Buyer engagement is the level of involvement or participation that a prospective buyer exhibits towards the company’s marketing. Once the prospect buyer meets any marketing or sales medium of the company, they exhibit some degree of buyer engagement. A marketing campaign is designed to increase buyer engagement by capturing their attention and converting them into customers/clients. Sales representatives are trained to educate unaware customers about the product/services that the company offers, hoping to create and maintain buyer engagement. Once any form of buyer engagement is achieved, the successive steps are to convince and convert the prospective buyer into an actual buyer.
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The main idea of buyer engagement is to establish a positive and mutually beneficial relationship between the customer/client and the company and its brand. Properly engaged customers contributed to more than 23% of a company’s profits, suggesting that better buyer engagement is better revenue. There are 4 broad types of buyer engagement, namely:
- Contextual engagement – Gathering information like what the prospect needs, their preferences, history of purchases, and other factors before pitching the product is contextual engagement. It is a form of personalization of the sales pitch that best resonates with the target prospect. It can be as simple as recommendations of other products, offers, and discounts that the prospect might act upon, interacting with the company again.
- Engagement of convenience – Making the customer/buyer/user experience as convenient as possible will improve interaction and engagement.
- Emotional engagement – Emotions are the foundation of engagement. The convenience and relevance of the context offered will have a lower effect if it is not rooted in some emotional influence that the company has on the buyer. The buyer needs a branding with emotional significance that they can recognize the company with every time they interact.
- Social engagement – When all engagement forms are in alignment, the media strategies have a better impact on the buyers, making them more convincing.
How To Increase Buyer Engagement
Buyer engagement should be omnichannel, which suggests that the buyer needs to be approached by the company from more than one aspect. The stages that a buyer goes through before making a purchase with the company are – awareness, research, consideration, purchase, and use. Things to keep in mind to increase buyer engagement and improve customer/buyer/client experience are as follows:
- Personalized customer experience
- Optimized website
- Efficient social media marketing
- Analytics
- Omnichannel approach (multiple means of contact with client)
- Humanized interactions (conversational service)
Importance Of a Killer Sales Presentation
Sales presentations are used to exhibit your company’s products and services in a professional manner. They are supposed to be convincing and preferably end up converting the prospect into a customer. A perfectly organized sales presentation can captivate the audience, efficiently register loads of information about the company and its services in the customers’ minds. If efficiently executed, high buyer engagement can be achieved through a sales presentation. Follow these tips to create a convincing presentation for your next sales pitch:
- Simple is the new classy – Keep your presentation brief with only the essential information in brief bullet-point format. The maximum a client can stay focused on one screen is no more than 9 minutes. So, the presentation needs to be quick and to-the-point and stick to a duration that is less than 9 minutes. Clients are less likely to keep up with too many cluttered words on a presentation. Keep the words on the presentation to a bare minimum, as the audience tends to focus on the letterings and not pay attention to the salesperson pitching.
- Organized message deliverance – The presentation needs to be divided into three primary parts – the problem, solution, and services. Begin the initial slides with the problem that the customer faces. This segment convinces the customer of their need for your company’s products and services. The next segment is to suggest the only solution to your client’s problems. And the final segment is the services that your company offers that can offer those solutions to your client.
- Reveal the benefits – Once the customers are convinced, they have a problem that needs solving and that your company can offer the solution, they need to know the benefits they receive from investing their time and money. Provide statistics about the additional benefits they get from choosing your services.
- Comparisons – Point out the perks that your deals have over your competitors’. Compare the customers’ convenience before and after opting for your company products.
- Visual representations – The best way to leave a lasting impression on your clients is to incorporate visual aids. Infographics, pictures, logos, and videos are easier to retain in memory. Hence it is important to use visual representations to be more memorable from your customers’ perspective. Make the presentation uniform throughout, following a pleasant color scheme that also represents your company logo and theme. The presentation is what the audience recognizes your company by. The more refined and perfect the presentation, the better the buyer engagement.
- Provide proof – Show your prospects that your company is reliable. Throw in testimonials and feedback from previous customers. Reviews and ratings can also be included.
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All businesses and companies require a minimal degree of buyer engagement for progressive sales. Prospects who are interested in the company’s products and services can eventually lead up to becoming loyal customers. This is achieved by developing buyer engagement which is the key to better sales. And the best way to improve buyer engagement is to ace the sales presentation. The success rate of sales increases by 208% when marketing and sales tactics are in alignment. Keep your sales team updated on the latest trends of sales pitching. High buyer engagement rates are possible with little market research and planning.
