While having a quality product is important, the primary factor behind increasing sales is the way you engage and connect to your customer base. 80% of sales happen during the follow-up process, so it's not enough to simply contact a customer a single time. Having a CRM is only part of the equation, as this will handle data storage and organization relating to consumer interactions; you also need to worry about sales engagement. A good sales engagement strategy fills in the gaps your CRM can't cover, creating a personalized experience for your customer to encourage better long-term conversions