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Sales Engagement: Key to Success

As time passes, standard service improvement techniques become less valuable, so most companies move towards customer engagement. 

The number of companies is growing, and it's clear that active sales engagement is the key to ensuring clients' long-term loyalty. However, only successful business owners know how to make the client return to them again and again, so let's discover their secrets and figure out how it works.

What is Sales Engagement?

Sales engagement is an ongoing process that accelerates the conversion of a potential buyer into a loyal customer. It includes various ways of interaction that occur in selling a product by a sales department to a customer. Sales engagement is the process of developing and optimizing tools for qualifying leads and moving them into a healthy sales funnel.

For you to understand why sales engagement is essential, we can highlight the main functions:

  1. Sends automated messages in real-time via email, phone, SMS, and social networks;
  2. Helps in booking more sales meetings;
  3. Allows the sales team to personalize sales messages at scale across channels;
  4. Integrates with various CRM platforms such as Salesforce, Hubspot, and Pipedrive;
  5. Automatically updates lead and opportunity status with two-way sync;
  6. Helps measure the effectiveness of multiple channels/touchpoints used to connect with the prospect.

Sales Engagement vs. Sales Enablement

Sales engagement and sales enablement help marketing teams build relationships with customers, develop leads through the sales process, and optimize sales activities. But still, there are a few key differences between them.

Sales enablement is very similar to sales engagement. But what is it, and how are they different from each other? Let’s find out.

Sales Enablement

Sales Engagement

Sales enablement refers to the process of providing technology to the sales reps. Training or providing the information is also included to help them increase their sales effectiveness. Simply put, it does everything to improve sales reps to make them faster, more efficient, and close more deals. Sales engagement technology is focused on the customer, not sales. The main goal of sales engagement is to improve the interaction of salespeople with customers by tracking and quantifying customer interactions at each touchpoint. 

Key Benefits of Sales Enablement

Key Benefits of Sales Engagement

  • speed up the sales cycle;
  • inform reps while selling;
  • helps with the sales representatives;
  • measure what type of content works and what doesn’t.
  • better communication between sales team and customers;
  • more efficient sales process;
  • personalized prospect engagement;
  • revenue growth and improved outcomes sales.

The right sales engagement strategy helps build customer relationships by providing critical insights into the customer journey. Through this, sales teams know which messages, content, channels, and methods are most effective at each touchpoint.

What is better: sales engagement or sales enablement?

There is no single answer here because it is crucial to use both. In tandem with a solid business model, these two directions will increase the number of customers and their engagement.

Sales enablement platforms help provide the right tools to the representatives but don’t help in client communication. And sales engagement platforms include the features of an enablement platform and allow you to integrate your CRM system or marketing automation tools with the platform.

What is Prospect Engagement?

Prospect engagement is a crucial part of sales, aimed at the early stages of interaction. Attention and retention of a potential customer are essential for a good seller. It is usually achieved through a proven approach to attracting a buyer.

If sales reps want to win over modern buyers, they should start by providing a great buying experience that compels prospects to engage. That means sellers must be well-prepared to offer personalized, insightful, and timely content throughout the buyer’s journey. If not, buyers will give their preferences to more engaging competitors.

Sale Engagement Platforms

Sales engagement platforms emerged as the next evolution of email tracking tools combined with elements of sales acceleration and sales support technology. Such platforms are a key component of the revenue or sales technology stack and rapidly become a usual element of end-to-end sales support platforms. It is an essential and integral part of your engagement strategy.

Why do you need a sales engagement platform?

Best sales engagement platforms allow you to scale your lead generation approach by guiding reps throughout the customer journey. These platforms work with marketing automation and CRM to provide granular visibility into every aspect of the sales process and deliver personalization at scale.

Engagement platform makes a lot towards standardizing sales and marketing, tracking sellers and buyers activity, and unifying all communication tools, from email and call logs to chat and social media, for increased visibility and efficiency.

Best Sales Engagement Tools

There is a variety of sales engagement tools. They differ in functions, but how do you choose the most relevant one?

Good sales engagement tools usually have:

  1. Features for a better workflow. They help streamline the interaction process. Among them are email, information activity templates, integration with SMS, and many more.
  2. Valuable analytics features. There are open views, content engagement activity, reputation activity, and other engagement analytics. All of these provide an understanding of how your representatives and business work.
  3. Calling features. It helps increase the activity of sales representatives with the help of good old phone calls.
  4. Contacts. It includes lead data management and account-based sales support that enable sales reps to make reasonable decisions about the selling workflow.

Accelerate Sales Process with Sales Engagement Software

Now the question arises of how to use the sales engagement knowledge in practice.

An effective sales awareness campaign and appropriate sales engagement software will accelerate sales by providing an outreach structure that guides salespeople throughout the sales process. Here is an example procedure:

Your workflow should be designed to guide salespeople through any sales process: first sale, renewal, upsell, and cross-sell. Here is an example:

Sales Engagement Process Acceleration

However, it is impossible to make such a framework that will be universal and will work perfectly with all clients. If a salesperson interacts directly with a customer. When you notice dislike at any stage, it's better to back off and not be pushy.

Efficient Engagement Process: Best Practices

Once you've learned about sales engagement and why it's essential, it's time to move on to more practical things. Here are some tips for creating an effective program that will accelerate sales and grow your business.

  • Align with Marketing

Marketing content is a big part of your interactions with clients. Through social networks or mail, your sellers will transfer these assets. So it's essential that you have a close relationship with your marketing team to see what's being created and whether it fits your team's needs.

The easiest option is a recurring meeting where marketers review their future content management, strategy, and editorial calendar. It ensures that you can provide timely feedback and prepare your sales team to make the most of this content when it goes live.

  • Invest in Technology

As with any element of your sales strategy, the right tools make achieving your goals much more effortless. To effectively implement your sales engagement strategy at scale, investing in both a sales enablement and a sales engagement software is recommended.

A sales engagement platform will allow you to rapidly build, optimize, and analyze your sales engagement strategy. On the other hand, the platform will ensure your reps have the content, training, and guidance they need to respond to buyers effectively.

  • Continuously Optimize

Once you've launched your sales engagement strategy and your sales reps are using the right platforms to reach customers, your main task is to switch to ’optimization’.

It requires a deep understanding of your sales, customer interaction, and support platform analytics. Look at high-level metrics such as cumulative open rate, view time, or the number of SQL queries and individual-level performance metrics. It helps you understand the impact of your sales engagement strategies and identify opportunities to support underperforming employees.

  • Personalize Everything

You have to avoid common patterns. The skill to automate workflows can encourage merchants to send out a flurry of boilerplate emails. But it is a recipe for failure — buyers and potential customers not only want but also expect sellers to allow personalized communication and ideas.

Make sure your sales team does not create this error by creating space for personalization in email templates. An ordinary solution is to comprise "{Personalization}" as a reminder at the beginning of templates after the greeting. But the importance of this matter should also be reinforced through coaching sessions, trading games, and team synchronization.

  • Obtain Creative 

Finally, every sales engagement strategy should leave space for fun. Buyers are human, after all, and a hyper-personal outreach effort can create a disagreement between a recycled lead and a won deal. You can lean into creative engagement approaches, such as sending personalized merch or gift cards to local coffee shops or restaurants. 

To keep up with the latest trends and ideas, you can count on Belkins.