We all know that today's buyers are not the same as they were a few years ago. So you don't think that the way of selling should also change.
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If you are applying the Inbound methodology in your marketing strategy then Inbound Selling is another concept that you should incorporate into your sales strategy.
Sales teams can no longer rely on a scheme in which they are key to convincing. The consumer wants to convince himself, without interference, without the "blah blah", without your sales and marketing team raving about your product or service.
In this new era, the sale is less aggressive and is focused on what consumers think, demand and seek (and not on what you want to offer). That is why Inbound Marketing works very well with Inbound Selling: a new business model that adapts to this new reality.
Are there rules for Inbound Selling? The main rule is to understand that the only way to be successful is by integrating the marketing and sales teams (what we call closed loop marketing) in a systematic way that generates results.
THESE ARE SOME TIPS TO START IMPLEMENTING INBOUND SELLING:
1. STUDY YOUR POTENTIAL CLIENTS
Today buyers learn and know the products or services of a company without ever coming into contact with a seller. They can read your website, your social media, and even read reviews from past customers.
For their part, sellers can also obtain characteristics and data from their potential customers without speaking directly to them. They do this by studying their digital habits. Seeing what they download, what websites they visit, etc.
Researching before contacting your potential clients is the most important thing in Inbound.
If your approach is personalized and tailored to the particular requirements of those who really need your product or service, the buyer is likely to tune in to what you are doing on your website and respond in the best way.
The salesperson must understand how customers perceive your business and know why they are interested in your product.
2. PERSONALIZE YOUR COMMUNICATION
It is logical to think that if your sales team knows the interests, needs and tastes of your potential customers, it is much more likely that you can sell them something than someone who does not even know their name.
When a person visits your site, you can know what they did and if they are willing to give you their information in exchange for valuable content, so much the better.
In this way you will be able to obtain all the information you need to personalize your communication with your prospects.
If you used inbound marketing software like HubSpot for example , marketers could know what pages they have viewed, how and how often your potential customers are visiting your website.
All this information is the best indicator to know the level of interest of a buyer. Using this knowledge to start a conversation seems not only logical, but the smartest thing to do.
What if instead of starting with a commercial speech, you send him an email and say: "Hi Carlos, I see that you have downloaded an ebook on this subject, are you looking for help?"
A simple question serves as a starting point to start talking about your prospect's interests and needs.
3. DON'T LET SO MUCH TIME GO BY
Every minute that passes after you stop serving a prospect the chances of connection and conversion of that prospect decrease.
In inbound sales it is essential to know when to pick up the phone to contact a prospect, something that is not an interruption but a help.
It is key to be able to contact them just when they have interacted with your website, downloading an ebook for example.
This seems overly aggressive, but from experience I can guarantee that that call will be much more pleasant while the prospect is investigating than if you call ten hours later, when he is on his way home and the last thing he wants to know is something related to his work. .
Another excellent opportunity to call: minutes after they open their email. The HubSpot Sidekick software will let you know exactly when and who opened one of your emails (and best of all, it's free).
4. REGISTER YOUR ACTIVITY IN A CRM
All the activity you have with a prospect must be registered in the CRM. In this way, if you wanted to contact this prospect in a while, you will already know exactly what you have sent him, how he reacted and what he has done since then.
This is a great way to document your best tactics. The Inbound of each company is built from the tactics that gave the best results.
5. WORRY ABOUT THE DIGITAL REPUTATION OF YOUR SALES TEAM
Each salesperson must be an expert not only in the products or services that they offer, but also in the industry in which they are and in the business of their clients. The authority that being recognized gives you is sometimes even more valuable than academic training.
Inbound encourages the prospect to perceive the salesperson as an expert, because they are more likely to listen to their recommendations.
How can you strengthen the reputation of your sales team? Through content. Everyone on your sales team should blog, post articles on LinkedIn, and share relevant information on social media.
If you feel that your sales team has difficulty creating content, find someone to help you build a profile, then interview them and write content with their name using that information.
6. LISTEN FIRST, SPEAK LATER
Control your more outgoing sales executives and make them focus more on listening and understanding the signals of your potential customers than on speaking.
Your strategy should ensure that you will always be useful to your prospects. If you don't think your product will help that customer then let the prospect go their way.
It is key to be transparent about the results and the return on investment that your product can guarantee to your prospect or you will lose the credibility that you cost so much to build.
Doing Inbound Marketing without Inbound Selling will not allow you to grow as you expect. If you were so smart to define a new way of communicating, why don't you take advantage and impose a new business model?