Sales Automation System Training

One of the common mistakes people make when designing sales automation systems is conflating “statuses”.

Before getting into actual button pushing type sales automation training, you’ll get better results from your CRM if this is clarified by the CEO, sales manager, etc.

I write “statuses” in quotes, because one recent sales process given to us by a client included…

  1. The logical next step, i.e. an action
  2. Previous disposition (i.e. left voicemail) (a result of an action)
  3. Vague Actions, i.e. “Flup” / Follow-up Call, but the real agenda was confirmation of receipt of the application package. Note SwiftCRM can confirm receipt, and even how much time & when exactly, and how many devices saw an online document. Whether a client is mentally prepared to talk to you about it and make a decision is another matter, usually requiring a call.
  4. Looped Actions, i.e. follow up in 3 days.
  5. Disposition Rules “Meta” i.e. drop lead to “shark tank” after 3rd call attempt, 5th voicemail, etc.

Swift CRM is the single most configurable CRM on the market. It’s my job to understand the competition, and I can say with reasonable confidence, we bend over backward to make the software to conform to humans, not the other way around.

Human Habits are Harder to Change Than Software.

The selling process of course varies by product, price, style, organization, etc.

To be ready for sales automation system training, you should first have your sales process flow mapped out.

This is probably best done on pen and paper, google doc, or a simple email to yourself.

In each of the major steps, be sure to allow for “Stall Statuses” – dispositions such as “left voicemail”, or awaiting return of contract. While this sounds obvious and trivial to anyone in sales, what’s less apparent is that technically, the sale has stalled at this point, and thus the contextual information required doesn’t change.+

  • Sale Movement: Advance, Stall, Retreat
  • Actions: Call, follow up, send media, customize quotes, etc.
  • Automation to be triggered by any status (company-wide and/or individual)
    • General policies i.e. drop after 5 call attempts, but reset count if the sale has proceeded.
  • Deliverables required to Proceed: Credit score, application, finding a house to buy, etc.
    • Extra bonus if you’re clear about who provides the deliverables, because that can be automated (i.e. in real estate, we get the appraisal from the appraiser directly).
  • Legal rules i.e. in case of loan decline, certain disclosures may need to kick in
  • Transaction Setup. Usually this starts with a verbal commit.

While the below may feel overly detailed to in-the-trenches sales guys (and gals!), simply having this level of clarity will help your sales team double or triple productivity, since they at any given moment, can then have immediately do-able bite-sized actions in front of them, which in sales, looks like calls, email, marketing, in-person-visits, and the occasional snail-mail to get deals (Tom Hopkins would slap me for using that word, but we’re in-house here!). Usually, duties also require decisions about product fit, review of paperwork or assets in many cases, and interaction with a fulfillment team.

When the above is mapped out, implemented, then sales automation system training is fairly simple – using recorded webinars, online videos, or even in-person (but recorded) demos, so future employee onboarding is repeatable and systemized.

For most industries, we already have the CRM customized, however, for anyone seeking a general sales process flow, here’s our boilerplate starting place:

  1. Imported (suspect, prospect, CSV import, live transfer, captured online, etc.)
  2. Initial contact & benefits overview
  3. Qualification & needs assessment, product fit
  4. Verbal commit (“Won”, “Sold”, etc.)
  5. Transaction setup – money, paperwork, contracts, deliverables, deadlines, etc.
  6. Fulfillment – get it done, delivery, etc.
  7. On-going / Accounts (for some industries only)
  8. Incubate (hold due to deliverables – i.e. homebuyer out searching for a property, buyer getting financing, etc.)
  9. Dead (not interested, not qualified, lost to competitor, etc.)
  10. Closed successful
  11. Closed unsuccessful (client bailed, or bought but then went out of business – not a referral source)

To learn how Swift CRM can benefit your bottom line, contact us for a personalized demo today.


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