An introduction to inbound sales

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Martin Broadhurst, Katapult

#UKHUG @mpbroadhurst

What is inbound sales? 1

To understand inbound sales, we need to start with buyers and how their buying behaviours have changed over the years

The power in the buying and selling process has shifted from the seller to the buyer

Inbound sales transforms sales to match the way people buy.

INBOUND SELLING PHILOSOPHIES 1.  Inbound sales teams base

their entire sales strategy on the buyer rather than the seller.

2.  Inbound salespeople personalise the entire sales experience to the buyer’s context.

How do you start doing inbound sales? 2

STEP ONE Define the buyer’s journey

If the salesperson can not add value beyond the information the buyer can find on their own, the buyer has no reason to engage with the salesperson

“Prospecting is difficult when my lead is…” HubSpot State of Inbound 2016

STEP TWO Build a sales process that supports the buying journey

As a result, the salesperson and the buyer feel like they are aligned, rather than at odds with one another, through the buying and selling process

INBOUND SALES METHODOLOGY

INBOUND SELLING PHILOSOPHIES 1.  Inbound sales teams base

their entire sales strategy on the buyer rather than the seller.

2.  Inbound salespeople personalise the entire sales experience to the buyer’s context.

LEGACY INBOUND

vs

Legacy Inbound

IDENTIFY •  Unaware of buyer journey

•  Call randomly

•  Prioritise active buyers

•  Use all clues available

CONNECT •  Cold emails and voicemails

•  Try to book a generic presentation

•  Personalise the message

•  Aim to help

EXPLORE •  Generic elevator pitch

•  Give information buyers already have

•  Explore their challenges and goals

•  Gauge buyer interest and need

ADVISE •  Revert to auto-pilot

•  Deliver the same presentation

•  Tailor the presentation to the buyer’s context

Most buyers are already in the awareness stage of the buying journey before they engage with salespeople. Inbound salespeople prioritise active buyers.

Active buyers may have recently visited the company website, filled out a form or opened one of the salesperson’s emails.

Legacy salespeople use cold, generic elevator pitches. Inbound salespeople lead with a message personalised to the buyer’s context.

Personalising to the buyer’s context could include; their industry, their interests, their role and their stage in the buyer journey.

Guide an exploratory conversation so that you’re in control, but your prospect feels like they’re being empowered to make the right decisions.

HOW TO HOST AN EXPLORATORY CALL 1.  Learn the prospect’s challenges 2.  Connect their challenges to

goals 3.  Understand the prospect’s

timeline and urgency

4.  Discuss positive and negative implications

5.  Discuss authority, buy-in and budget

Inbound salespeople serve as a translator between the generic messaging found on your company’s website and the unique needs of your buyer.

HOW TO HOST AN ADVISORY CALL 1.  Recap the exploratory call 2.  Suggest ways the prospect can

achieve their goals or overcome their challenges

3.  Confirm decision making processes, budget and timeline

4.  Get buyer commitment

Legacy Inbound

IDENTIFY •  Unaware of buyer journey

•  Call randomly

•  Prioritise active buyers

•  Use all clues available

CONNECT •  Cold emails and voicemails

•  Try to book a generic presentation

•  Personalise the message

•  Aim to help

EXPLORE •  Generic elevator pitch

•  Give information buyers already have

•  Explore their challenges and goals

•  Gauge buyer interest and need

ADVISE •  Revert to auto-pilot

•  Deliver the same presentation

•  Tailor the presentation to the buyer’s context

Inbound sales transforms sales to match the way people buy.

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