These days, marketing and sales strategies tend to prioritize connections before actual selling. According to Hall and Partners’ “Engager” study, up to 2/3 of a company’s profits rely on effective customer engagement. Companies who improve engagement increase their cross-sell by 22%; driving up-sell revenue from 13% to 51%. Makes sense, right?
But, the problem is that lots of companies don’t see any real importance in engagement. Instead, they only take their own interests in promoting their service into account. Indeed, sales pitches alone don’t build trusting relationships and long-lasting loyalty. Successful companies focus their efforts on creating value, not extracting revenue. In fact, the latter simply could not exist without the former.