In today's competitive business world, sales professionals no longer aggressively push the newest and best items. Instead, they should be genuinely interested in helping customers find the best products for them.
Many companies panic when they realize their salesmen are expected to engage customers as well. However, this is not as difficult as some people believe. Before trying to convince your sales team to be more engaged, take some time to properly understand sales engagement.
Sales engagement at its most basic form is a store representative trying to persuade a customer to purchase a product. This interaction can be a simple conversation in the store or a series of calls, emails, and meetings. To be successful at engaging with customers, you need to find the right channels to reach your audience, have materials to persuade your audience, automation of sales processes for more efficient work, and use the right sales engagement systems and CRM platforms to optimize work.
At this point, some may still be skeptical of why they need to focus on sales engagement when they already have a strong CRM platform and a solid marketing campaign. The answer is simple. Engaging a customer can be the one factor that causes a customer to purchase a product or service when they fall through your CRM platform and marketing campaign. Think about it for a second. Your marketing campaign target customers who have not yet heard about your products and your CRM platform help you manage existing customers. What do you do with the customers who have heard of your products and services, but haven't purchased them yet? You find a suitable sales engagement platform and find ways to get them involved in your business. Groove.co mentions that many of the fastest-growing companies in the world use a sales engagement platform to increase their sales.
Engagement vs. Enablement
Another important thing to understand is that sales engagement is not the same as enablement. Sales engagement is a set of practices used to turn a potential customer into a lead. In other words, sales engagement is focused on the customers. On the other hand, sales enablement is focused on the company representatives. It is a process that is used to teach sales representatives and give them all the necessary skills to sell successfully.
To give your company a competitive edge, you need to have both. These processes are related and can both help your sales representatives sell products to the right customers. To make these processes work, you need to have your engagement and enablement organized and in a way that helps your representatives rather than confusing them.
Sales Engagement and Marketing
Joining your sales engagement and marketing teams can boost business as well. Marketing tends to produce endless information about your customers. Therefore, if your sales engagement team works with this information, they can get valuable insight into your customers and create more sales.
Sales engagement is a crucial part of running a business that should not be overlooked. Engagement is focused on turning potential customers into leads and can often be assisted by a sales engagement platform.