Sales engagement is the crucial step between CRM software and meaningful sales activity, including calling, texting (SMS), email, and social media engagement. However, the term is also commonly used to refer to software that manages those engagements.
What is sales engagement?
Sales engagement is the bottom of the funnel conversation that happens between a buyer and a seller. It is a two-way exchange of information: A buyer telling a seller what they need, when they need it, and how much they can afford to spend on it and a seller explaining the features of a product, how that product is delivered and what the cost-benefit of the product is.
The purpose of that conversation is to qualify the buyer and move them through the sales funnel by educating them and providing proof of the sales value proposition.
What does sales engagement software do?
Sales engagement platforms organize lead management and contact stages. They synchronize data from CRM systems and manage that data through the sales process. They automate manual tasks, track results, and report on sales activities. This makes sales teams dramatically more efficient, so much so that sales engagement has become the most popular sales technology after the traditional CRM.
How does sales engagement software work?
Sales engagement software creates greater efficiency for sales agents and a standardized process across sales teams. Pre-determined cadences define engagement timing and methods. These cadences leverage data to tell salespeople exactly when and how to engage with prospects. Salespeople no longer need to determine which leads to contact and when and how to contact them.
Contact methods such as email, calling, and text message campaigns are built-in, allowing sales reps to manage all of their sales activities with a single tool. Tracking and reporting features allow managers to analyze productivity and adapt.
What are the benefits of a sales engagement platform?
Increase Focus on Selling
The average salesperson spends most of their day on non-engagement activities, like scheduling, sending emails, and determining which prospects to call and when to call them. These activities are necessary to keep the business moving forward but aren’t direct revenue generators. Salespeople can quickly lose focus and momentum performing these activities. Sales engagement software eliminates most of these secondary tasks and allows your sales team to spend more time selling and closing deals.
Increase Contact Rates and Closed Deals
With a higher focus on direct sales activities, sales reps make more calls and increase contact rates. Automated outreach such as emails and text SMS happen concurrently with calling, further increasing productivity.
Generate More Meaningful Data
Standardized cadences combined with feedback data help to build intelligent sales engagement strategies. When all sales agents use an identical method, it’s much easier to see where the method or individual agents are falling short. This data helps companies improve their process and rapidly adapt to market changes.
Email opens and clicks, lead value, response to call scripts, and other metrics help teams make the most informed decisions.
This is why 90% of sales managers have or plan to invest in sales engagement software for their teams.
Sales engagement platforms are the most effective way to increase sales and streamline the process through organizing, automating, tracking, and improving contact across multiple channels.