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Podcast # 31 – Inbound sales: identify, connect, explore and advise [monograph]

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Podcast # 31 – Inbound sales: identify, connect, explore and advise [monograph]

In our Marketing Leaders podcast we bring you the thirty-first episode: “Inbound sales: identify, connect, explore and advise” [monograph] .list_altIndex of contents
What is inbound sales?
How is inbound sales different from other methodologies?
What are the 4 phases of inbound sales?
Today, Pau Valdés interviews Neus Sánchez , professor at ICEMD, UNIR, IEBS and Nuclio Denmark Phone Number List School. She has also been working at InboundCycle for more than 5 years and is the current sales director of the agency, which makes her the head of the B2B business generation.Neus is an expert in inbound marketing , inbound sales and inbound services . These three methodologies are very similar to each other because they focus on the customer rather than on the product or service, but they also have great differences that separate them. For this reason, in this podcast Neus and Pau answer us a series of questions such as, for example, what is inbound sales? How is it different from inbound marketing? Can inbound sales be outsourced? Among others.

 

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What is inbound sales?Inbound sales refers to the application of the inbound methodology to the sales area, in the same way as it also applies to the marketing area (with inbound marketing ). To better understand the concept, let’s first look at the two major characteristics of an inbound methodology:The inbound methodology seeks to deliver the right content at the right time to a potential client.
The inbound methodology focuses on the customer’s needs, not on the product or Denmark Phone Number List , as is the case with conventional strategies.
In this sense, we can say that inbound sales consist of delivering the right content at the right time to a person when they are during a purchase process , and this content should focus on the needs of that potential buyer , not on the product that for Sale.How is inbound sales different from other methodologies?
One of the main differences is in the conversion funnel . In other methodologies and even in inbound marketing, the top or entrance of the funnel is very wide, while the bottom or exit is very narrow. This means that the audience that enters the funnel is quite large and that which leaves, converted into customers, is quite small.

In inbound sales this does not happen. On the one hand, this methodology prefers to focus on capturing the best quality of leads from the beginning, rather than focusing on quantity. Consequently, the top of the funnel becomes narrower. On the other hand, by having better quality leads from the beginning, there is a greater probability that the greater number of these will end up becoming buyers. Consequently, the bottom of the funnel becomes wider .Regarding inbound marketing, another quite important difference is that inbound sales should not be outsourced to an agency , as it can be done with inbound marketing. This is because the sales processes always have to be carried out in house, since no one better than the staff of your company to sell your products or services, both for a matter of level of commitment and for the fact of having a better knowledge of what is sold.However, what you can do is hire an agency to advise you and your sales team on how inbound sales should be implemented correctly, also guiding you on how you can develop a joint marketing and sales strategy .

What are the 4 phases of inbound sales?
Inbound sales are implemented through 4 phases. Here is a brief description of each of them, but if you want to go deeper, we recommend listening to Neus and Pau’s explanations on the podcast.Phase # 1: identificationThe inbound sales identification phase consists of identifying the active potential customers and differentiating them from the passive potential customers . The “assets” are those that have actually shown to be close to making a purchase decision, while the “liabilities” do not yet have a defined purchase intention, despite having a certain interest in the product or service.Making this distinction between the two types of potential customers allows you to direct all your inbound sales efforts towards those who are most likely to buy in the short term (assets). Remember that the inbound sales methodology seeks to make the beginning of the conversion funnel narrower and more demanding, thus guaranteeing that all the records you get are already sufficiently advanced in the purchase cycle, so you must put aside those who are They are in a state of passivity.

At this point, technology plays a fundamental role. Tools like the HubSpot Sales Hub help you know when a passive potential customer becomes an active potential customer.If you want to know more about automation technologies, we recommend you download our Marketing automation tools comparison guide .Phase # 2: connectionThe connection phase of inbound sales consists of connecting with those potential clients that you have identified as active. For this, you must send them content that is personalized and with information that, in some way, meets their needs. This means that you should avoid sending generalized content or that focus on the characteristics of your product or service, since in this way you would be carrying a traditional sales process that is intrusive and uncomfortable for potential customers, instead of being an inbound process .

In the podcast, Neus and Pau offer us a series of very interesting tips on how to create and send ultra-personalized and highly effective content.Phase # 3: exploration
The exploration phase of inbound sales consists of exploring the needs and desires of potential customers. This exploration is achieved with active listening that allows you to discover what is the problem that each person needs to solve, even if they do not know how to explain it to you exactly. The objective of this stage is to get to know your potential client even more and create an environment of trust and empathy between both of you, thus helping the person to want to move forward in their purchase decision on their own.Phase # 4: counseling
The counseling phase of inbound sales consists of advising, guiding and guiding the potential client regarding the possible solutions to their problem. At this stage is where you should enter with the recommendation of your product or service as the most appropriate solution.Keep in mind that it is important that the potential buyer does not see you as a seller, but as an expert who is able to recommend the best possible solution. Therefore, you must explain to them how your product or service is perfectly adapted to their particular needs. And remember: inbound methodologies always focus on the customer , not what you sell.Finally, listen to the detailed explanation of these topics right now or download the episode and listen to it whenever you feel like it. You can also check out all the episodes of the Marketing Leaders podcast here .If you have any questions on the subject or have any questions for Neus or Pau, we encourage you to leave them in the comments section so they can solve it for you.If you want us to notify you of each new chapter of the Marketing Leaders podcast, subscribe in the following form.

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