Using Automation to Enhance the Human Element of Sales. With Kyle Porter [Episode 529]

Kyle Porter, CEO and Founder of SalesLoft, joins me for the second time on this episode.

KEY TAKEAWAYS

Kyle says the single biggest challenge facing sales reps is distraction. They are distracted from the mission and what’s important. Reps must protect their time and engage in things that add value, but not be swayed by new shiny objects.

In an organization that doesn’t have a set process, reps need to find their own way immediately. In an organization too strictly tied to the process reps have no leeway to find their own way.

AI in sales is happening. Great AI makes salespeople more human. In sales, the human-to-human interaction is always needed.

Kyle distinguishes between machine learning and process automation. SalesLoft, for example, logs emails into CRM, to free the rep’s time for prospect engagement. It does not analyze the email content to make decisions from it.

SalesLoft uses advancements in technology to accelerate what sales reps do, by removing barriers to managing large lists of accounts. The rep prescribes SalesLoft actions to be triggered by specific events, and is notified to act.

The mechanization of process tasks permits following the strategy more closely. Then the process can be measured, and sales success measured more accurately. It allows tweaking over time, based on the outcomes.

The human portion of the strategy — person talking to person — is still unique. No two salespeople perform exactly the same way. Kyle notes that reps using a mechanized process have more time to engage, so they improve.

Kyle says SalesLoft SDRs spend more time engaging than the industry average, because that’s the product they sell, so they’d better be good at it.

There are many things SalesLoft can do. But all you need is to programs in the process you want to use, without sacrificing the authenticity of communication.

Kyle notes some of the more complex features of AI in sales, and how they empower the salesperson. AI is just getting started.

Close rates are so low because qualification is so mis-applied. Everyone wants more leads, but the leads they get are not the right ones, and the reps are not following up with them properly.

Follow up is still a problem. Kyle says, “Not our customers.” Reps must manage all the contact points necessary. That’s what SalesLoft does.