Sales Team Issue #2 Sales Engagement 

Sales engagement is the critical process of having human communications with your prospect. This can come in face-to-face meetings, zoom type meetings, texts, e-mail, Word docs, Pdf copy, business chat forums or via social media platforms.

This is where every salesperson will need to have their social intelligence radar turned up to full power. And of course, they will need to be tuned into their own emotional intelligence as well. Another way of saying that is; does the salesperson know their personality strengths and weaknesses?

And then in conjunction with their knowledge of the specific selling situation, work to answer these questions.

How well can the sales team read the prospects personality and inclinations?

This moves beyond just reading body language, facial expressions, and eye movements. It includes acute listening skills. How does the prospect response to questions verbally?

Do they show an in-depth knowledge of the issues and constraints?

Do they appear evasive?

Is it obvious that they are withholding critical information?

Does the prospect want to bargain as if they were in a negotiation phase?  

Unless you are very confident in your solution, use these questions for  internal research to uncover unmet needs your prospects may have.

 

1.    What is the biggest challenge they are facing in their business?

2.    How pressing is their need to solve this issue?

3.    How hard have they worked to try to solve this challenge in the past?

4.    What is it about this challenge that makes it so hard to solve?

5.    How hard has it been to find an answer to the challenge?

 

Due to the nature of a solution selling perspective, it will be important to invite the proper team members from your company to be involved. For example, if the new agreement will involve substantial elements of information technology installments, then having an IT Manager will be important. The same correlation between the deliverables of the product and the job functions of the supplier will need to be included. Functions like logistics, operations, manufacturing managers, finance, human relations, safety, and security may be required to develop a cohesive proposition that generates income.

It becomes evident, the more complex the product proposition, the more people and their expertise will need to be included.

As the senior salesperson working on the account, you must take a leadership role. Your job is to know the prospect’s concerns and present a solution that solves those concerns. You cannot allow an individual team member to jeopardize the business by blowing their individual function out of proportion to the overall proposal. Make sure you clearly communicate your authority and communication control over the interactions with the prospect.  

If a solutions proposal is required, then the preparation is a critical part of the salesperson’s selling process. Attention to detail and your ability to present that detail without bogging down the path to a close is important.

Be sure to include true decision makers if at all possible, from both parties. This helps with clarity and a faster close sequence.

Your company may have a standard contract as a template to be used in many situations. However, it will not be uncommon for your situation to be unique to the agreement in play. It may be necessary for an attorney to review the agreement to insure you are not exposing the company to some hidden precedent that could be harmful at a later date.

In the early phases of the selling process, the follow up sequence will be part of the sales representative’s critical decision making. Remember, at the early stages, it is imperative to build a trust relationship with your prospects. Many of the larger company purchasing agents have been schooled on vendor relations. They are not likely to show overt trust factors as part of their culture.  

At this point, listening to the prospect intently will be important. Don’t be concerned about asking them what their decision-making process is. This includes the all-important follow up timing efforts. There may be some very legitimate reasons why your next steps will be delayed beyond your expectations. Having this knowledge will you a peace of mind that you’re doing everything possible to move the purchase towards a close in a professional manner.    

Use the chart below to determine where you may be in the decision-making process. This information should help you determine your next steps as you communicate with your prospect. It will also provide some peace of mind since you will be aware that is more to be done in your progression to a close.

1.  Acceptance                        Entrust (Closure)
2.  Play                                    Eager
3.  Proceed                             Interested
4.  Consideration                    Reserved
5.  Look                                  Indeterminate
6.  Challenge                          Antagonistic
7.  Stop                                  Opposed
8.  Avoid                                 Fearful
9. Complain                           Concern
10. Neglect                              Detached

 

Remember, you are always building trust with your prospect and possibly your selling channel partners as well.

This is a point in the process where your skills as a subject matter expert can come into play. It is recommended that the salesperson become an avid reader and researcher about the product and the science behind how the product functions.

For example, as a salesman involved in static and contamination control involving the use of ionization as a control product, I had a library of technical papers from third party sources to educate and support my claims that bi-polar ions would effectively control static charge build up. Those papers were available to use at any time I thought they would lend credibility to my statements about static charge elimination.

If you are working on installing a metrics driven selling program, it would be possible to assign points to each stage of the selling hierarchy progression.

You never loose sight that you are in the selling business, however the subtle shift to becoming a technical advisor will lend you more credibility.  

It is highly encouraged that you be aware of the DISC personality profile. Know how to recognize different personalities and how to engage with that person most effectively. The chart below will provide some simple guidance, however it is recommended that you take the test for yourself and read more for self-education’s sake.

DISC Response Chart

D = Demanding	Short, to the point responses
I = Influencer	Interactive response, with stories
S = Steady	Slow, deliberate, non-pushy response
C = Compliance	Detailed response, 3rd party support

 

Use all the communication tools at your disposal to engage with your prospect. A Zoom type call may be the best way to expedite a meeting date due to the inability to travel or other time constraints. Using a video may work extremely well to present a live image to a visual image prospect. Even if it is virtual, using your logo, letterhead, graphic use images and printed certifications will promote trust and credibility.

Using a CRM to document your communications and save documents will prove invaluable as you evaluate the selling effort for effectiveness and improvement. It could also prove to be a valuable record regarding personal evaluations.

I have even had some aspects of post sell calibration efforts end up in a court case between my company and our primary competitor. Consequently, even though it may be tedious, be sure to keep good records of the engagement process.

Throughout the process, keep in mind that your attitude can be a critical factor in the personal interaction with a prospect. A positive attitude with a “we can make this work to our mutual advantage” perspective can make a difference in the final decision. Be cautious that your innate drive to close business does not leach over into an aggressive approach that turns people off.

As the salesperson, be keenly aware of the current sales process in the B to B marketplace. Your prospects have used electronic research methods to qualify you as a prospective supplier. It is now time for you to properly engage with the prospect and bring that opportunity to a close. Use all the tools at your disposal to make that engagement a successful one. Make excellence your trademark.