A recap of what Hubspot’s inbound sales training taught me
Ring. Ring. Hi, my name is Staci with Uncommon Marketing. [pause, pause, pause] How are you today? Sounds like the start of a cold call, right? The inbound sales philosophy suggests this is an “always be helping” warm phone call, something I learned during my 8-week inbound sales boot camp with Hubspot.
Let’s face it, who wants to make a cold call? Not me. And more importantly who wants to receive a cold call? Not me. The reality is inbound marketing can help excel your warm leads through your online channels however, you or your sales team still has to follow a sales process. Following, an inbound sales process concurrently with inbound marketing rather than the traditional sales process will only help you achieve greater closing rates.
Have a good reason for contacting your prospect. Focus on “why you and why now?”
Don’t just call your prospect to call, this would be your typical cold call. Did you notice your prospect mentioned in the news? Congratulate them. The easiest if your prospect downloaded something from your website.
Be prepared to add value. Besides having a reason for reaching out, add value when you contact your prospect. Examples include:
share a piece of highly relevant content,
share a tip based on observation of their site or business
Know how to help your prospect
Know your positioning statement
Before making your phone call know your positioning statement and how it
5 steps to make your inbound sales process a success
Customize, customize, customize – everything you do in the inbound sales and marketing process should always be customized to your prospects needs and wants and how you can help them.
Make your process scalable – While your messaging should be tailored for each target account, you don’t have to completely rewrite each email for each prospect. Because your messaging targets a certain buyer persona and company profile, there are likely to be common elements that resonate across prospects.
Use a prospecting sequence – This is where Hubspot provides a huge value for our sales team in reducing the amount of time prospecting and follow-ups. Research shows that it takes 8-12 touches to reach a decision-maker by phone, even when they are interested in your products or solutions*. Your success at prospecting depends as much on your follow up and diligence as the relevance of your messaging. So make sure to use a sequence of attempts for each prospect.
Nurture and keep nurturing - Not every prospect you reach out to will be ready to buy right away even if they fill out a form on your website. Although you may stop your immediate prospecting attempts at 8-12 touches, keep a list going of potential good fit, but not hot, prospects in your CRM. By working closely with your marketing team, you can set up nurture campaigns in your Hubspot account to keep your company top-of-mind with these prospects.
Monitor Engagement and Prioritize – Keep focused on your most interested prospects. The Hubspot free CRM and Sales Pro has been a huge help for me with keeping me informed of my prospects engagement with my marketing activities.
Here’s the big one: Just Do It! – This is the one I struggle with as many others. Based on the inbound sales methodology: The best way to improve your prospecting sequence is not to sit in a lab for two weeks creating 25 of the most perfect emails ever created. The best way is to
a. Put together a list of target accounts based on a persona and company profile you select
b. Start creating and sending emails and voicemails that will be relevant and helpful,
c. Start turning those emails/voicemails into templates you can further customize for other prospects, and
d. Start tracking your efforts via a CRM and email intelligence tool