Inbound Sales Kung Fu

transcript

S t e l i E f t i , C l o s e . i o

Helped 150+ venture backed startups in Silicon Valley scale sales.

#1: Traffic #2: Signup, Demo, Contact, etc. #3: Activate (calling + email) #4: Qualify #5: Demo #6: Manage objections #7: Negotiate #8: Follow up #9: Close

Inbound Sales

#1: Open #2: Read #3: Respond #4: Follow Up

Sales Emails

You’re not sending enough email!

Automate Emails 4-‐6 emails during trial

-‐ Semi-‐Personal: yourname@domain.com , Sent via iPhone -‐ Drip / Lifecycle Emails: Email courses for your prospects -‐ Events Driven: Signup, AcIvity, Trial End, etc. -‐ Call to acCon oriented: Schedule a call , Reply to this, etc.

Inbound Sales Emails Example: HubSpot (B2B)

Subject: Close.io & HubSpot I time to chat? !Steli, !Thanks for reaching out to us here at HubSpot. Here's a 2min video overview about how our product works to help you drive leads online: http://www.hubspot.com/products/video-tour/ !I've been reviewing your site and have a few suggestions about how you can drive more traffic and leads. When might be a good time to catch you at your desk for 5 mins after Noon today or before 11:30am ET tomorrow? !All the best, !!P.S. I've also attached the new 2013 ROI report about the average results our customers see.

Email #1 (no response from me)

Subject: Close.io & HubSpot | Follow Up Resources !Hi Steli, !Thank you again for the discussion today, it was a pleasure speaking with you! I am including a 2 minute video during which our co-founders describe how inbound marketing works – you can check also out our Cambridge office space, see here. As we discussed, HubSpot offers an all-in-one marketing software platform that helps businesses of all sizes generate leads and convert them into customers. HubSpot has everything a modern marketer needs to do marketing right—all in one, easy-to-use product. HubSpot software includes SEO, blogging, social media, email, automated workflows, landing pages, lead intelligence and analytics tools to help marketers get the job done. You can see the full list of our products here. HubSpot is an annual membership, which includes access to all of our software tools, 7 one-hour sessions with a dedicated consultant and continuing education and support all throughout the year. You can take a look at our pricing page here. HubSpot customers experience an average 2.7x increase in traffic after 12 months of active use and lead database growth of 30.4x after 12 months of active use, see our ROI report here. Please feel free to contact me with any questions. We look forward to helping your business grow as part of the HubSpot team! All the best,

Subject: HubSpot & Close.io !Hi Steli, !Per my message today, I called to see how your internal decision making process is going. !More importantly, since we are going through a price change on 10/1, my manager, John Dukes (jdukes@hubspot.com) has authorized each rep on my team (2) 15% discounts on the cost of the software for customers who are able to sign up by 9/30. Not only would this lower the price of the software, but you will be grandfathered into the legacy pricing in the future. Today, Pro is slated to increase 2400/year. !One of my coupons is spoken for, but I'd like to offer the other one to you. !If this is of interest, please let me know as soon as possible. !Thank you,

Subject Should I Stay or Should I Go? !Hi Steli, per my message today - !I've tried to reach you a few times to go over suggestions on improving your website, but haven't heard back from you and that tells me one of three things: !1) You're all set with inbound marketing and online lead generation, and if that's the case please let me know so can I stop bothering you. !2) You're still interested but haven't had the time to get back to me yet. !3) You've fallen and can't get up and in that case please let me know and I'll call 911 for you... !Please let me know which one it is because I'm starting to worry... !Thanks in advance and I look forward to hearing back from you!

Subject: Thank You From Hubspot !Steli, !In reviewing some outstanding business today, I’ll be taking Close.io out of my current follow ups at this time. !Where we’d initially agreed in the value of our service to strengthen your online engagement, I’ve reached out to you on several occasions following our initial discussions. Having not received any replies to date, I assume that we’ve either fallen off your radar or perhaps the interest has diminished to the degree that my follow up is no longer warranted. !I appreciate the opportunity to work with you and wish you the best with your ongoing marketing efforts. I'd be happy to speak with you when you are ready to invest resources into generating leads from your site. !Best,

Email #5 I responded :)

Inbound Sales Emails Example: TrunkClub (B2C)

Subject: Important info on your first shipment !Hi Steli, !I’m Lizzie Walker, your Trunk Club stylist. I can’t wait to put together your first trunk of great clothes. Before I do that, we need to have a quick chat on the phone, so that I can get an idea of what clothes to send. !Please respond to this email and let me know the following: !- What's a good day / time to chat? - How did you hear about Trunk Club? !Also, feel free to call me any time at the number below. !Hope to hear from you soon!

Subject: Steli — It's your stylist at Trunk Club !Hey Steli, !I recently reached out to you about the Trunk Club clothing service that you signed up for. As you can tell, I’m really excited to help you get started with a trunk of great new clothes. Let me know when you have 5 to 10 minutes to chat in the next few days, and I’ll get a trunk to you right away. !I’m happy to work around your schedule (mornings and evenings are completely fine times to talk), and if you’d prefer to call me, you’ll find my number below. !Thanks!

Subject: Trunk Club — Still interested? !Hi Steli, !Just checking to see if you still want to move forward with the Trunk Club service that you signed up for. If you’re ready for your first trunk, awesome! Let me know a good time for us to wrap everything up with a really quick phone call. !Trunk Club is all about convenience, and I’m happy to work around your busy schedule. !Looking forward to hearing from you!

Subject: Goodbye from Trunk Club !Hi Steli, !I was really looking forward to putting together a trunk of great clothes for you, but I haven’t heard a response to my calls and emails. That means this will be my last email to you. If you change your mind and would like to give Trunk Club a try, please let me know and I’ll have you looking great in no time. !Best,

Email #4 I responded :)

#1: Reach People #2: Sound Good #3: Ask Questions #4: Manage Objections #5: Close

Sales Calls

Call Everyone Within 5mins of signup

-‐ AcCvate: Call quickly , Answer QuesIons, Give DirecIon -‐ Discover: How did they hear about you, Problems, Needs -‐ Qualify: Ask QuesIons, Lead Quality, Create Pipeline -‐ Close: Manage ObjecIons , Guide buyer to upgrade

Qualify !

Customer profile: size, use case, history, etc. Needs: Champion, team, company, etc. Decision making: stakeholders, process, Ime

Demo Quickly 15mins or less

-‐ Qualify first: Can/Should they buy , is it worth the Ime -‐ Benefits vs. Features: Focus on what’s relevant -‐ Sales vs. Training: Demo value vs. teaching funcIonality

Manage ObjecIons !

-‐ FAQ document: Clarity inspires confidence -‐ Real vs Fake: Listen to more than just words -‐ Elephant in the room: Empower them to verbalize it

NegoIate !

References that sell: yes but late in the process Discounts: lightly, once value confirmed Pro Ip: always negoIate in pairs

Follow Up = Winning

Follow Up On Follow Ups

-‐ Cold: 1-‐2 follow ups allowed, not more -‐ Warm: Unlimited follow ups, stay on thread/start new one -‐ Frequency: Front load (1,3,5,7) then every 1,2,3,4 weeks -‐ Channel: #1 Email #2 Phone #3 In Person

"Steli's philosophy on following up sent me back to a significant prospect that had gone very cold. !A mix of forty-‐one emails and voicemails later I got my response; 'You win, let’s connect at the trade show.' Long story short they're on-‐boarding this month."

Urgency? !

Limited beta: 10 seats, refundable deposit Price increase: grandfather old price IncenIves: discount, seats, features, services

Sales Office Hour. !

steli@close.io

Inbound Sales Kung Fu

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