Why Emotional Engagement Matters
Emotional engagement is more than just feel-good sentiments for filling up reports; they have a real and measurable impact on the efficacy of your sales efforts as well as your bottom line. According to Gallup, fully engaged customers represent a 23% premium in terms of share of wallet, profitability, revenue, and relationship growth over the average customer. Similar findings by CEB’s Marketing Leadership Council in partnership with Google contend that 53% of the purchasing decision is driven by the buyer experience, including the content used for sales engagement. Conversely, in a Salesforce survey, 63% of respondents indicated that they had engaged with content at some point in their career only to be disappointed by what they received. Of that same 63%, 97% said that the negative experience somehow affected their trust of the brand. With such an onus placed on the quality of prospect engagement with sales content, one would expect tracking that content to be a priority for any sales team, yet according to CSO Insights, 93% of organizations don’t track content used by sales reps. At best, this means sales teams are operating with insufficient data to optimize their sales outreach. At worst, it means sales teams are ignoring the new reality of digital sales.
B2B buyers want to feel some sort of emotional connection with the vendors they purchase from. Another joint report conducted by Google and CEB’s Marketing Leadership Council studied nine B2B brands and found that seven of them had fostered emotional connections with more than 50% of their customers and attributed that emotional connection as a major driver of sales. This suggests that sales content has to be more than just relevant to a prospect; it has to be emotionally engaging and help foster a relationship of trust with a company or sales representative.
Sales teams that are proactive about engaging prospects and measuring that engagement have a decided advantage over sales teams that don’t. According to Sales Benchmark Index, sales teams have a 56% greater chance of attaining a quota if they engage a buyer before that buyer contacts a seller. This suggests that sales teams must be able to quickly produce high-quality sales content that engages prospects emotionally, conveys value as well as brand messaging, and influences the prospect’s buying decision. A sales engagement content solution must then control for all these aspects while being fast and easy to deploy across a large sales team.
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Posted on July 27, 2017