Today’s customers are more engaged than ever and are spending a majority of their time researching products and brands online before making a purchase decision. What’s more is that even after the accumulation of so much knowledge, they are still likely to abandon the decision-making process.
A customer’s decision is comprised of two elements. The first is their perception of your company, and the second is their perception of your product. With the billions of brand conversions happening daily, it becomes crucial to ensure that customers are hearing and saying good things about your company in an effort to differentiate yourself from the competition.
However, with the advent of consumerization, companies no longer own the conversation. The buying process has become so consumer-centric that it is now the customer who dictates what they want to hear. This is why sales reps need to embrace a dialogue dynamic in order to maximize customer engagement.
Creating a great customer experience means integrating a customer’s buying journey to get a holistic view of their needs. You need to ask yourself “How can I connect with more customers and how can I appeal and delight them?”
The new sales rule is that it isn’t enough to know your products and brand. Instead, you need to understand customers in a new way and engage with them like never before. Here’s how to accomplish this:
- Connect with them at an earlier stage in the buying cycle to shape their vision
- Use data analytics from a sales enablement solution to understand their needs; and,
- Guide them throughout their buying journey.
The modern sales process works to create a personalized customer experience while promoting ongoing customer engagement. To effectively impact customer engagement means targeting customers with great personalization and dynamic messages in order to deliver greater relevancy at the right time. Using a sales enablement solution can help maximize the potential with that customer.
For sales reps to reach revenue goals, it becomes important for organizations to know exactly what’s working and what’s not working in their campaign executions. Whether it is a website channel, email marketing or an online campaign, sales has to engage with customers using relevant and targeted messages to create positive user experiences. The more knowledge sales reps have about the behavior and preferences of customers, the better will be the customer engagement, and ultimately, the customer experience.
Capturing rich insights into customers and their needs allows sales reps to quickly identify changes in preferences and adjust content in real-time for a more personalized approach. Marketing becomes able to verify and turn messages for segmented customers to help them progress through the sales cycle at a faster rate.
Whether you are focusing on campaigns, messages, offers, guidance or recommendations, it is important to create a positive customer experience in order to enable the buyer to make a positive purchase decision.
