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 couldn’t have imagined the impact on the world.

The power used to belong to the sales-personWhat’s 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 more

The web has changed the buyer/seller relationshipInformation is just a click awayThis isn’t going to change

The marketing process had to adapt

Create digital content for online consumptionUse new tactics to raise digital awareness and drive engagement

The sales process must adapt too

Sales strategies based on the buyer rather than the sellerA personalised experience for every buyer

Traditional vs. Inbound Sales

ProspectDemoClose

AwarenessConsideration

Decision

TRADITIONAL INBOUND

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

Awareness

Buyers 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?

Consideration

Buyers 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 stage

Buyers 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 buyer’s interests and priorities and offer helpful advice

Inbound sales transforms sales to match the way people buy.

Tools to help

HubSpot Google Analytics Email service – MailChimp, dotMailer, Constant Contact etc SEM rush Screaming frog Hotjar Buzzsumo

How we manage our sales

100 blogs driving traffic 4 valuable content downloads Lead scoring Automation Targeted outreach Consultation Close

Could we do better

We are always looking at new ways to improve. Measurement is key

Let’s discuss