CONSULTATIVE SALES PROCESS STRATEGY SERIES

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What does your company do?

Where you’re calling in from? 1 2

ADVANCED

12/4 - Organizing, Researching & Connecting with Inbound

Leads

12/11 - Exploratory Call & Goals, Plan, Challenges &

Timeline

12/18 - How to Validate Your Champion and Close the Sale

CLASS SCHEDULE

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Mark Kilens @MarkKilens

John Sherer @JohnSherer

Blogger @ sellinbound.com

CONSULTATIVE SALES STRATEGY SERIES ARCHIVE PAGE

TODAY’S GOAL: To learn how Sales & Marketing should work together to create an Inbound Sales process.

Connect

Explore

Close

Inbound Lead Prospect Opportunity

1 What is Smarketing? [10 min]

2 How to organize your leads [15 min]

3 How to effectively research your leads [15 min]

4 Connecting with your prospects [15 min]

5 Next steps [2 min]

AGENDA

WHAT IS SMARKETING? 1

Create an SLA between Sales & Marketing

SMARKETING

1

2

3

Agree on a number of leads to pass a day

Review on a Monthly, Quarterly, & Yearly basis

SLA BETWEEN SALES & MARKETING

1

1. A definition of what sales and marketing commit to accomplishing in order to support the other

2. Need to agree on an SLA on the number of Prospects to pass per week or month

3. Number should be based on the upcoming sales forecast & company goals

WHY AN SLA IS SO IMPORTANT

AGREE ON A NUMBER OF LEADS TO PASS PER DAY

2

1. Marketing must be sure not to overwhelm the sales team with leads

2. Passing greater quality leads helps reduce close time

3. This helps speed up the sales cycle

BENEFITS OF AGREEING ON A NUMBER

REVIEW ON A MONTHLY, QUARTERLY, & YEARLY BASIS

3

1. Marketing must present the past month’s results

2. Create a forecast to show leads in the marketing pipeline

3. Create marketing incentives to meet goals

USE DATA LIKE YOUR CRYSTAL BALL

• Schedule a meeting between Sales & Marketing

• Spend 30 minutes with your top sales reps

1. What are the 10 most common questions your sales team gets asked?

2. Spend 30 minutes with your top sales reps

3. What content is producing the best conversations and opportunities for sales?

4. Does the content align with the messages the sales team is giving to leads?

WHAT SHOULD MARKETING & SALES TALK ABOUT?

HOW TO ORGANIZE YOUR LEADS. 2

The Connect Process

Inbound Leads Organize Research Connect

WHAT IS A LEAD?

An Inbound Lead is:

any visitor who fills out a form

ARE ALL INBOUND LEADS EQUAL?

• “We want a demo!”

• “Budget not defined”

• “Don’t have a timeline”

• “Not speaking to the right person

• “We are just looking around”

EACH INBOUND LEAD IS UNIQUE

WAYS TO ORGANIZE LEADS

How many leads are you generating per month, per salesperson?

150

• Could be a “bad fit” company

• Could be someone who can’t buy

NOT ALL LEADS WILL BE A GOOD FIT

A human should call/email each lead 2 or more times

Connect: Schedule next call or add to nurturing

No connect: Add to lead nurturing

<150

HUBSPOT CUSTOM LEAD SCORING

HUBSPOT CUSTOM LEAD SCORING

HUBSPOT SMART LISTS

LEAD CROSSROADS

Nurture Leads

Connect with Leads

NURTURE THE LEADS!

WATER BREAK.

HOW TO EFFECTIVELY RESEARCH YOUR LEADS. 3

The Connect Process

Inbound Leads Organize Research Connect

1. Check CRM for duplicate records

2. Is this a real, legitimate lead?

3. Understand the company / business model

4. Can anyone in my network make an intro?

5. Get inside your lead’s head

HOW TO RESEARCH AN INBOUND LEAD

1. Review the company website 2. Understand the business model 3. Good company fit? 4. Use HubSpot Lead Intelligence

a) Lead Name & Role b) What they downloaded c) Their biggest challenge d) Company Location

5. Verify person & Review Social Media Accounts a) LinkedIn b) Facebook c) Twitter

METHODS OF CONDUCTING RESEARCH

LEVERAGE SOCIAL MEDIA!

SALES REP USER ROLE

Access to the Prospects application & can view a read only version of any Contact profile.

Only available to HubSpot Professional & Enterprise customers.

PROSPECTS TOOL

USE LEAD INTELLIGENCE!

Level of engagement

LEAD INTELLIGENCE CAN SHOW YOU:

1

2

3

What behaviors are they showing?

The lead’s path

LEVEL OF ENGAGEMENT 1

1. How often are they visiting your site?

2. Have they viewed a high number of pages on your site?

3. What forms have they filled out?

LEVEL OF ENGAGEMENT

WHAT BEHAVIORS ARE THEY SHOWING?

2

1. Are they conducting research on the service you could offer them?

2. Are they seeking the VALUE you could provide them?

3. What source did they use to find your site?

4. Where are they in the buying process?

WHAT BEHAVIORS ARE THEY SHOWING?

THE LEAD’S PATH 3

1. What specific pages have they viewed?

2. Their path can determine where they are in the buying process

3. Use the information to determine which leads should be passed to sales & which should be nurtured further

THE LEAD’S PATH

DETERMINE THE VALUE OF EACH LEAD

How

• Use a scale of High, Medium, Low to prioritize leads

• Create an internal criteria for rating each lead

Why

• Prioritize your time

• Call the best leads the most

• Develop a lasting pipeline

• Ensure you will have people to call even when new lead flow is low

• Sales should define a follow-up process • Salespeople should ensure the right

people are present on the connect call

• Qualify heavily around why & how they will buy, early & often

LEADS RATED HIGH = VELOCITY

CONNECTING WITH YOUR LEADS. 4

The Connect Process

Inbound Leads Organize Research Connect

1. Establish an initial relationship with the prospect

2. Build credibility and trust

3. Begin the qualifying process

4. Decide if the lead is a good initial fit for the exploratory call

GOALS OF THE CONNECT CALL

• No Need to Pitch – Qualify instead

• Use Inbound Marketing principles during the connect call

• LISTEN!

HOW INBOUND LEADS ARE DIFFERENT

CONNECT WITH THE LEADS RATED HIGH FIRST

“Hello _______ . My name is _______ , I’m calling

from (your company). I was notified that you came

to our website and recently registered/downloaded

(reference the conversion event). GREAT, what were

you looking for help with?”

CONNECTING

Subject : 10 Minutes Free Tomorrow?

Hi [name], I noticed you have been very active on the [your company] site over the past couple days. Happy to schedule a quick call to discuss [industry] strategies specifically around [insert topic they have been researching]. I also had a couple suggestions to pass along on ways to improve [your company’s main value proposition] for [ lead’s company name]. Let me know what works best. Thanks, Sales Rep

EMAIL – EXAMPLE OUTREACH

If the prospect is in an open frame of mind:

• Begin initial questioning

• Use Active listening skills & take notes

• Based on the answers share an initial tip to start

building trust and credibility

• Ask for the appointment to book the Exploratory Call

CONVERSATION DECISION POINTS:

If the prospect is in a reserved frame of mind:

• Leverage a tip to drive through any reservations

• Use positioning statements to create value and

move towards Exploratory Call

• Common objections: no budget, no time, just doing

research

CONVERSATION DECISION POINTS:

If the prospect is in a closed frame of mind:

• Offer to send a free resource

• Invite them to a free webinar or demo

• Bail out politely

• Consider sending back to marketing for nurturing

CONVERSATION DECISION POINTS:

1. Create a sequence of voicemails

2. Follow up with an email immediately after leaving the

voicemail

3. Follow the call, e-mail, call, e-mail approach when

connecting with leads

4. Create a break-up message

VOICEMAIL/EMAIL

Tools to keep track of your leads

SIGNALS BY HUBSPOT

• Gmail • Outlook for Windows • Outlook.com • Outlook Web Access • HubSpot Integration • Salesforce Integration

USE SIGNALS TO TRACK:

• Email opens • Email clicks • Lead re-visit alerts

LEAD RE-VISIT ALERTS

• HubSpot is NOT a CRM

• Use your CRM to stay on top of your Prospects

• Keep detailed notes for each Prospect

• Create tasks to schedule follow ups

• Update and change statuses based on engagement

DON’T FORGET THE CRM

The Connect Process

Inbound Leads Organize Research Connect

A prospect is a lead that has been qualified for 1 key question, and is ready for an exploratory conversation

WHAT IS A PROSPECT?

NEXT STEPS 5

1 Agree on a SLA between Sales & Marketing

2 Decide on how you will organize your leads

3 Request frequently asked questions from the sales teams &

choose a sales rep and set up a meeting

4 Set up your sales reps with the HubSpot Sales Rep user roll

5 Create a voicemail/email sequence when leaving messages

for new leads

NEXT STEPS

CONSULTATIVE SALES STRATEGY SERIES ARCHIVE PAGE

QUESTIONS?

THANK YOU.