When it was first created, inbound marketing was a breath of fresh air for marketers, business people, and consumers everywhere. Finally, there was a solution to age-old marketing problems. No more costly trade shows. No more billboard ads that target no one in particular. No more ineffective mass marketing that was largely interruptive and annoying. With inbound marketing, marketers no longer have to worry about frustrating consumers because they can give them what they actually want: valuable information and engaging content. Inbound marketing makes everyone happier.
And luckily for all, sales is going in the same direction with inbound selling. Now, sales people can stop making those dreaded cold calls and buyers can stop ignoring them. Inbound selling will revolutionize your sales department—and trust us, it’s a change that you will definitely benefit from. It’s a change that will increase revenue and allow your company to grow.
What Is Inbound Selling?
All of those leads that your marketers are bringing to your sales people are warm and receptive. They’re already educated about your company, products or services, and your industry as a whole. They’ve already expressed a need—and they’re coming to you for a solution.
This is a far cry from cold calling, cold emailing, and door-to-door sales, where you’re usually swinging and missing because you really don’t know if your recipients have a need that you can solve—you’re just making an assumption, and hoping and praying that they do.
Inbound selling is the process of selling to these types of warm prospects who have already expressed a need for your product or service and are already armed with all kinds of content, thanks to your marketers. It’s about focusing on your individual buyers and their pain points, goals, desires, frustrations, and personal needs. It’s about putting those needs above your own—even above the sale.
It’s a new era of selling—it’s less pushy and aggressive. It’s about listening, learning more about your prospects, truly being interested, and doing what you can to be a guide on the purchasing journey, rather than being the same old sales rep.
Why Is It Important?
So, why do you need to know about inbound sales? You think “a sale is a sale,” right? Your sales people know how to close deals, so why do you need to care about inbound sales? It’s all the same, right?
Wrong. If your sales people are using outdated selling techniques used primarily on outbound customers, they’re going to lose the sale. They’re going to waste opportunities and ruin relationships.
Selling to inbound customers is very different from selling to outbound customers. And your sales people need to understand the difference. They need to change their strategies, learn new best practices, and adapt to this new type of customer.
When they do, they’ll be able to craft personalized sales approaches that are unique to every buyer’s interests, which will make it so much easier to make the sale. They’ll be able to build relationships, have solution-oriented conversations, and meaningful discussions. If you’ve implemented inbound marketing, then you definitely need to implement inbound selling, too. After all, they go hand in hand.
You Need Sales Enablement
Now, be aware that your outbound sales people are probably going to resist inbound selling at first. They’re going to want to keep doing what they’re doing. They’re not going to want to collaborate with marketing. They’re not going to want to learn new strategies.
And you absolutely need to make sure this doesn’t happen. How? By investing in sales enablement.
Regardless of the size of your sales team, you can effectively implement inbound selling through sales enablement. Engage a digital marketing agency with a focus on sales and the agency will ensure that your sales team is equipped with the right tools, guidance, technology, and knowledge required to become stellar inbound sellers.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.