Sales Automation 101: What it is and how you can use it

Sales automation can make your entire sales process more efficient and personalized. Let’s dive deeper into what sales automation is and how you can go about using it.
Shubham Joshi
Shubham Joshi
Reading time: 4 minutes

Like every other company, are you the one who wants to enhance your sales? If the answer is a big, big yes — then it’s time for you to learn and adopt sales automation to ensure that no cracks remain in your entire sales process.

Approximately 54% of companies already use sales automation in their organization to generate more leads and sales.

But, how can you use automation to generate better and more personalized tactics to bring in more customers?

If this is what you’re worrying about, fret not as we’ll elaborate on what sales automation is and it can help develop more personalized strategies. Let’s dive into it!


What is sales automation?

Sales automation refers to using software, artificial intelligence (AI), and other tools to eliminate repetitive and time-consuming sales tasks.

Some benefits of sales automation include:

And many more! In fact, statistics show that companies that use high-level automation in their sales processes generate around 16% more leads than those with low-level or no automation.

Furthermore, a report shows that early adopters of sales automation find an increase in customer-facing time, better customer satisfaction, 10% to 15% efficiency improvement, and a sales uplift potential of up to 10%.

TLDR — with the help of sales automation, your team can eliminate manual tasks, improve the overall efficiency of sales processes, and use the extra time to focus on providing more personalized experiences to close leads.

How sales automation can develop personalized strategies

It should be one of the main priorities for organizations to form personalized sales tactics to ensure that customers get more personal responses and improved experiences. This can then help to maintain a long-term relationship with your customers.

With that said, let’s walk through how you can develop personalized strategies with sales automation!

Use AI-powered chatbots

The time has come where chatbots and salespeople work together to help businesses communicate better and deliver exceptional customer experiences. The use of AI bots for live chats has helped businesses remain active and engaged with their customers.

Offering live chat has a positive effect on sales, revenue, and customer loyalty. Source: Smart Insights
Offering live chat has a positive effect on sales, revenue, and customer loyalty. Source: Smart Insights

If configured correctly, these chatbots can detect commonly used keywords found in customer complaints, answer frequently asked questions, and even automate transactional messages.

However, while chatbots can certainly take the weight off for your customer service team, the ultimate responsibility of delivering prompt and effective customer service still lies with your human team.

Automate personalized email marketing

Email marketing is a powerful marketing strategy that helps to generate sales. However, it can be a repetitive and time-consuming process to have to consistently follow up with your customers.

There’s no doubt email marketing helps you stay connected and engaged with your customers, but imagine having to send the same email to thousands of customers?

And the real problem comes when you have to send 10 different emails to 10 different groups of customers to keep messages tailored based on their customer journey…


This is where sales automation comes in. Email marketing tools help to automate your email marketing process, WHILE still ensuring that your emails are personalized. This significantly reduces the amount of time and effort spent on manually typing emails, scheduling them, and sending them to all your customers.

Turn web visitors into leads

Ever notice that you have a substantial amount of organic traffic to your website, but your conversion rates are low?

Many businesses overlook the importance of gathering web visitors’ information. This is where many sales opportunities fall through the cracks because you’re not engaging with your customers.

This is where lead capture software comes in handy. It allows businesses to attract and capture all relevant information about leads from multiple channels such as website widgets, online forms, and gated content.

With lead capture software, you can:

  • Track web visitor’s online behaviors, such as how long they spent on your page, what keyword they searched, and more
  • Provide scoring to leads based on the time they spend on the website
  • Enriches customer profiles by collecting important and helpful information about them
  • Automate a scheduled callback

Speed up the follow up process

It’s a common consensus that sales reps dread following up with customers. You always get rejected, ignored, you might even get yelled at if you’re making cold calls, and it’s extremely time-consuming to be dialing numbers or sending emails all day long.

But, following up with your customers can actually improve sales conversion rates as about 80% of the sales are made after at least five follow-ups. This is what makes this part of the sales cycle so necessary.

Hence, sales automation tools can help you automate the follow-up process.

If you rely heavily on making outbound calls to your customers, such as insurance agents, using outbound call software can help you immensely by automating the dialing process.

If you rely on mainly emails to follow up, email marketing software will do just the trick.

Are you ready to automate?

We hope that this article has given you a better understanding of what sales automation is and how it can help you develop personalized strategies.

Sales automation adoption rates aren’t showing any signs of slowing down — and this remains the biggest evidence that sales automation has and is benefitting businesses who use it.

That said, check out our list of sales automation tools to generate more opportunities for your business and stay ahead of the competition!

Shubham Joshi
Shubham Joshi

Shubham is an experienced content marketer at factoHR. Passionate about training and development programs, he is always ready to help colleagues and customers by representing concrete ideas and methodology.

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