Do you already use Inbound Marketing to generate new business leads? So here’s how to approach sales for these Leads!
Many successful marketing agencies have an excellent sales team like the team of Sky Marketing. They are people who know the agency’s entire portfolio, have a great collection of memorized cases and are experts in the art of generating rapport, enchanting and negotiating. But is that enough when we’re talking about selling to Inbound Leads?
In this post, Sales team of Blue World City deal better with the subject.
How many times have you walked into a room with one of your colleagues from the sales team and watched him report how good the service you provide is in the first few minutes of a conversation with a new customer?
José Ricardo Noronha, a great sales consultant in the country, calls this type of attitude “salesman play” , as it seems that a button is pressed in his head and turns him into a real talking machine.
This strategy takes us to the apex of the Industrial Age, when there were products that were very similar and with little possibility of customization, where the only way to get ahead was to explain why your product was better than the competitor’s.
But nowadays things have changed. Is the way mentioned above the best way to approach your agency’s Inbound Leads?
What does Inbound Marketing have to do with it?
We have already explained that the purchase process has changed, that consumers now have all the information they need to buy products and services even before talking to someone from their sales team.
We see more and more agencies using Digital Marketing strategies to attract potential clients and, when generating these opportunities, stop and ask themselves: “What do I do with these Leads? How to approach them?”
So, in this post I brought tips to turn Inbound Leads into customers. The guidelines are useful if you already have a sales team or if you or another employee assumes the role of salesperson. Come on:
Selling to Inbound Leads
Now think about that scenario we reported above: a “play salesperson” enters a meeting with a Lead acquired by Inbound Marketing. It is easy to see that a finished speech does not make sense for someone who has studied in depth the needs of this Lead. The entire sales process must be consultative.
The salesperson’s analytical skills are as critical as their ability to understand the customer’s needs. But this is not a guessing process: Inbound Marketing provides a series of information about this potential customer, which can – and should – be used in the sales process.
It is very common when a client arrives at the agency with a request, to prepare a briefing on a particular service or campaign.
However, the briefing is not the first step in the sales process, in fact there are crucial steps until we can get all the information we need for a complete briefing. As these are stages with greater subjectivity, the first contacts with the Lead tend to be the most difficult part of the entire process. And that’s why we’re going to deal with them today!
The 6 Steps of the Sales Process for Inbound Leads
The role of your agency’s sales team is to drive Inbound Leads through the sales funnel. Here at Digital Results we have divided the commercial process into 6 steps:
Research – Prospecting – Connection – Evaluation [briefing] – Solution [proposal] – Closing
Feel free to copy and customize for your business. Each step has a trigger so the Lead can move to the next step, which is usually a certain amount of information.
When a Lead is identified as an opportunity by the marketing team, it is delivered in step peach. At this point, the seller accesses the Lead’s profile to understand what content he is most interested in, what the last conversions and interactions were, in short, anything that can support a quality first contact. Once the research is done, we can move on.
The step of p rospecção is the time while we are still trying to contact the first, noted all sent emails, links and any other type of interaction.
When we finally got to talk to the Inbound Leads, it passes to step CONNECTION.
Let’s take a practical example to understand how we can use all the data we have to make the best impression on that first contact.
Assuming we receive the above Lead in our sales pipeline. Some information that we should pay special attention to:
- His latest conversion shows interest in Email Marketing
- High level of interaction: 69 conversions on Landing Pages
- High level of interest: Lead Scoring score 670
- Profile B in Lead Scoring – does not have a decision position
- Position: Partner Representative – commercial team
The information to be analyzed will also depend on what information is most important to your business, those requested on the Landing Pages. With this data in hand, our first conversation could be something like:
“Hello Karin, my name is So-and-so from agency X, I saw that you’ve been following us for some time and that you most recently downloaded our eBook on email marketing. What do you think?” [Lead responds]
“I signed up for your company’s newsletter, I saw that you send weekly emails with your company’s achievements, right!? Do you carry out any type of segmentation for different audiences?” [Lead responds]
“Here at the agency, we have been using segmentation to deliver specific content for each Lead profile, which facilitates their understanding of the service we provide and makes the first contact of the sales team easier. I saw that you generate a lot of content, we could easily use them to facilitate the sales process. Shall we schedule a meeting so I can show you some practical examples?”
The purpose of this call is to offer him some information of value, something that will help him, but without going into detail or extending the conversation too much.
[Tip] Remember that many times you make the call without him having asked and you don’t know if he is busy at the moment, if he is the right person to decide/influence on hiring your services and even if you are interested in listening.
Questions like “do you have 5 minutes to talk to me?” they show kindness on your part, appreciation for his time, and limit the amount of time he will devote exclusive attention to you. But be careful, it’s important that you be honest. If you’re going to use more than 5 minutes, let him know.
The Connection ends with the consent of an upcoming meeting to further discuss the discussed strategies, it is good to schedule at least 40 minutes. We then proceed to the Evaluation stage.
In this step, you must collect information such as:
- business goals
- Target Audience
- Attraction and Sales Process
After obtaining these data, in step solution you can make an assessment of Inbound Lead, their needs and come across its portfolio of service in order to provide a personalized and appropriate proposal to your needs.
The step fechamento is when the Inbound Lead finally becomes a client. Well, then just finish the process and celebrate. But to be sure that the prospect will close with your agency, don’t forget to check this checklist.
Have you ever made a sale to Inbound Leads? Share your experience in the comments.