Customer Engagement 2.0
In the context of selling, to me “Engagement” means to connect with customers. To establish a relationship with the customer and agree to various next steps toward mutually agreeable goals.
There is plenty of wisdom and advice out there about the three main segments in the life of an engagement with a customer: Targeting and making contact to get engaged; deepening the engagement, establishing entrust, agreeing to mutual goals, etc.; maintaining the engagement or nurturing the relationship after the “sale”.
Much technology has been introduced in recent years to make the “getting engaged” stage more efficient. “Attraction marketing”, web search optimization, etc. Today a smart organization can structure things such that the sales person’s first one to one contact with a prospect comes only when the prospect is ready to get engaged and after they’ve proven themselves “worthy”, in the sense that they’re “qualified”.
Of course, a smart sales organization can also use social networks to get connected with hard to reach prospects and to perform pre-call research on prospects. Again, the thought is that when you first get on the phone with the prospect, you know very much about them at a business and personal level. Ultra-busy executives expect sales people to have already figured out what their company needs from them and why before there’s ever a meeting. When I was still wet behind the ears and plying my trade in the energy business, I’d spend weeks and weeks talking to engineers, geologists and mid level managers to get the entire picture before meeting with the VP. Now making all those connections and putting the huge picture together takes far less time.
And then we can leverage email marketing, newsletters, online events, etc. to maintain engagement with customers after the sale.
But in my humble opinion, while all this technology can certainly save time and increase “connections”, it will just lead to more “pseudo-relationships” if the sales person does not then take advantage of the opportunity to REALLY engage with the customer. In other words, we’re by our web based crm software, LinkedIn connections, website offers and conversion forms and other technology to filter through many doable prospects and find the few that are a excellent match for our companies. That’s keeping us separated from one to one contact with customers (phone, in person) until we’re confident our investment of one to one time will be profitable.
So, when that phone appointment or in person meeting comes around, we have to work even harder to truly connect with the prospect. Just having done your research yet to be of time isn’t sufficient either. After all, that’s expected. You won’t be seen as unique or special just because you know what you’re talking about.
The word engagement is more commonly used to refer to a commitment marry. Well, small of a like relationship, we do desire a very close relationship with our customers don’t we? Don’t worry, this isn’t going to get weird…
I’m just pointing out that the most loyal customers are those that respect you and your company and have a high level of entrust in you. These are things that no amount of technology can make by themselves.
I’m a huge fan of the Og Mandino classic, “The Greatest Salesman in the World“. If you haven’t read it, you’ll be glad you did. It’s more of a tale than a self help book and it’s very brief. Two qualities I admire in a book! The theme of The Greatest Salesman in the World is that the person who puts the needs of others before his own will in turn see his needs and dreams fulfilled beyond his wildest dreams.
And that is how I believe you get engaged with customers and stay that way. You show up ready to help them. Of course, you should be ready to help through your company’s products and services but, you should be equally, and perhaps a bit more-so, willing to help in non-business related ways.
First, you have to listen and learn what they need. This is where your research and preparation can help. Not all is willing to open up and share their most painful and pressing needs on the first meeting. Smart questions based on your research can earn respect and your willingness to listen and show empathy will earn entrust.
Then its about closing the deal on respect. If your conversation has illuminated some what that you can help, then offer it and be sure to over deliver. This is where it really can be best to find non-business needs of the prospect. Are they chairing a fund raiser? You could offer money but, even better to volunteer to help out with the preparations or the event itself. Is their kid starting to investigate colleges? Offer to contact your alma mater and arrange a personal tour.
This may sound calculating and certainly could become so. The real thought is to open your mind and your heart to hearing what each person really wants and needs. The right way to be there for them will grow. You’ll know if you’re doing it right. Just like you know in your first couple of dates if this could be “the one”. You’ll know that the feeling of genuineness between you is real and that it is invaluable and everlasting.