What is Sales Engagement?

Sales engagement is a sequence of interactions between a salesperson and a prospect throughout the sales cycle. Most of them take place on calls, emails, or social media, allowing companies to build scalable engagement strategies that accelerate revenue growth.

How it works

Basically, your sales team works on using data to create a formalized framework that tells them exactly how and when to engage with buyers, rather than trying and testing it randomly. This approach ensures that buyers receive the right information at the right stage of their buyer's journey and that your team keeps deals moving forward.

Sales Engagement VS Sales Enablement

Sales enablement tells us that salespeople need specific resources to do their job effectively. For example, they need information that is stored in multiple locations, including emails, google docs, local files, chats, and other places. The main thing here is to give sales teams the content, training, and tools they need to engage with buyers, making it easier for salespeople to sell. 

Typical strategies include bridging the gap between marketing and sales and ensuring that users can quickly locate and access accurate, on-brand content, training materials, and playbooks. Components of sales enablement platforms include sales content management, internal communications, coaching, document automation, etc.

On the other hand, sales engagement is more customer-centric than sales-centric. While sales enablement equips the sales team with everything they need to close deals, sales engagement aims to improve how salespeople connect with customers by tracking, measuring, and quantifying interactions at every touchpoint. The main goal here is to build genuine relationships with buyers by providing necessary insights into the buyer's journey. It helps understand which messages, content, channels, and strategies are most effective at each checkpoint.

Components of sales engagement platforms include sales email, call, and message automation, cadence workflows, opportunity management, reporting, and analytics.

Sales Engagement Platform

A good sales engagement platform typically includes:

  • Workflow: email/call sequencing and scheduling, outreach templates, CMS/Email integrations.
  • Analytics: open rates, content engagement activity, rep activity.
  • Calling: call types, click-to-call.
  • Contacts: prospect data management, account-based selling support.

These features will allow you to scale your engagement strategy, understand your reps and business performance, and boost rep productivity.

Tips to Improve Sales Engagement

  1. Test how to best engage with each of your potential customers through a sales engagement platform. Check all the ways of a multi-channel sales outreach like calls, emails, messages on social media, etc.
  2. Analyse all of the sales engagement preferences for each contact as they react to each method of sales outreach. Use that method from now on for them.
  3. Stay human in your sales conversations. Try not to sound artificial, even if you're saying or sending the same thing to every contact.
  4. Use sales engagement technology to make more dials, have more conversations, send more emails, drive sales productivity.

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