Inbound marketing is more than a method, it’s a mindset.
Inbound marketing transforms traditional sales protocols for the information age, recognizing that consumers have more power than ever with the amount of information available at their fingertips.
Aligning your sales methods with this new reality means buying into the principle of attracting and nurturing new leads with helpful resources that underpins inbound marketing.
All parts of your organization should be aligned under inbound marketing principles. If there is a disconnect between your marketing department and sales team - where you are employing inbound marketing techniques to attract new leads while your sales team continues with legacy methods that are interruptive and not buyer-centric, you’ll be taking a step back for every two steps forward.
Here are three key ways to imbue your sales team with an inbound marketing mindset.
1) Know buyers’ contexts
Buyer-centric sales is about understanding the buyer’s timeline and delivering educational content to match. Buyers start their journey to a purchase in a phase of discovery. This is a time to take a participatory approach and be active in conversations around blogs and social media posts within your field.
When prospects indicate readiness for more serious engagement, be prepared with helpful advice and valuable content that is relevant to the problem they are looking to solve.
If they take the next step and express interest in your product or service, adopt a role as a guide helping them explore their goals and challenges and how your product or service can help.
Building trust and focusing on helping people make buying decisions, rather than just making a sale, are essential tenets of inbound marketing for sales.
2) Personalize your pitch
You should know enough about your leads to approach them in personalized ways. Glean as much as you can from online forms that request a prospect’s contact information. Quality forms go beyond just an email address and can provide detailed demographic and career information as well as social media profiles.
You can also analyze the areas of your website your contacts have visited. What are they reading? Which of your products are they pricing out? Services like Hotjar, Clicktale, and Crazyegg offer these analytic tools either completely free or for reasonable monthly rates.
This information will help you tailor your approach , knowing who your contact is and what interests them.
3) Get your sales and marketing teams on the same page
Your sales and marketing teams should agree on certain things, such as:
- What does a quality lead look like?
- How many leads should be generated in a certain time frame?
- When and under what circumstances should new leads be approached?
Both departments should meet with each other regularly so they each understands each other’s hopes, needs, and challenges. Agreements should be written as a commitment to each other while recognizing the probability of future tweaks.
Learn more about inbound marketing basics with these Frequently asked questions
Revisit what your company considers a quality lead and keep evaluating which team members are most adept at handling which leads. These systems will align your sales and marketing teams with each other and with company goals.
The consumer of the information age demands a new kind of sales mindset. A buyer-centric approach is the best way to capitalize on how people approach their purchases. When sales and marketing share this mindset, the combination is a powerful boost for both teams.
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