Customer experience has become the most important point for achieving good results and, if before the focus was on profit, today the focus is on the customer.
Sales Engagement focuses on all commercial interactions that france business email list the lead has with your company and goes far beyond a ready-made sales pitch that is the same for everyone.
These interactions consider the time of contact, the number of times the lead interacts, and the content of the interactions. Some examples of engagement are:
calls answered,
attendance at meetings,
email opening and response rate.
Sales engagement ensures a great experience for your prospect throughout the purchasing journey and, as a consequence, a great experience generates engagement!
With engagement, the sales team begins to have a consistent process, develops habits that guarantee success and the manager gains transparency and predictability.
Engagement is about context, about understanding each lead's scenario, which is why sales become consultative and personalized and focus on generating value for the lead and creating a real connection.
“Emails focused entirely on product and service convert 5x less than emails focused on customer pain.”
study carried out by Reev
In addition to being customer-centric, the Sales Engagement process provides visibility into the sales funnel and helps optimize salespeople's skills in the sales process.
The secret to generating real engagement
At this point you will need to work on 4 fundamental questions:
1) Planning
It's time to define your target audience and understand, in addition to their position, what they think, feel, know, experience and are interested in, what the best communication channel is to communicate with them, in addition to understanding the company's current moment, how they are selling, and what the brand's positioning is.
By knowing your persona, you can adapt your speech, type of content, communication channel and frequency of contact according to the lead's context.
2) Execution
After the planning stage, it is now possible to execute interactions in a personalized way, according to the context studied previously and define actions for each decision.
3) Measurement
When you put the purchasing journey into practice, you start to measure interactions, engagement, the purchasing cycle and results in real time.
4) Optimization
It is based on what is being measured, it is the ideal time to identify gaps in the process.
At this point, you should return to the planning stage and optimize the audience you are prospecting, which message is contextualized for each sector, each lead, what the frequency, which channels and what stage the lead arrives at and cross-reference this information with the points being measured.
At this stage, you can identify, for example, that the team generates good engagement, but does not convert leads.
From there, you can decide whether you should improve the message or the frequency or even the persona you are communicating with.
SEPs: Sales Engagement Platforms
A Sales Engagement platform aims to engage salespeople and leads in the purchasing process, it works as a bridge between CRM and marketing automation platforms.
It also allows for the automation of tasks, preserving the personalization and segmentation of interactions, which generates gains in efficiency and productivity , with scalable and quality communication integrated with your CRM.
To implement Sales Engagement in your sales process, you don’t need to have a platform. However, by combining technology with your process, you will be able to:
Greater organization of sales processes;
Have visibility over the metrics involved in the process;
Monitor team and salesperson performance;
Identify which activities, channels, content and cadences are most successful.
Benefits of Sales Engagement
The Sales Engagement process allows the sales team to deeply understand the pain points and needs of their potential customers.