AN INTRODUCTION TO INBOUND SALES HUG Name HUG

AN INTRODUCTION TO INBOUND SALES HUG Name: HUG Hashtag (Add to every slide): #HUG A collaboration by HUGs, Hub. Spot Academy, and the Hub. Spot Sales Team

1 #HUG What is inbound sales?

To understand inbound sales, start with the buyers and how their buying behaviors have changed over the years. #HUG

The power in the buying and selling process has shifted from the seller to the buyer. #HUG

Inbound sales transforms sales to match the way people buy. #HUG

INBOUND SELLING PHILOSOPHIES #HUG 1. Inbound sales teams base their entire sales strategy on the buyer rather than the seller. 2. Inbound salespeople personalize the entire sales experience to the buyer’s context.

2 #HUG How do you start doing Inbound Sales?

STEP 1 Define the buyer’s journey. #HUG

If the salesperson can not add value beyond the information the buyer can find on their own, the buyer has no reason to engage with the salesperson. #HUG

BUYER’S JOURNEY #HUG

STEP 2 Build a sales process that supports the buying journey #HUG

Inbound sales teams build a sales process that supports the buyer through their journey. As a result, the salesperson and the buyer feel like they are aligned, rather than at odds with one another, through the buying and selling process. #HUG

Inbound Sales Methodology IDENTIFY CONNECT EXPLORE ADVISE >>> AWARENESS CONSIDERATION Hub. Sp))t #HUG DECISION

INBOUND SELLING PHILOSOPHIES #HUG 1. Inbound sales teams base their entire sales strategy on the buyer rather than the seller. 2. Inbound salespeople personalize the entire sales experience to the buyer’s context.

INBOUN D LEGACY vs #HUG

Inbound Sales Methodology IDENTIFY CONNECT EXPLORE ADVISE #HUG Legacy Inbound Unaware of which buyers are active in a buying journey and identify buyers they believe are a good fit for their offering and start calling those buyers randomly. Prioritize buyers that are active in a buying journey and use all of the clues available to them to determine who might need their service. Focus their prospecting efforts on cold emails and cold voicemails that highlight the same generic elevator pitch and entice the buyer with an offer to see a presentation. Lead with a message personalized to the buyer’s context. They develop trust with buyers by showing a genuine interest in helping. Transition into presentation mode the moment a buyer expresses interest and revert to a generic presentation, outlining information buyers already have access to. Transition into exploratory mode when a buyer expresses interest and leverages it in order to develop additional trust and uncover deep buyer goals through a conversation. Deliver the same presentation and same case studies to all buyers and revert to “auto-pilot” and deliver their standard presentation. Tailor the presentation to the buyer’s context, leveraging the information gathered during the exploratory process.

IDENTIFY Most buyers are already in the awareness stage of the buying journey before they engage with salespeople. Inbound salespeople prioritize active buyers. #HUG

IDENTIFY HOW TO IDENTIFY INBOUND LEADS 1. Define your Ideal Buyer Profile. 2. Identify leads that match your ideal buyer profile. 3. Enrich the lead with buyer context. #HUG

IDENTIFY QUESTIONS TO ASK YOURSELF ABOUT YOUR IDEAL BUYER PROFILE ● ● #HUG Are there company sizes are more ideal that others? Are there industries that are more ideal? Are there georgraphic locations that are more ideal? What other attributes are important?

IDENTIFY INBOUND SALESPEOPLE USE CLUES TO DETERMINE WHO NEEDS THEIR SERVICE #HUG • Find blogs their buyers are reading • Find Linked. In groups their buyers ask questions in • Follow the thought leaders on Twitter that their buyers follow • Contribute to their company’s blog

CONNECT Legacy salespeople use cold, generic elevator pitches and entice the buyer with a discount. Inbound salespeople lead with a message personalized to the buyer’s context. #HUG

CONNECT HOW TO SET UP CONNECT STRATEGY 1. Define your personas 2. Define your sequences for each persona 3. Define the outreach content for each sequence #HUG

CONNECT BUYER PERSONAS Start with one segmentation at the company level (like industry) and one at the individual level (like role). #HUG

CONNECT SEQUENCES Ask yourself: 1. Which mediums will we use to reach out to each persona? 2. When will you reach out? 3. If you don’t connect the first time, how many times do you try again? #HUG

CONNECT OUTREACH CONTENT Personalize the entire sales experience to the buyer’s context. This includes: ● Type of organization the buyer is from ● Who the buyer is within that organization ● The stage the buyer is at in their buying journey #HUG

EXPLORE Guide an exploratory conversation so that you’re in control, but your prospect feels like they’re being empowered to make the right decisions. #HUG

EXPLORE HOW TO HOST AN EXPLORATORY CALL 1. Learn the prospect’s challenges 2. Connect their challenges to goals 3. Understand the prospect’s timeline and urgency 4. Discuss positive and negative implications 5. Discuss authority, buy-in and budget #HUG

EXPLORE This framework helps you position your products and services as a solution to your buyer’s unique challenges. #HUG

ADVISE Inbound salespeople serve as a translator between the generic messaging found on your company’s website and the unique needs of your buyer. #HUG

ADVISE HOW TO HOST AN ADVISORY CALL 1. Recap the exploratory call 2. Suggest ways the prospect can achieve their goals or overcome their challenges 3. Confirm decision making processes, budget and timeline 4. Get buyer commitment #HUG

ADVISE EXAMPLES OF STANDARD LEGACY PRESENTATIONS #HUG • A generic Power. Point deck illustrating the company background, product advantages, and two most popular case studies • A product demonstration flow of the same features presented in the same order emphasizing the most common value propositions • A generic ROI study that the legacy salesperson shows to all buyers

ADVISE EXAMPLES OF TAILORED INBOUND PRESENTATIONS • A Power. Point deck emphasizing only the value propositions aligned with the buyer’s needs, using the buyer’s terminology. The deck also includes the case studies best aligned with the buyer’s industry, role, and need • A product demonstration illustrating only the features important to the buyer, in order of importance to the buyer • An ROI analysis customized to the buyer’s metrics and business • A proposal or contract that spells out a client’s goals, agreed upon scope of work, and metrics that indicate success #HUG

Inbound Sales Methodology IDENTIFY CONNECT EXPLORE ADVISE #HUG Legacy Inbound Unaware of which buyers are active in a buying journey and identify buyers they believe are a good fit for their offering and start calling those buyers randomly. Prioritize buyers that are active in a buying journey and use all of the clues available to them to determine who might need their service. Focus their prospecting efforts on cold emails and cold voicemails that highlight the same generic elevator pitch and entice the buyer with an offer to see a presentation. Lead with a message personalized to the buyer’s context. They develop trust with buyers by showing a genuine interest in helping. Transition into presentation mode the moment a buyer expresses interest and revert to a generic presentation, outlining information buyers already have access to. Transition into exploratory mode when a buyer expresses interest and leverages it in order to develop additional trust and uncover deep buyer goals through a conversation. Deliver the same presentation and same case studies to all buyers and revert to “auto-pilot” and deliver their standard presentation. Tailor the presentation to the buyer’s context, leveraging the information gathered during the exploratory process.

Inbound sales transforms sales to match the way people buy. #HUG

Want to learn more? #HUG

THANK YOU. #HUG