It’s no surprise: engaged customers are paying customers. But to create engaged customers, you must first create engaged sales reps, and that’s not always easy to do.
To be fair, it’s not that your employees are turning a deaf ear to sales engagement. Studies show that the average sales rep spends only about a third of their time actually selling. The rest of the time is spent on a variety of non-revenue-generating activities, such as navigating clunky CRMs, performing administrative tasks, creating content, and wasting time on Facebook or chatting to colleagues.
Learning how to improve sales engagement is a top priority among many organizations, namely because they know how powerful it can be in creating engaged customers.
Ways to Improve Sales Engagement
Let’s look at some ways that companies can start improving sales engagement to achieve better business results:
1. Make Professional Development a Priority
Have you ever had a sales rep start their new job and ask what you wanted them to do? It’s a common question, and even logical. But such a surface level question sets the tone for a surface level experience that will most certainly lack sales engagement.
There’s no deep quest for knowledge, no thirst to learn what really makes a salesperson successful. Instead, they’re simply doing what they’re told with no reasoning or understanding supporting their actions. And when sales leaders allow reps like this to be hired into the organization, there can be no reasonable expectation for high-level sales engagement.
However, companies can combat this issue by prioritizing ongoing professional development and training. Even top performers can benefit from honing their skills and staying in touch with the industry.
Don’t be so quick to figure out a system and then hand over a step-by-step playbook and expect good results. If that system ever becomes broken, your team will need to be able to overcome new boundaries and obstacles that crop up to continue pushing forward.
2. Be Clear on Sales Terminology
Terminology can play a big role in sales engagement for the simple fact that salespeople may think they’re doing one thing but are actually doing another. Namely, words like prospecting, marketing, selling, and order taking tend to create disengagement. Salespeople need to be able to differentiate between their various activities to know what’s working and what they’re spending the most time on. For example, a salesperson may think they spend an 8-hour day selling, but really they’re spending more time on prospecting than they are connecting with leads. An order taker who is “selling” a highly successful product may actually be a lackluster salesperson but appears to be successful because they have good numbers.
Break down the communication barriers and clarify any confusing sales terminology to ensure consistency across the board.
3. Focus on the Customer’s End Goal
Too often, sales engagement suffers because the reps have the wrong idea about their role. They’re focused on making quotas, improving performance, and increasing their personal gains, but the reality is that catering to the customer’s end goal will drive better results.
When sales reps start playing the right game (i.e. the customer’s game), the increased results they see will usually be enough on its own to create better sales engagement.
4. Embrace Sales and Marketing Technology
The majority of sales reps complain that technology (namely CRM) eats up too much of their time and prevents them from being more engaged. And this is largely true if you haven’t implemented the right technology and tools. The wrong ones will most certainly be more trouble than they are worth, but the right ones can make the entire sales process more effective and profitable.
Sales and marketing technology should simplify the role of the sales rep while providing a better experience to the prospect or customer. If your current technology isn’t doing one or both of these, then it’s time to rethink your strategy.
Choose tools that automate as much of the process as possible while still allowing you to provide a personalized, human touch. Your technology should not replace the human element, but rather lend a helping hand for lower-level tasks so your salespeople can focus on revenue-generating tasks.
Create an Easier Path to Sales Engagement with LeadSquared
Knowing how to improve sales engagement isn’t always intuitive, nor will it happen on its own. Companies should be willing and able to proactively explore solutions that will help them solve sales engagement challenges at their core
LeadSquared is improving sales engagement for many companies through our comprehensive suite of sales and marketing tools. We’ve removed much of the manual labor that bogs down the sales process so that reps can spend more time working with prospects and less time on administrative tasks and CRM issues.
Try it for yourself with a free 15-day trial and experience how better sales engagement leads to better customers!