Inbound Sales - An Introduction
Post on 16-Feb-2017
Embed Size (px)
Inbound SalesA necessary response to fundamental changes in the buyer/seller relationship
The world has changedThis man is to blame!
When Tim Berners-Lee implemented the first successful communication between a client and server via the HTTP protocol, he couldnt have imagined the impact on the world.
The power used to belong to the sales-personWhats included in the offering?What does it cost?How does it compare?Who else is using the offering? Do they like it?
Salespeople held most of the cards.
Not any moreThe web has changed the buyer/seller relationshipInformation is just a click awayThis isnt going to change
The marketing process had to adaptCreate digital content for online consumptionUse new tactics to raise digital awareness and drive engagement
The sales process must adapt tooSales strategies based on the buyer rather than the sellerA personalised experience for every buyer
Traditional vs. Inbound SalesProspectDemoCloseAwarenessConsiderationDecisionTRADITIONALINBOUND
Buyers want to find information by themselves.If the salesperson cannot add value beyond the information a buyer can find on their own, the buyer has no need to engage with them
The buyers journey
AwarenessBuyers identify a challenge they are experiencing
How does this buyer describe their goal or challenge?How do buyers educate themselves on these goals or challenges?What are the consequences of inaction by the buyer?Are there common misconceptions?How do buyers decide?
ConsiderationBuyers have clearly defined the goal or challenge and have committed to addressing it.
What categories of solution do buyers investigate?How do buyers education themselves on the various categories?How do buyers perceive the pros and cons of each category?How do buyers decide which category is right for them?
Decision stageBuyers have already decided on a solution category and one that best meets their needs.
What criteria do buyers use to evaluate the available offerings?How does your offering compare?Who is the decision maker?Will the buyer want to try before they buy?What will buyers need before, during and after a purchase?
Inbound Sales Methodology
When inbound salespeople get a buyer on the phone, they identify the buyers interests and priorities and offer helpful advice
Inbound sales transforms sales to match the way people buy.
Tools to helpHubSpotGoogle AnalyticsEmail service MailChimp, dotMailer, Constant Contact etcSEM rushScreaming frogHotjarBuzzsumo
How we manage our sales100 blogs driving traffic4 valuable content downloadsLead scoringAutomationTargeted outreachConsultationClose
Could we do betterWe are always looking at new ways to improve.Measurement is key