How the inbound methodology is inspiring change in the way we sell, plus tools and techniques you can use today.

1. Inbound Sales
A NECESSARY RESPONSE TO FUNDAMENTAL CHANGES IN THE
BUYER/SELLER RELATIONSHIP

2. The world has
changed
This man is to blame!
When Tim Berners-Lee
implemented the first
successful communication
between a client and server
via the HTTP protocol, he
couldn’t have imagined the
impact on the world.

3. The power used to belong
to the sales-person
 What’s included in the offering?
 What does it cost?
 How does it compare?
 Who else is using the offering?
 Do they like it?
Salespeople held most of the cards.

4. Not any more
 The web has changed the buyer/seller
relationship
 Information is just a click away
 This isn’t going to change

5. The marketing process had to
adapt
 Create digital content for online consumption
 Use new tactics to raise digital awareness and drive engagement

6. The sales process must adapt
too
 Sales strategies based on the buyer rather than the seller
 A personalised experience for every buyer

7. Traditional vs. Inbound Sales
Prospect
Demo
Close
Awareness
Consideration
Decision
TRADITIONAL INBOUND

8. Buyers want to find information by
themselves.
IF THE SALESPERSON CANNOT ADD VALUE
BEYOND THE INFORMATION A BUYER CAN FIND
ON THEIR OWN, THE BUYER HAS NO NEED TO
ENGAGE WITH THEM

9. The buyers journey

10. Awareness
Buyers identify a challenge they are experiencing
 How does this buyer describe their goal or challenge?
 How do buyers educate themselves on these goals or challenges?
 What are the consequences of inaction by the buyer?
 Are there common misconceptions?
 How do buyers decide?

11. Consideration
Buyers have clearly defined the goal or challenge and have committed to
addressing it.
 What categories of solution do buyers investigate?
 How do buyers education themselves on the various categories?
 How do buyers perceive the pros and cons of each category?
 How do buyers decide which category is right for them?

12. Decision stage
Buyers have already decided on a solution category and one that best meets
their needs.
 What criteria do buyers use to evaluate the available offerings?
 How does your offering compare?
 Who is the decision maker?
 Will the buyer want to try before they buy?
 What will buyers need before, during and after a purchase?

13. Inbound Sales Methodology

14. When inbound salespeople get a
buyer on the phone, they identify the
buyer’s interests and priorities and
offer helpful advice

15. Inbound sales
transforms
sales to match
the way people
buy.

16. Tools to help
 HubSpot
 Google Analytics
 Email service – MailChimp, dotMailer, Constant Contact etc
 SEM rush
 Screaming frog
 Hotjar
 Buzzsumo

17. How we manage our sales
 100 blogs driving traffic
 4 valuable content downloads
 Lead scoring
 Automation
 Targeted outreach
 Consultation
 Close

18. Could we do better
 We are always looking at new ways to improve.
 Measurement is key

19. Let’s discuss