Train your agency staff to engage effectively
All the knowledge and tools in the world aren’t going to help you if your team doesn’t know how to use them properly. Every person involved in the sales engagement process should be properly trained and have a firm grasp of the best practices.
Obviously, everyone will need to understand the basics of sales and be comfortable with how to make a cold call, send an outreach email, etc.
For sales engagement, you’ll have to ensure they can take those skills to the next level. Rather than being content with blasting out salesy pitches, help your team develop their research and communication skills so that they can send those engaging messages that stand out from the competition.
For example, using carefully chosen questions and active listening to better understand the prospect will allow your salespeople to tailor their approach so that it’s relevant to the person they’re talking to, rather than chatting about features that the person couldn’t care less about.
You should also make sure that everyone is familiar with the software tools you’re using and how to get the best out of them.
There are plenty of agencies out there who’ve invested in the very latest tech, get a top-of-the-range platform, while their teams use only the most basic features—or even worse, ignore the platform entirely and use something else. If just one person on the team isn’t using the same tool as everyone else, it’ll become much harder to track your campaign results and make any necessary changes.
But, as an agency, you’ll also face a unique challenge in that you’ll be selling someone else’s product.
This means that every time you take on a new client, you must make sure everyone on the team knows all the relevant details about the company and the product, so they can confidently answer any questions that come up. Make sure that everything you’ve learned when onboarding the client is shared with the team.