Interesting research by Gartner revealed that 50% of brands will have failed to unify customer engagement channels by 2022. In a competitive market, a highly engaged sales channel is paramount to driving revenue and ensuring customer satisfaction. However, sometimes, even the most dedicated channels can begin to show signs of disengagement. Identifying these signs early can save a brand from potential revenue loss and aid in recalibrating strategies. Here are three alarming indicators to watch out for:
Inadequate Technology Utilisation Impedes Engagement
The rapid advancement of technology in the sales and marketing domain has offered numerous tools to optimise engagement. However, merely adopting technology isn’t enough; its effective utilisation is what truly matters. As mentioned, the recent study from Gartner highlights that nearly 50% of brands will experience underwhelming results due to the failure to manage their sales technology stack properly by 2023.
As the sales landscape becomes more technology-dependent, brands must streamline their tech stack. Brands must be adept at integrating various tools – from reward programs offered by incentivesmart.com to essential softwares like Sales Force – and ensuring that their sales channels are adequately trained to leverage them. That involves not just choosing the right technology but also understanding its capacity and ensuring regular updates.
Poorly managed tech stacks can lead to miscommunications, data misinterpretations, and missed opportunities. In contrast, a well-integrated and managed tech stack can significantly enhance sales channel engagement, drive operational efficiency, and boost sales. Brands should prioritise periodic reviews of their technology usage, ensuring alignment with sales goals and ongoing training for their teams.
Decreased Sales Performance and Product Uptake
When there’s a consistent downward trend in sales figures in stable market conditions, it’s a red flag. The CSO Insights’ Sales Performance Study has shown that organisations with engaged sales teams boast an average win rate of 59%, in stark contrast to a mere 42% for those with low engagement levels. Furthermore, an engaged sales channel typically displays an eagerness to embrace new products or services. If they seem hesitant about your latest offerings, it’s essential to understand the root cause.
Lowered Attendance and Participation in Training Sessions and Meetings
Engaged salespeople understand the value of continuous learning. Research from the Training Industry underscores this, suggesting that engaged sales representatives are 23% more likely to outperform their targets. Their engagement is often manifested in their keenness to attend training sessions.
If you observe dwindling participation rates in these programs, treat it as a warning sign. Similarly, if sales representatives only attend meetings out of obligation and rarely contribute, it reflects their declining interest and commitment.
Sales channel disengagement can lead to adverse effects on a brand’s bottom line and its reputation in the market. By staying alert to these signs and proactively addressing the underlying issues, companies can rejuvenate their sales teams. The aim should be to ensure that sales representatives remain motivated, aligned with brand goals, and productive.
An engaged sales force is crucial not just for achieving impressive sales figures but also for building enduring customer relationships and maintaining brand integrity.
