CONSULTATIVE SALES PROCESS STRATEGY SERIES

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Where you’re calling in from? 1 2

ADVANCED

4/9 - Organizing, Researching & Connecting with Inbound Leads

4/16 - Exploratory Call & Goals, Plan, Challenges & Timeline

4/23 - How to Validate Your Champion and Close the Sale

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Mark Kilens @MarkKilens

Mike Pici @MichaelPici

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 Recap of Organizing, Researching & Connecting [7 min]

2 How to Manage an Exploratory Call [35 min]

3 Asking the Right Questions to Uncover GPCT [10 min]

4 Next steps [2 min]

AGENDA

RECAP OF ORGANIZING, RESEARCHING & CONNECTING .

1

The Connect Process

Inbound Leads Organize Research Connect

150

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

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) Prospect 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

USE SIGNALS

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

1. Establish an initial relationship with the prospect

2. Build credibility and trust

3. Begin the qualifying process

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

GOALS OF THE CONNECT CALL

HOW TO MANAGE AN EXPLORATORY CALL. 2

GOALS OF THE EXPLORATORY CALL

For the prospect: The Exploratory Call should communicate free & actionable suggestions to the lead

For the sales rep: The Exploratory Call is a qualification/disqualification call designed to uncover GPCT & BANT

HOW TO PREP FOR THE CALL

1. Company name 2. URL 3. Contact(s) who’ll be on the call 4. Their LinkedIn profile(s) 5. The most recent or most frequently

downloaded piece of content 6. Any additional information discussed on

the connect call. 7. HubSpot Intelligence 8. Latest News

Building rapport

THE EXPLORATORY CALL OUTLINE

1

2

3

Set the agenda

Goals, Plan, Challenges, Timeline (GPCT)

4 Free suggestions & tips

5 Budget, Authority, Need, Timing (BANT)

BUILDING RAPPORT 1

1. Be genuinely interested & helpful

2. Ask questions about their business

3. Leverage social media & lead intelligence

4. Know a story, recent news of their area, etc.

5. If you’ve ever been to where they are located

BUILDING RAPPORT

SET THE AGENDA 2

At the end of the call you will be discussing if there is there “something X COMPANY might be able to help with” so they anticipate a sales pitch.

SETTING THE EXPECTATION

GOALS, PLAN, CHALLENGES, TIMELINE (GPCT)

3

GPCT IS THE WHY THEY ARE GOING TO BUY.

Goals: Try and get a quantitative goal from the prospect. Think

of it as you’re trying to understand what their quota is.

Plan: A plan includes all the strategies and techniques they’d

employ to get to their goal.

Challenges: This is where you find out what is standing in the

way of getting to their goal.

Timeline: This is where you find out when the prospect is trying

to achieve their goal

GPCT

HAVE YOU EVER PURCHASED SOMETHING SIMILAR?

WATER BREAK.

FREE SUGGESTIONS & TIPS 4

PROVIDE VALUE & LET THE PROSPECT OPEN UP.

• Give 3 or 4 free tips based on the information you’ve ascertained in the GPCT answers.

• Spend about 3-5 minutes giving suggestions

• Provide value

• Build trust

FREE SUGGESTIONS & TIPS

BUDGET, AUTHORITY, NEED, TIMING (BANT)

5

BUDGET & AUTHORITY IS THE HOW THEY ARE GOING TO BUY.

BUDGET, AUTHORITY, NEED, TIMING (BANT)

• This is where you tell the prospect the cost of X.

• You’ll determine if they are qualified to go into a NEXT STEP based on the GPCT or if you’d like to offer them free resources.

• Mention costs even if they have previously told you they have no money.

BUDGET

• Make sure to get a definitive yes or no

• If they ask “it could be in the budget”, make sure to ask what that means

• If they say “no” a good follow up can be “if you saw what you liked, is there a way to reallocate budget for something like X?”

BUDGET

• Determine what person has influence within the company to authorize the purchasing decision

• If they need to see it first, book a time with just that person

• Get them to commit to next step

AUTHORITY

Goals: Try and get a quantitative goal from the prospect.

Think of it as you’re trying to understand what their quota is.

Plan: A plan includes all the strategies and techniques

they’d employ to get to their goal.

Challenges: This is where you find out what is standing in

the way of getting to their goal.

NEED = GPC

T = TIMING Any upcoming events?

WHEN WOULD YOU NEED THIS BY?

SCHEDULE A NEXT STEP…

• Demo of product

• Call with sales engineer

• Call with decision maker

• Closing call

• CRM • Notebook • Email • HubSpot

ASKING THE RIGHT QUESTIONS TO UNCOVER GPCT.

3

GOALS

• “Tell me more about your role at [X Company]”

• “What are you responsible for?”

• “How are you measured?”

• “What goal or benchmarks are you looking to

achieve?”

• “How did you arrive at that goal/number?”

GOAL QUESTIONS

PLAN

• “Do you have a deadline for achieving [X Goal]?”

• “What have you tried?” / “What has worked?”

• “Who is responsible for meeting the goals?”

• “What are you trying now?”

• “What is your confidence in executing your plan?”

PLAN QUESTIONS

CHALLENGS

• “What bottlenecks are in the way of achieving your

goal?”

• “What are the biggest challenges you’ve faced so far?”

• “You mentioned you’re doing ____, how are you

measuring this?”

• “How could things be better?”

CHALLENGE QUESTIONS

TIMING

When do you need to achieve these goals by?

Any upcoming events/tradeshows?

• “What happens if you achieve _______ (insert goal)?”

• “What happens if you don’t?”

CONSEQUENCES & IMPLICATIONS

NEXT STEPS 4

1 Create questions to uncover GPCT

2 Role-play with sales team using GPCT

3 Record calls then playback to rep for GPCT coaching

4 Design a way to record GPCT notes

CLASS TASKS

CONSULTATIVE SALES STRATEGY SERIES ARCHIVE PAGE

QUESTIONS?

THANK YOU.