Customer Engagement: Why YOU Need to Drive It

Access this 7-minute training video now and discover what research reveals about customer engagement and its impact on sales success. Every sales rep on your team should view this program to learn:

  • The results of a Wharton study that reveals which customers are most – and least – likely to leave
  • A common but deadly mistake that leads salespeople to disengage from buyers
  • And a simple mantra that will ensure you never lose a customer through disengagement

Why are we giving you access to this program for free? Because it’s the best way we know to introduce you to a breakthrough way to develop sales talent in your organization.

Here’s how it works: Request your customer engagement training video now and we’ll email you a user name and password that gives you instant access to the Selling Essentials Rapid Learning Center. There you’ll find thecustomer engagement training video and a collection of other training resources for sales professionals. You’ll have unlimited trial access to this powerful library of e-learning modules, reports and fast-read articles.

More information for those who love the details …

Keeping customers engaged: What the research says

A study by Wharton professor Peter Fader looked at thousands of buyers over several years to see how buyer-seller relationships evolve over time. The study involved telecom buyers in a consumer market, but his research team interviewed sales managers in a variety of consumer and B-to-B markets, and they came to the conclusion that sales accounts fall into one of three categories;

    1. Old Faithful – These buyers maintain a standing order for years. It’s not a lot of money, but it comes in steady. Sales reps might push to get more business from them at first, but eventually they give up and put the account on auto-pilot.
    2. New Kids – Recently acquired customers. They tend to be the customers that garner the bulk of a rep’s attention
    3. Troubled Accounts – These once big clients gradual reduced their volume of business. They still buy but they give every indication that they’re not interested in re-establishing their “big fish” status.

One of these customer types is most likely to cancel their account. Can you guess which one it is?

Access this video now and find out what you can do to nurture and maintain accounts that might otherwise walk away

The Walking Dead: When customer engagement comes too little, too late

So who’s most likely to cancel their account? Old Faithful, the modest but regular spender that most sales reps lose contact with over time.

The Wharton researchers call this type of customer “the walking dead.” They pay their bills. They don’t complain. But they’re sleepwalking. When accounts reach this point, they’re difficult to revive. By the time sales reps come back around and try to revitalize the relationship, it’s usually too late.

Customer Engagement: The one thing you should never do

So what’s a sales rep to do? Old Faithfuls often send signals that things are fine and there’s no reason to keep calling.

Truth is, however, they seldom actual say, “Don’t call me or I’ll cancel the account.” Sales reps make the deadly mistake of allowing behavioral cues from the customer to influence their commitment to engage.

Whenever you’re tempted to back away from a customer who seems to suggest, “just leave me alone and I’ll keep buying,” remember this simple mantra: Disengagement is Always Deadly. Without engagement, you have no relationship. And without a relationship, you have no customer.

Learn more a bout how to handle all three types of accounts, the Walking Deads, New Kids and Troubled Accounts. Access this video now as part of your trial to the Selling Essentials Rapid Learning Center.


Steve Meyer
Stephen Meyer
CEO/Director of Learning and Development, The Rapid Learning Institute


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