the inbound sales, also known as entering ventas, son a sales methodology that places the buyer’s personality at the center. These give us the opportunity to listen and understand what each potential customer is saying and researching about our brands, in addition to being a subtle formula to reach our customers, since the sales experience is designed with the maximum of customization.
This is the official definition of inbound sales, but what we always say is that after all, inbound sales is a sales methodology based on the inbound philosophy, that is: deliver the right content at the right time. If you are dedicated to selling, do it on the way in (they are much more effective!).
As you know, the main difference between inbound sales and outbound sales is that the latter focus on defining the product or service that we are selling. On the other hand, their approach to the customer is much more “push”: their objective is to get in touch with the customer, whoever he is. In addition, your attention is mainly focused on developing a sales process and supporting it with a good pitch that sums up your argument.
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But all it works very differently in inbound salesessentially for four reasons:
- We put the buyer persona In the center, thinking about who this person is and what they need.
- We create pull strategiesInstead of pushing, they will attract the customer with actions that interest them and provoke their approach.
- we we focus on the purchasing process to fully understand the customer in his various stages.
- We transform the pitch on the product into a needs study of the buyer’s personality.
Now that we’ve specified what inbound sales are and how they differ from outbound sales, let’s explore how they operate through their four phases of development.
The four phases of inbound sales
The buying process, which is the process that we and our customers go through when purchasing a product or service, is actually the process of realizing that we have a new need. Once we are aware of this, we enter the reflection phase and, subsequently, the decision phase.
In our CRM, we distribute our potential customers throughout this buying process as follows:
But for transforming a foreign contact into a customer, the four phases of all inbound sales must be completed:
- IDENTIFIER: move from abroad to leader.
- Link: to convert a lead to MQL.
- Exploration: transforming an MQL into an opportunity.
- Advice: turn an opportunity into a customer.
Next, we’ll go into detail in each of these phases.
First phase: identify
Our sales team must be able to identify which of these strangers we are dealing with are active and which are passive or dormant. It is of the utmost importance to ensure the success of the process to know at what stage potential customers are still strangers: someone who is actively seeking or, conversely, someone who has a need in mind, but without being a priority or proactive.
Unlike what happens in inbound sales, traditional sellers do not distinguish between assets and liabilities, and they contact them indiscriminately, which is very uninteresting in terms of efficiency.
What will we need to discern and identify an active prospect? Mostly, good technology: a tool like HubSpot This lets us know if this stranger visited the webpage, if they filled out the form, opened an email from the sales team, or if they left a clue of their interest in places such as social networks.
It is also important at the identification stage to establish a specific contact order within our database:
- Incoming leads: logically, the first contact should be with the people who entered our page and requested contact. This happens with very established brands or when an inbound marketing campaign is launched that brings organic traffic to our website.
- Entering companies: When we don’t know who entered the page, we can use the company tracker to find out which company the users who visited us belong to.
- Triggering events: You have to be vigilant and follow social networks to identify these potential customers through mentions of competitors, the use of certain keywords, hashtags, etc.
- Social sale: When we share valuable content on networks, it is important to observe how our environment reacts.
- Common connections: these are contacts that can be interesting and with whom we share a certain connection, so that they can be contacted in a more direct and less cold way.
- Passive buyers: At the end of the list, we find all those people who could be clients but who are not even contacts yet.
Sorting our database through the prior identification and classification of our contacts will ensure that the efforts of the sales team will be more effective and efficient.
Second phase: connect
In the second phase, in which we have to get a primary contact to become a Qualified marketing manager, we connect with our potential customer, for example, through social media posts or emails. Today, in a world like digital, where automation predominates, personalization of these messages is the key to success.
Third phase: explore
The third step of inbound sales is exploration, where MQLs will be turned into opportunities. An incoming seller will not take advantage of this phase to sell, but to build customer confidence.
How to create this trust? Listen deeply and learn to read between the lines. When a potential client feels that we understand their goals, challenges and needs, they feel heard and understood. Trust is the fundamental element in converting a prospect into an opportunity.
Fourth phase: advising
The last phase is very closely related to the previous one, but it involves consolidate this trust by sharing our knowledge with the potential client and showing them that we are experts in the field. From our position of experts and through advice, we will support the prospect in the process of better defining his issues and, thus, our value proposition can be totally personalized and perfectly resolve each of these issues. In this way, we can convert opportunities into customers.
Finally, it’s important to note that while it seems like a lot more work for a single track, overall it doesn’t end up being: we will work with fewer leads, but they will be much more qualified, therefore the performance will be much more interesting.
Our message is clear: If you are selling, sell on arrival. You just need to apply a little twist to the same techniques you’ve always used to sell: put the customer in the center, listen to them, personalize your campaigns, and prepare to deliver great results. Would you like to answer questions about inbound sales? Share it with us in the comments section or contact us so that we can advise you.