Sales Engagement is a sale resulting from the engagement of both parties involved in the process. Seller and prospect. The concept is to portray all interactions between the two parties, taking into account frequency, quantity and quality of contact. Understanding your concept and technique is important to convert more leads into customers.
Sales processes, over the years, have evolved a lot. The customer, with a range of information at their fingertips, today has bargaining power at practically all times.
This made companies need to “move”. Evolve processes and, of course, interactions with potential customers.
Sales Engagement (or simply business engagement) is a technique that floats in this direction.
It is the use of technology and new resources that it brings to the company’s advantage. With information and good data management, it is possible to sell more and better.
And all of this generates value for the customer in each operation.
For this, however, it is necessary to understand concepts and also strategies that we will talk about, from now on, in this article.
Stay with us.
What is Sales Engagement?
The sale in which both sides are engaged, interact, exchange information, pain and experience. This is Sales Engagement.
And it’s not just another one of the terms of sales in English – like many that we all have to deal with on a daily basis.
It is, rather, the effect of a transformation that the companies’ sales sector has undergone (and will continue) over the years.
It is the result of the impact of technology and consequently of the increasing demand made more and more by consumers.
Business engagement is the best practice in terms of data and information management.
They will make your lead see value in your product or service and say “yes” to your offer.
It is a fundamental technique that serves to identify activities, actions, content, strategies and everything else that will generate a valuable interaction during a customer’s buying journey.
And it’s based on technology since it will give direction (and the numbers) of what works and what doesn’t in interactions.
What contents make sense. Which message format brings the most results. What activities are really important to do.
This gives direction and understanding of best practices at all times.
- To turn the visitor into a lead;
- The lead-in schedule;
- The sales agenda;
- Selling on Evangelizer.
And so on.
Sales Engagement: examples of what is and is not
The data provided by sales engagement feeds back into the process and makes the wheel never stop turning.
After all, they are extremely valuable for, for example, companies’ marketing strategies .
With the right insights, with the information that makes sense or not, you can create content that truly generates value and deliver it in the way that works best.
Also, targeting becomes much easier. The company will deliver the right message to the right types of customers.
This will basically help at all times of prospecting, qualifying, selling and retaining customers.
For this to be effective, however, it is necessary to understand what Sales Engagement is and is not.
- Sales techniques that empathize with the lead, understand the customer’s pain and help them continue their purchase journey;
- Number of open emails or content downloaded by the same lead or customer;
- Number of messages via email or WhatsApp exchanged between seller and prospect;
- Salespeople performing scalable practices within a standard sales process ;
- A customer’s time watching a sales demonstration via video conferencing;
- Consultative sales, which generate value in all interactions within each of the phases of the sales funnel ;
What is not :
- Excessive generic emails focused only on the product or service and never on the customer’s pain or benefit;
- Content that does not educate and is extremely technical;
- Cold calls with closed scripts, decorated, which do not seek to understand the needs and challenges that the lead has;
- Having a sales pitch focused only on the product, which doesn’t personalize the approach and doesn’t explain point by point how the solution works;
- The qualification process does not seek to understand the prospect’s needs and, even so, passes it on to talk to the salesperson.
Sales Engagement definitely is, and needs more and more within companies, to be a sales culture that focuses on the customer.
And how he can succeed consuming the solution that is offered to him.
Is Sales Engagement different from Sales Enablement?
There is often confusion between the terms “Sales Engagement” (which you already understand) and “Sales Enablement”.
So, let’s clear things up so there’s no confusion.
Sales Enablement refers to the set of activities as well as tools that help a sales team get more customers.
It is much more about structure and context than the activities themselves.
We can say that it is something new and that it emerged due to the increased demand that consumers have and will continue to have.
This meant that the entire sales force was forced to constantly qualify, using training and platforms that help and help deliver the value that the customer so demands.
As an example of this, we can point out some actions that the marketing team of the company you work for is likely to do.
Blog posts like this one; pages with success stories; rich materials, etc.
Did you notice the difference?
Sales Enablement is all the training and improvement effort that a company makes to have an increasingly complete process that delivers value to customers at all times.
4 Sales Engagement Techniques for Companies
How do you really engage the prospect with your sales process and make an assertive sale?
Well, some techniques are necessary for Sales Engagement to really happen in companies.
We separated 4 of them. They are, in fact, actions and also concepts that the entire company – and especially its sales team – needs to have assimilated.
These are principles that will guide and give meaning to each and every action taken.
1 – Educate the customer
The first action to positively impact any potential customer is education.
So the first step is to know what not to do. Avoid offers about the product or service in the first interactions.
His team can do that, but after he starts going through a stream of nutrition and education.
This flow is important to raise awareness in the lead and pay attention to pain and the need to buy.
So how to do this?
It is necessary to teach the potential customer to solve problems with the solutions that the company offers.
Naturally, little by little, without pressure.
This happens with a blog post talking about the problem. Then rich material that addresses possible solutions.
It also goes through a case of a client with the same problems and who, with his company, managed to overcome them and grow.
This is the education process. Offer knowledge and show the way.
At each step, each step of the client’s journey, some new information will show him his scenario, his pains and his options for reversing this situation.
2 – Generate value for the customer with every contact made
The second step, during and after the education stage, is to generate value.
This concept is often not clear. And, as a matter of fact, it can be confusing and even subjective.
Understand by creating value, every action that you inform the customer about something new that can help them understand their pain and understand the solution that your company offers.
But, be clear that this is done in all contacts in a deeper way. That’s why it’s different from “educating”.
In educating, the company is trying to show the general context and expose the problems that the customer has to arouse the need to buy.
Generating value starts, in fact, from this already clear need to purchase – and it is usually in the hands of the pre-sales team.
Hear the pains. Understand them. And from there, say that for pain X, there is product Y. And explain exactly how it will be able to correct each of the problems.
That’s creating value. That’s Sales Engagement. In addition to saying this to the client, deliver more in-depth content than in the education part.
These contents will show what was said. What is the functionality of a service or what does a particular product do, how does it do it, when it does it and what result it will bring to the customer.
So if it is didactic and consultative when selling. So that customer engagement is sought.
3 – Organized sales pipeline steps
A sales funnel, with all the steps organized and structured to deliver the value that the customer needs to make the purchase decision is very important.
He is the one who will guarantee a close and lasting relationship, at the right time and in the right way so that the sale progresses the way it has to be.
No company can be successful, let alone engage its customer during the purchase without clearly having the steps they need to go through to the “yes” for the offer.
Much less without being able to see, control and even accelerate all sales opportunities.
How can you know what has already been done (email sent, the demonstration made, proposal offered) with a particular client if your team cannot see the status and stage of negotiations?
The pipeline management is, therefore – and always will be – final for the Sales Engagement happens in any company.
4 – Technology to generate and identify opportunities
Technology is the one who will support all the techniques necessary to engage the lead during each and every step and action performed.
To educate and awaken the need to buy, it’s critical to put them in a nutrition flow within a marketing automation platform.
And, as he opens the emails, clicks on the links, download the contents, an opportunity is created.
It is therefore important that the marketing automation platform is integrated with the sales CRM. And that this one has automatic actions.
So, for example, as soon as the lead reaches a favorable score, it is sent to the pre-sales funnel, for example.
Thus, your team can work on him to qualify him and deliver the necessary value for him to become, in short, a customer.
So, how can we help you?
If you have questions or want to know more about how a CRM helps to engage your customers, feel free and… TALK TO A CONSULTANT.
Enjoy and read two articles that will make your team have a speech and actions focused on customer success.
The first talks about the concept and the importance of Customer First to delight its consumers.
The second talks about how a CRM integrated with other tools helps to sell more and better.