Sales Enablement: Use These 3 Techniques for Selling Inbound

October 10, 2016 Matthew Cook

A lot has changed in marketing circles over the past decade, so much so that your sales department may struggle to keep up with these new methods. For example, you may already have an optimal inbound marketing strategy set up. If so, you’re probably attracting more visitors to your website, and these hits are translating into leads. But without effective techniques for selling inbound, your sales team is only going to undo all of the effort you’ve put into your marketing strategy. 

Even if you have a cutting-edge marketing strategy, old sales methods will still drag your company down. Professionals resent aggressive, high-pressure practices like cold calling, and they’re not likely to do business with companies that push these procedures upon them. As a result, your sales team needs to stay in sync with your marketing department. Both marketers and sales people need to learn sales enablement—the practices, tools, technologies, and processes that improve the productivity and performance of the sales organization. 

The following  three techniques for selling inbound will help you achieve these goals.Your entire team will have the tools necessary to follow through on the promise shown by your marketing department and convert leads into sales.

1. Create More Coordination Between Sales and Marketing

You may think that marketing’s job is done once they’ve reeled in a lead and handed it off to sales. You’re wrong. Up to that point, potential customers have only received the information they want to see, so they believe that they are in control of the process. If marketing doesn’t share their strategies, the sales team may not take this into account. As a result, their approach may be too pushy and forceful, or it may not take into account specific details that are crucial to the customer. In either case, the outcome is disastrous. 

Sales and marketing teams need to be in close contact to ensure that they reach a consistent plan of attack. When your marketing department shares information with the sales team, the whole company can develop a more effective set of policies that takes into account who leads are and what they want from your business. If this is done right, you’ll be able to sell to clients in a more cohesive, organized fashion.

2. Set up a Nurturing Campaign

Marketers have become increasingly involved in the sales process, so it makes sense that sales teams should care more about nurturing than ever before. A nurturing campaign is a more effective alternative to cold calling and other aggressive measures, and it’s designed to help potential customers remain at ease with your staff. If implemented effectively, it can retain your marketers’ momentum and result in a closed deal. 

From the beginning of the sales process, your team should map out the emails you intend to send to leads over the course of your negotiations. Your communications should include offers and maintain the affable presence your marketing team has established. These emails must also be sent sparingly at specific intervals so you don’t annoy your leads. Following these guidelines should further endear your company to your potential client.

3. Monitor Your Website and Social Media Feeds

If your sales team knows what your customers are looking for ahead of time, the information will enable them to better tailor their techniques for selling inbound. As a result, you should use customer relationship management (CRM) software to track their activity on your website. When you know which pages your customers visit, you can determine which products they may want to purchase, and this data, combined with the personal information they provide by filling in a form on your landing pages, can help you adopt a suitable plan for selling to them.

What Is Sales Enablement?

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