So many inbound leads, so few inbound sales people. What's an inbound buyer to do? What's the secret to creating, approaching and nurturing your inbound leads into customer evangelists? How should salespeople nurture and follow up with leads the inbound way? Check out this presentation from #inbound15 if you are looking to convert more inbound leads into customer evangelists with some of the simple secrets of inbound engagement. Discover what questions to ask to go from download to customer evangelist with an easy to remember buyer focused process

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Inbound Engagement
The Rules of Engagement for Inbound Sales
Carole Mahoney, Sales Coach
@icarolemahoney

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This is me.
Mom.
Mainah.
Sales coach.
Entrepreneur.
Recovering marketer.
@icarolemahoney

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Is this you?
C-Suite
Sales Executive/Manager
Sales rep
Entrepreneur
@icarolemahoney

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Buyers don’t want to be tricked or hacked.
@icarolemahoney

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Salespeople don’t trust
salespeople!
The Trust Project
2012 Objective
Management Group
@icarolemahoney

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Buyers want to
engage...
@icarolemahoney
Source: 2015 SiriusDecision B2B
Buying Guide

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...but with whom?
@icarolemahoney
Source: SalesforLife/IDC

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Mindset
“Whatever the mind of man can conceive and
believe, it can achieve.” ~Napoleon Hill
@icarolemahoney

9. 1. Never about you. Help people buy right.
2. Be transparent. Look for the no.
3. Take baby steps to speed up the process.
4. Prospects are people, opportunities are
conversations.
Key mindsets = the rules.
@icarolemahoney

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The Buyer Engagement Matrix
TOFU Do they have a problem I can fix?
Do they know it?
Do they want it fixed?
MOFU Can they tell me to fix it?
Can they pay me?
BOFU Do they believe that I understand their world?
Do they believe I have the expertise to help?
Do they want my help?
@icarolemahoney

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What are the elements a great salesperson?
Supportive
Beliefs
Doesn’t
Need
Approval
Controls
Emotions
Supportive
Buy Cycle
Comfortable
Discussing
Money
Handles
Rejection
@icarolemahoney
Source: Objective Management Group
Icons by The Noun Project

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Decision maker hide and seek.
@icarolemahoney

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TOFU
Turn Education and Attention to Interest
“Qualify the company, not the contact.” ~Trish Bertuzzi
@icarolemahoney

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TOFU Checklist
Do they have a problem I
can fix?
Do they know it?
Do they want it fixed?
Buyer
Is this a problem?
What if I don’t fix it?
Can I fix it myself?
Who can help me decide?
@icarolemahoney

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Baby steps.
@icarolemahoney

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● Linkedin
● Quora
● Twitter
● Facebook
● Instagram
Social Media Interaction
@icarolemahoney

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Content Cocktail Party Rule
● Thought leadership
● Create
● Comment
● Share
● Shelf life
@icarolemahoney

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Content Download ● Did it download ok?
● How did you find it?
● Your idea, or someone
else’s request?
● Any ah-ha moments?
● Why did you select XYZ
on the form?
@icarolemahoney

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Webinars ● Why did you sign up?
● What were you hoping for?
● Did you have an aha
moment?
● What was your #1 takeaway?
● Did you get the promised
follow-up?
@icarolemahoney

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Conferences ● Is this your first time here?
● What are you famous for?
● What other shows have you
been to?
● Are you here for leads or
solutions?
● Who are you looking to meet?
@icarolemahoney

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Buyer
Context
Image credit: Chris Skinner

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TOFU Questions
● How did we get together? How did you find me?
● How did you get in this business? What are your
responsibilities? How is that measured?
● What do you struggle with?
● Was this totally your idea?
● What are you hearing in meetings from decision makers?
@icarolemahoney

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MOFU
Create Interest and Desire for a Solution
“The trusted advisor status is achieved by few, but
aspired to by many...” ~Chris Skinner
@icarolemahoney

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MOFU Checklist
Can they tell me to fix it?
Can they pay me?
Buyer
Do I need to fix it now?
How have others fixed it?
Who can fix it?
Can I afford to have it fixed?
@icarolemahoney

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Straight from the...
@icarolemahoney

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Disqualification ● Do they value your time?
● Do you have their attention?
● Are they using you to keep a
vendor honest?
● Do they buy on price or value?
● Do they have a referral
mindset?
@icarolemahoney
In?
Out?

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No fixing
@icarolemahoney
Image credit: HubSpot blog

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It’s not you, it’s me realizing you are terrible for me.
@icarolemahoney

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MOFU Questions
● Where is this in your priorities?
● Does that ever work for you?
● Has it always been that way?
● Am I the first person you have told about this?
● What happens if you do nothing?
● How will you decide if we should work together?
@icarolemahoney

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BOFU
Narrow Selection, Get Action
Commitments, and Ensure Satisfaction
“Close before you propose.”
@icarolemahoney

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BOFU Checklist
Do they believe that I
understand their world?
Do they believe I have the
expertise to help them?
Do they want my help?
Buyer
Do they understand what I
want, need and can do?
Are they trustworthy and
credible?
Whose help do I want?
@icarolemahoney

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Everyone is nervous.
@icarolemahoney

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The salesperson...
● Did I do everything?
● Can I handle their objections?
● This is what it all comes down
to.
● I’d think it over if I were them…
● They’re never going to buy…
● If I don’t get this sale, I can’t pay
the bills.
● I can’t upset them by asking
that.
@icarolemahoney

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The buyer... ● Uh-oh, how much is this
going to cost? Can I get a
better price?
● Now they are going to try to
trick me…
● I’m not sure… what if?
● Past experience.
@icarolemahoney

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The proposal problem.
@icarolemahoney

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The proposal solution.
@icarolemahoney
Hey, wait your turn!
I’m next in line
to write my own
proposal.

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BOFU Questions
● Does everybody agree?
● I'm not the one. Am I? Are we done here?
● Is that everything? What did we miss?
● Where do we start? What would that look like?
● Do you believe I understand the problem and can help?
● Do you want my help?
@icarolemahoney

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Questions?
@icarolemahoney

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Contact me.
e@carolemahoney.com
Download the 1st 3 chapters of
the book:
www.allboundassociates.com/ingagements
@icarolemahoney
“Everything is sales.”