The internet has created a new process for selling and buying, sometimes companies are expanding their online marketing to create leads but just as often, the internet has collected and sorted information to answer questions from potential buyers. According to the Harvard Business Review there are two trends shaping sales process regardless of industry. First, buyers are making 60% of their buying decision before ever meeting with a sales person. Second, more than 95% of all business to business calls and emails from unfamiliar people are ignored by buyers.
• How strong is your outbound sales team?
• What skills does your outbound team have that translate into handling inbound leads?
• What skills actually translate into better performance with an educated prospect?
• How much does your sales team know about buying from the internet?
• What is your approach when reaching out to and inbound lead?
• Are you following up much in the same way he would follow up from a cold call?
• What is your specific process to qualify an inbound lead?
• What are your expectations when it comes to an inbound lead?
• What do you measure for inbound leads?
The inbound buyer is more informed, more astute and they are extremely turned off by someone who is trying to present the information that is available on the internet. The inbound lead already knows about your products and services. In fact, they have researched your reputation. If your sales team doesn’t understand the tools for internet marketing, then they probably don’t understand the way a prospect would find you. One of the first rules of sales has to do with understanding and communicating effectively with prospects and the internet is clearly changing the relationship between buyers and sellers. Sending a lazy email in response to an inquiry rather than being ready to have a real conversation is often a relationship killer, if you plan on answering a question rather than helping the prospect discover new questions and you expect the person to buy, your expectation is the problem.
Selling to inbound buyers demands a process, the process must be measured and supported with skills. Whether or not you decide to actively seek buyers on the internet, they are looking for you. When those inbound leads arrive, will your sales team be ready?
We should talk.
Contact Matt Nettleton, Sandler Training, DTB at matt.nettleton@sandler.com or 317-695-8549.
