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Sales automation – or rather the industry buzz phrase ‘sales force automation’ – can incite a certain fear and loathing among sales teams.

Why? Because of misunderstandings and incorrect ideas attached to automation.

We are here to myth bust and manage expectations about automation as well as detail the benefits it can provide for your business’ sales processes.

It’s time to find out how to successfully implement sales automation…


Woman and man looking at a HubSpot page on a computer monitor.

Sales automation isn’t as scary as it’s often made out to be. Credit: Campaign Creators on Unsplash.

1. Pinpoint Your Processes to Automate

It doesn’t make sense to automate every part of the sales process, so observe and identify where your opportunities lie.

Perhaps it’s time-consuming tasks that are slowing down sales teams.

It could also be the processes that lend themselves to human error, or current systems where ROI is leaving much to be desired.

Once you’re able to identify these opportunities and figure out how to successfully implement sales automation, you’ll be able to save so much time.


Rows of files piled up.

Target time-consuming tasks. Credit: Wesley Tingey on Unsplash.

2. Align Automation With Your Company Culture

Sales teams are quick to assume that automation will equate to a loss of autonomy, suffering client relationships, and even a disappearance of their own commissions. This is incorrect.

When implemented properly, automation will only enhance and encourage these factors.

Why do employees fear the takeover of machines? Often, it’s because none of this is properly communicated.

To prevent doubt and fear, have conversations with your sales representatives from the get-go.

Gather information, share your goals about why you will be implementing sales automation, and ask for feedback.

Because the way your team works is a reflection of how your business works.


Two women interacting with a laptop.

Communication goes a long way. Credit: Kobu Agency on Unsplash.

3. Know What’s Out There

Do you know whether your sales automation strategy will be more focused on RPA tech or cognitive tools?

Understand what the market has to offer and how it can complement your business – i.e., where your pain points are.

Also, consider an outsider’s perspective, as it could be all the more valuable to help you make this decision.


Assorted post-it notes pinned to a wall.

What’s your sales automation strategy? Credit: Patrick Perkins on Unsplash.

4. Make It About the Sales Team First

In order to positively integrate automation into your sales processes, you’ll need to make the value of automation clear to your staff.

How will it help your sales team?

This can be achieved by providing appropriate training and professional development. This also means having the sales team track their own individual progress with the tools.

Often, whenever new tech is introduced, teams fear that management will be tracking their every move or be worried about every digit.

This is why you need to eliminate the hesitation by allowing your sales team to discover the value of this new technology – of automating systems – for themselves. They’re more likely to embrace it this way.


Man giving sales pitch to a group of people in an office setting.

Appropriate training is hugely beneficial. Credit: Campaign Creators on Unsplash.

5. Plan for the Best, Plan for the Worst

Your very deliberate approach to understanding which parts of your business you can automate needs to be documented.

With the same deliberation in which you learnt about this tech, spell it out in a tangible document.

Have you outlined the possible negative and exception-based scenarios?

This is a part of automation, and life. Next, test it with a pilot phase.

Sales automation is too powerful a tool to be overlooked for any business. Whether it is for data or chatbots, these tools have the ability to transform your business and revolutionise your efficiency.


Person using laptop that's displaying a Google Analytics page.

Automation is a powerful tool – at least when implemented correctly and embraced widely. Credit: Campaign Creators on Unsplash.

Implement Sales Automation With Us

Need help introducing sales automation to your business? Reach out to the talented team at Hunt & Hawk.

We’ll help you improve your efficiency, so you can concentrate on more important things.

Contact us at or book a meeting to chat.

For more marketing, branding, and sales tips and insights and plenty else, check out more of our blog.