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Sales Engagement

Sales engagement is the key to success for any business because it's not just about the sale. It's about building a relationship with your customers that will keep them coming back and bring in new business.

What is sales engagement?

Sales engagement refers to the interactions between a salesperson and a prospect or customer throughout the sales journey.

These interactions can include emails, calls, meetings, social touches, and personalized content shared to build trust and move the prospect toward a decision.

Sales engagement is supported by tools and platforms that track and optimize these activities to improve efficiency and outcomes.

What is a sales engagement platform?

A sales engagement platform is a solution or tool that provides an integrated way to automate and manage the entire sales process. It has everything in place to drive sales behavior, encourage teams to close more deals and drive business growth.

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What is an example of a sales engagement?

An example of sales engagement could include:

A sales rep sends a personalized introduction email to a qualified lead.

A few days later, the rep follows up with a LinkedIn message to reinforce the connection.

The rep then schedules a discovery call based on the lead’s response and interest.

After the call, the rep shares a customized presentation or case study to address specific pain points.

The engagement continues with follow-ups using a mix of emails and calls as part of a predefined cadence.

Why is sales engagement important?

Sales engagement is a two-way street. It's not just about engaging with customers; it's also about engaging with your team members. The benefits of an engaged sales team are numerous:

They are more likely to be productive.

Engaged employees are more likely to engage with their customers in a positive way, which creates a great customer experience.

They will be invested in your company's success, which translates into greater loyalty towards your brand or product.

Improves workplace culture because there is increased morale and trust between employees and managers.

What is the difference between sales engagement and sales enablement?

Sales engagement occurs when a company's sales team members are fully engaged in their work. It is often described as a state of mind with three essential elements: Being passionate about what salespeople do, having a sense of purpose that drives their behavior, and making an impact on others.

Sales enablement provides your sales team access to relevant content, tools, and reports to sell more efficiently and effectively.

The main difference between sales engagement and sales enablement is that sales engagement ensures that every sales rep is motivated enough to sell more, feel good about their jobs, and build better relationships with potential buyers. Sales enablement is focused on ensuring salespeople are equipped with the right tools to close more deals.

Pro tip:

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How does sales engagement work?

Sales engagement is a two-way street. It's about what happens inside the company and what happens outside of it. You'll get nowhere fast if you just take one side of the equation.

Inside the organization: The first step is to define your purpose as a business. What do you want to achieve? What are your strategic goals? Once you have this information, you can start looking at how it affects your people. You need to know what makes them tick so that you can give them what they need at work and home.

Outside of the organization: Engaging with customers requires a deep understanding of who they are as individuals (their personality types) and what they want from a brand or product experience. This means knowing which customers are most likely to buy from us — those who are most engaged with our brand.

How to keep a sales team engaged?

An engaged sales team at work and with their peers will be more productive and efficient. Here are some tips to keep your sales team engaged:

Provide adequate training and development opportunities.

Create a culture where people feel supported and valued.

Have attractive incentive compensation plans.

Listen to what your people have to say.

Give them space so they can work independently.

Involve employees in decision-making processes that affect them directly.

Encourage competition by setting up contests amongst your team members where the winner is rewarded for achieving specific goals or meeting certain benchmarks.

Based on the responses, employees can be placed in three different categories:

Promoters
Employees who have responded positively or agreed.
Detractors
Employees who have reacted negatively or disagreed.
Passives
Employees who have stayed neutral with their responses.

How to enable sales engagement?

To enable sales engagement effectively:

Adopt a sales engagement platform (like Outreach, Salesloft, or Apollo) to manage and automate outreach.

Define multichannel cadences using emails, calls, and social media for structured communication.

Create message templates tailored to different buyer personas and stages of the funnel.

Equip sales reps with sales enablement content such as brochures, case studies, and demo videos.

Train teams on personalization and timing to ensure relevance in every interaction.

Leverage analytics and feedback to refine engagement strategies continuously.

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