Implementing inbound marketing will help you reduce marketing costs, generate more leads, increase your conversion rates, and ultimately, close more sales in order to boost profits. But these results will only occur if everyone gets on board. That’s why, after creating company-wide changes, you need to offer sales support.
Though you definitely need to spend some time helping your marketers adjust to the new inbound methodology, you shouldn’t neglect your sales team. Your inbound marketing strategy will not work if your sales people aren’t on board and equipped with the knowledge, tools, and strategies they need to succeed.
Here’s why you need to offer sales support when you implement inbound marketing.
Sales people are stubborn. They use the sales strategies and tactics that work for them and it can often be difficult to have them change their ways. Implementing inbound marketing can lead to resistance from your sales team. They might push back, refusing to go along with the changes you’re making. They might feel like they are being replaced and there is no longer a place for them at your company, making them feel resentful.
To succeed with inbound, you absolutely need the sales team on board. Offering sales support can help you eliminate resistance. You can help your sales people understand that they’ll now be working with a consistently full pipeline, that they won’t have to rely on cold calling, that they’ll have access to much-needed prospect intelligence and content, and that the sales cycle will be shorter. When you take time to explain how they’ll benefit, your sales people will be more inclined to get on board with your new strategy.
Creating Collaboration with Marketing
When you implement inbound marketing, success will depend on your sales and marketing departments working together, sharing information, and collaborating. Your sales people can offer your marketers valuable information about customers that can help them refine their marketing campaigns, create better messaging that resonates with your ideal customers, and better target their audience. But only if they actually share this information.
When you offer your sales team sales support, you’ll be able to create a cohesive and unified sales and marketing team. You’ll be able to explain to your reps what their roles are in sharing information, what their responsibilities are in terms of qualifying leads, and what collaboration tools and techniques they can use to better communicate with your marketers for better results.
Making drastic changes in an organization can be scary to the employees and it often comes with a high turnover rate. If your sales people aren’t on board with inbound, think they’re going to be replaced, and don’t have the confidence they need to sell in today’s new digital age, they’re going to start jumping off your ship. They’ll leave. You’ll have reduced productivity and high turnover costs, and you might have to build a new sales team from scratch.
Giving your sales team sales support can allow you to build your reps’ confidence. You’ll give them the tools, technologies, insights, and knowledge they need to feel comfortable with your inbound marketing strategy so they won’t leave.
Today’s customers don’t buy the same way that they used to—that’s why inbound marketing was created in the first place. If your sales reps continue to use outdated sales techniques, use manipulation and aggression to close deals, and neglect to build trust, credibility, and rapport, they won’t be able to meet their quotas. They’ll turn off customers and lose out on sales opportunities.
Your reps need sales support in order for you to ensure that they’re equipped with the best practices, inbound strategies, and selling techniques that are in line with today’s new sales process so they can sell the way prospects buy.
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.