Why Systems of Engagement are the Future of Sales

By Carla Lempera

Why Systems of Engagement are the Future of Sales

It is all about the human connection. That may seem like a strange statement when speaking about technology. Specifically in an industry like sales where huge sums of money are spent trying to get the sales team to adhere to process, find efficiency wherever possible, document activity, and produce predictable and repeatable results. All of these things are important, critical even, but when perfectly implemented and executed there are still no guarantees. That is because it all comes down to people.

Buyers and decision makers are people. They see risk, they fear change, and they want to feel safe. Facts, figures and data can pave the way, but the differentiator is trust. Trust comes from the confidence that the solution provider you choose will have skin in the game. That they are selecting a partner who has the experience and capability to make them successful.

Sellers are people too. They have volumes of data, content, and resources accessible, but understanding how and when to leverage it all is confusing and time-consuming. And in many cases, that information is also readily available to the buyer or may not be relevant depending upon the situation.

The differentiation lies in the human connection. Today’s world for a buyer is both incredible and impossible. The upside is that there is so much information readily available and accessible on every topic, allowing for self-education and independent perspectives. The downside is that there is so much information readily available and accessible on every topic, allowing for self-education and independent perspectives. It’s confusing and overwhelming and oftentimes all the options start to sound the same.

Sellers who can ask the right questions, listen well, and quickly traverse the information available to tailor the experience for that buyer have the advantage. If at every turn the communication is timely, specific, interesting, and informative, the buyer will be inspired. This is where systems of engagement come in. As described by Kelly Dotson, SAVO’s CMO, in her blog post, Sales Technology: Why Systems of Engagement Trump Systems of Record, “Sales Enablement technology is a System of Engagement that serves up the right information at the right time, so sellers are empowered to guide customers through the purchase process.”

As a seller adheres to process, documents activity, but more importantly leverages the human connection to learn more and more about the buyer’s challenges and needs, the system can use that data to dynamically prescribe the right set of content and resources to prepare for the next interaction. Better yet, that information can be accessed real-time with the buyer retaining mindshare and building trust. Sales is not a transaction, it’s an interaction. Optimizing that interaction is what Systems of Engagement do best.

Recommended Reading

The Rise of Digital and its Impact on Customer Engagement by Matt Downes, Senior Client Director of EMEA.

Sales Technology: Why Systems of Engagement Trump Systems of Record by Kelly Dotson, Chief Marketing Director

Carla Lempera
Carla Lempera is the Director of Solution Consulting at SAVO. She has nearly 20 years of cross-industry background in integrating technology solutions with existing business practices to add value and drive revenue. During her 12 years at SAVO, Carla has helped companies build and sustain sales enablement programs that tie business initiatives to the enablement delivered to execute those initiatives and achieve the desired outcomes. She is also a Founding Member for the Sales Enablement Society.

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