What is Sales Engagement?

Put simply (and rather unsurprisingly), Sales Engagement refers to all interactions (or engagement) between the seller and buyer throughout the sales process, traditionally measured in time and touchpoints.

That cold email you sent out? That voicemail you left? That comment you left on their post? That’s all part of sales engagement.

Still, it takes more than just sending an email or making a call to engage with your prospects. By planning, analyzing, and optimizing those interactions, you can improve your engagement and focus on building a genuine business relationship with the buyer.

This often means contacting their prospects across different channels, such as SMS messaging and social media. This may not even be a direct message; a social media touchpoint on LinkedIn might mean visiting their profile, liking their post, or leaving a comment.

Sales engagement potentially covers any platform or method for engaging with your prospective customers:

Sales engagement doesn’t have to be just about one-on-one communication though. The same principles can be used with account-based selling (ABS) and account-based marketing (ABM) platforms. For example, after researching a bigger company, you can target your outreach to that company’s employees as part of their sales engagement plan.

Whatever channel or platform you’re using, the objective is the same—to build a genuine relationship with the buyer. When you’re building your sales engagement strategy, evaluate each tool, channel, and strategy against those criteria.