Sales Automation Engineering

Sales Automation Engineering

that actually makes sense

Here’s what the typical sales process looks like:

1.Lead generation2.Nurture cycle3.Conversion4.Delivery & Followup

Here’s what people usually do instead:

1.Lead generation Blitz valuable prospects

2.Nurture cycle [Nothing]3.Conversion Take the money, think less

and less about the relationship as time goes on

4.Delivery & Followup Delivery (no followup)

No wonder leads get dropped.

and no wonder people think this

stuff is complicated!

1.A defined sales process2.Metrics Installed3.Traffic

To automate your sales, you need to

have:

You can’t automate a non-process

Rule #1:

Non-process: A collection of actions or decisions that change based on circumstances or parties involved

1.Unscalable2.Non-transferable3.Non-optimizable

A non-process is:

You can’t optimize a process without data

Rule #2:

Measuring your conversions and other metrics at each step of your sales cycle will allow you to improve it going forward.

Every process has steps. Each step has a conversion point.

Measuring your conversions and other metrics at each step of your sales cycle will allow you to improve it going forward.

Without this data, you’ll be blind in making changes to your cycle and unable to determine whether they’ve worked after you make them.

Every process has steps. Each step has a conversion point.

Impression MetricsEngagement Metrics

there are 2 main metrics to optimize:

let’s look at an example

A local contractor’s website

There are 3 entry steps to this contractor’s sales cycle. It begins on his website...

Enter email & phone into

website

Send confirmation & enter into nurture

sequence

Reach out over the phone to schedule a

consultation

Impression Metrics

This is data that tells you who is SEEING your outreach.This data is collected at the beginning of each step.


website


sequence


consultation

TrafficTime on siteBounce rate

Open rateClick-through rate Rate of getting them on the

phone

Engagement Metrics

This is data that tells you who is ENGAGING with your outreach.This data is collected at the end of each step.


website


sequence


consultation

Email delivery rateRate @ which they call YOURate @ which YOU call them Win rate

Here’s what we’re collecting now...


website


sequence


consultation




phone (outbound)

look complicated?

here’s how it’s simplified...

All of this stuff is automatically collected.


website


sequence


consultation




phone (outbound)

All of this stuff is automatically collected.


website

Traffic: 50 visits/dayTime on site: 2m07s Bounce rate: 60%

Send confirmation & enter into

nurture sequence

50% open rate12% CTR

Reach out over the phone to schedule

a consultation

57% reached on phone

97% email deliverability 5% inbound / 90% outbound30% win rate

so what’s used to collect & analyze it

all?

short answer:

:)

not you.

Email automationSales/CRM

the software

Here are the tools I recommend:

Email automation● Mailchimp (recommended)● AWeber● Constant Contact● Infusionsoft● Ontraport

Here are the tools I recommend:

Sales & CRM● Insightly● Pipedrive● Salesforce● Infusionsoft● Ontraport

When combined, these 2 types of tools will be able to provide all of these:1.Lead generation (Email & Sales/CRM)2.Nurture cycle (Email)3.Conversion (Sales/CRM)4.Delivery & Followup (Email &

Sales/CRM)

popular combinations...

$17 per monthEmail opt-in & automation

Sales tracking

Mailchimp + Insightly

$59 per monthMore advanced autoresponders

More advanced sales pipeline tracking

AW ProTools + Pipedrive

All-in-oneMore flexible & integrated

More expensive ($200+ per month)

(at least when you’re just getting started)

my recommendation...

$17 per monthEmail opt-in & automation

Sales tracking

Mailchimp + Insightly

Mailchimp & Insightly

Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need.



Insightly will give you all of the CRM functionality you’re looking for, at least when getting started.



Insightly will give you all of the CRM functionality you’re looking for, at least when getting started.

Only after you’ve gotten comfortable with their functionality should you opt for an all-in-one solution.

Once you have them set up...

1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series

for email opt-ins4. Integrate your email & sales/CRM system into

your website opt-in form5. Install Google Analytics on your site to measure

traffic, etc.6. Drive traffic to your site with ads & content

marketing

most people do the following:






marketing

Skip this






marketing

Skip this

so they can’t do this






marketing

Skip this


Assume this is too complicated






marketing

Skip this









marketing

Skip this




Install, never check it






marketing

Skip this





They do lots of this!






marketing

Skip this





They do lots of this! Not so much

Let’s take a look at this again...


Let’s take a look at this again...


All of this has to be planned BEFORE the lead generation step. Think AHEAD of where your prospect is going to be and PREPARE their experience before they get there.

Sales Automation Engineering

that actually makes sense

www.danjrussell.com

want to chat about your business?

www.lifeinsixth.com

@danjruss

http://www.twitter.com/danjruss