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In this 3rd piece of our 5 part series, you'll find a lighthearted guide to enabling sales reps to close more deals.

In this 5 part series, you'll find a lighthearted guide to enabling sales reps to close more deals.

Just as any relationship with a promising future, the key to establishing a healthy business relationship is based on trust. Top performing companies know that prospects and customers buy only from sales reps that they feel they know and they can trust, and the only way to build these kinds of relationships is over time through customer engagement.    

Good content and customer engagement. Although at first these may sound like they go together like two peas in a pod, sharing quality content and driving customer engagement are two worlds apart. You may have the best content under the sun, but in order to drive customer engagement, first you have to know what to do with it.

Trade shows are a great marketing tool. They are a place where hundreds of potential customers gather for one purpose, and that is to speak with you. When a consumer attends a trade show they are there for a reason. It’s to learn more about what you and your competitors have to offer. This creates an environment where you can reach hundreds of hot leads in just a few short hours. 

With all the work that goes into researching, registering and setting up for a trade show why worry about bringing a tablet?

What’s the secret to forming rock solid relationships with customers? Focusing on customer engagement. And this is how you make it happen.

You know that there is nothing quite as important to building rock solid relationships with customer as gathering as much information about their preferences, their activities and their buying behaviors. When we know all there is to know about a potential buyer, we can execute the kind of campaigns that work to convert them into paying customers. But how do we achieve this? How do we make that leap? How do we strengthen our relationships with customers and reap the rewards of long-term commitment? Let’s look at the 4 ways to make it happen.

The global medical device industry was worth $348 billion in 2013 and is expected to grow even more in 2014. Respiratory equipment, catheters, patient monitoring and dental equipment are by far the largest categories of medical devices that are expected to grow as new products are introduced in 2013 which include stents, catheters and meshes. Many companies are also growing by acquisition and now their reps need to cut through the marketing noise, get through to the physician, provide more value, and respond to the RFP in a timely fashion.

There is an old saying - ‘The fortune is in the follow-up.” Sales statistics from the National Sales Executive Association showed that: 48% of sales reps never follow up with a prospect, 25% make a second contact and stop, 12% only make three contacts and stop and only 10% of sales reps make more than three contacts. But, 80% of won business happens on the 5^th – 12^th conversation.  For Best-in-Class performers, registering their name into the subconscious of customers means never underestimating the power of the follow-up. 

Multi-channel engagement has opened up avenues for sales reps like never before. In an effort to increase the engagement process, world class sales reps have found that effective campaigns, emails, social media and Web portals have enabled sales reps to increase win rates in the follow-up stages. In an effort to target customers using the right messages, world class sales and marketing teams are creating the kind of content marketing strategies that work to enable sales reps post-sales call.  

We know the old adage, "The customer is always right" - but we also know that it isn't always true. One thing we do know for sure is that in order to close the deal with customers, we have to be engaging.

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.