Sales engagement can be defined as the interactions or exchanges that happen between the salesperson and the potential customer, and it can be measured in various ways; for example, if you send a sales email and the customer clicks on your email, this is engagement; if you release a short advert onto a social media platform, every time it is viewed, liked or commented on, this is another form of engagement; if you call a possible customer and they respond and express interest, this is also sales engagement – essentially, it is any action taken when the potential customer engages with the seller.
Tracking sales engagement is important to any business for several reasons; firstly, it lets the company see how much of an impact they are making with their campaigns or strategies, meaning the company’s marketing team can analyze the results and develop new ideas, or put extra resources into the marketing techniques that are having the most effect. The sales engagement data also helps a company to set sales targets, it ensures that sales managers are pushing their team’s performance, and it increases overall productivity, with people being much more driven when they can physically see numbers and targets. Finally, it helps to clearly see what type of customer is the most responsive, perhaps it can help pinpoint a key demographic, based on age or location, and this way the sales message or contact can start to be a more tailored experience for these individuals, leading the way to a more successful engagement.
Although it is great if your company gets engagement (or even sales), it is important to know why your customer ended up on your website, and why they made the purchase that they did, you need to know your customer’s journey from the first touchpoint all the way up to retaining them as loyal customers. To have the best chance of success you need to develop a customer engagement model; the idea behind this being that you can pinpoint exactly what is going wrong, or what is going right during a customer’s journey, and it follows five key stages;
This sales engagement model is just a template, so it will mot likely not fit your business model, therefore it will need to be altered to fit your company or brand, but it is a good start on building a stage that is customer-focused. All the information in your sales engagement model must always be relevant and up to date or you will not see the result that you expect.
Everything involved in sales engagement is a process that takes time, hard work, and finally, it requires you to have the correct tools, after all, if you don’t, you are missing a big piece of the puzzle. There a lot of sales engagement software options available, and it is hard to know which one is the right fit for your company, there are, however, a couple of stand out options that you can try.
It is clear that there is a lot more to sales engagement than meets the eye; it is made up of a number of different parts that have to be brought together constructively and efficiently in order for your business to have the opportunity at being a success.