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Customer engagement for non sales people

Posted by Paul Davenport on 4 October 2017
Customer engagement for non sales people

When speaking to businesses we often ask "who in the room has a role in sales and account management"?  In most cases, the people in the room who respond are those with 'Sales' or 'Account Management' in their title.

Yet there are many in more technical and support roles that either have intermittent contact with the client or assist those that work directly with the prospects and clients.  These "non sales" people can have a significant impact on how a business as a whole engages with its clients.

So, are the principals of customer engagement different for the sales and account managers to those who are not directly involved in these processes?

In fact, the answer to this is essentially "No they are not."

In high performance organisations, the non 'sales & account management' people also have a strong customer and growth engagement mindset which is supported by behaviours that are consistently applied.

Strong customer engagement across the business leads to stronger financial results.  The high performing businesses have a mindset to deliverc customer value backed up by the ability to articulate the value they have delivered and the consistent delivery of that value.

This can only be done through extensive insight into the customer's current challenges and opportunities which are then applied to the delivery of the appropriate products and services.

It is only when the business as a whole tunes into these mindsets and behaviours that the performance rises to the next level.

Tips from John Buchanan, Beyond 19, Coaching Practicing Lead:

1. In a peak performance team, everyone is regarded as a leader, not just those with formal leadership titles
2. 'Everyone is a leader' means that every person, no matter what role he or she occupies, is charged with the responsibility of making good decisions for the business.
3. Every client interface is an opportunity to 'sell' the business

Take free our sales assessment and to see how you can improve your sales performance quickly.

Author: Paul Davenport
About: Paul has over 20 years of experience in sales and senior management in large and medium sized businesses in the Banking, Finance and Commercial Data industries. Paul brings sound business acumen and an expertise in leading, coaching and developing high performing sales teams to his clients. Paul has a strong track record in assisting clients to win new business and grow revenues through robust key account management. Paul has an ability to work across a diverse range of sales teams, and effectively engages across the business, from the CEO, Sales Director, Sales People and new starters to ensure sales behaviours are optimised to improve sales performance and maximize outcomes for the business and the individual.
Connect via: LinkedIn
Tags: High Performance Sales Sales Behaviours Initiatives Customer and Stakeholder Value Sales Growth Cadence Mindset Sales Leadership

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