How to improve Sales Engagement

#1 Know your ICP

Work with your Ideal Customer Profile (ICP) and buyer personas to improve the chances of your marketing and sales efforts’ success, as you can tailor your efforts towards prospects who are more likely to engage. When reaching out to potential prospects, it is important to research as much as they can about them. Looking at social media platforms like LinkedIn can be a highly effective way to get insights into what commonalities may exist that can be leveraged in a personalized sales outreach message.

#2 Look at your customers

Don’t have an ICP or buyer persona? Analyze the customers that have purchased from you and look at what they have in common. Do they all have the same title? Are they all in the same vertical? Are they located geographically close to each other? These similarities are the starting point for figuring out what kind of person is your Ideal Customer Profile.

#3 Understand pain points

As you’re assessing your current customers and ideal customers, consider the challenges they face. What is keeping them from being their most productive? Technology? Budget? Processes?

#4 Create the right cadence

As you create your sales cadence to contact prospective customers, remember in B2B sales, it takes, on average, 6–8 touch points before a prospect will book a sales call. These should be in the form of email, phone, texts, video, and social outreach. The success rate of turning a prospect into a customer hinges on the follow-up. Many individuals take the “spray and pray” approach to sales engagement and send out as many initial emails as they can causing a logistical and time-consuming nightmare to manage. Being selective with who and how you reach out to prospects will give you a greater return on your engagement rate.

#5 Personalisation is key

Sales and marketing research shows that 80% of people are more likely to do business with a company that sends personalised messages. So take the time to truly find ways to engage with personalised messages. No one wants to get a sales pitch that could be delivered to anyone passing by. Include personal aspects to it, such as any pain points that person could be experiencing, the name of someone you know in common who referred you or a reference to a social post that the person posted on LinkedIn recently.

#6 Share success stories

Your happy customers are the best people to promote your products because they’ve already chosen them and are seeing the return on investment. Sending a potential customer who is in the consideration stage of the customer lifecycle, a case study, a link to customer reviews or a customer endorsement that demonstrates how it’s helped them increase revenue or productivity — or even better, both can motivate them to buy.

#7 Use the right tools

Take a look at the crowded sales engagement market and narrow it down to exactly what your specific company needs to drive sales engagement.



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