Inbound - The Blog: The Secrets Behind Click To Close


What Is Sales Enablement?

How Does Sales Enablement Help Me Generate Consistent Revenue Growth?

I get it; marketing and sales consultants have a tendency to use a lot of fancy jargon. To some of you this might be one of those terms, but understanding what sales enablement means might also be the difference between missing your revenue goals and exceeding them, this year and next year.

Forrester, the research company, defines sales enablement as “a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customers problem-solving lifecycle to optimize the return of investment of the selling system.” Wow, that’s fancy.

Let’s keep trying. HubSpot offers a definition of sales enablement. They consider it the technology, processes and content that empowers sales teams to sell efficiently at a higher velocity. That’s pretty good, but still a little technical for my tastes.



How Trust Needs To Be Core To Your Sales And Marketing Strategy

Marketing Tactics And Sales Process Need To Feature Trust Building

Want people to buy from you? Then earn their trust. The big challenge is it requires hard work and a complete “click-to-close” experience that’s designed with trust in mind. Here’s more bad news: Your prospects don’t trust you, your marketing or your sales teams. That means the work to build that trust requires creativity, content and an authentic approach that you live every day, not one you pay lip service to.

Great, now what? Let’s start at the beginning. Since we agree that your prospects don’t believe you, then let’s get your clients involved. Let’s create an authentic, emotional message that moves them, and let’s shift the idea that you have to convince them to the idea that you have to guide and advise them. 



What Is Inbound Marketing Today? It's Changed Over The Last 2 Years

Marketing Has Changed So Dramatically You Might Not Recognize Inbound Marketing In Its Current Form

In all transparency, I’m a huge fan of inbound marketing. The idea of earning a prospect’s attention and focusing our precious marketing dollars on people already looking and engaged in their buyer journey makes much more sense to me than attempting to interrupt people who may be qualified through traditional reach and frequency marketing.

However, I know the challenges associated with inbound marketing and why it has changed so much so quickly. It takes patience and it takes time to produce significant results. The methodology is challenging to produce a lot of quality leads as it’s dependent on who is looking, regardless of their quality. It also takes a significant amount of work and investment. The key is that investment does produce assets that continue to produce results long after the creation investment is over. Still, I understand the challenges.



Inbound Marketing Enhances Your Prospects' Experience To Close More Business

Inbound Marketing And The Prospect Experience Hold The Secret To Higher Close Rates And Shorter Sales Cycles

Want to close more new customers? Want to close them more quickly? Want to beat your competition more consistently without having to discount or compete on price? Inbound marketing holds the secret to creating a “click-to-close” experience for your prospects that makes your company the obvious choice.

Achieving the goals outlined above has less to do about the tactics youre working on and more about the experience you create for your prospects while they’re interacting with your marketing and participating in your sales process. In the end, if you provide them with a highly educational, guided and thoughtful experience, our research shows you’ll get the business.



How A Whitewater Rafting Trip Relates To Inbound Sales Strategy

Stories Are An Important Part Of Sales; Here’s A Story That Might Change How You Think About Sales

If you’ve ever been whitewater rafting with your family, you know what goes into planning a successful trip like the one I’m going to describe. You need a trusted guide to make your trip safe, fun and an experience to remember.

You might start your buyer journey by asking a few friends and family members if they know anyone who does trips like this. They might have a name or two, but before long it’s likely you’ll find yourself on Google doing a search for whitewater rafting trips for families.



Solutions To The 6 Biggest Sales Challenges Facing Sales Teams Today

The State Of Inbound Is Out And Salespeople Have Spoken  You Have Issues

A few days ago, HubSpot published its annual State of Inbound report. HubSpot surveyed over 6,000 people, asking them for comments on their future marketing and sales strategies. To get the report for yourself, click here.

I dug into the report and found the six biggest sales challenges facing sales teams today versus two or three years ago. They included everything from getting prospects to respond to avoiding the dreaded discounting conversation. While more than 13 sales challenges were identified, these top six appeared to include most of the pain.

I thought it would be interesting to provide solutions and recommendations to deal with each of the top six sales challenges facing sales teams today.



How Context, Not Content, Makes Inbound Sales Exponentially Powerful

Content Is Interesting, But Content In Context During The Sales Process Equals Revenue Growth – PART 2

Part 1 of this article addressed context within the inbound marketing part of the process. In Part 2, we’ll talk about context within the inbound sales part of the process. Enjoy!

To recap for those following at home, here’s a link to the back story of the company we’re using to describe how context fits into the sales and marketing process. To back up just a bit further, the sales process kicks in when prospects hit the bottom of the funnel and request to speak with someone on your team.



You Already Paid For It – Now Use Content To Close More Sales

Marketing Has Whitepapers, E-Books And Blog Articles, And Sales Should Be Using Them All

Unless you’ve been living under a rock, you already know that you need content on your website in order to turn visitors into leads. You’ve also probably invested at least some money into the creation of this content.

You might have hired an inbound marketing agency or a content marketing agency to help produce this stuff. Maybe you wrote and designed it yourself. Either way, you paid for it and now you need to use it.

It’s one thing to use it in marketing, but there are even more ways to use this content in your sales process that are guaranteed to help you get and close more leads, more quickly and for a higher ticket average. Yes, you heard me correctly: Content helps you drive revenue.



How To Leverage Inbound Marketing Content For An Inbound Sales Process

Why Sales Needs An Inbound Approach, Too

You’ve heard a lot about our philosophy on inbound marketing and sales. You might also remember that in our book, Fire Your Sales Team Today, we talked about the importance of the Revenue Department – a combined team of sales and marketing people all working to exceed the company’s revenue goals.

But, what you might not know is that leveraging some of the work you’ve already done on your inbound marketing program to help you move toward inbound sales is easier than you thought.



Inbound Sales Teaches You To Know What Your Prospects Want

One of the most famous quotes in marketing comes from Harvard Business School professor Theodore Levitt: “People don’t want to buy a quarter-inch drill, they want to buy a quarter-inch hole.”

I think this applies to inbound marketing and, by extension, inbound sales as well. More importantly, this concept should be affecting how you teach your clients about inbound.

Here are a couple of practical examples. Then, we’ll illustrate how your marketing and sales approaches might have to be shifted accordingly.