If your organization has embraced inbound marketing, you should be seeing a new breed of leads coming through your door. If you’re tempted to handle those leads in the way you would if they had come your way through the usual processes of referrals or trade shows, don’t. Inbound leads, while very much worth the effort, require a different approach.
So how can you get the results you want with the least time wasted between a lead and closing a sale? There’s a secret: Think away from the way traditional leads work.
Inbound Sales Leads vs. Traditional Sales Leads
In order to understand the difference tween inbound and traditional leads, you need to first look at the process inbound leads use to get to you. It’s quite intensive. Here are the steps “Buyer 2.0” online research has gone through to find you:
- Locating your product or service through the use of search engines
- Reading both you and your competitors’ blogs
- Monitoring reviews about your company on social media channels
An important fact to consider is that nowadays, 90 percent of buyers begin their journey online. After an extensive online research process, buyers are now well informed about your company and product, and they may have studied every facet so intricately that they know the pros and cons better than your sales team.
This understanding poses a challenge for your sales reps, who may not be used to dealing with a prospective buyer already well-versed on the subject matter. Lulls could develop in the sales process, since your sales team may or may not know how to advance or offer the buyer new insights.
Re-Engineering Your Sales Team’s Vision
As the sales leader, how do you approach this new challenge with selling techniques? How do you bring your sales team and selling methodology up to speed while also enhancing Buyer 2.0’s education level?
Here are four proven strategies you can put to work:
1. Effective Listening
To provide solutions to your buyer, you must first know his problem. Effective listening will give you a deeper understanding of the root situation, as will training your sales team to hone their listening skills.
2. Share Examples and Stories
Testimonials work, but not in a sales-y way. The buyer, having read all the information online, is aware of your product’s functions and features. What he needs to know now is how it has worked for others, and if it will, in turn, solve his own problems. Share the stories of your past clients — this new information could be more appealing than the usual sales pitches.
3. Establish Human Relationships; Build Trust
Clients are more likely to buy when they have established some kind of relationship. If you work to become their trusted adviser, they will value your opinion and pick your product over other competitors.
4. Ask Great Questions
If you don’t know how Buyer 2.0 first came to know about your product or service, just ask. This communication is how you can get to the root of the problem, since beneficial questions will work to find challenges. By discovering your buyer’s story and problem, you are now in a position to offer the solution.
These tips may seem rather simple for working with inbound leads, but they are guaranteed to be effective. So save money, time and stress by following this outline, and you’ll be able to close deals on inbound leads swiftly.