SELLING INBOUND: TRANSFORM YOUR REP'S INBOUND SELLING SKILLS [INBOUND 2014]

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Selling Inbound: Transform Your Reps Inbound Selling Skills

@andrewtquinnDirector – Training and DevelopmentHubSpot

Don’t judge a book by it’s cover…

@andrewtquinn

AndrewQUINN

o the sales environment

o selling from an Inbound stance

o beginning with the end in mind

o building a repeatable system

o measuring success

what we’re going to cover…

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the sales environment

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the deal the deal the dealthe deal the deal

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“Didn’t think you’d be competing with

me did you.”

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• learn on their own

• figure out requirement sets on their own

• decide the “top 3” on their own

customers now…

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customers need to be “untaught”

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this raises some questions…

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where are my customers learning?

are my sales people actively teaching there?

do my sales people know how to teach?

ask yourself

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selling from an inbound stance

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learn define needs assess options make decision

how can we get our sales peopleto sell where needs are initially defined?

how can we get our sales peopleto teach where customers learn?

shapingdemand

reacting todemand

today’s starperformers

your buyer’s Journey

source: sales executive council research

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fishing where the fish are

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develop deep understanding of your customer’s business

disrupt their point of view; challenge their assumptions

teach them how to move forward

prescribe the action step

close them on the way forward

here’s how…

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prioritize upfront qualification and understanding; not solutions

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beginning with the end in mind

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what should a successful sales person’s

connection be within the buyer’s journey?

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source: sales executive council research

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build back their confidence with a new way to solve

what’s now ‘known’

negative

neutral

positive

cust

omer

’s e

mot

iona

l per

spec

tive

customer’s state of mind

“warmer”building credibility by getting inside their head; demonstrating empathy

“reframe”the first reframe of an unrecognized problem, need or assumption

“rational drowning”

the gradual intensification of the problem, both in degree and closeness to the customer

source: sales executive council research

“emotional impact”humanizing the problem; deconstructing it’s presence and impact on the individual’s workflow

“a new way forward”

The new framework for addressing the problem which is tied to your value proposition

“solution map”the map of services or solutions linked back to key teaching points highlighting the implementation path

intrigued drowning involved relieved

commercial teaching model

disrupt their point of view; introduce the ‘unknown’

break down the problem(s)

behind the ‘unknown’

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What problems do you solve?

Which of those does your prospect not realize they have?

What questions need to be asked so your prospect begins to ‘know the unknown’ problem?

What knowledge and insight do you possess to help the prospect ‘know the unknown’?

What knowledge and insight do you possess to frame a new way forward?

What value points do you demonstrate to show your product or service is the way forward?

questions to answer

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building a repeatable system

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LearnPracticeApplyReinforce

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learn

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playbooks & scripts;well documented, easy to follow processes and procedures

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practice

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projects, exercises and role plays

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apply

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“Do or do not.There is no try.”

Yoda

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reinforce

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measuring success

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new hire project

knowledge test

certification scorecards

ramp time to productivity

demonstrated ability to execute

how you know it’s working…

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pulling it all together

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understand your true selling environment

use teaching to disrupt your prospect’s point of view

begin with the end in mind

design your repeatable system with LPAR

measure your success

keys to success…

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QUESTIONS ?

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thank you.