Top 10 Sales Engagement Tips In 2022 – Improve Your Sales Instantly
Sales is constantly changing every day, and with it, the needs and the criteria based on which prospects make their purchasing decisions change. This means that sales reps have to change the way they sell with the changing currents in the markets.
A strong sales engagement is important to facilitate interaction between prospects and sales reps, build a good rapport and establish a trustworthy and reliable relationship with the rep as an advisor.
Before we discuss the best sales engagement tips in 2022, let us see what sales engagement is.
What is Sales Engagement?
Sales engagement refers to each and every interaction that a sales rep has with a prospect throughout the sales cycle until the prospect converts into a consumer.
Any effort to communicate with the prospect during their buyers’ journey can be categorized as sales engagement because you are trying to engage the prospect through various channels.
Sales engagement has majorly moved to the digital medium, making it easier for the rep to measure their interactions with a prospect. Analysis of your engagement can help you build a blueprint or framework that can optimize the way you engage with prospects – what works and what does not.
10 Top Sales Engagement Tips to Boost Sales
1. Know what the marketing team is up to
Sales and marketing alignment has been the source of failure for many companies. Two teams that are so vastly different, are difficult to get on the same page, but it is to be remembered that their ultimate goal is the same – converting customers and earning revenue. Sales and marketing alignment can help your company become 67% better at closing deals.
The marketing team has first-hand data of consumer behavior and their interaction with the company, and can first identify quality leads. They also project the brand image to segments of the target audience, which is then substantiated by sales.
If there are discrepancies between marketing and sales, the brand will not be able to bring in good-quality leads. Create an ideal buyers’ persona and journey in collaboration, and act on the information collected by marketing.
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2. Train team members with new and updated skills
Sales are about the presentation of the product. A sales rep needs to know how to expose the product to the prospect instead of directly selling it. They need to make a prospect open up about their pain points and then present the product as a solution.
If you are hiring experienced reps, they also need to undergo training, because they are used to selling a particular product that may be different from yours.
Ensure that all your reps are experts in the art of persuasive cold calling and emailing, know the product like the back of their hands, keep updating their skill set and track their performance.
3. Produce High-Quality Content
Sales engagement is not all about calls and one-on-one meetings. It is also about how engaging and attention-grabbing your product copy is. 70% of marketers are actively investing in content marketing. If you fill it up with ‘the best product on the planet’ synonyms, it will not appeal to the prospects. Instead, they will be repelled by this abomination.
Go through all your sales content and see if it conveys the message, you need it to. Keep it simple and feature testimonials. Avoid formal business language and make it as straightforward and relevant as you can. Your content has the power to become the brand’s identity, and you don’t want to mess it up.
4. Make use efficient of communication channels
Reaching out to prospects on all channels is a temptation, and it is substantiated by many saying that one should have an omnichannel outreach strategy so that prospects are targeted across platforms. But think about the resources you put into these channels and they don’t even yield results.
Reach out to prospects, but on channels that they prefer. Some might prefer social media channels like LinkedIn. Others might want to talk over the phone and get a more comprehensive idea while speaking.
Some might stick to professional emailing. There might be a few rare gems that will opt for an in-person meeting. If you communicate through the wrong channel, your delivery will not be as impactful as intended.
5. Follow-up without being annoying
Follow-ups are crucial while interacting with a prospect. And while they are important to you, they are annoying to the prospect because that is exactly what every other company is doing to get their sales. Most follow-up emails are overly pushy and are borderline pestering for the prospect.
To make your follow-ups effective (and not annoying) is to use them in an accurate way. Convey what you have to without being salesy. Put your point and value forward, and send them on time. Those who attempted to reach leads within one hour are 7x times more likely to have meaningful conversations with decision-makers than those who waited even 60 minutes.
You can use email automation to send emails to prospects as soon as they take action on your website or media channel.
6. Check analytics at regular intervals
Analytics represents the performance of your sales team. Look at both marketing and sales analytics. When you look at marketing, you will come to know the click rate, bounce rate, abandonment rates of the prospects. This will show you the source of the leads, what they like and what pushes them away.
Looking at sales analytics, we can see the consumer behavior and interactions they have had with the brand. You can determine whether they are comfortable getting information over email or a phone call. These insights will show you which approach is right, and you can base your sales engagement strategy on this data.
7. Identify key touchpoints of a potential user
To identify the touchpoints of a potential consumer, you first need to see what they look like. Create an ideal buyers’ persona and list the common segmentation criteria – gender, age, income, habits, inclinations, etc.
Once you know what they look like, brainstorm as to what will happen after that. How will they know about your product? What will be the first interaction? Put yourself in their shoes and map a journey.
Identify the touchpoints where they interact with your brand. This way you will avoid reaching out to them with content they are not prepared for and maintain personalization throughout.
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8. Employ Technology
Of course, sales engagement is a long process, and time is of the utmost importance. Sales reps lose clients to brands that follow up first – 50% of buyers choose the vendor that responds first. With numerous prospects all buzzing in at the same time, it is almost impossible to keep track of every single email address that you get or every single new lead that is generated.
This is where technology comes in. Modern CRM and engagement software help you automate a large part of the process, like follow-ups, so that as soon as a prospect is registered, they are welcomed with an email without you having to run behind them.
A good engagement platform will help you manage prospects in one place, create content and analyze your progress regularly.
9. Personalize. Personalize & Personalize
You don’t get a book for a person who does not read. You get presents as per the interests and preferences of the person receiving them. It makes them feel special and cared for.
The same applies to prospects. If you personalize the content, you send them, as if it were created solely for them, it becomes more impactful than a cold email. 80% of customers are more likely to purchase a product or service from a brand that provides personalized experiences
To personalize your email, research your client’s needs, pain points, and interests. Look at what they require, and how your product fits that description.
If you fill your email with the general features of your product, your email will end up in the spam folder. Try mentioning the prospect’s name, referrals, common topics, etc. Build a trusting relationship with them.
10. Review & Monitor Team Performance
Just like analytics, you need to monitor your team performance from time to time and discuss the methods and techniques they use to interact and engage with their prospects.
This brings out the loopholes and X factors in the way each rep sells. If there is something that works for one rep, maybe that could be adopted as an experiment for everyone.
Team performance discussion meetings will not only help the reps learn from each other but also give you ways to encourage and inspire your reps to reach quotas and turn prospects into customers.
Sales engagement is a very important aspect of selling. If it is done in the right manner, it can prove to be very beneficial for your brand and its revenue.
To get sales engagement right, your sales and marketing teams should be synchronized in their operations, you should keep track of the analytics, know your prospects in and out and reach out to them through their preferred channel of communication.
Train your reps to be the best in the field, and encourage them to present the product as solutions rather than, well, products. If you can master the art of sales engagement, your sales cycle will be a lot faster and smoother.
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