Inbound Sales

A rebuilt sales process + effective implementation sessions + powerful sales tools =  Revenue Growth

How businesses connect with buyers and generate opportunities is fundamentally changing. 70% of the buying journey has happened before today's digitally enabled buyer even contacts your sales person. Your buyers are well informed and in control of their purchase process.

"Inbound sales" describes transformed and refreshed  sales processes and tools. Its the way your team should identify, connect and engage these newly empowered prospects. The 4-step inbound sales methodology is outlined below. Its time to change from your old outbound, offline approach that interupts, annoys and alienates the modern buyer. 

 

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Stage 1: Identify

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An inbound salesperson's first step is to indentify an ideal customer profile (ICP). What type of company, what industry and geography? Are they in growth mode or looking to cut costs through improved efficiency? Within the ICP who are you targeting, who is the Buyer Persona you are going after? Critically, what challenges are preventing them from hitting their goals?

The second step is to clearly segment and prirotise your active from your passive buyers. Active buyers ususally come from marketing and have responded to marketing campaigns. Passive buyers need to be surfaced using powerful digital research tools such as Sales Navigator from LinkedIn.

Outbound sales people fail to differentiate active from passive buyers and use highly ineffective tactics such as cold calling and cold emails to "spray and pray." Unsuprisingly, they waste vast amounts of time and connect rates are usually below 2%, 

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Stage 2: Connect

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Our research tells us that connecting with prospects and even existing customers is the number one challenge for salespeople today. Outbound sales people are increasingly failing to connect as buyer's are increasingly expert at blocking approaches from a sales person.

For inbound salespeople, before even attempting to connect to your buyer, the first step is to work closely with marketing to identify, interesting, highly relevant  content aimed fairly and squarely at the core problem your buyer persona faces and make this content easily available to the sales team. 

Inbound salespeople use professional social networks to share their content with buyers, show the buyer value and that they are a worthy addition to their network. They then offer to connect and continue to share helpful, valuabe insight with no expectation of reward. Research shows that requests for meetings dramatically improve using this approach

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Stage 3: Explore

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The explore stage is the salesperson's chance to diagnose the buyer's current situation. They are acting like a doctor, actively listening and exploring current challenges and goals so they intimitely understand the buyer's context. They take this chance to trouble the buyer about the consequences of inaction and the positive implications of solving the challenge.

Traditional outbound sales people, don't understand the buyer's context and so are forced to resort to regurgitating canned standard presentations. 

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Stage 4: Advise

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At the advise stage inbound salespeople act as translators between the buyer's specific context - which they have taken the time to understand well - and their firm's offer.

They suggest ways the buyer can reach their goals and overcome their challenges using your product and service. Its quite natural to confirm the buyer's commitment, the budget and decision making process.

The outbound salesperson is left once again without a reference to the buyer's context and therefore has little choice but to present their standard pitch deck, failing to respond to the buyer's specific requirements.

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Technology Tools That Power Performance

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Inbound sales teams are empowered when technology is used effectively. They become highly efficient and increasingly effective. 75% of sales managers say using a CRM helped them drive an increase in sales and improved customer retention by 27%.

Not only that but a powerful suite of productivity and automation tools are now readily available and highly affordable. They sit on top of the core CRM system and really improve the sales person's workflow and productivity.

CRM systems have advanced significantly in recent years and prices have dropped dramatically, literally to zero in some cases. The main benefits of a CRM system are:

  • Better lead intelligence for both marketing and sales
  • Better sales and marketing alignment
  • Helping sales to prioritise its pipeline
  • Closed loop reporting improves sales and marketing campaigns

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Grab your copy of the Inbound Sales eBook

The sales function must respond to the newly empowered buyer, by evolving their sales processes, techniques and tools. 

Discover an inbound approach to sales that is proven to convert your leads into customers. To learn all about inbound sales from our experts click on the button below.

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Want to know more?

This page of information is just stratching the surface of potential that Inbound Sales has to offer. So to get the full picture and really understand what Inbound Sales is and what it could do for you, drop us a line using the form to the right and one of our in-house experts will be in touch to answer any questions you may have.