Sales Engagement is a very new concept within commercial organizations and there are still many questions around the discipline.
I’m André, General Manager of Reev Academy and today I’m going to explain to you how to build a really effective process in 2021.
The future of B2B Sales is Sales Engagement
Going straight to the point Sales Engagement is about any interaction between the sales area and potential customers.
Speaking of any stage of the process, from the beginning of prospecting or leads that come from inbound, to the final stages: closing and even after sales.
Sales Engagement is about how we interact with our potential customers along the purchase journey.
These are universal practices within B2B sales, but what will make this a real difference for your company is you being able to do Sales Engagement in the right way.
The main impact of not being able to run a Sales Engagement strategy well done is that we will not be able to provide a good buying experience for the leads.
The first thing we have to understand is why we are not able to run Sales Engagement in its state of the art.
Consequences of Misuse of Sales Engagement
But what then is the main negative impact of not being able to run Sales Engagement correctly on a daily basis?
It’s just that we’re not going to provide a good buying experience for the leads, which is the main definer of a sales operation’s success in the end.
What we need to do is understand what is causing these frictions so that we can structure a well-planned Sales Engagement strategy.
So to understand all this, the first point of view that we have to assume is what is charged on a daily basis.
There are 2 main points:
1- Sales results;
2- Organization , visibility it brings to a manager.
When it comes to getting the process right, he has to spend a lot of time filling out the CRM, scheduling email, posting reminders, taking notes and other operational tasks that don’t help him ultimately sell.
Of course, these tasks help to give visibility , but then he focuses on the process and ends up getting lost in the results part without generating a good shopping experience, without hitting a goal and falling short of the expected result.
He gets lost, frustrated and unmotivated.
From the manager’s point of view, the seller is also in a very complicated Trade Off.
He is charged so much for the results part but naturally for the process part, which is where the manager is able to understand the causes of the results.
When the seller has a bad result, the manager goes back to the process to understand what happened.
But if he wants to charge only the results of the sellers, he will have to give up the organized process and visibility.
So the following questions arise:
- How then to get a good result without giving up our process?
- Or how to have an organized process without having to give up on hitting our goal every month?
- How would you do it?
We’re going to talk now about how to end tradeoffs.
How to end Trade Offs
What will end these Trade Offs for both the manager and the sales professionals is nothing more and nothing less than technology.
But how is technology going to be able to put an end to Trade Offs in situations as complex as the ones we just talked about?
From the seller’s point of view, it will end that trade off between volume vs. quality, between following the process the way the manager wants me to follow and providing a purchasing experience in the quality that the customer needs to receive.
But how is she going to manage to do this effectively?
The technology will be as if the salesperson has an assistant at his side at all times who will take care of the operational part.
Basically, it will intelligently automate what can be automated so that the seller always focuses on providing the best shopping experience for the customer.
So he will be able to maintain the quality of his sales and, above all, continue following the process correctly.
Thus, the technology will generate indicators for its manager, bringing feedback about all those interactions that the seller has with the potential buyer and leaving it to the buyer to invest time in the best shopping experience.
Do you know what the best thing about it is?
The technology is ending this Trade Off in the seller’s day-to-day scenario, it will consequently also end the manager’s Trade Off.
Results from one side of the process running perfectly on the other, Trade Off resolved and in the end who also wins is the customer himself who is going through the best shopping experience with all the support that the seller can give him.
Precisely because now there is no longer this friction of operational tasks taking the professional’s productive time.
53% of a customer’s loyalty comes from the shopping experience. Professionals who use a different approach have more impact.
Shopping experience is THE differentiator
Today, no company will become your customer if you don’t provide a minimally satisfying shopping experience for them.
We have already seen that to provide this satisfying shopping experience, especially in the long term, we need to balance volume and quality very well within the process, within the day-to-day.
To achieve this balance we need to eliminate this Trade Off: we can’t just focus on quality and lose volume or focus on volume, we need to improve one and keep the other balanced.
The only way to do this is to bring more intelligence and more technology to the process.
The new reality of B2B sales
The new reality of B2B sales demands that you make the most of each of your interactions with customers and the contemporary technology that will help you to have maximum effectiveness in this new strategy that is just around the corner to stay in the market.
Now that you understand once and for all what Sales Engagement is all about and why this is the future of B2B sales, our Report Crack the Sales 2020 will show you in practice how you need to structure this process for you and your team to do happen.
An analysis of more than 10 million sales interactions telling all the secrets of how the best companies are able to get 100% out of their business interactions with their customers
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