Sales reps usually focus on cold calling, product demos or closing deals, but many overlook or forget that customer engagement can be an incredibly valuable sales tactic. Engagement is when people actively interact with a company, preferably often and consistently. Engaged customers are valuable because they are happier, more likely to recommend your products to others, and less likely to churn.

Many people believe it is marketing’s responsibility to engage with prospects and customers through social media, PR, content marketing, email campaigns and more. But sales can also step up and help engage people more effectively, leading to faster sales and more satisfied customers.

All About Content

Trust in a brand is a huge factor for buyers choosing a new product – that’s why strategic content is so vital. Sales and marketing can work together to engage prospective customers with interesting and thoughtful content. Marketing creates the content that builds the brand and appeals to your company’s ideal customers throughout the buying process. Then sales must educate themselves about the content marketing has created, and learn when to use it effectively to engage customers during the sale.

Marketing may have the ideal blog post, eBook or case study that exactly targets the prospect a sales rep is talking to today. But this valuable content is useless if your sales team doesn’t know about it. This is why sales and marketing alignment is so important. Sales should use content thoughtfully throughout the sales process to engage with prospects, making sure your product stays at the top of mind.

Constantly in Contact

When marketing hands off an MQL to sales, these leads have often been part of an ongoing marketing campaign where the prospect clicked on at least one piece of content or engaged with the company some other way. Sales reps can’t drop the ball with engagement once they begin making calls to the prospect. Reps should continue to send relevant information to prospects, to help educate and engage them during the selling process.

Reps should aspire to help prospects by offering them important and useful information. Follow-up sales emails to prospects are the perfect time to increase this type of engagement. Reps can follow a good phone conversation with an email linking to an interesting blog post that addresses some of the customer’s concerns. Prospects will be more likely to open an email with helpful information than just a generic sales message. Targeted content during the sale means your prospects are more engaged with your reps, even when they’re not on the phone with them.

Create Loyal Customers

Engaged prospects are clearly interested in your product, and it’s therefore easier for sales reps to move them through the sales funnel and close the deal. The continual engagement – from lead to MQL and through the sales funnel – means prospects are more likely to make a decision quickly, and less likely to disappear without warning. Engagement is interest, and is a powerful indicator of your rep’s ultimate success in closing a deal.

When a rep consistently engages a prospect and signs the deal, the benefits of engagement don’t end. A heavily-engaged prospect is also more likely to become a happy and engaged customer. After the deal is signed, your customer service team will take over and ensure the customer remains engaged and happy after the buying process is over. But thanks to your sales team, they’ve gotten a great impression of your company even before becoming a customer.


Engagement can seem tough to measure and even harder to implement, but it’s not as difficult as you may think. Every time a prospect opens an email, responds to an email, answers a call, or reads content, they’re engaged and interested in your product. By using the right tactics to engage prospects, your sales reps can turn them into valuable and satisfied customers.


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