A sales engagement strategy can be broken into a series of steps:
Plan how to execute the sales engagement tools
Prospect and research your ideal audience
Initiate the first pitch
Have sales managers and sales reps perform lead nurturing
Ask for feedback on the sales process
Sales organizations that still have point solutions that create gaps and more friction simply can’t offer the customer experience that those backed by a unified platform can.
Modern revenue teams need an integrated, seamless platform that helps them make the right call at the moment (based on real-time data), close the sales execution gap, and leave the guessing in the past.
Unfortunately, there is no one universal type of sales engagement model, that would fit businesses of all industries and sizes.
Every company must create a unique model that reflects its sales team’s abilities and targeted prospects‘ needs.
Craft messages that are on-brand and suitable for the target audience, and create positive end-to-end customer experiences, from their first interaction throughout the entire brand journey.
Give them a consistent (and exceptional) experience, and you’ll be rewarded with their trust, loyalty – and engagement.
Benefits of The Sales Engagement Model
Through sales enablement software, reps can see which slides the prospect is engaging in real-time. Sales engagement strategies place a spotlight on efficiency.
Based on data, the best engagement frameworks inform sales reps about when and how to engage with buyers.
Instead of guessing which content will garner the most engagement, sellers can make data-driven decisions to present buyers with the right information at the right time.
This strategy ensures that the prospect keeps moving forward down the sales funnel.
Ninety-two percent of sales development organizations say their sales engagement platform is critical to their team’s success.
Regardless of the strategies and processes that you include in your sales engagement model, having one will benefit both your company (in revenue growth), your sales team (in performance), and your prospects (in quality communication).
If you still don’t have a clear, structured sales engagement process, build one now.
Align Sales & Marketing Team For The Sales Process
Successful sales enablement requires the ongoing cooperation of an organization’s sales, marketing, sales ops, and product development teams.
This makes it important to involve managers from these departments when defining your sales enablement strategy and creating sales enablement content.
If misalignment isn’t effectively resolved, it could cost your company time, money, and customers in the long run.
According to a March 2020 Forrester study, 43% of CEOs say misalignment has cost them sales.
One of the best ways to create sales and marketing alignment is open dialog and constant communication.
Most forward-thinking companies will unify their systems, and a CRM platform isn’t enough for many companies.
According to data from Review42, 74% of organizations that utilize marketing and CRM automation have aligned marketing and sales departments.
With that in mind, the process of selecting the right sales automation tools and training reps on how to use them is the responsibility of your sales enablement team.
Investing in a true sales engagement hub is the natural next evolution in the sales engagement journey.
Rather than focus on customer relationship management, companies will zone in on customer experience management.
CXM roles and technologies will bring together disparate data sources to create a bigger picture that enables companies to prioritize the customer experience.
The sales and marketing teams have important perspectives and can learn much from each other through consistent communication.
In short, both teams ultimately work towards the same objective: revenue.
Planning For The Right Buyers
A sales team gathers to storm the ideas of how they should approach sales engagement.
They discuss their outreach strategies, create an ideal customer profile and buyer persona, and decide which outbound channels to include.
Does your prospect have a target customer base? Ensure your prospect needs your product, and it can solve their problem.
Your first instinct might be to cast the widest net possible, but that can easily lead to wasting precious time that would be better spent engaging high-value prospects or closing more deals.
When you try to understand your ideal buyers’ pain points, goals, and motivations, you can better personalize your engagement methods for more valuable interactions.
Prospecting & Research
Before the initial sales pitch, research the organization’s domain and information such as the number of employees, structure, and any recent news.
At this stage, sales representatives or data researchers also need to complete research on the prospects to gather more information about their personas, which might be useful in the future.
Lastly, analyze the revenue and the previous payment routine of the organization. Your primary goal is to start the sales conversation on the right note.
You cannot come across as a novice, because people are generally wary of dealing with a sales rep who isn’t well-informed.
Moreover, when prospects are active on social media channels, it’s easy to get a broad sense of their personality based on their LinkedIn engagement, Tweets, and other social media activity.
The Initial Sales Pitch
It can be a phone call, an email, a LinkedIn message, etc., aiming to establish a trustworthy relationship with the prospect.
The first contact rarely ends with a signed deal, so the SDRs should focus on informing the prospect about the company and its product and services, qualifying them, and agreeing on a follow-up conversation.
Have The Sales Team Use A Multichannel Outbound Outreach
A successful customer engagement platform should make it easy to reach prospects, regardless of where they’re at in the customer journey.
It should enable teams to track successful (and unsuccessful) sequences to build their playbook, fine-tune messaging, and drive deeper engagement—all while automatically updating your CRM system.
Don’t limit yourself to using cold calling, emails, social media, or any other channel exclusively.
Use them all simultaneously to increase the chances of receiving an answer and boosting your conversions.
LinkedIn, Facebook, and Twitter are not just ways to find more information about the prospect during the research stage, but it’s also a great platform for involving the prospect in conversations.
It can be a comment under the prospect’s post that raised your interest, a personal message with valuable information, or even a like, follow-up, or retweet — these are all perfect ways to keep the prospect engaged.
If your workflow engagement strategy is strong, your sales reps don’t have to waste any time figuring out the next interaction step in the pipeline. This aspect is also the most flexible.
What works for one prospect might not work for another, so it’s important to build options into your sales playbook.
Have Sales Reps Follow Up With Prospects
The selling journey doesn’t get concluded overnight. Your sales cycle can take weeks or even months.
To ensure that your competitors don’t woo your prospect in the market, you must follow up promptly and with a scheduled cadence.
Here, SDR’s job is to reinforce good relationships with the prospects and ensure smooth transfer throughout all the sales funnel stages.
They can achieve this by sending follow-up emails, and phone calls, sharing relevant information, and providing support and assistance throughout the sales process.
For many sales professionals, following up after the sales pitch can be time-consuming or ineffective.
But following up after a sales pitch is highly important for several reasons, including bettering your sales engagement.
Build Relationships, Not Accounts
A great sales strategy doesn’t just create a high volume of leads and lays the groundwork for robust and long-lasting client relationships.
As every marketer knows, retaining customers is much more cost-effective than acquiring new ones.
Existing customers spend more, spend more often, and recommend the brand or product to family and friends, some of whom also convert to customers.
One of our key sales enablement tips is to treat clients like your best friend rather than an account.
A consistent series of positive, reliable, and fruitful interactions with a business will help keep customers engaged and satisfied, and ensure they return.
Content Accessed By Seller
Content accessed by the seller is defined as sales collateral that can be shared with prospects.
For example, a rep can (and should!) email a case study relevant to a prospect’s use case to provide greater insight into the company’s offering.
One of the most effective ways to positively impact sales engagement is to enable sales reps with the right sales enablement technology.
Conducting teamwide training sessions in tandem with one-on-one sales coaching is an effective way to provide your reps with the regular skill-building they need to implement sales enablement solutions.
According to a recent Demand Gen Report, a prospect will consume between three and seven pieces of content before speaking with a salesperson.
This figure shows that your customer may be well informed before ever engaging with a sales representative.
Your sales team must be well equipped to speak to this content.
Reps can direct customers to blog posts, case studies, or other content marketing materials for more information.
One key consideration is organizing marketing content around the use cases or problems your product addresses so that the rep can quickly find it.
On the other hand, there are teams where the content is available but not easily accessible.
The sole reason behind this is the tendency to discard the previously collected information and data.
Thus, your business needs to build a repository of customer-focused sales content, usually produced by your marketing team, to ensure that it is accessible to every sales representative.
Share Successful Sales Engagement Stories
If you are not new in business and already have some collaborations with well-known companies, let others know about it.
This will help to increase credibility and attract interest to your business.
What Is Sales Engagement?
While sales enablement hinges on your organization’s ability to support its sales team, sales engagement aims to help reps foster and enrich each customer interaction.
At each stage of the buyer’s journey, a sales engagement strategy enables sellers to provide a valuable, highly-personalized customer experience through systematic communication, actional data, and regular feedback.
Keep Customers Informed
One of the best ways to keep your customers happy is to keep them informed.
Whether it’s telling them about changes to your policies or letting them know about new products, keeping customers informed will keep them, happy customers.
Find Out What's Working & What's Not
It can be difficult (if not impossible) to pinpoint what’s working and what’s not if you don’t have transparency into your reps’ daily activities.
A strong SEP provides real-time sales analytics so sales leaders and managers can identify the activities that lead to more opportunities, those that are falling flat, and where they need to tweak their strategies.
Reps, too, can view which engagements are successful in building a collection of best sales engagement practices from which they can operate and scale.
Furthermore, managers can easily access data to help them provide individual or team coaching, as needed.
Never Stop Learning
Most of the training sales reps receive during the onboarding process is forgotten within the first three months of employment.
This makes ongoing sales training a key ingredient in the recipe for sales success.
In addition to reinforcing important sales tactics and strategies, it is also important to train your reps on using all the new technology and tools.
Keep The Sales Enablement Strategy Simple
Organization and simplicity are two key goals when creating a sales enablement program. Consider utilizing a single platform to store your enablement data if possible.
From there, focus on a few core sales enablement goals, such as ensuring that your reps have the resources they need to execute their daily goals, meet quotas, and progress on broader organizational goals.
If you try to do too much at once, you’ll probably only succeed at overwhelming your sales staff.
Out With The Old
Without the right tools, customer engagement can feel like a shot in the dark.
Most traditional revenue organizations don’t have the technology they need to remain competitive, particularly in the wake of the COVID-19 pandemic.
As buyers also become more sophisticated, it’s incumbent on forward-thinking sales organizations to employ new methods and technologies to get buyers into their orbit.
A sales meeting is unlikely — maybe even impossible without a great first impression.
Modern sales engagement platforms can also automate repetitive, administrative tasks that eat into reps’ time.
They can automatically send follow-ups and other communications on the reps’ behalf, freeing them up to focus on high-value consumer engagement and sales.
Hop-On The Kennected Train
According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.
If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).
So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.
This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.
Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.
So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.
In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.
And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.
Want to see how it works?
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