CONSULTATIVE - HubSpot · CONSULTATIVE SALES PROCESS STRATEGY SERIES We will be starting at 2:02 pm...
Transcript of CONSULTATIVE - HubSpot · CONSULTATIVE SALES PROCESS STRATEGY SERIES We will be starting at 2:02 pm...
CONSULTATIVE SALES PROCESS STRATEGY SERIES
We will be starting at 2:02 pm ET.
Use the Chat Pane in GoToTraining
to Ask Questions!
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
Add the class times to your calendar
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.