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Mike Lieberman - How to Push the Prospect's Buy Button with Inbound Sales

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Prospects don’t want to be sold to, so stop selling to them. Instead guide them through their buyer journey as their trusted advisor. Once you make them feel safe, get them emotionally engaged with your company and then give them the information them need to rationalize their decision you’ll have a new customer 100% of the time. Learn how to create an experiential sales process using Inbound Sales and HubSpot Sales that excels at making prospects feel safe, so they say YES, every single time.

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Mike Lieberman - How to Push the Prospect's Buy Button with Inbound Sales

  1. 1. #INBOUND16 HOW TO PUSH THE PROSPECT'S BUY BUTTON WITH INBOUND SALES Understanding How People Think Helps Close More New Customers Mike Lieberman, Co-Founder, President and Chief Inbound Scientist at Square 2 Marketing
  2. 2. #INBOUND16 1. Who Am I? 2. What Is Our Goal? 3. The Two Human Conditions 4. How Inbound Sales Helps 5. Building Your Own Inbound Sales Process 6. Questions And Special Offer AGENDA
  3. 3. #INBOUND16 MY STORY • Started Square 2 Marketing in 2003 • Grew from 4 to 54 team members • Last year we did $5.5M, this year $6.5M • HubSpot’s FIRST Diamond Partner • Acquired and merged four agencies • Over 120 HubSpot clients
  4. 4. #INBOUND16 MY STORY • Co-wrote “Fire Your Sales Team Today” • Offering inbound marketing and inbound sales and doing it with 100% Agile methodology
  5. 5. #INBOUND16 MY STORY • No previous agency experience • As the VP of Marketing at a $20M software company… • I bought print ads for $82k per insertion • I paid an SEO firm $20,000 a month • I paid a PR firm $12,000 a month
  6. 6. #INBOUND16 2 WHAT IS OUR GOAL?
  7. 7. #INBOUND16 Press The Buy Button So Prospects Say YES!
  8. 8. #INBOUND16 A Lot Of Good Outcomes 1. You close more new customers or clients 2. You close them more quickly 3. You close them for higher revenue amounts (they buy more) 4. You close new customers more frequently 5. Your sales process is more efficient (less energy)
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  10. 10. #INBOUND16 Facts Figures Logic Reason
  11. 11. #INBOUND16 • I’m afraid to change, but don’t want to admit that. • My boss doesn’t really know what the issues are. • I’m not sure I trust this guy. • We already do something like this anyway. • I forgot to pay the phone bill. • What should my husband make for dinner?
  12. 12. #INBOUND16 3 THE TWO HUMAN CONDITIONS
  13. 13. #INBOUND16 CONDITION 1 – Prospects Have To Feel SAFE
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  15. 15. #INBOUND16 Page15 Reptilian Brain Old Brain
  16. 16. #INBOUND16 Page16 Fight Or Flight
  17. 17. #INBOUND16 Good News: Marketing And Sales Help Prospects Feel Safe!
  18. 18. #INBOUND16 Good News: Marketing And Sales Help Prospects Feel Safe! Know – Like – Trust
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  21. 21. #INBOUND16 Prospects Get To Know You…
  22. 22. #INBOUND16 Prospects Get To Like You…
  23. 23. #INBOUND16 Prospects Get To Like You…
  24. 24. #INBOUND16 Prospects Get To Trust You…
  25. 25. #INBOUND16 Map Know, Like And Trust To The Buyer Journey Awareness Consideration DecisionBuyer Journey
  26. 26. #INBOUND16 Awareness Consideration Decision Getting Found Remarkable Web Experience Educational Content Top, Middle and Bottom of the Funnel Offers Social Proof Buyer Journey Inbound Marketing Map Know, Like And Trust To The Buyer Journey
  27. 27. #INBOUND16 Awareness Consideration Decision Getting Found Remarkable Web Experience Educational Content Top, Middle and Bottom of the Funnel Offers Social Proof Discovery Diagnostic Recommendations New Client Delivery Buyer Journey Inbound Marketing Inbound Sales Map Know, Like And Trust To The Buyer Journey
  28. 28. #INBOUND16 CONDITION 2 – Prospects Need To Have ACUTE PAIN
  29. 29. #INBOUND16 WHAT IS ACUTE PAIN? • Your current supplier goes out of business • CEO storms into your office and demands change • Your current contract is expiring in two weeks and you’ve already decided to switch • You need a mission-critical component that if not found immediately will cost your company millions • You have a new product launch scheduled and no resources to support the launch
  30. 30. #INBOUND16 4 HOW INBOUND SALES HELPS
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  32. 32. #INBOUND16 of executives say they chose the rep who was FIRST to add VALUE and INSIGHT. Corporate Visions Inc. 74%
  33. 33. #INBOUND16 Design A Sales Process Experience 1. Starts with insight 2. Adds value through education 3. Facilitates know, like and trust 4. Advises, guides and co-creates 5. Is filled with stories
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  35. 35. #INBOUND16 The Guided Sales Process
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  40. 40. #INBOUND16 You Want To Disrupt The Prospect’s Status Quo To Move Them To Change
  41. 41. #INBOUND16 Message 1 – Your company has a critical need for a business loan and we have the ability to give you that money. You Want To Disrupt The Prospect’s Status Quo To Move Them To Change Message 2 – Your company might fail even if we give you a loan.
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  53. 53. #INBOUND16 Disruptive Messaging With Unconsidered Needs • It’s counterintuitive! • Key insights in the study: • Taking an unexpected position at the outset of a message can make that message more engaging and persuasive • Experts can be more persuasive when they express uncertainty • Timing matters, so induce uncertainty early on
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  55. 55. #INBOUND16 5 BUILDING YOUR OWN INBOUND SALES PROCESS
  56. 56. #INBOUND16 Discovery Diagnostic Recommendations New Client Delivery Inbound Sales Process
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  58. 58. #INBOUND16 Step 1 – Qualify
  59. 59. #INBOUND16 Pain Power Fit
  60. 60. #INBOUND16 Pain, Power, Fit – Goals • Don’t waste time on unqualified prospects • Properly project revenue • Score prospects • Provide a common vocabulary for sales • Get to NO early! • Start disrupting • 30 minutes
  61. 61. #INBOUND16 PAIN 1. How mission-critical is it to do something about this? 2. What are the potential outcomes if you don’t address it? 3. What is your timing around this? 4. Is this a strategic company initiative?
  62. 62. #INBOUND16 POWER 1. Are you the decision-maker? 2. Do you sign the agreement? 3. Do you sign the check? 4. Who else is part of the decision- making process? 5. What is your decision-making process?
  63. 63. #INBOUND16 FIT 1. Do they want what you do? 2. Do they seem like a good client? 3. Do they value what you do? 4. Are your goals aligned? 5. Are your expectations aligned?
  64. 64. #INBOUND16 Scoring Model 1. Each category gets a 0-5 score 2. 0 is low and 5 is high 3. The more acute the pain, the more you talk to power, and the better the fit, the higher the scores 4. Add them all up! 5. Prospects with a PPF score of 14 to 15 will close in days 6. Prospects with a PPF score of 11 to 13 will close in weeks 7. Prospects with a PPF score of 10 or lower might never close 8. Sales must actively work to identify FIT, get to POWER and poke at PAIN to increase the score and likelihood to close
  65. 65. #INBOUND16
  66. 66. #INBOUND16 • Differentiate • Educate • Advise • Disrupt • Get to know you • Like you • Trust you
  67. 67. #INBOUND16 Email
  68. 68. #INBOUND16 Email – What Not To Do
  69. 69. #INBOUND16 Discovery Diagnostic Recommendations New Client Delivery Inbound Sales Process
  70. 70. #INBOUND16 Email – Remarkable Communication Dear Mike, The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to cold outreach like cold calls, emails and direct mail. It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as they used to be. But no worries, we can help you build a lead-generating machine for your business so you have a repeatable, scalable and predictable lead flow for your sales team. Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx, meeting ID xxxxxxx and passcode xxxx. In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close sales. Looking forward to learning more about your company. Mike P.S. If you like that blog article, here’s an e-book that goes into more detail. Enjoy!
  71. 71. #INBOUND16 Email – Remarkable Communication Dear Mike, The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to cold outreach like cold calls, emails and direct mail. It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as they used to be. But no worries, we can help you build a lead-generating machine for your business so you have a repeatable, scalable and predictable lead flow for your sales team. Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx, meeting ID xxxxxxx and passcode xxxx. In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close sales. Looking forward to learning more about your company. Mike P.S. If you like that blog article, here’s an e-book that goes into more detail. Enjoy! Disrupted their status quo
  72. 72. #INBOUND16 Email – Remarkable Communication Dear Mike, The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to cold outreach like cold calls, emails and direct mail. It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as they used to be. But no worries, we can help you build a lead-generating machine for your business so you have a repeatable, scalable and predictable lead flow for your sales team. Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx, meeting ID xxxxxxx and passcode xxxx. In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close sales. Looking forward to learning more about your company. Mike P.S. If you like that blog article, here’s an e-book that goes into more detail. Enjoy! Telling a story that features THEM as the hero
  73. 73. #INBOUND16 Email – Remarkable Communication Dear Mike, The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to cold outreach like cold calls, emails and direct mail. It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as they used to be. But no worries, we can help you build a lead-generating machine for your business so you have a repeatable, scalable and predictable lead flow for your sales team. Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx, meeting ID xxxxxxx and passcode xxxx. In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close sales. Looking forward to learning more about your company. Mike P.S. If you like that blog article, here’s an e-book that goes into more detail. Enjoy!
  74. 74. #INBOUND16 Email – Remarkable Communication Dear Mike, The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to cold outreach like cold calls, emails and direct mail. It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as they used to be. But no worries, we can help you build a lead-generating machine for your business so you have a repeatable, scalable and predictable lead flow for your sales team. Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx, meeting ID xxxxxxx and passcode xxxx. In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close sales. Looking forward to learning more about your company. Mike P.S. If you like that blog article, here’s an e-book that goes into more detail. Enjoy! Offering more educational information
  75. 75. #INBOUND16 No Naked Emails
  76. 76. #INBOUND16 Discovery Diagnostic Recommendations New Client Delivery Inbound Sales Process
  77. 77. #INBOUND16 Proposals – What Not To Do • Don’t call it a PROPOSAL – vocabulary is important and the word PROPOSAL is scary; we want them to feel safe • Instead, try AGREEMENT or RECOMMENDATIONS • Don’t send it without being able to TALK and WALK them through it • Don’t include a ton of legalese, as that also makes them feel NOT SAFE, requires an attorney and slows down the entire sales process • Make sure it tells a story with them as the hero; it should be 90% about them and 10% about you
  78. 78. #INBOUND16 Creating Recommendations
  79. 79. #INBOUND16 Co-Create The Recommendations With Your Prospects
  80. 80. #INBOUND16 Co-Creation Produces… • Feeling of ownership of the recommendations by the prospect • Shared vision for the outcomes from the new partnership • Higher close rates • Shorter sales cycles • Higher average revenue per new client
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  82. 82. #INBOUND16 Delivering Recommendations
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  84. 84. #INBOUND16 It’s what we can save you if you hire us! $1,000,000
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  87. 87. #INBOUND16 Bonus Takeaways • Ask for referrals right after they sign and say “yes” – people are looking for validation for their decision • Add a reference reel into your process right before people typically ask for references – this shortens the sales cycle • Create a funnel analytics model for each stage – so you know 10,000 website visitors produce 10 new customers
  88. 88. #INBOUND16 6 SPECIAL OFFER AND QUESTIONS
  89. 89. #INBOUND16 SPECIAL INBOUND OFFER This session ONLY! Text SALES to 66866 and we’ll send you the presentation slides AND a special e-book offer: “Inbound Sales Vs. Traditional Sales: What’s The Difference?”
  90. 90. #INBOUND16 CONTACT INFO Mike@square2marketing.com @Mike2Marketing www.square2marketing.com QUESTIONS??????
  91. 91. #INBOUND16 THANK YOU!

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