INBOUND SALES MARKETING STRATEGY PROCESS

Inbound sales marketing strategy process: Legacy salespeople held the answers to what is included in an offering, how much something cost, and how it compared to other companies, who else is using the offering and do they like it? Inbound Selling Philosophies are that inbound sales teams base their entire sales strategy on the buyer rather than the seller and that Inbound salespeople personalize the entire sales experience to the buyer’s context.

STEP 1: DEFINE BUYER’S JOURNEY: AWARENESS, CONSIDERATION, DECISION

Awareness: Buyers identify a challenge they are experiencing or an opportunity they want to pursue. The potential buyer becomes aware of a hiring goal or challenge. Prospect.

1. How do buyers describe their goals or challenges?
2. How do buyers educate themselves on these goals or challenges?
3. What are the consequences of inaction by the buyer?
4. Common misconceptions buyers have about addressing the goal or challenge?
5. How do buyers decide whether the goal or challenge should be prioritized?

Consideration: Buyers have clearly defined the goal or challenge and have committed to addressing it. The potential buyer defines the solution categories they could use to solve the challenge. Demo.

1. What categories of solutions do buyers investigate?
2. How do buyers educate themselves on the various categories?
3. How do buyers perceive the pros and cons of each category?
4. How do buyers decide which category is right for them?

Decision: Buyers have already decided on a solution category and one that best meets their needs. The potential buyer generates a list of the outside recruiting firms that might be a good fit for their context. Understanding the decision stage to close.

1. What criteria do buyers use to evaluate the available offerings?
2. When buyers investigate your company’s offering, what do they like about it compared to alternatives? What are the concerns?
3. Who needs to be involved in the decision? For each person involved, how does their perspective on the decision offer?
4. Do buyers have expectations around trying the offering before they purchase it?
5. Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?

STEP 2: BUILD SALES PROCESS SUPPORTING BUYING JOURNEY

Inbound Selling Philosophies: Inbound sales teams base their entire sales strategy on the buyer rather than the seller. Inbound salespeople personalize the entire sales experience to the buyer’s context.

Connecting in an inbound way! Lead with a message personalized by context role, industry, interest, common connections, what they did on the website, social media. Understand needs and if we can help needs becomes a qualified lead.

Inbound Salespeople use clues to determine who needs their service by finding blogs their buyers are reading, Linkedin groups their buyers ask questions in, following the thought leaders on Twitter that their buyers follow, and contributing to their company’s blog. Only after all the active buyers have been identified do inbound salespeople focus on identifying passive buyers. When inbound salespeople get a buyer on the phone, they identify the buyer’s interests and priorities and offer helpful advice.

INBOUND SALES MARKETING STRATEGY PROCESS: