BY BRANDON LEE
I get it. Succeeding with inbound marketing for B2B sales is harder than ever before. With changing algorithms and increasing competition, the inbound game is becoming more challenging. If you’re like most inbound marketers, you probably are already searching for alternatives answers and solutions to just keep up. We think the Inbound Sales Method is one of these.
Don’t hear what I’m NOT saying.
I’m a total fan of the inbound marketing method. In fact we use it here at Yip Yip.
What I’m trying to say is….I get it! More and more businesses are struggling and starting to ask questions. And while there is a lot of criticism on the way marketers need to approach the funnel, I’m here to say it’s not you. It’s us.
Us? What do you mean “us”?
Us – you and I – the consumer, the buyer. We are saturated with messaging and promises of solutions that don’t actually help or educate. We have become more resilient to marketing messaging, even over the past 2 years. Digital Marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 advertisements each day.
Also, I say we, because I know you and I can both relate to being on the other side of the conversation – being the one sold to – and because you and I both know how hard you work on your messaging and content. It’s almost become impossible to break through the wall and get the attention of your audiences, even with the highest quality marketing.
Having been in marketing and sales for over 20 years and having devoted my time to learning and understanding how personalization helps the sales process, I see a huge gap in the way marketing and sales need to work together. This is no new discussion for me, and probably not for you either. However, if you read on, I want to share with you what could be the secret to not only overcoming the increasing challenges of getting your message out and heard, but also save you time in the processes while still using the content you’ve already created.
Yes, you read that right.
Finding leads in the first place using inbound marketing is hard, so when the leads you pass over to sales doesn’t convert into closed deals, it can be more than frustrating. But there is a solution this. It is slight and it may not be totally obvious. Which is why I want to introduce you to it. I call it “personalized inbound sales funnels”, or the inbound sales method.
What is the Inbound Sales Method?
Here are 5 ways to look at the Inbound Sales Method, and then I’ll break it down even further.
Inbound Sales = Process
Create a personalized sales process that allows your buyers to walk through a series of educational information. Square 2 Marketing calls it a Guided Sales Process. Help your buyer get to know more about you, while allowing your sales team to get to know them as well. Create trust between your salesperson and the buyer, which will help the buyer feel comfortable choosing your company.
Inbound Sales = Personalized Education
Why is your buyer reaching out to you? Simple, they want more information to make sure there are making the right decision. So, educate them. The best inbound processes have educational content sprinkled throughout. Your sales members should be seen as providers of this educational content and it should be personalized from them for each buyer to find the answers they need, no matter where they are in the sales funnel.
Inbound Sales = Guidance
Your sales members give your buyers direction. Your sales team should be seen as the experts! It’s time to ask the buyer questions to find out what they are looking for. The more questions you ask, the better the buyer will feel about you taking care of them. After you glean all of your answers, you sales team will be able to send them personalized information based on their needs.
Inbound Sales = Buyers Feeling Safe
Your buyer will not close the deal unless they feel two things: safe and have a pain point solved. Your buyer may have a pain point, but if they don’t feel safe with your company, they will not seal the deal. While you can’t control their pain point needs, you can control how much they like and trust you. You can design an inbound sales process that enables your buyers to feel safe and educated so that they choose you when they are ready to buy.
Inbound Sales = Shortened Sales Cycles & Improved Close Rates
If your buyer feels better about your sales process, and they like and feel safe with you, then you will see increased close rates. Your buyer will also feel better about your business faster leading to a shortened sales cycle.
How to Win Over Your Sales Team AND Your Buyer
The buyer now has a majority of control over the buying process, this means your buyers come to your sales reps already having a good idea of what their company does and how they do it. In order to do that however, they have to find them on the web, social media, reviews, etc. (inbound marketing). When a buyer actually responds or reaches out to a business, they don’t want “content”, for the sake of it. They have a goal and want to get their questions answered, become educated and are looking for solutions. This DOES NOT mean they are ready to buy.
I’m sure you have heard this said countless times before, but in order for you to understand why the inbound sales method is so crucial to connecting with buyers, I want us to explore this psychology a bit further. Why do buyers do this? Why do they want to connect with a professional, even if they aren’t “ready” to buy yet?
To answer this question, let’s take a step back and assess to better understand the psychology around why people buy.
People at the end of the day, choose to do business with people they like, trust and remember. Content marketing can only go so far if it doesn’t capitalize on this truth. Most inbound marketing strategies are failing to do this on a one-to-one level for the sales rep.
That why I think it’s time to repurpose and personalize the “big” funnel, turning it into a personalized inbound content strategy for sales reps.
Sales teams need to start leveraging content, multiplied on a one-to-one basis, for the prospect and sales rep so that sales reps can start building relationships using this content, which will lead to increased conversions, close rates and speed up the sales cycle!
I’d consider that a win win for everyone!
NOW, more than ever before, it’s clear that businesses need to change the way they look at sales and marketing. Your content is an opportunity for you to create an awesome fellowship of community around you that you shouldn’t pass up. Why not act on this in a personalized way for every sales member on your team? Choose the Inbound sales method today.
At Yip Yip we are tackling personalized inbound sales funnels head on. We want to help you generate more leads and mature your opportunities faster with a primed pipeline. No matter where your buyers are at in the sales funnel, you can create personalized and educational content to address their needs. Anticipate pain points, get to know your buyers, and build trusted relationships with the right people at the right time with one push of a button. To learn more about how we are empowering marketers to do this, click here.
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Our mission is to enable businesses to start selling and marketing with the future in mind. We enable businesses to work smarter, not harder. With Yip Yip, increase ROI on social selling efforts, create more referrals and opportunities and build brand awareness to increase revenues fast. To see how we do this click here.