TSE 1266: Rethinking The Way You Do Sales Automation

Rethinking The Way You Do Sales Automation

What do you think of sales automation? Is it a go or a no for you? Perhaps it’s time you rethink the way you do sales automation.

Gessie Schechinger works for a company called OnCourse, a brand new sales engagement platform. Most of his life, he’d been a professional peddler, jumping from one sales job to another. He started his career in sales with cold calls, went on to a territory sales job, then became an account manager. From there, he got a taste of CRM. Now with his current team, they’re sharing a tool they’ve created that is helpful for salespeople to automate. Their goal is to use the sales professionals’ skill set and automate those skill sets for a more efficient outreach.

Selling smart using automation

OnCourse is a tool that helps salespeople to automate responsibly. The tool helps to ensure that your emails have accurate presentations, the right address, and all the other information and variables needed for impactful engagement.

In addition to that, this tool also looks at when people are going to engage and when they do engage, how long does it take for them to actually engage with the pitch. TAPO is a company that does outreach reporting. They research 280 - 300 large corporations and look at their sales outreach. Using that outreach study report, they can see what methods are effective.

Included in the study, is information about how long it takes for a person to engage and from there, how long it takes for them to buy. The report is important especially for service-based businesses and software-based businesses where people tend to communicate in different ways. To figure out the communication channel the clients respond to, you need to make contact in various areas. This is how automation works,as it helps you throw out big nets. The automation is used as a warm-up tool to prepare prospects for engagement and purchase.

The automation allows you to create awareness. While your first automated emails are typically deleted, your next emails have a greater chance to get engagement, when they look at your product or services.

You have to expect that your first few emails will be deleted. Persistence will put you in a better position down the road. #SalesAutomation

LinkedIn outreach

The other type of automation is LinkedIn automation. LinkedIn automation and selling is what Gessie refers to as a delicate dance. There are people on LinkedIn who will just connect automatically and immediately throw up their entire value proposition. That may work on some but it’s not typical.

People want to use LinkedIn as a networking tool where they can build connections but you have to keep in mind the spirit of the platform, especially if you’re going to use LinkedIn in for sales. It’s true you can speak with your prospects directly and there’s an advantage to seeing titles and experience, but there nuance is needed in the approach.

One approach is the 2x2 rule, which means, take two minutes to find two things. Create an interaction and use automation in LinkedIn that will allow you to reach out to 10 - 20 people in a day. Taking the time to learn personal information about your prospects will allow your engagement to have a personal touch.

OnCourse against other automation tools

There are a number of automation tools available out there that offer many of similar features to one another. OnCourse is unique in the way that it’s built around their clients’ existing successes. The tool takes the business process and amplifies that to make it as configurable as possible.

OnCourse is more self-contained than other companies. It has a built-in phone system, a LinkedIn automation, built-in Chrome plugin, built-in texting, and more. The other two reasons that make the tool unique is its ability to niche down and it provides you with outreach education. This tool is especially useful if you have a unique business with solid sales processes.

Gessie’s tool allows you to hold information about a client but is also for pipeline management. It studies and understands where you are winning, why and how you can duplicate these efforts. The process is usually:

• Sending general emails about your company
• Reach out on LinkedIn
• Sending follow-up messages
• Setting up a personal task (i.e. sending a personal message in the middle of email automation)
• Interact via a phone call

“Rethinking The Way You Do Sales Automation” episode resources

Learn more about OnCourse or email Gessie Scheginger via his mail Gessie@tryoncourse.com. If you are interested in more sales stories, you can talk to Donald about it. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns.

This episode is brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. Sign up now and get the first two modules for free! You can also call us at (561) 570-5077.

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Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com