Sales engagement is all about connecting with your potential customer. These days, a lot of sales engagement happens through social media, which makes it easy to track. By supporting their sales team with the right analytics and platforms, sales leaders can improve sales engagement to grow the sales pipeline.
This article serves as a primer on sales engagement and a guide to the best sales engagement platforms.I've learned the importance of #SalesEngagement platforms for the #sales process. Thanks for this fantastic article! These tools are giving me great analytics and tracking results to improve my engagement. Click To Tweet
What is Sales Engagement?
Sales engagement refers to the interactions that take place between a seller and a prospect, how the seller communicates with the prospect, and how effective that engagement is in moving the prospect toward a purchase.
In fact, it should be called buyer-seller engagement, because that’s really what it is. It’s a two-way exchange of information that requires a seller to create engagement with an inbound lead or an outbound lead and take the online conversation to an offline discussion.
The key to sales engagement is getting our buyer to respond and say, “Yes, I’d like to take a meeting. Yes, I want to have a conversation.”
But that’s just step one, because sales engagement happens all throughout the sales process, from the first meeting through contract signature and customer implementation.
Get your sellers to engage with their buyers on social media continuously. Ultimately, it means creating a stronger, healthier relationship between the two parties, which is the foundation of modern sales and social selling.My interactions with my #prospects have been easier after I read this article and applied the tips and #SalesTools for engagement recommended here. My results? More conversations and conversions! Click To Tweet
How does it work?
Sales engagement is a crucial element of the prospecting process.
If your sales reps are having a hard time connecting with prospects or you are not hitting your sales goals, that’s probably a good indicator that it’s time to try a new sales methodology.
At Vengreso we have developed a simple but powerful 3-step formula called the PVC Sales Methodology — which stands for: Personalization, Value and Call-to-action.
With this simple formula, a sales rep can go from #StupidSelling to conduct effective sales engagement with potential customers.
Check out this short video, where I show you a real example of a bad prospecting message I received and how it could be improved to create better engagement.
Sales Engagement vs. Sales Enablement
Sales enablement is about helping your sellers. There’s usually a sales enablement team (or it could be Marketing or Customer Success) that is enabling the sales team to be more productive and have more sales conversations, providing them with tools, technology, messaging, marketing content, and distribution. They can also provide methodologies, sales cadences, and playbooks.
Sales enablement is like the piping or internal stuff that prepares sellers to go out and perform well, from software and training to scripts and content.
Now, sales engagement is when sellers take everything they got from the enablement team or through enablement tools and use that to create engagement directly with customers.
Where does one end and the other begin?
Sales enablement is all of the pre-hello, getting you ready to create more hellos, and is involved in hello to close and helping you with the skill development. Engagement is where you are getting that engagement right there in the beginning and continuing that engagement with the buyer directly.All platforms are fantastic and helpful in this article. But I especially like the #FlyMSG Chrome extension. My #sales conversations are easier, smarter, and faster now. Click To Tweet
Why Use Sales Engagement Software?
Are your sellers spending a lot of time on non-selling activities such as filling out spreadsheets or logging customer interactions into your CRM? If so, sales engagement software can help free their time by automating the process of keeping track of every touchpoint that your sellers have with prospects and clients (emails sent and received, phone calls made, etc.). Plus, the software provides engagement data such as email open and click-through rates, and gives you and your team the chance to look at the data and analyze it to make tweaks to your approach and improve the process.
Ultimately, using sales engagement software will make sellers more efficient when prospecting and handling people’s information, will make their communications more organized and consistent, and will allow them to discover insights as to what channels each buyer prefers.
Who Uses Sales Engagement Software?
- Sales reps are responsible for prospecting and connecting with potential buyers through an omnichannel approach, meaning that their sales cadence includes social media engagement, emails, LinkedIn messages, phone calls, video calls, and more. Sales engagement software helps them keep track and measure the effectiveness of their prospecting efforts.
- Account executives (AEs) are in constant communication with potential and existing clients, so they also benefit from a software that automates the process of keeping track of every customer interaction.
- Finally, Customer Success Managers can use sales engagement software to study customer behavior and responses and identifying the best channels and timing for following up with them.
What Are Some of the Leading Sales Engagement Vendors?
Sales engagement software allows users to connect various communication software and sales tools into one streamlined sales platform. A typical sales engagement platform enables users to interconnect email, content management systems, phone conversations, CRMs, and other sales tools. This allows them to house all customer data and communication in one central location, making prospecting and engagement with customers more efficient, streamlined, and personal.
These are some of the top sales engagement platforms:
- Freshworks CRM
- HubSpot Sales Hub
- Xant Playbooks
Below is the G2 Grid® for the top Sales Engagement Software products for all categories. G2 scores products and sellers based on reviews gathered from the user community, as well as data aggregated from online sources and social networks. Together, these scores are mapped on the G2 Grid®.
These tools allow sellers to create and automate sales cadences to engage with a potential buyer or client. And although the messages are sent to individual buyers (one-to-one), the messages are really one-to-many, because there is no hyper-personalization.
That is why my favorite sales engagement tool is of a different kind.
What is the Best Sales Engagement Platform?
I like the tools mentioned above and actually, we use some of them at Vengreso. But, as mentioned before, they are more like sales cadence automation platforms, and not so much an engagement platform.
That is why we created FlyMSG, where we focus on the speed of the one-to-one communication and using messages that are proven to work.
With FlyMSG, sellers’ productivity goes up, as they can get use those messages from marketing or sales enablement, just with a few keystrokes.
FlyMSG is a free Text Expander tool made for sales professionals.
You get access to a library of pre-saved, industry-standard sales messaging templates (FlyPlates) that you can customize and curate for your prospects’ needs.
Let me show you exactly how it works and some particular use cases in this video, where Mario Martinez Jr., CEO and Founder of Vengreso, explains how FlyMSG helps with virtual selling.
FlyMSG is a sales productivity tool that sellers can use at any moment in the sales cycle. Try it for free.
As you can see, the right sales engagement strategy needs to look at all aspects of the sales organization, including sales enablement, as well as data analytics.
By leveraging the right sales enablement tools and remote selling tools, your sales team can achieve success in sales engagement with potential customers in the new remote selling environment. And that leads to sales success!
Make sure that your team is trained in how to use the tools you provide because having a tech tool available doesn’t mean sellers will immediately be using them correctly. Listen to this episode of the Modern Selling Podcast, where Mario Martinez Jr. interviews Ed Calnan, the co-founder and CRO of Seismic. Ed highlights the sales tools every sales team needs and warns how incorrect usage can do more harm than good.