What is inbound and how to apply it to your sales?

In this article, we will explore in detail how the inbound approach works and why it can be the paradigm shift your business needs.

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What is the inbound approach?

The inbound approach is a sales methodology that focuses on engaging prospects in a non-intrusive way, offering them valuable content and solutions to their problems. Instead of interrupting their attention with invasive advertising messages, the inbound approach seeks to capture their interest through strategies such as content marketing, SEO and social networks. By providing relevant and useful information, companies build trust and establish a valuable relationship with their potential customers.

Empathy + Relevance = Success: How to Personalize Your Inbound Sales Approach:

The role of content in inbound sales

Quality content is the heart of inbound sales strategies. From blogs and videos to ebooks and podcasts, well-crafted content engages potential customers and offers them valuable information related to their needs and interests. By sharing knowledge and solutions, companies position themselves as experts in their field, generating credibility and loyalty. Additionally, relevant content helps businesses improve their visibility on search engines and drive organic traffic to their websites.

The importance of personalization

One of the highlights of the inbound approach is the ability to personalize the customer experience. Using data collected through marketing automation and analytics tools, companies can segment their audience and deliver messages and offers tailored to each prospect's individual needs. This not only increases the chances of conversion but also strengthens long-term business relationships.

Building lasting relationships

Unlike traditional sales, which focus on closing quick transactions, the inbound approach seeks to establish a lasting relationship with customers. By providing a personalized experience, maintaining constant communication, and delivering value even after the purchase, companies can turn their customers into brand advocates, generating positive referrals and recommendations. This strategy translates into sustainable growth and building a solid base of loyal customers.

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Stages of the inbound sales process.

Identify

The first stage of inbound sales is identifying potential customers who have an interest or need related to your product or service. These potential customers are called leads, and they can be obtained through different channels, such as the website, social networks, email marketing or referrals. The objective of this stage is to create a database of qualified leads, that is, those that meet certain quality criteria, such as demographic profile, online behavior or level of interest.

Some useful tips for identifying qualified leads:

Use CRM (Customer Relationship Management) tools: A CRM is a platform that allows you to manage relationships with customers, from the first contact to the sale and after-sales service. A CRM helps you organize and segment your leads according to their characteristics and their stage in the purchasing process. It also allows you to automate some tasks, such as sending emails or tracking actions. Some popular CRM tools are Hubspot, Salesforce or Zoho.

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Create buyer personas: A buyer persona is a fictitious profile that represents your ideal customer, based on real data and research. A buyer persona helps you better understand your target audience, their motivations, their problems, their preferences and their habits. It also helps you personalize your message and your offer according to your needs and expectations. You can create buyer personas using tools like Xtensio, Hubspot, or Make My Persona.
Apply the BANT method: The BANT method is a lead qualification technique that consists of evaluating four aspects: budget, authority, need and timing. These aspects allow you to determine if a potential customer has the capacity, decision, problem and urgency to buy your product or service. You can apply the BANT method using tools like Leadfeeder, LeadIQ or LeadBoxer.

Connect

The second stage of inbound sales is connecting with qualified leads to establish a relationship of trust and value. The objective of this stage is to generate interest and curiosity about your product or service, offering educational and relevant content that answers their doubts and objections. It is also important to create a unique value proposition that differentiates your solution from the competition.

Some useful tips to connect with leads are:

Use email as the main channel: Email is one of the most effective channels to communicate with leads, as it allows you to send personalized, segmented and measurable messages. Email also allows you to automate the sending of email sequences that adapt to the behavior and interest of each lead. Some tools to create and send emails are Mailchimp, ActiveCampaign or Sendinblue.

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Apply the AIDA technique: The AIDA technique is a formula for writing persuasive messages that consists of four steps: attention, interest, desire and action. These steps allow you to capture the lead's attention, generate interest in your product or service, spark the desire to purchase it, and motivate the lead to take an action, such as requesting a demo, a quote, or a free trial. You can apply the AIDA technique using tools like Copy.ai, Snazzy or Copywritely.
Use storytelling: Storytelling is the art of telling stories that connect emotionally with the audience. Storytelling helps you transmit your value proposition in a more attractive and memorable way, using elements such as characters, conflict, climax and outcome. Storytelling also helps you generate empathy and trust with the lead, showing success stories, testimonials or personal stories. You can use storytelling using tools like StoryChief, Lumen5 or Storyboard That.

Explore

The third stage of inbound sales is to explore the needs, objectives and challenges of interested leads, to offer them the most appropriate solution for their situation. The objective of this stage is to demonstrate the value and benefit of your product or service, using consulting and advisory techniques. It is also important to identify and overcome possible barriers or inconveniences that may prevent the purchase.

Some useful tips for exploring leads are:

Use the SPIN methodology: The SPIN methodology is a consultative selling technique that consists of asking four types of questions: situation, problem, implication, and need. These questions allow you to understand the lead's context, pain, impact, and solution, respectively. They also allow you to guide the lead towards awareness and decision making. You can use the SPIN methodology using tools like Gong, Chorus or Jiminny.
Use the FAB technique: The FAB technique is a formula to present your product or service in a convincing way, which consists of three elements: characteristics, advantages and benefits. These elements allow you to show what your product or service does, how it differs from the competition, and how it improves the lead's situation. They also allow you to focus on the benefits for the lead, rather than the technical features. You can use the FAB technique using tools like ProductFlare, ProductPlan or ProdPad.
Use the SCOTSMAN technique: The SCOTSMAN technique is a tool to evaluate the probability of closing a sale, which consists of eight criteria: solution, competition, originality, time, size, money, authority and need . These criteria allow you to measure the degree of fit, differentiation, urgency, profitability, budget, decision and problem of the lead, respectively. They also allow you to prioritize and qualify your sales opportunities. You can use the SCOTSMAN technique using tools like Pipedrive, Hubspot or Salesforce.

Advise

The fourth and final stage of inbound sales is to advise and close the sale with the explored leads, obtaining their commitment and satisfaction. The objective of this stage is to formalize the agreement between the parties, resolving the last doubts or negotiating the final conditions. It is also important to maintain contact with the customer until they receive the product or service and verify their level of satisfaction.

Some useful tips for closing sales are:

Use the ABC technique: The ABC technique is a basic sales principle that means “always be closing.” This technique means that you should constantly be looking for buying signals from the lead, such as questions about price, warranty or delivery. It also means that you must be prepared to respond to these signals with closing techniques, such as assent closing, alternative closing, or urgency closing.
Use the BOFU technique: The BOFU technique is a marketing strategy that consists of offering specific content for leads who are in the last phase of the conversion funnel, since our potential client is already about to make a decision. At this moment, our sales team has to be in charge of convincing the customer to buy our product.

Advantages of the inbound sales methodology

Promote upselling: since if the customer is interested in a specific product or service, based on the information you collect, you will know if offering a superior product at an attractive price makes sense at that specific moment.
Promotes cross selling: since it is possible to identify if the person is interested in a complementary product or service to the one they initially chose. The data acquired allows you to determine if it will be useful.
Facilitate customer loyalty: The inbound sales methodology promotes loyalty strategies by allowing you to collect data about the customer's experience in relation to their purchase. It is the opportunity to know how customers interact with your brand, products or services and what their primary and additional needs are. By offering valuable content even after the sale has been made, you can maintain a close relationship with your customers and turn them into promoters of your brand. This is achieved through content marketing, which allows you to continue nurturing your customers with relevant and useful information for their business.
Generate qualified leads: By attracting people interested in your product or service, you have the opportunity to interact with them in a meaningful way and turn them into satisfied customers. This methodology allows you to nurture your prospects throughout the purchasing process, providing them with the information they need at each stage and guiding them towards decision-making.

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Conclusions

Inbound sales represent a new era in the business world, where interruption gives way to genuine attraction and aggressive persuasion transforms into relationships based on trust. By adopting this methodology, companies can connect more effectively with their target audience, providing them with valuable content and real solutions to their problems. If you are looking to revolutionize your sales and establish strong long-term relationships with your customers, the inbound approach is the route you should take. Get ready to unleash your potential and take your business to the next level!