Good salespeople know how to close a deal—but that’s not enough in today’s business world. Salespeople need to build relationships that go beyond a single deal. They should engage with their clients and understand what motivates them, so they can foster long-term, profitable relationships. In other words, effective client engagement keeps them coming back for more.
The average consumer sees this every day. Hotels offer special amenities and perks for staying with them. Ecommerce sites have loyalty programs and buyer’s clubs that offer discounts for frequent shoppers. Construction companies engage in conversations years before projects begin. How are these customer relationships fostered? The common denominator is communication. For your sales team, building this loyalty is all about optimizing client engagement.
What is client engagement?
The definition is right in the name. Client engagement is any communication between your sales team and the client. This includes phone calls, emails, social media posts, and even direct mail. Face-to-face meetings aren’t as popular as they once were, but video conferences are. The impact of effective client engagement can be seen in your sales numbers, customer reviews, and calculations like customer lifetime value.
Why else is client engagement important? Modern consumers, particularly those who find your business online, will be approached by your competitors soon after they engage with your sales team. Effectively engaging with people when they’re still prospects can turn them into loyal customers.
Client engagement skills to work on
According to a 2019 Microsoft study, marketers have eight seconds to capture the attention of modern consumers. Client engagement begins after that happens. Think of it as extending those eight seconds into minutes, hours, months, and years of doing business together. Here are some of the skills that can help you do that.
1. Active listening
Everyone has a reason for reaching out to you. Sales managers call these pain points. Pay close attention to what your client has to say, and take notes if you need to. Don’t interrupt when they’re trying to make a point and never assume you know what’s driving them. Active listening is hearing what they have to say and responding appropriately.
2. Transparent communication
When used properly, social media is a wonderful tool, but it’s also the source of many scams aimed at consumers. Combined with email link scams and deep fakes, this has created an atmosphere of deep distrust. Transparent communication is one of the best ways to overcome that. Consumers may still be skeptical, but they’ll appreciate you telling them the truth.
3. Empathy
Do you care about what your client is going through? More importantly, can you convince them that you care? Empathy is an important element of client engagement that should not be underestimated. The salesperson who listens and identifies with a client will get the phone call sooner than the salesperson who doesn’t seem to care.
4. Product knowledge
Knowing the ins and outs of your product is an obvious advantage when engaging with clients. But salespeople should also know how the product solves the client’s problems. This sets them up as a partner in the client’s journey. By selling the client something useful instead of something that won’t benefit them, you can give them a reason to come back for a future sale.
5. Adaptability
Things change. That’s a simple fact of life that every salesperson learns early in their career. Clients are human beings, so be prepared for them to change their minds. Neither of you can control economic conditions, and tragedy can strike when least expected. It’s important to be adaptable in these situations. Maintain the engagement, no matter what happens—and be human about it.
How effective client relationship management can boost sales
In a world that’s become increasingly impersonal, consumers crave human engagement. Providing that engagement can position your sales team as the go-to contacts for long-term client relationships. That leads to increased sales and revenue, not to mention the positive reputation your company will build within your client community.
Remember to listen actively, communicate transparently, know your product, and adapt well to changes. These are the same skills you’d use to build any lasting relationship. Equip your sales team with the right tools and training, and your company can establish profitable, long-term relationships with your clients.
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