We’ve previously discussed the importance of tracking your prospect’s engagement, but what engagements should you be looking for? What kind of prospect response should you look for besides a definitive “yes” to know that you should email back?
For those new to inside sales, Engagement is considered any activity your leads take with the marketing or sales content you send them. If they read your product catalog or spend time flipping through your promotions, they’re an engaged prospect.
Uncovering Engagement Based Insights
Let’s take an example of a recent prospect we sent a short PDF to.
First off, we know where they opened the email. Just from this information I know they’re at their office and not traveling or otherwise indisposed. I can be more confident that when I reach out, they’re available to discuss my offer.
Next, the most critical evaluation of engagement: a prospect’s page-by-page engagement. How much time did they spend reading every slide in this PDF? It looks like this prospect read page 2 for a considerable amount of time. If this page corresponded to a feature, I would know they had a specific interest in that feature and that I would want to bring it up in our next conversation. Similarly, they spent a lot of time on the last page of this document. If that’s the pricing page, I know my prospect is price-sensitive and will want to discuss pricing in our next conversation.
Being able to play off of these engagements brings power back into the hands of the sales rep. You control more of the sales conversation, because your can prepare for your prospects questions after you’ve learned exactly what’s driving the sale! From this point, sales reps can ensure their leads are sales-ready, and cut the selling time down by pitching directly to their prospect’s interests.