Inbound Marketing Strategies
While it is more than likely that you are already familiar with the concept of “4 steps inbound marketing”, here is a brief reminder that a company wishing to grow its sales must ensure that it attracts, converts, closes and retains itself.
Concretely, it’s about attracting a maximum number of visitors to its website, then working to optimize their conversion rate into leads, before truly completing the sale, and reward customers in a way that makes them want to repeat their purchase – or even increase its importance in the future.
With that in mind, while the first two “inbound marketing steps” are crucial, in that they determine the volume of visitors converted into leads, the third step of any successful inbound marketing strategy is nonetheless crucial.
In fact, it is at this stage of “commercial closing” that you will be able to truly collect revenue – before that, your efforts were certainly not in vain, but in no way monetizable.
The tasks of your sales teams
Among the inbound marketing steps, the third step is frequently highlighted as the most complex to implement, as it involves passing the baton to the sales teams.
It is not a question of questioning the professionalism or effectiveness of the latter, but simply of reminding them of how essential it is that they be briefed on the company’s inbound marketing strategy.
Beyond the close and collaborative relationship that must be forged between trade and marketing, here are the main missions that your sellers must be trained to fulfill to contribute to the success of the closing.
Present the benefits of the offer and help make the right decision
When prospects are about to take the step that will lead them to become customers, there is no doubt that they are fully interested in the characteristics of the product or service they are about to buy.
However, it is mainly the benefits they can gain from the features in question that will motivate them to spend their money, which is why it is important to ensure that the sales teams accentuate this point.
Moreover, prospects are inherently wary of commercial discourse, especially when they clearly feel that their interlocutor is trying to place their offer at all costs.
An inbound marketing objective is to listen to the prospect, and to make him feel that the whole company he is addressing is listening to provide an effective solution to his problem.
Building a relationship with prospects
Among sellers in car dealerships, it is not uncommon to hear that “air conditioning in itself means nothing, but being able to keep your children cool on hot summer days, means a lot.”
In fact, creating an emotional connection with the product makes it much easier to market, and it is up to the sales teams to help build that relationship, by being perceived as benchmarks themselves.
Imagine the situation: it is noon, and you are hungry, when you see a stranger offering you free sandwiches on the street.
Are you going to take the risk of accepting his offer, even though your instinct makes you doubt the motives and know-how of the person in question?
No, of course not. Now, let’s go back to the same scene, with the same individual, but put the back of the booth of a reputable fast food brand, with the corresponding outfit, and imagine that it’s asking you for money for the same sandwich. You will then be happy to give him a few dollars in exchange for a meal that is strictly identical.
The lesson to be learned from this example is simple: Your sales force is a showcase for the company, and it must inspire confidence.