What Is Sales Automation and How Does It Work? (With Pros)

By Indeed Editorial Team

Published November 27, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Professionals in an organization's sales department perform different business processes to ensure that the department remains productive. Sales managers can automate repetitive operations so that team members can have sufficient time to perform other urgent responsibilities. Knowing the steps for automating an organization's sales process can help you maximize sales leads. In this article, we define sales automation, explain how it works, provide the steps for applying it within an organization, outline the benefits, and list examples.

What is sales automation?

Sales automation is the use of digital tools like software applications and artificial intelligence to optimize sales operations. The major purpose of this business process is to eliminate manual and repetitive responsibilities to help team members focus on increasing sales. It can be an effective business procedure sales managers adopt to manage time-consuming duties within the department. For example, if you manage a sales unit, you can introduce software applications to enter prospects' data so that sales representatives can concentrate on other tasks, like performing demonstrations.

Related: What Is Workplace Automation? (With Benefits and Examples)

How does it work?

Sales managers automate a sales process by using software applications to perform specific tasks. While automating a company's sales process is a practical way to improve productivity, there are a few aspects of the sales operations that require human interaction and special attention. If you introduce automation to a sales department, you can create a hybrid work environment where team members perform specific activities, and software handles other programmed responsibilities.

How to automate an organization's sales process

Introducing automation into an organization's sales process requires thorough planning and effective monitoring. If you intend to automate a company's sales process, here are the steps to follow:

1. Find a suitable software

First, identify the specific process to automate and research a customer relationship management software that addresses it. Customer relationship management software is a software application that can also perform sales processes. It's a technological tool that companies use to manage interactions with their existing customers and attract potential customers. Companies that use customer relationship management software applications can maintain business relationships and improve their productivity.

Review the software to ensure it includes tools to address the specific process. For example, if you require a software application that allows auto-dialling to automate the department's calls, you can seek software that offers this feature.

Read more: What Is CRM Software? (With Definition, Types, and Uses)

2. Introduce the improvement

After finding a suitable software application, the next step is to introduce the improvement in the sales department. You can conduct a training program for sales representatives to explain the update and help them understand how to adjust to the new development. Training team members is essential for the company to experience the benefits of automation.

3. Conduct routine review

It's essential to review the software regularly to assess its effectiveness. Compare the company's current sales records with the sales goals and evaluate the software's role in achieving the goal. You can also discover if team members are utilizing the software effectively.

Related: Performance Review Goals (Definition, Types, and Importance)

Benefits of automating sales processes

Below are the benefits of automating a company's sales process:

Improves the department's efficiency

Automating certain processes in a company's sales department is an effective way to improve the department's efficiency. Team members can maximize their time closing more sales deals instead of performing monotonous tasks. Through effective automation, you can also assign tasks that sales representatives can complete comfortably and effectively.

Maximizes sales leads

Managers that automate the company's sales processes can ensure that representatives fully optimize leads. The automation software evaluates the market and filters potential customers. Sales representatives can focus on them when performing product demonstrations and providing appropriate sales collateral. Sales collateral is any document or media that employees present to support the purchase of the organization's product or service.

Related: How to Generate Sales Leads (With Tips and Explanations)

Saves time

Automating the sales department's activities is an effective way to save time and ensure that sales representatives focus on satisfying customers with the company's products. The software application helps representatives conclude deals within a specific timeframe. Automation also helps ensure that while sales processes become faster, they remain accurate and error-free.

Maintains sales data consistency

Regardless of a company's size and the volume of sales it records weekly, managers can ensure that the data remains consistent by automating the sales process. If you manage a sales department, you can track the department's data and verify it to ensure that it's accurate and consistent. You can identify data inconsistencies and errors and correct them immediately.

Helps the company remain competitive

Companies that automate their sales processes can maintain their relevance in the market and establish a competitive advantage. The software allows sales managers to evaluate market demands, track customers, and discover their preferences. If managing a sales department, automating the department's process also helps you monitor market competitors to discover innovative strategies to adopt.

Related: A Guide to Sustainable Competitive Advantage in Business

Improves customer service

By automating the company's sales process, sales managers can identify customers' expectations and concerns and create strategies to meet them. If you manage a sales team, you can discover if the company's product provides the utility consumers expect by reviewing the sales data on the software. Once you understand consumers' concerns, you can offer recommendations to the concerned professionals. You can also educate consumers about the product and demonstrate how the product can provide optimum utility using the software.

Read more: Relationship and Effect of Customer Service in Sales

Examples of automation solutions

Examine a few solutions that automation software can provide to a sales department:

Filtering sales prospects

Automation helps you filter potential customers from the overall audience. The software can give you insight into the chances that customers purchase the company's products. It gathers information from the prospect's online accounts, company, and other customer relationship management records. Once you have a list of potential customers, you can assign sales representatives to focus on them.

Read more: What Is a Prospective Client? (With Sales Conversion Tips)

Sending e-mails

Drafting e-mails for prospects and customers is a tasking responsibility, especially if the company has a large customer base. Automating this responsibility is an effective way to reduce your workload and still maintain productivity. By automating the e-mail system, the software allows you to create templates to reuse instead of creating unique messages for different people. You can quickly customize the messages before sending them to look personalized. With e-mail automation tools, you can also organize e-mail campaigns and send follow-up messages. You can set it so that it stops sending follow-ups once a customer responds.

Scheduling meetings

Automation sales tools help eliminate the long process of scheduling meetings, ensuring that sales representatives spend their time more effectively. With a meeting and appointment scheduling tool, you can send prospects a link to your calendar, so they can choose a slot that fits their schedule. Once they pick a slot, it automatically adds the meeting to their calendar.

Related: How to Share a Google Calendar: A Step-by-Step Guide

Making sales call

Sales representatives usually call prospective customers to get their attention and discuss the company's product extensively. Instead of manually calling multiple contacts, auto dialling makes it easier and less stressful for sales representatives to interact with prospects. The automation software also records the details of these interactions. If you manage a sales team, you can review the transcribed summaries to discover new strategies for improvement.


As a sales manager, you require reports of sales representatives' operations to identify areas where they require improvement. For example, if you discover that sales representatives spend long hours convincing prospects to purchase the company's product, you can train them on other timely strategies. Automation tools create individual reports for you to review and address accordingly.

Sales predicting

Certain software applications for automating sales processes help sales managers understand market trends. The software provides accurate and current data for sales managers to forecast future growth. If you manage a sales team, you can also set feasible sales goals for sales representatives using automation tools.

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