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Introduction to Inbound Sales
Professor: Mark Roberge
Inbound Sales Certification
Brought to you by HubSpot Academy
CLASS 01
1WHAT IS
INBOUND SALES?
To understand
inbound sales,
start with the buyers
and how their buying
behaviors have changed
over the years.
•  What is included in an offering?
•  How much does something cost?
•  How does it compare to other competitors?
•  Who else is using the offering? Do they like it?
THE QUESTIONS SALESPEOPLE
HELD THE ANSWERS TO:
The power in the buying and
selling process has shifted
from the seller to the buyer.
Inbound sales
transforms sales to
match the way
people buy.
1.  Inbound sales teams base their entire sales strategy on the
buyer rather than the seller.
2.  Inbound salespeople personalize the entire sales experience
to the buyer’s context.
INBOUND SELLING PHILOSOPHIES
Where should you start
in this transformation to
inbound sales?
This course will focus on
the best practices of
inbound selling for the
individual sales person.
Want to learn from a Harvard
Business School professor?
Register	
  for	
  a	
  Free	
  Sales	
  Training	
  Course	
  
2
HOW DO YOU START
DOING INBOUND SALES
AT YOUR COMPANY?
1.  Inbound sales teams base their entire sales strategy on the
buyer rather than the seller.
2.  Inbound salespeople personalize the entire sales experience
to the buyer’s context.
INBOUND SELLING PHILOSOPHIES
STEP 1
Define the buyer’s journey
1.  Prospect
2.  Demo
3.  Close
EXAMPLE LEGACY SALES PROCESS
If the salesperson can not add value beyond the
information the buyer can find on their own,
the buyer has no reason to engage with the salesperson.
BUYER’S JOURNEY
BUYER’S JOURNEY
Buyers identify
a challenge they are
experiencing or an
opportunity they want
to pursue.
•  How do buyers describe their goals or challenges?
•  How do buyers educate themselves on these goals and challenges?
•  What are the consequences of inaction by the buyer?
•  Are there common misconceptions buyers have about addressing
the goal or challenge?
•  How do buyers decide whether the goal or challenge should
be prioritized?
UNDERSTANDING THE AWARENESS
STAGE
BUYER’S JOURNEY
Buyers identify
a challenge they are
experiencing or an
opportunity they want
to pursue.
Buyers have clearly
defined the goal or
challenge and have
committed to
addressing it.
•  What categories of solutions do buyers investigate?
•  How do buyers educate themselves on the various categories?
•  How do buyers perceive the pros and cons of each category?
•  How do buyers decide which category is right for them?
UNDERSTANDING THE
CONSIDERATION STAGE
BUYER’S JOURNEY
Buyers identify
a challenge they are
experiencing or an
opportunity they want
to pursue.
Buyers have clearly
defined the goal or
challenge and have
committed to
addressing it.
Buyers have already
decided on a solution
category and one that
best meets
their needs.
•  What criteria do buyers use to evaluate the available offerings?
•  When buyers investigate your company’s offering, what do they like
about it compared to alternatives? What concerns do they have with your
offering?
•  Who needs to be involved in the decision? For each person involved,
how does their perspective on the decision differ?
•  Do buyers have expectations around trying the offering before they
purchase it?
•  Outside of purchasing, do buyers need to make additional preparations,
such as implementation plans or training strategies?
UNDERSTANDING THE DECISION STAGE
Want to learn the sales strategy
HubSpot used to grow from $0 - $140M?
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  for	
  a	
  Free	
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  Training	
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STEP 2
Build a sales process that
supports the buying journey
Inbound sales teams build a sales process that
supports the buyer through their journey.
As a result, the salesperson and the buyer feel like they are aligned,
rather than at odds with one another, through the buying and selling process.
What is Inbound Sales?
1.  Inbound sales teams base their entire sales strategy on the
buyer rather than the seller.
2.  Inbound salespeople personalize the entire sales experience
to the buyer’s context.
INBOUND SELLING PHILOSOPHIES
INBOUND
vs
LEGACY
What is Inbound Sales?
Inbound Sales
Methodology
Legacy Inbound
IDENTIFY
Unaware of which buyers are active in a buying
journey and identify buyers they believe are a
good fit for their offering and start calling those
buyers randomly.
Prioritize buyers that are active in a buying
journey and use all of the clues available to
them to determine who might need
their service.
CONNECT
Focus their prospecting efforts on cold emails
and cold voicemails that highlight the same
generic elevator pitch and entice the buyer with
an offer to see a presentation.  
Lead with a message personalized to the
buyer’s context. They develop trust with buyers
by showing a genuine interest in helping.
EXPLORE
Transition into presentation mode the moment a
buyer expresses interest and revert to a generic
presentation, outlining information buyers
already have access to.
Transition into exploratory mode when a buyer
expresses interest and leverages it in order to
develop additional trust and uncover deep
buyer goals through a conversation.  
ADVISE
Deliver the same presentation and same case
studies to all buyers and revert to “auto-pilot”
and deliver their standard presentation.
Tailor the presentation to the buyer’s context,
leveraging the information gathered during the
exploratory process.
•  Find blogs their buyers are reading
•  Find LinkedIn groups their buyers ask questions in
•  Follow the thought leaders on Twitter that their buyers follow
•  Contribute to their company’s blog
INBOUND SALESPEOPLE USE CLUES
TO DETERMINE WHO NEEDS THEIR
SERVICE
Only after all active buyers
have been identified do
inbound salespeople focus
on identifying passive buyers.
What is Inbound Sales?
Inbound Sales
Methodology
Legacy Inbound
IDENTIFY
Unaware of which buyers are active in a buying
journey and identify buyers they believe are a
good fit for their offering and start calling those
buyers randomly.
Prioritize buyers that are active in a buying
journey and use all of the clues available to
them to determine who might need
their service.
CONNECT
Focus their prospecting efforts on cold emails
and cold voicemails that highlight the same
generic elevator pitch and entice the buyer with
an offer to see a presentation.  
Lead with a message personalized to the
buyer’s context. They develop trust with buyers
by showing a genuine interest in helping.
EXPLORE
Transition into presentation mode the moment a
buyer expresses interest and revert to a generic
presentation, outlining information buyers
already have access to.
Transition into exploratory mode when a buyer
expresses interest and leverages it in order to
develop additional trust and uncover deep
buyer goals through a conversation.  
ADVISE
Deliver the same presentation and same case
studies to all buyers and revert to “auto-pilot”
and deliver their standard presentation.
Tailor the presentation to the buyer’s context,
leveraging the information gathered during the
exploratory process.
When inbound salespeople
get a buyer on the phone,
they identify the buyer’s
interests and priorities and
offer helpful advice.
What is Inbound Sales?
Inbound Sales
Methodology
Legacy Inbound
IDENTIFY
Unaware of which buyers are active in a buying
journey and identify buyers they believe are a
good fit for their offering and start calling those
buyers randomly.
Prioritize buyers that are active in a buying
journey and use all of the clues available to
them to determine who might need
their service.
CONNECT
Focus their prospecting efforts on cold emails
and cold voicemails that highlight the same
generic elevator pitch and entice the buyer with
an offer to see a presentation.  
Lead with a message personalized to the
buyer’s context. They develop trust with buyers
by showing a genuine interest in helping.
EXPLORE
Transition into presentation mode the moment a
buyer expresses interest and revert to a generic
presentation, outlining information buyers
already have access to.
Transition into exploratory mode when a buyer
expresses interest and leverages it in order to
develop additional trust and uncover deep
buyer goals through a conversation.  
ADVISE
Deliver the same presentation and same case
studies to all buyers and revert to “auto-pilot”
and deliver their standard presentation.
Tailor the presentation to the buyer’s context,
leveraging the information gathered during the
exploratory process.
What is Inbound Sales?
Inbound Sales
Methodology
Legacy Inbound
IDENTIFY
Unaware of which buyers are active in a buying
journey and identify buyers they believe are a
good fit for their offering and start calling those
buyers randomly.
Prioritize buyers that are active in a buying
journey and use all of the clues available to
them to determine who might need
their service.
CONNECT
Focus their prospecting efforts on cold emails
and cold voicemails that highlight the same
generic elevator pitch and entice the buyer with
an offer to see a presentation.  
Lead with a message personalized to the
buyer’s context. They develop trust with buyers
by showing a genuine interest in helping.
EXPLORE
Transition into presentation mode the moment a
buyer expresses interest and revert to a generic
presentation, outlining information buyers
already have access to.
Transition into exploratory mode when a buyer
expresses interest and leverages it in order to
develop additional trust and uncover deep
buyer goals through a conversation.  
ADVISE
Deliver the same presentation and same case
studies to all buyers and revert to “auto-pilot”
and deliver their standard presentation.
Tailor the presentation to the buyer’s context,
leveraging the information gathered during the
exploratory process.
•  A generic PowerPoint deck illustrating the company background, product
advantages, and two most popular case studies
•  A product demonstration flow of the same features presented in the same
order emphasizing the most common value propositions
•  A generic ROI study that the legacy salesperson shows to all buyers
EXAMPLES OF
STANDARD LEGACY PRESENTATIONS
•  A PowerPoint deck emphasizing only the value propositions aligned with
the buyer’s needs, using the buyer’s terminology. The deck also includes
the case studies best aligned with the buyer’s industry, role, and need
•  A product demonstration illustrating only the features important to the
buyer, in order of importance to the buyer
•  An ROI analysis customized to the buyer’s metrics and business
•  A proposal or contract that spells out a client’s goals, agreed upon scope
of work, and metrics that indicate success
EXAMPLES OF
TAILORED INBOUND PRESENTATIONS
Inbound Sales
Methodology
Legacy Inbound
IDENTIFY
Unaware of which buyers are active in a buying
journey and identify buyers they believe are a
good fit for their offering and start calling those
buyers randomly.
Prioritize buyers that are active in a buying
journey and use all of the clues available to
them to determine who might need
their service.
CONNECT
Focus their prospecting efforts on cold emails
and cold voicemails that highlight the same
generic elevator pitch and entice the buyer with
an offer to see a presentation.  
Lead with a message personalized to the
buyer’s context. They develop trust with buyers
by showing a genuine interest in helping.
EXPLORE
Transition into presentation mode the moment a
buyer expresses interest and revert to a generic
presentation, outlining information buyers
already have access to.
Transition into exploratory mode when a buyer
expresses interest and leverages it in order to
develop additional trust and uncover deep
buyer goals through a conversation.  
ADVISE
Deliver the same presentation and same case
studies to all buyers and revert to “auto-pilot”
and deliver their standard presentation.
Tailor the presentation to the buyer’s context,
leveraging the information gathered during the
exploratory process.
Inbound sales transforms
sales to match the way
people buy.
1.  Inbound sales teams base their entire sales strategy on the
buyer rather than the seller.
2.  Inbound salespeople personalize the entire sales experience
to the buyer’s context.
INBOUND SELLING PHILOSOPHIES
Want to learn more about
inbound sales?
Register	
  for	
  a	
  Free	
  Sales	
  Training	
  Course	
  
EXAMPLE COMPANY #13
Company Size: 10 employees
Focus: Helping companies find salespeople to hire
Target: U.S. based companies in the technology and healthcare sectors with
less than $100M in revenue
Specific goal: Find companies that fit their target profile and convince the
company to hire the recruiter to source sales candidates
Note: In this case, recruiters at Tyre Recruiting are the salespeople
EXAMPLE COMPANY: TYRE RECRUITING
BUYER’S JOURNEY: TYRE RECRUITING
BUYER’S JOURNEY: TYRE RECRUITING
The potential buyer
becomes aware of a
hiring goal or challenge.
1.  Attracting top quality sales candidates
2.  Keeping pace with the sales hiring goals
3.  Maintaining their cost per hire at a scalable level
COMMON CHALLENGES FOR
TYRE RECRUITING’S TARGET BUYERS
1.  They turn to their industry peers, executives within their company, and
their board for advice.
2.  They research their challenge online in blogs, ebooks, and other content.
COMMON BEHAVIORS FOR
TYRE RECRUITING’S TARGET BUYERS
BUYER’S JOURNEY: TYRE RECRUITING
The potential buyer
becomes aware of a
hiring goal or challenge.
The potential buyer
defines the solution
categories they could
use to solve the
hiring challenge.
BUYER’S JOURNEY: TYRE RECRUITING
The potential buyer
becomes aware of a
hiring goal or challenge.
The potential buyer
defines the solution
categories they could
use to solve the
hiring challenge.
The potential buyer
generates a list of the
outside recruiting firms
that might be a good fit
for their context.
Company Size: 10 employees
Focus: Helping companies find salespeople to hire
Target: U.S. based companies in the technology and healthcare sectors with
less than $100M in revenue
Specific goal: Find companies that fit their target profile and convince the
company to hire the recruiter to source sales candidates
•  They listen for inbound leads on the website, practice social selling with
potential buyers, attend networking events, and research passive buyers
in LinkedIn.
IDENTIFY STAGE FOR TYRE RECRUITING
Company Size: 10 employees
Focus: Helping companies find salespeople to hire
Target: U.S. based companies in the technology and healthcare sectors with
less than $100M in revenue
Specific goal: Find companies that fit their target profile and convince the
company to hire the recruiter to source sales candidates
•  They reach out to these buyers via email and voicemail. They share content
about the three common recruiting challenges their buyers have at the
Awareness stage.
CONNECT STAGE FOR TYRE RECRUITING
Company Size: 10 employees
Focus: Helping companies find salespeople to hire
Target: U.S. based companies in the technology and healthcare sectors with
less than $100M in revenue
Specific goal: Find companies that fit their target profile and convince the
company to hire the recruiter to source sales candidates
•  They explore which recruiting challenge is most pressing and why.
•  They understand the perceptions the buyer has on inside recruiters versus
outside firms, as well as which type of outside firms might be best for
their needs.
EXPLORE STAGE FOR TYRE RECRUITING
Company Size: 10 employees
Focus: Helping companies find salespeople to hire
Target: U.S. based companies in the technology and healthcare sectors with
less than $100M in revenue
Specific goal: Find companies that fit their target profile and convince the
company to hire the recruiter to source sales candidates
•  They advise the buyer on properly framing their challenge. They advise the
buyers on the decision between an in-house recruiter versus an outside firm,
given the buyer’s context.
ADVISE STAGE FOR TYRE RECRUITING
EXAMPLE COMPANY #24
Company Size: 15 employees
Focus: Design and marketing agency that provides a full array of services from digital
marketing to traditional advertising
Target: Established professional service firms like consulting, law and accounting
Specific goal: Grow to a 50-person firm within 5 years
Note: Salespeople are called “New Business” people to describe their sales
professionals, preferring not to use the word “sales”.
EXAMPLE COMPANY: COGROW MARKETING
BUYER’S JOURNEY: COGROW
MARKETING
BUYER’S JOURNEY: COGROW
MARKETING
The potential buyer
realizes that the old
ways of getting
new clients are getting
less and less effective.
1.  They’re learning about new opportunities in their geography well after
competitors are already talking to them.
2.  They have an outdated website that doesn’t reflect the scope, quality and
impact of their work.
3.  Their website and sporadic marketing efforts have little impact on their
sales efforts.
4.  They no longer have sufficient time to prospect for new business.
COMMON CHALLENGES FOR COGROW
MARKETING’S TARGET BUYERS
1.  They historically rely on their larger clients and other trusted peers to find
and hire marketing agencies.
2.  They are increasingly relying on their younger employees who are digital
natives and social media savvy when looking for new ideas.
COMMON BEHAVIORS FOR COGROW
MARKETING’S TARGET BUYERS
BUYER’S JOURNEY: COGROW
MARKETING
The potential buyer
realizes that the old
ways of getting
new clients are getting
less and less effective.
The potential buyer
defines the solution
categories they could
use to get new clients.
BUYER’S JOURNEY: COGROW
MARKETING
The potential buyer
realizes that the old
ways of getting
new clients are getting
less and less effective.
The potential buyer
defines the solution
categories they could
use to get new clients.
The potential buyer
generates a list of
software companies
and agencies that might
be able to help them.
Company Size: 15 employees
Focus: Design and marketing agency that provides a full array of services from digital
marketing to traditional advertising
Target: Established professional service firms like consulting, law and accounting
Specific goal: Grow to a 50-person firm within 5 years
•  The owner and their new business people evaluate every inbound lead they generate
on their website as soon as they get it.
•  They also proactively identify great fit professional services firms and connect with the
principals and associates on LinkedIn, Facebook
and Twitter.
IDENTIFY STAGE FOR COGROW MARKETING
Company Size: 15 employees
Focus: Design and marketing agency that provides a full array of services from digital
marketing to traditional advertising
Target: Established professional service firms like consulting, law and accounting
Specific goal: Grow to a 50-person firm within 5 years
•  They prioritize their recently converted inbound leads.
•  They automate call scheduling when a professional service firm employee completes a
“request a free consultation” form.
•  New business team also engages early stage buyers proactively by engaging them with
questions and content.
CONNECT STAGE FOR COGROW
MARKETING
•  Ebooks
•  Blog articles
•  Recorded videos
•  Case studies
•  Research reports
COGROW MARKETING CONTENT FORMATS
Company Size: 15 employees
Focus: Design and marketing agency that provides a full array of services from digital
marketing to traditional advertising
Target: Established professional service firms like consulting, law and accounting
Specific goal: Grow to a 50-person firm within 5 years
•  They explore which marketing challenges are most pressing and why.
•  They ask about goals the firms has.
•  They talk about results that other firms are getting following best practices.
•  They talk about what help and involvement they’ll need from the partners.
EXPLORE STAGE FOR COGROW
MARKETING
Company Size: 15 employees
Focus: Design and marketing agency that provides a full array of services from digital
marketing to traditional advertising
Target: Established professional service firms like consulting, law and accounting
Specific goal: Grow to a 50-person firm within 5 years
•  They recap what they learned in the Explore stage.
•  They advise the partners on the effort required to achieve the goals and why certain
experience and skills are critical.
•  They ask what evaluation criteria the firm is going to use to choose an agency.
•  They make sure the firm values their unique capabilities and focus.
•  They confirm that they are the front runner and best choice.
ADVISE STAGE FOR COGROW MARKETING
THANK YOU.
Register	
  for	
  free	
  sales	
  training	
  here.	
  	
  

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What is Inbound Sales?

  • 1. Introduction to Inbound Sales Professor: Mark Roberge Inbound Sales Certification Brought to you by HubSpot Academy CLASS 01
  • 3. To understand inbound sales, start with the buyers and how their buying behaviors have changed over the years.
  • 4. •  What is included in an offering? •  How much does something cost? •  How does it compare to other competitors? •  Who else is using the offering? Do they like it? THE QUESTIONS SALESPEOPLE HELD THE ANSWERS TO:
  • 5. The power in the buying and selling process has shifted from the seller to the buyer.
  • 6. Inbound sales transforms sales to match the way people buy.
  • 7. 1.  Inbound sales teams base their entire sales strategy on the buyer rather than the seller. 2.  Inbound salespeople personalize the entire sales experience to the buyer’s context. INBOUND SELLING PHILOSOPHIES
  • 8. Where should you start in this transformation to inbound sales?
  • 9. This course will focus on the best practices of inbound selling for the individual sales person.
  • 10. Want to learn from a Harvard Business School professor? Register  for  a  Free  Sales  Training  Course  
  • 11. 2 HOW DO YOU START DOING INBOUND SALES AT YOUR COMPANY?
  • 12. 1.  Inbound sales teams base their entire sales strategy on the buyer rather than the seller. 2.  Inbound salespeople personalize the entire sales experience to the buyer’s context. INBOUND SELLING PHILOSOPHIES
  • 13. STEP 1 Define the buyer’s journey
  • 14. 1.  Prospect 2.  Demo 3.  Close EXAMPLE LEGACY SALES PROCESS
  • 15. If the salesperson can not add value beyond the information the buyer can find on their own, the buyer has no reason to engage with the salesperson.
  • 17. BUYER’S JOURNEY Buyers identify a challenge they are experiencing or an opportunity they want to pursue.
  • 18. •  How do buyers describe their goals or challenges? •  How do buyers educate themselves on these goals and challenges? •  What are the consequences of inaction by the buyer? •  Are there common misconceptions buyers have about addressing the goal or challenge? •  How do buyers decide whether the goal or challenge should be prioritized? UNDERSTANDING THE AWARENESS STAGE
  • 19. BUYER’S JOURNEY Buyers identify a challenge they are experiencing or an opportunity they want to pursue. Buyers have clearly defined the goal or challenge and have committed to addressing it.
  • 20. •  What categories of solutions do buyers investigate? •  How do buyers educate themselves on the various categories? •  How do buyers perceive the pros and cons of each category? •  How do buyers decide which category is right for them? UNDERSTANDING THE CONSIDERATION STAGE
  • 21. BUYER’S JOURNEY Buyers identify a challenge they are experiencing or an opportunity they want to pursue. Buyers have clearly defined the goal or challenge and have committed to addressing it. Buyers have already decided on a solution category and one that best meets their needs.
  • 22. •  What criteria do buyers use to evaluate the available offerings? •  When buyers investigate your company’s offering, what do they like about it compared to alternatives? What concerns do they have with your offering? •  Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ? •  Do buyers have expectations around trying the offering before they purchase it? •  Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies? UNDERSTANDING THE DECISION STAGE
  • 23. Want to learn the sales strategy HubSpot used to grow from $0 - $140M? Register  for  a  Free  Sales  Training  Course  
  • 24. STEP 2 Build a sales process that supports the buying journey
  • 25. Inbound sales teams build a sales process that supports the buyer through their journey. As a result, the salesperson and the buyer feel like they are aligned, rather than at odds with one another, through the buying and selling process.
  • 27. 1.  Inbound sales teams base their entire sales strategy on the buyer rather than the seller. 2.  Inbound salespeople personalize the entire sales experience to the buyer’s context. INBOUND SELLING PHILOSOPHIES
  • 30. Inbound Sales Methodology Legacy Inbound IDENTIFY Unaware of which buyers are active in a buying journey and identify buyers they believe are a good fit for their offering and start calling those buyers randomly. Prioritize buyers that are active in a buying journey and use all of the clues available to them to determine who might need their service. CONNECT Focus their prospecting efforts on cold emails and cold voicemails that highlight the same generic elevator pitch and entice the buyer with an offer to see a presentation.   Lead with a message personalized to the buyer’s context. They develop trust with buyers by showing a genuine interest in helping. EXPLORE Transition into presentation mode the moment a buyer expresses interest and revert to a generic presentation, outlining information buyers already have access to. Transition into exploratory mode when a buyer expresses interest and leverages it in order to develop additional trust and uncover deep buyer goals through a conversation.   ADVISE Deliver the same presentation and same case studies to all buyers and revert to “auto-pilot” and deliver their standard presentation. Tailor the presentation to the buyer’s context, leveraging the information gathered during the exploratory process.
  • 31. •  Find blogs their buyers are reading •  Find LinkedIn groups their buyers ask questions in •  Follow the thought leaders on Twitter that their buyers follow •  Contribute to their company’s blog INBOUND SALESPEOPLE USE CLUES TO DETERMINE WHO NEEDS THEIR SERVICE
  • 32. Only after all active buyers have been identified do inbound salespeople focus on identifying passive buyers.
  • 34. Inbound Sales Methodology Legacy Inbound IDENTIFY Unaware of which buyers are active in a buying journey and identify buyers they believe are a good fit for their offering and start calling those buyers randomly. Prioritize buyers that are active in a buying journey and use all of the clues available to them to determine who might need their service. CONNECT Focus their prospecting efforts on cold emails and cold voicemails that highlight the same generic elevator pitch and entice the buyer with an offer to see a presentation.   Lead with a message personalized to the buyer’s context. They develop trust with buyers by showing a genuine interest in helping. EXPLORE Transition into presentation mode the moment a buyer expresses interest and revert to a generic presentation, outlining information buyers already have access to. Transition into exploratory mode when a buyer expresses interest and leverages it in order to develop additional trust and uncover deep buyer goals through a conversation.   ADVISE Deliver the same presentation and same case studies to all buyers and revert to “auto-pilot” and deliver their standard presentation. Tailor the presentation to the buyer’s context, leveraging the information gathered during the exploratory process.
  • 35. When inbound salespeople get a buyer on the phone, they identify the buyer’s interests and priorities and offer helpful advice.
  • 37. Inbound Sales Methodology Legacy Inbound IDENTIFY Unaware of which buyers are active in a buying journey and identify buyers they believe are a good fit for their offering and start calling those buyers randomly. Prioritize buyers that are active in a buying journey and use all of the clues available to them to determine who might need their service. CONNECT Focus their prospecting efforts on cold emails and cold voicemails that highlight the same generic elevator pitch and entice the buyer with an offer to see a presentation.   Lead with a message personalized to the buyer’s context. They develop trust with buyers by showing a genuine interest in helping. EXPLORE Transition into presentation mode the moment a buyer expresses interest and revert to a generic presentation, outlining information buyers already have access to. Transition into exploratory mode when a buyer expresses interest and leverages it in order to develop additional trust and uncover deep buyer goals through a conversation.   ADVISE Deliver the same presentation and same case studies to all buyers and revert to “auto-pilot” and deliver their standard presentation. Tailor the presentation to the buyer’s context, leveraging the information gathered during the exploratory process.
  • 39. Inbound Sales Methodology Legacy Inbound IDENTIFY Unaware of which buyers are active in a buying journey and identify buyers they believe are a good fit for their offering and start calling those buyers randomly. Prioritize buyers that are active in a buying journey and use all of the clues available to them to determine who might need their service. CONNECT Focus their prospecting efforts on cold emails and cold voicemails that highlight the same generic elevator pitch and entice the buyer with an offer to see a presentation.   Lead with a message personalized to the buyer’s context. They develop trust with buyers by showing a genuine interest in helping. EXPLORE Transition into presentation mode the moment a buyer expresses interest and revert to a generic presentation, outlining information buyers already have access to. Transition into exploratory mode when a buyer expresses interest and leverages it in order to develop additional trust and uncover deep buyer goals through a conversation.   ADVISE Deliver the same presentation and same case studies to all buyers and revert to “auto-pilot” and deliver their standard presentation. Tailor the presentation to the buyer’s context, leveraging the information gathered during the exploratory process.
  • 40. •  A generic PowerPoint deck illustrating the company background, product advantages, and two most popular case studies •  A product demonstration flow of the same features presented in the same order emphasizing the most common value propositions •  A generic ROI study that the legacy salesperson shows to all buyers EXAMPLES OF STANDARD LEGACY PRESENTATIONS
  • 41. •  A PowerPoint deck emphasizing only the value propositions aligned with the buyer’s needs, using the buyer’s terminology. The deck also includes the case studies best aligned with the buyer’s industry, role, and need •  A product demonstration illustrating only the features important to the buyer, in order of importance to the buyer •  An ROI analysis customized to the buyer’s metrics and business •  A proposal or contract that spells out a client’s goals, agreed upon scope of work, and metrics that indicate success EXAMPLES OF TAILORED INBOUND PRESENTATIONS
  • 42. Inbound Sales Methodology Legacy Inbound IDENTIFY Unaware of which buyers are active in a buying journey and identify buyers they believe are a good fit for their offering and start calling those buyers randomly. Prioritize buyers that are active in a buying journey and use all of the clues available to them to determine who might need their service. CONNECT Focus their prospecting efforts on cold emails and cold voicemails that highlight the same generic elevator pitch and entice the buyer with an offer to see a presentation.   Lead with a message personalized to the buyer’s context. They develop trust with buyers by showing a genuine interest in helping. EXPLORE Transition into presentation mode the moment a buyer expresses interest and revert to a generic presentation, outlining information buyers already have access to. Transition into exploratory mode when a buyer expresses interest and leverages it in order to develop additional trust and uncover deep buyer goals through a conversation.   ADVISE Deliver the same presentation and same case studies to all buyers and revert to “auto-pilot” and deliver their standard presentation. Tailor the presentation to the buyer’s context, leveraging the information gathered during the exploratory process.
  • 43. Inbound sales transforms sales to match the way people buy.
  • 44. 1.  Inbound sales teams base their entire sales strategy on the buyer rather than the seller. 2.  Inbound salespeople personalize the entire sales experience to the buyer’s context. INBOUND SELLING PHILOSOPHIES
  • 45. Want to learn more about inbound sales? Register  for  a  Free  Sales  Training  Course  
  • 47. Company Size: 10 employees Focus: Helping companies find salespeople to hire Target: U.S. based companies in the technology and healthcare sectors with less than $100M in revenue Specific goal: Find companies that fit their target profile and convince the company to hire the recruiter to source sales candidates Note: In this case, recruiters at Tyre Recruiting are the salespeople EXAMPLE COMPANY: TYRE RECRUITING
  • 49. BUYER’S JOURNEY: TYRE RECRUITING The potential buyer becomes aware of a hiring goal or challenge.
  • 50. 1.  Attracting top quality sales candidates 2.  Keeping pace with the sales hiring goals 3.  Maintaining their cost per hire at a scalable level COMMON CHALLENGES FOR TYRE RECRUITING’S TARGET BUYERS
  • 51. 1.  They turn to their industry peers, executives within their company, and their board for advice. 2.  They research their challenge online in blogs, ebooks, and other content. COMMON BEHAVIORS FOR TYRE RECRUITING’S TARGET BUYERS
  • 52. BUYER’S JOURNEY: TYRE RECRUITING The potential buyer becomes aware of a hiring goal or challenge. The potential buyer defines the solution categories they could use to solve the hiring challenge.
  • 53. BUYER’S JOURNEY: TYRE RECRUITING The potential buyer becomes aware of a hiring goal or challenge. The potential buyer defines the solution categories they could use to solve the hiring challenge. The potential buyer generates a list of the outside recruiting firms that might be a good fit for their context.
  • 54. Company Size: 10 employees Focus: Helping companies find salespeople to hire Target: U.S. based companies in the technology and healthcare sectors with less than $100M in revenue Specific goal: Find companies that fit their target profile and convince the company to hire the recruiter to source sales candidates •  They listen for inbound leads on the website, practice social selling with potential buyers, attend networking events, and research passive buyers in LinkedIn. IDENTIFY STAGE FOR TYRE RECRUITING
  • 55. Company Size: 10 employees Focus: Helping companies find salespeople to hire Target: U.S. based companies in the technology and healthcare sectors with less than $100M in revenue Specific goal: Find companies that fit their target profile and convince the company to hire the recruiter to source sales candidates •  They reach out to these buyers via email and voicemail. They share content about the three common recruiting challenges their buyers have at the Awareness stage. CONNECT STAGE FOR TYRE RECRUITING
  • 56. Company Size: 10 employees Focus: Helping companies find salespeople to hire Target: U.S. based companies in the technology and healthcare sectors with less than $100M in revenue Specific goal: Find companies that fit their target profile and convince the company to hire the recruiter to source sales candidates •  They explore which recruiting challenge is most pressing and why. •  They understand the perceptions the buyer has on inside recruiters versus outside firms, as well as which type of outside firms might be best for their needs. EXPLORE STAGE FOR TYRE RECRUITING
  • 57. Company Size: 10 employees Focus: Helping companies find salespeople to hire Target: U.S. based companies in the technology and healthcare sectors with less than $100M in revenue Specific goal: Find companies that fit their target profile and convince the company to hire the recruiter to source sales candidates •  They advise the buyer on properly framing their challenge. They advise the buyers on the decision between an in-house recruiter versus an outside firm, given the buyer’s context. ADVISE STAGE FOR TYRE RECRUITING
  • 59. Company Size: 15 employees Focus: Design and marketing agency that provides a full array of services from digital marketing to traditional advertising Target: Established professional service firms like consulting, law and accounting Specific goal: Grow to a 50-person firm within 5 years Note: Salespeople are called “New Business” people to describe their sales professionals, preferring not to use the word “sales”. EXAMPLE COMPANY: COGROW MARKETING
  • 61. BUYER’S JOURNEY: COGROW MARKETING The potential buyer realizes that the old ways of getting new clients are getting less and less effective.
  • 62. 1.  They’re learning about new opportunities in their geography well after competitors are already talking to them. 2.  They have an outdated website that doesn’t reflect the scope, quality and impact of their work. 3.  Their website and sporadic marketing efforts have little impact on their sales efforts. 4.  They no longer have sufficient time to prospect for new business. COMMON CHALLENGES FOR COGROW MARKETING’S TARGET BUYERS
  • 63. 1.  They historically rely on their larger clients and other trusted peers to find and hire marketing agencies. 2.  They are increasingly relying on their younger employees who are digital natives and social media savvy when looking for new ideas. COMMON BEHAVIORS FOR COGROW MARKETING’S TARGET BUYERS
  • 64. BUYER’S JOURNEY: COGROW MARKETING The potential buyer realizes that the old ways of getting new clients are getting less and less effective. The potential buyer defines the solution categories they could use to get new clients.
  • 65. BUYER’S JOURNEY: COGROW MARKETING The potential buyer realizes that the old ways of getting new clients are getting less and less effective. The potential buyer defines the solution categories they could use to get new clients. The potential buyer generates a list of software companies and agencies that might be able to help them.
  • 66. Company Size: 15 employees Focus: Design and marketing agency that provides a full array of services from digital marketing to traditional advertising Target: Established professional service firms like consulting, law and accounting Specific goal: Grow to a 50-person firm within 5 years •  The owner and their new business people evaluate every inbound lead they generate on their website as soon as they get it. •  They also proactively identify great fit professional services firms and connect with the principals and associates on LinkedIn, Facebook and Twitter. IDENTIFY STAGE FOR COGROW MARKETING
  • 67. Company Size: 15 employees Focus: Design and marketing agency that provides a full array of services from digital marketing to traditional advertising Target: Established professional service firms like consulting, law and accounting Specific goal: Grow to a 50-person firm within 5 years •  They prioritize their recently converted inbound leads. •  They automate call scheduling when a professional service firm employee completes a “request a free consultation” form. •  New business team also engages early stage buyers proactively by engaging them with questions and content. CONNECT STAGE FOR COGROW MARKETING
  • 68. •  Ebooks •  Blog articles •  Recorded videos •  Case studies •  Research reports COGROW MARKETING CONTENT FORMATS
  • 69. Company Size: 15 employees Focus: Design and marketing agency that provides a full array of services from digital marketing to traditional advertising Target: Established professional service firms like consulting, law and accounting Specific goal: Grow to a 50-person firm within 5 years •  They explore which marketing challenges are most pressing and why. •  They ask about goals the firms has. •  They talk about results that other firms are getting following best practices. •  They talk about what help and involvement they’ll need from the partners. EXPLORE STAGE FOR COGROW MARKETING
  • 70. Company Size: 15 employees Focus: Design and marketing agency that provides a full array of services from digital marketing to traditional advertising Target: Established professional service firms like consulting, law and accounting Specific goal: Grow to a 50-person firm within 5 years •  They recap what they learned in the Explore stage. •  They advise the partners on the effort required to achieve the goals and why certain experience and skills are critical. •  They ask what evaluation criteria the firm is going to use to choose an agency. •  They make sure the firm values their unique capabilities and focus. •  They confirm that they are the front runner and best choice. ADVISE STAGE FOR COGROW MARKETING
  • 71. THANK YOU. Register  for  free  sales  training  here.