It's not a secret that traditional sales methodologies have lost their lustre and ability to secure the modern buyer. They simply don't work very well anymore – leaving plenty of stressed out salespeople and executives scratching their heads and wondering, "What are we doing wrong?".
Well, succeeding at sales and reaching the modern buyer requires a shift in approach. At a recent Struto workshop, HubSpot's Aviva Walsh stepped up to the plate to discuss how sales enablement is the key to securing those all important sales.
It all starts with Inbound Sales and the buying cycle.
What is Inbound Sales?
As we've mentioned before, the buyer's journey has changed dramatically thanks to the internet making a wealth of information available and encouraging buyers to do their own research when deciding on a purchase, versus relying on a salesperson.
In fact, it's this shift in buying behaviour and the inability of sales teams to adjust that results in the disconnect many teams experience with their buyers. Inbound sales simply transforms sales to match the way the modern individual buys. This is done by refocusing the entire sales strategy on the buyer instead of the seller, and by creating a personalised sales experience for buyers.
But why should you care about Inbound Sales?
If you're reading this blog, chances are fairly good that you want to see your sales team succeed, and have been facing a couple challenges in getting them to do so. Inbound sales addresses these challenges by equipping sellers with the right information, in the right format, at the right time to ensure your target buyer's needs are met and a sales opportunity can be seized and moved forward.
If your salespeople have been saying any of the following, it's time to consider implementing an inbound sales methodology.
- "It just keeps getting more difficult to get responses from prospects."
- "Our marketing isn't working because we're never able to close the leads they send."
- "It's challenging trying to come up with content and items that offer the value our prospects are looking for."
- "We just don't have the right data and tools to be successful in closing these prospects into sales."
3 Ways you can start enabling your sales
1. Hone your buyer personas
Everything begins with your buyer personas. They're the core, the very foundation of your marketing, and form the basis on which all your strategies for sales enablement need to be based as well. Making sure you have well-researched buyer personas a critical key to achieving success. This means sourcing data and reaching out to your customer base to do research that will help you make the right inferences when creating your personas.
2. Align your sales and marketing teams
Quite often the disconnect between sales and marketing teams is an obstacle to achieving success in both areas of your business. Implementing a service-level agreement, or SLA, is a good start towards ensuring your sales and marketing teams are accountable to one another and can work together to achieve mutual success. Each party has defined and transparent goals that work together to secure highly qualified leads that result in conversions to sales. Essentially, it's time to focus on becoming a smarketing team.
3. Build a strong tool set
Having the right tools will make an enormous difference to your ability to help your sales team and enable them to achieve success. Invest in strong customer relationship management (CRM) solution, one that can be integrated with your marketing tools to help your sales team manage and monitor all prospect activity along the conversion process. The data that can be gathered when using the right tool set is crucial to helping you track overall performance and productivity, and spot areas ready for improvements.
Wanting to know more? Check out our video of Aviva's presentation and get started on enabling your sales team for growth and success. If you'd like some help, we'd love to chat to you so feel free to get in touch.