Gartner Research

Use the Sales Organization to Set the Stage for Customer Engagements

Published: 15 October 2013

ID: G00257616

Analyst(s): Patrick Stakenas

Summary

The sales function is often the first and most frequent contact point when engaging with customers. A positive experience with the sales force and IT organization will bring customers close to the organization, while a negative experience is often unrepairable.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Extend Face-to-Face Selling, Which Exemplifies the Active Aspects of Customer Engagement, to Customer Service and Other Customer Touchpoints
  • Link the Emotional Aspects of a Customer Engagement With the Touchpoints of the Rational/Active Elements of the Customer Experience, Leveraging Positive and/or Negative Experiences to Build on the Overall Engagement
  • Continually Reaffirm the Customers' Relationship With Your Organization by Proving They Made a Smart Decision Going With Your Organization; and by Illustrating Value, Quality, Attention to Detail and Innovation Supporting the Logical Customer Engagement All the Time
  • Never Waver on Values, Such as Community Service, and Credibility During the Selling Process and Ongoing Account Management

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.