Examining the Relationship Between Digital Sales Capabilities, Customer Engagement, and Sales Performance

Abstract

Now digital sales is an essential player in the sales transformation and is Becoming an essential skill set to impact organizational success. This study aims to explore the correlations between digital sales capability, customers' engagement and sales The performance of the business in the present scenario. It takes a look at the use of digital tools, Platforms and data analysis can impact customer engagement and result in sales outcomes. in business enterprises. Based on the dynamic capabilities theory and the relationship marketing literature, the According to research, digital sales skills (including digital selling tools, CRM, etc.) and digital marketing skills (including digital marketing tools, email marketing, etc.) are the top two areas of needs. Systems, social selling and data-driven insights have a positive impact on customer. engagement by enabling personalised customer experiences, smooth omnichannel responsiveness and interaction with the customer and responsiveness in real time. Customer engagement will in turn help to moderate the link between digital sales capability and sales KPIs such as conversion rates, customer retention and revenue growth. This study has used mixed methodology approach with systematic approach. Literature review and empirical study of the survey results that have been offered from industry sources. Sales people and sales managers. Structural equation model (SEM) was used to test the hypothesized relationships. The results suggest that the digital sales capabilities have a positive significant impact on the Customer engagement, being an important mediator in the relationship. between digital sales competence and enhanced sales performance. Companies that Those that successfully use digital technologies in their sales approach are more agile, and they have Enhance their opportunity to build stronger customer connections and gain a competitive advantage. But there are There are some challenges, such as acceptation of technology and privacy concerns related to, These are data security issues, upskilling of Salesforce, and issues that need to be addressed. This research does not only have theoretical value, but also practical relevance as it brings the importance of developing strong digital sales skills to the fore. It provides Actionable tips and strategies for sales managers that they can choose to implement.