Our July meeting of the Reading HubSpot User Group (HUG) focused on Inbound Sales and how it addresses the changes in buyer behaviour as the use of online tools increase.
Salespeople are being confronted by a dramatic shift in their roles now that potential customers enjoy a wealth of information at their fingertips.
Sean Sweet, Director at Blend Marketing, kicked the meeting off by presenting how the sales landscape had changed, the impact the processes and how the inbound methodology aligns the sales process to the new reality of buyer behaviour.
Here’s the presentation:
The shift in power
The power used to belong to the salesperson as they were the gatekeeper to product and service information. A salesperson knew what’s in the offering, what it cost, how it compared to other similar products, who else was using the product and why they liked it.
As the buyers journey moves online, marketing and sales processes have to succeed in a digital environment as buyers move from awareness and consideration to decision.
Accepting the fact that
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.
Moving from hard-sell to soft-sell
When inbound salespeople get a buyer on the phone, they identify the buyer’s interest and priorities first; then offer helpful advice. Today’s best salespeople are genuine in their helpful approach and reap the rewards of better relationships and longer engagements.
Measure for success
Inbound sales in an ongoing process where continual measurement and improvement is essential for long-term success.
The HUG meeting continued with lively marketing and sales discussions and experiences shared amongst those present and we look forward to our next HUG in October.