inbound sales - an introduction
TRANSCRIPT
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Inbound SalesA NECESSARY RESPONSE TO FUNDAMENTAL CHANGES IN THE BUYER/SELLER RELATIONSHIP
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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.
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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.
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Not any more
The web has changed the buyer/seller relationshipInformation is just a click awayThis isn’t going to change
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The marketing process had to adapt
Create digital content for online consumptionUse new tactics to raise digital awareness and drive engagement
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The sales process must adapt too
Sales strategies based on the buyer rather than the sellerA personalised experience for every buyer
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Traditional vs. Inbound Sales
ProspectDemoClose
AwarenessConsideration
Decision
TRADITIONAL INBOUND
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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
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The buyers journey
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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?
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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?
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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?
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Inbound Sales Methodology
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When inbound salespeople get a buyer on the phone, they identify
the buyer’s interests and priorities and offer helpful advice
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Inbound sales transforms sales to match the way people buy.
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Tools to help
HubSpot Google Analytics Email service – MailChimp, dotMailer, Constant Contact etc SEM rush Screaming frog Hotjar Buzzsumo
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How we manage our sales
100 blogs driving traffic 4 valuable content downloads Lead scoring Automation Targeted outreach Consultation Close
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Could we do better
We are always looking at new ways to improve. Measurement is key
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Let’s discuss