Over the last handful of years, the way people buy has completely changed. Internet not only caused this change, but also turned the relationship between buyers and sellers on its head.
Salespeople used to hold all the power, and all the answers to buyers questions. But with the evolution of the internet and the transparency companies need to display, the buyers are now the ones with all the power. Today’s buyers are empowered, and they no longer need the help of a sales person – especially when every purchase, or answer to their questions are just a click away.
With this major transformation in the buying process, it’s only right that the selling process changes accordingly.
Meet the Inbound Selling Technique.
Inbound Sales counteracts the shift in consumer buying behaviour, and helps sales people sell the way people buy. Makes sense right?
Inbound sales is all about prioritizing your buyers and focusing on their needs and wants more than your own. The power is no longer in the salesperson hands.
This makes taking the time to understand buyers and craft a personalized sales pitch, instead of mass marketing, essential. It is time to put Outbound Marketing practices to bed, and start practicing Inbound Marketing techniques.
4 stages of the Inbound Selling Technique: Identify, Connect, Explore, and Advise.
This great illustration thought of by HubSpot helps break these stages down and provide clarity about the differences of Inbound and Outbound salespeople.
Taking A Closer Look at Inbound Sales:
Inbound sales people know how to prioritize their prospects, and pick out the active buyers.
Active buyers are people who have recently filled out a form on your website or interacted with you over email or on social media. If contact information has been provided, then it is time to research and see if the lead matches your buyer persona.
Inbound selling throws out cold calls, elevator pitches, and generic emails aside, and crushes them with personalized messages. Once a lead has been deemed a qualified lead, it is time to start sharing content that will suit your buyers interests.
The goal of this stage is not to sell! It is to establish a connection and provide valuable resources to help educate your lead regarding their problems, wants and needs.
This is the stage where it is time to dive deeper into your relationship with your leads. You need to explore challenges, pain points, goals, and anything else that is makes your leads tick.
Once you have answers to these questions, it is time to start pitching how you can help the buyer. This involves telling them about products and services that matches up with their goals and challenges, and also outlining what makes you unmatched from the competition.
The final thing to discuss in this stage, is budget and timeline. Evaluating with your buyer what they want to spend, and when they want your product or service is one of the last steps before you can turn them into a paying customer.
The final stage is the one that differs the most from outbound selling. In this stage, inbound sales people need to descriptively detail how the features of their products and services solve their buyers challenges, and help them achieve their goals.
A quick recap of what your buyer has told you is the first step which not only reassures the buyer you were listening, but also help you touch on any last minute questions or objections. Next, you need to suggest and determine the best route for your buyer. Craft a personalized presentation and make sure your buyer understands how you benefit them. Finally, confirm budget and timeline details that suits their needs. If this is all done, your buyer will be ready to put pen to paper and sign your contract.