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