3 Pillars of Sales Engagement

Sales Engagement

Hi guys, I’m Thais Rubião, Account Executive at Reev, and I’m going to talk about the 3 pillars of Sales Engagement and how this process directly impacts my routine as a Closer at home.

Browse the content

  1. video transcript
  2. the conflict today
  3. Champions are not created with shortcuts
  4. my personal experience
  5. Conclusion

video transcript 

Back when people still did practically only field sales, door-to-door sales, each executive was responsible for their own agenda, meetings and sales routine.

In this way, the manager did not know when he was performing better or worse and why, he only knew when he entered at the end of the month when the money fell in his pocket.

That’s why there was a demand on the part of the manager, that the salespeople tell him what they were doing in their daily lives, how many meetings they were having, what happened with each one, what was good and what was bad, and no end, why and how they had won or lost any account.

the conflict today

Bringing a little to our current scenario, we know that this conflict still happens, but salespeople, instead of having to write in a passbook, have to put everything in the CRM, they have to tell a tool what they are doing, how many tasks did, what was said in each follow-up, what was the result of each call, and we know that this conflict still exists.

Salespeople want more productivity, they want to hit targets, put more money in their pockets, more time to sell, the manager, in addition to the result, also wants to know what each one is doing, as he will have to report further ahead.

Through the eyes of the buyer, there is the perspective of an inbox that is increasingly full of emails without context, without personalization, and also that they keep receiving telemarketing style calls.

With this, the buyer will not have the slightest desire to respond to that email, much less to continue that contact.

And then the following scenario arises:

  • The salesperson wants more productivity;
  • The manager needs more visibility;
  • The buyer wants a memorable shopping experience.

These are the 3 pillars of Sales Engagement.

Let’s go deeper into the perspective of these 3 people.

#1: Buyer’s Perspective

The buyer wants a memorable experience, this includes a consultative approach with context and personalization.

For this, the seller/SDR will have to research that person a little more in LinkedIn, understand their professional trajectory, understand that market and those pains, in order to have a consultative approach.

The buyer will also want to have relevant follow-ups at all times, so the follow-up, above all, needs to follow a line of reasoning according to the funnel step.

So follow-ups in prospecting have to be relevant to that scenario and have to generate value in that context

Closing follow-ups, it’s the same thing, following a line of reasoning, if it doesn’t have relevance in each follow-up, we can’t make a consultative approach, thus losing some of the buyer’s experience.

For this, he needs to deliver a memorable shopping experience to the lead, also including a little time to research the professional, the company and the market, in order to provide this consultative sale, which we have already seen is what the buyer wants and which will give the result in the end

#2: Buyer’s Perspective

Looking from the perspective of the seller and the SDR, what they want is more productivity and engagement in the process.

What is it to be more productive? It means being able to do more activities more efficiently in a short period of time.

For this, he cannot spend his skillful time at work, telling a tool what he is doing all the time, in addition to being boring to fill out a CRM, and with that, he loses engagement with the process.

He wants to have more results, to hit the target, which is what will make him more money at the end of the month, he needs more results and he needs to give the customer’s shopping experience.

#3: Manager’s Perspective 

The manager, like the salesperson and the SDR, also wants results, but he needs visibility.

On top of reliable data and metrics and indicators, this is where the manager will know where the gaps in the process are and where he needs to place the training follow-up force.

We saw earlier that filling in CRM, telling a tool all the time what it’s doing, disengages the salesperson and the SDR from the process, so the impasse arises.

The salesperson wants more and more productivity, the manager wants more visibility. But we know that 94% of managers do not trust the data they have.

And then the conflict arises, the seller and the SDR are disengaged in the process, and the manager has no visibility, and the buyer above all wants a consultative approach or that memorable shopping experience.

Have we reached an impasse once again? How am I going to solve this?

Champions are not created with shortcuts 

We saw then that there will be no shortcut to defending the three involved in the commercial process.

What we’re going to need is a well-developed, round process to actually put Sales Engagement into practice.

With a Sales Engagement tool, we have to structure the process followed by specific flows for each step of the funnel, from prospecting with the SDR to closing with the closer.

The manager, in this way, already has all this centralized in the same place, so he has specific indicators for each step of the process, for each flow, and it is also ideal that this Sales Engagement tool is integrated with the CRM.

This way, the information passes from one place to another in a more automated way, making the information more truthful and more concrete, also giving more productivity to the seller, and he doesn’t have to compile the information in two places at the same time.

my personal experience

I’m going to talk a little bit about my experience with Sales Engagement and what part of this process I see as one of the most relevant in my daily life as a closer.

I brought some data from our sales report for this year, based on 10.5 million interactions: we managed to surpass the market benchmark conversion rate by 2.5 times, using different cadence flows for each step of the funnel.

How does this directly interfere in my daily life? Having multiple flows for all steps in the funnel makes me more engaged with the process.

I come to work and I know exactly what to do that day, how many leads are retakes, how many are closing, how many are rescheduling a meeting, I can do it more productively.

I’m more relevant in every follow-up. I’ll take the closing flow as an example: in my closing flow that person already has the proposal in hand, so I don’t forget to do any follow-up, which can be decisive for closing the sale.


Did you like the content? It is very important to understand about the 3 pillars of Sales Engagement and how they are important to be able to deliver the best shopping experience.

To access more data like the one mentioned above, visit our 2020 Crack the Sales report, with analysis and insights based on 10.5 million interactions. To the next!!