Many transactions and purchases are made online today. This trend will continue to grow, changing the way of doing business. Inbound marketing and inbound sales are the result of the change in the relationship between seller and buyer. With the Internet, in fact, the potential buyer has all the information at his fingertips and with it acquires a new power over commercial negotiations.
Today, it is important to build relationships and provide positive buying experiences to close deals. You have to think long term instead of just looking for immediate short-term gains. Managing business relationships is different now, so marketing needs to build an ongoing relationship with customers and prospects.
For example, fewer cold calls are made through profiled lists. With inbound marketing, we consider that customers have little time. Obtaining their consent quickly is a way to make them an integral part of the sales path.
Want to learn more about inbound marketing? Read our article ” Inbound Marketing: Attracting and Retaining Customers ”
Now let’s see what inbound sales is, why it is important to use it, how it works and how it can be used throughout the sales process.
What is Inbound Sales and Why Use It?
While traditional sales puts the seller and his product at the center of the entire commercial negotiation, inbound sales seeks to generate a sense of trust in the customer . In this case, the needs are put at the center of the agreement, through personalized sales messages .
Inbound sales is a way to improve sales with educational and persuasive content for customers, making the sales department more effective. This is how the consumer provides the necessary information without the need to make unprofitable cold calls. The sale is therefore contextualized and rigorously personalized , because it is centered on the interests of the interlocutor.
People no longer buy like they did a few years ago. Today, they manage the purchasing process and by the time they come into contact with the seller, they already know what he does and how. Consumers now search for everything online, read themed forums and reviews, and have everything they need to know about companies and products.
They don’t need someone to give them information that they can already find on their own. What really changes is that people need to be guided , educated and helped .
To build trust with the user, sellers must be ready to answer all questions. They must not hide information or try to force a sale. Otherwise, the trust relationship could be compromised.
How the Inbound Sales Process Works
The sales approach that existed until recently, now latent, is destined to disappear completely. Today, in fact, intrusive approaches, called “push”, directed at people who are mostly uninterested no longer work. Although change is risky, doing so is a must in order not to be cut off from the market. It is no coincidence that B2B companies with a well-defined sales process have grown by 20% compared to those who do not have one.
Old or missing sales processes can be improved through the use of inbound sales. You need to better understand the needs of potential customers and help them trust the company and learn about the brand and products.
Learn more about effective sales processes and organized pipelines in our dedicated article.
With the internet, selling has changed: now the consumer is at the center and the company must adapt to his needs. It is necessary to create a personalized sales strategy for him.
How to do it?
By changing perspective with inbound sales, you can satisfy the customer by understanding their needs before satisfying the company’s interests. This can be done by creating processes that satisfy the customer and finding solutions that are useful for them.
How the sales process has changed
The sales process changes a lot, without generic advertising but with a journey called “buyer’s journey” that ideal customers go through to buy a product or service. Building a sales strategy that takes these elements into account is therefore possible with inbound sales, which takes shape through a process in stages.
There are 4 phases that put knowledge and dialogue with the lead at the center of the inbound sales process: identification, connection, exploration, consultancy.
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Phase 1: Identification
Every brand has a type of customer, identified telegram materials based on how much they spend and the industry they operate in. Leads can be easily identified, but it is difficult to understand which of them are interested in buying after the first bw lists contact. Few are already active before being contacted and the inbound sales person must be skilled in finding them and prioritizing them.
The potential customer can be identified by defining the buyer persona profile , understanding which contacts match and enriching users with the buyer’s context.
An inbound salesperson must necessarily listen to the market in order to determine which contacts are active in the buyer’s journey . They must find the leads who have opened and read an email, visited the site, filled out a form or shown interest. Furthermore, it is good that they use social selling to identify further attractive active contacts and only then, deal with the passive ones.
Phase 2: The connection
When the inbound salesperson is approaching the user, they must take into account numerous information present online and that the contact may already know. The salesperson must understand what the potential customer wants in order to offer useful advice. It is not about selling, but about educating the lead through a valuable conversation.
For this reason, the salesperson must define the buyer personas and choose the best strategy to interact with each of them, adapting the content of the interaction to each phase .
Phase 3: The exploration
In order to be aware of having a problem to solve and a good. Opportunity to seize, a prospect must be guided. In order to effectively present products and services. The salesperson will have the burden of understanding the context. In which the lead who has expressed interest lives.
More information than what he has already found on his own.
Inbound sales relies on the ability to approach in the right way. By understanding which solution will satisfy the lead the most. Through exploration, the salesperson will get to the bottom. Of the consumer’s situation and help them. Satisfy their needs by offering them all the necessary support.
Phase 4: The consultancy
A good salesperson will apply inbound sales by advising. The lead so that he is convinced that the offer made. To him is the one that will best meet his needs.
Once you understand what the potential customer wants. You should not make the mistake of using a standard presentation. Such as generic case studies or PowerPoint with general information. It is better to use a presentation that is adapted. To the context of the buyer . This presentation should show the situation, respond to the needs. Achieve the objectives and include the points. Analyzed and the best solution for him.
During the consultation, the salesperson summarizes the information learned. About the lead and helps him overcome. The problems with the right solutions, to convert him. He must confirm the expense that he will incur. Clarify the approval procedures and the timing. Finally. He must be sure that the company’s proposal is confirmed to the lead.
The first tangible result concerns the sales closing rates. These rates increase thanks to the customers that the salesperson has helped. With an inbound sales strategy. This was possible thanks to the way in which organizations and people. Have closed the purchasing process. It is clear that people who felt reassured also felt, almost automatically, induced to purchase.
2- Reduce the sales cycle.
This is the second objective that a salesperson. Will achieve with an inbound sales strategy, and which will make prospects. Obtain results in the medium term. When users feel aligned with the sales team. A whole series of operations. Will be streamlined and numerous decision-making. Processes will be speeded up.
