Learning Engagement: How do your prospects reactions play into the sale?

For a while, we’ve talked about the importance of tracking your prospect’s engagement, and why an informed salesperson can cut their sales pipeline down.
So what do you want to look for in the first place? What kind of prospect response other than a definitive “yes” or an “I’m interested” email back should you look for?

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, look over your newsletter, or spend time flipping through your promotions, they’re an engaged prospect.

Let’s take an example of a recent prospect we sent a short PDF to.

First off, we know where they opened the email. You probably already know where your leads work, but it’s handy to 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 page 2 was read for a short time. If this page corresponded to a specific feature, I would know they had a specific interest in that feature I would want to bring 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 these prospect reactions or interests swings a ton of 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.