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Customer Engagement:A Guide for Effectiveness & Efficiency

Jeffrey SeeleyCEO, Carew International, Inc.

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Current Challenge

The challenge we all are facing is how to choose and integrate the best tools for customer engagement, both in terms of maximum effectiveness and efficiency. Today, there are almost limitless forms of communication – active (phone, SMS, text, email, web chat, Skype) and passive (LinkedIn, Facebook, company website, YouTube, blog). But this increase in the communication tools available is accompanied by an increase in opportunities to waste time by engaging in the wrong communication efforts. Adding to both the communication assets and time management challenge is the increasingly broad array of independent third-party intelligence sources such as Hoover’s, InsideView, Google, Yahoo and similar search engines.

We have all fallen victim to the massive proliferation of spam email communication, blind meeting invitations, and even presumed meeting scheduling by misguided sales professionals. We know how misplaced and ineffective communication looks on the receiving end, but do we have a better plan for our own business development efforts?

How Do We Engage?

Customer engagement is about creating a relationship that can ultimately lead to a mutually beneficial, long-term opportunity. We have many new tools to enhance our productivity, but we need to assess our efforts in terms of quality over quantity. “Box-checking” activities, such as sending out 40 emails per day, may make us feel productive short-term, but they really do nothing to advance our cause with customers and prospects.

Communications Game Plan

Understand which communications vehicles will best serve your business•goals, and which should be left out of your customer engagement planUse social media and technology to cultivate and leverage your•connections for sales: prospecting, gaining referrals and developing newbusiness relationshipsUse research for better pre-call planning•Carefully craft a strong, concise prospect message•Implement a plan to optimize your time and productivity•

“New marketing is about the relationships, not the medium.”— Ben Grossman

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“We don’t know where our first impressions come from or precisely what they mean, so we don’t always appreciate their fragility.”— Malcolm Gladwell

Choosing the Best Communications Vehicles

In these emerging technologies, we have many ways to knowingly or unknowingly make a first impression. What do your first impressions look like on such places as LinkedIn, Twitter, Facebook, YouTube, etc.? Like any tool, the benefits of these communications outlets are dependent upon how they are used:

LinkedIn: LinkedIn is designed for professionals to connect, for the purpose of doing business. If it sounds ideally suited for sales professionals, that’s because it is. The benefits and specific features of LinkedIn are too numerous to detail as part of this broader communications topic, but every sales professional should understand this: LinkedIn has emerged as one of the most powerful business development tools available, and it is here to stay. Its benefits are substantial, tangible and growing daily. Membership on LinkedIn is approaching 300 million people, with approximately 150 million users logging on at least once a month. Yes, it can be overwhelming, and even feel futile to try and keep up with the myriad of social media tools, but LinkedIn is one tool that is worth your time to understand and master – for engagement, network expansion and research. Facebook: As a business professional you should not utilize your personal Facebook account as a means to develop and network business relationships. There needs to be a line of demarcation between your personal and professional life. Do not attempt to blend these two worlds, regardless of your relationship with a customer or prospect. Instead, reserve Facebook for family and friends with whom you have a more casual and open relationship.

Email—make it personal; add value with every touch

LinkedIn—valuable networking and engagement tool; rarely used to its full potential

Twitter—only to share events and authentic news

YouTube—only to share professionally produced content

Facebook—bad idea! Save this vehicle for family & friends

Skype—Use to upgrade a phone call, not to replace an in-person meeting

Counterproductive Communications

Beyond ineffective communication are counterproductive communications. Continual Twitter feeds and SMS/texts, blind meeting requests or email phishing are intrusive and annoying to recipients. Let’s be honest, these communication methods represent a one-way monologue, not productive dialog. Employing these tactics will actually sabotage your efforts to engage customers, much less cultivate a long-term successful relationship.

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Figure 1

Cultivate & Leverage Your Network

As you look at the contacts in your network, consider how willing they are (or not) to help in your business development efforts. Do you have relationships with your contacts such that they appreciate your skills and abilities? A key indicator is your LinkedIn network. Using Figure 1, chart your network contacts into the four quadrants. How many of your contacts fit into the upper right corner of Figure 1? The individuals you place in this upper right corner are really the only individuals who will contribute to your business development efforts. You can develop relationships in the lower right corner, as you further cultivate the relationship with the individuals in your network who currently are unwilling to endorse you. As you consider this more realistic view of your network, the need to grow your network with meaningful contacts becomes evident.

Getting the Appointment – Contacts Make the Difference

On average, it takes approximately seven high quality contacts/touches to lead to a live meeting (in person or phone call). The likelihood of success improves dramatically if you are leveraging your contacts to network into an individual or organization. Consider the most powerful resources that you have available to make the live meeting a reality. Use your LinkedIn network to find those in your network who are connected to your prospects. Using advanced search and company search tools within LinkedIn can potentially provide direct access to prospects, with the added support of your network connections to credential you and your company.

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“Capability means imagination.”— Napoleon Hill

In building your credibility, don’t forget about professional or industry recognition. This brings all the benefits of a recommendation without having to make the request. Keep all designations as a top provider, or for professional achievement, visible to your customers and contacts at all times.

Change your thinking on your network and prospecting. Instead of pursuing 100 new connections or contacts a week, strive to add 5-10 solid ones per week.

Hone Your Message

The power and relevance of your message will have a great impact on your sales success, starting with your prospecting or capability statement. The goal of the prospecting statement is to quickly generate curiosity and reduce tension for the prospect.

Personalize your approach

This is the best way to make your message relevant! Personalize to reflect your prospect’s history, industry or business challenges. These are great ideas to prep for and facilitate a more personalized approach in your communications:

Follow companies•Join relevant business/industry groups•Identify relevant events•Leverage news available via social media•

Example Prospect Message:Subject line: referral from Joe SmithJoe asked that I reach out to you. We have helped businesses like yours {insert your positioning statement} (ex: decrease cost by 20%). I would like to share how our clients are achieving this. Do you have 15 minutes the week of December 10th? I look forward to our conversation.

Example Capability Statement:“Good afternoon, Sally, this is Jeff Seeley calling on the recommendation of Tony Robbins. I’m CEO of Carew International, a leading training and development company. Carew International has a long history of helping industry leaders such as Coca-Cola achieve dramatic results. I would love the opportunity to learn more about how Red Bull plans to penetrate the sports beverage market in the USA and how we can impact your results…”

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“If you don’t have time to do it right, when will you have time to do it over?”— John Wooden

Major elements of a Capability Statement

Do you have a capability statement that you can write and recite easily? Consider these features:

Detailed description of why you are calling•Short, clear and concise•Covers results that your company and you have delivered•Has a WOW factor•Meaningful and relevant•Memorable•Creates Action•

Watch your Words!

Communication styles have become much more informal and we see more use of substandard English or even borderline obscene verbiage infiltrating our business messages. Just as bad are the clichés, fad words, unnecessary jargon and acronyms that we think will impress, initiate action or create an air of expertise. Mind your grammar and the appropriateness of every communication with customers and contacts.

Research for Better Pre-call Planning

There is no substitute for research to facilitate a personalized message or to impress at your first appointment. It is imperative that you show appreciation for a prospect’s time by arriving prepared and ready to add value. Consider the following:

Do your research in advance, not in the meeting•Use your network•Use outside resources for key insights (see below)•Know their business drivers•Plan, Plan, Prepare and Listen•Ask insightful questions and listen to the answers•

Other key network development and research resources include:Company websites•Analyst conference calls•Business intelligence sites such as Hoover’s or InsideView•PR Websites•Search tools such as Google Alerts or Yahoo Finance•Business publications•

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Communication Plan

Develop a communication plan for your prospects and customer development and then use the following as a guide to turn prospects into customers.

Check your network for connections•Introduce yourself through your network with research-based insight. If•possible, have your mutual connection send a message as wellUse short, clear, concise communication referencing your connection and•value addedFollow-up with a phone call from you and your connection•Seek to provide value in every customer touch•

Make social media a priority – put it on your calendar for 15-30 minutes per week.

Update your status•Run business or people searches•Review groups and events•Add connections•

In today’s business environment, we have more resources than ever to network, prospect and create deeper networks within our customer base. The advent of social media provides many opportunities to utilize your resources to make prospecting more focused and successful versus the spray and pray methods of yesteryear. Be aware that more communication options also mean more opportunity to get distracted by unproductive “busy work.” Make sure you know the most effective communication tools and methods to support your sales success. Have a plan and utilize your network, messaging and planning to win more business.

About Carew International

For more than 35 years, Carew International has been helping clients boost sales and profitbility with our full range of sales training and professional development programs. Carew training goes far beyond the transfer of information, providing a high-energy and interactive experience proven to change behavior and performance. The complete collection of Carew training programs is recognized internationally for excellence in sales, leadership, negotiations and customer service.

Today Carew International enjoys a leadership position and outstanding reputation in the training industry. Our clients range from the largest and most recognized names in business to small family-owned organizations. And although much has changed since our inception, our mission remains the same: Create value and support dramatic bottom-line results for every customer we serve.