visibility for him about what is being done, clear tasks.
It is also possible to understand since these people are doing the same process, what is going right or wrong and where are the main bottlenecks and opportunities for improvement within the sales funnel.
If we don’t have a defined process, with each salesperson following their own way, the metrics we will have for each will be different, and there will be no way to compare them.
So a well-defined process is a prerequisite for having a more assertive control and the possibility of managing indicators, metrics, and conversion rate in a clear way.
Centralizing call recordings within a single location is also a great opportunity to find points of exponential improvement in interacting with potential buyers.