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An introduction to inbound sales
Imagescanbeplacedbehindtheforegroundaperture.
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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