Inbound Marketing uses online tools to drive traffic to the website. Traffic, which later becomes leads and then customers. So it makes sense that inbound selling goes hand-in-hand with the marketing side.
When using inbound marketing processes, marketing and selling become much more streamlined and efficient. The new way is more pleasant than it once was using traditional methods. When selling part is concerned, there are some distinct differences between the old way and the new way.
WHAT IS INBOUND SELLING?
Inbound selling moves the buyer through certain steps – awareness of company, product, and/or service, to consideration, and finally to purchase decision. Obviously, the goal is to get the customer to buy what you’re selling/offering.
As a human nature goes, people won’t do anything they don’t want to if they’re not ready. And this is very accurate when it comes to making a purchase.
Why do people buy things? Mostly, it is either because they need something right away or because they want something right away. Any other purchases can wait.
Cold-calling was a traditional way of selling products. Unfortunately, cold-calling is a not a very pleasant experience for both parties involved. In the end – it is a numbers game, but how many people actually convert this way?
Overall if you’re looking for a higher sales conversion rate, inbound selling is the way to go. It is based on the idea that people will only buy when they’re ready to or when they need something.
The only thing that your website needs to focus is how to present the product in the way that grabs consumers attention and they buy it from you. Best way to do that is by building and maintaining a relationship with your potential customer. Remember to target people through your content. It could be through free eBooks or discount codes, to nudge along their decision-making steps a little faster. Throughout this entire process, the customer is opting in to interacting with you.
With smart and intuitive landing pages and pop-ups built into your website, you can customize the content the customer is consuming based on different criteria, including various demographics, location, how they got to your site, etc. By building unique content for different groups of people, you stay relevant in their minds. Come purchase time, they already know and trust your company, so you’re more likely to get that sale.
Don’t hide things from your potential customers. Just use the available information, no matter good or bad, to your advantage. Disclose any fees or other changes that could come along the purchase of the product or service you are selling.
In the old days, it was easy to withhold information from customers. They did anything to make a sale. Some salespeople believed if they shared everything then their competitors would learn everything and potentially steal, their trade secrets.
Nowadays, most competitors do their research and they know as much as you know about the industry. And besides, it usually isn’t industry knowledge that differentiates one company from its competitors.
Instead, by showing expertise in a particular area, companies can build a strong reputation and earn the trust of consumers. By sharing what you know and how you operate your business, your company becomes transparent and gifting your customers the luxury of making a truly informed decision.
Today’s customers do their research more than ever before. If you choose not to tell them something, they can still find out. When they do, they won’t like that you kept it from them. It could even cost you the sale!
To ensure transparency, make sure you’re offering potential customers information that they would be looking for before purchasing your product or service. This could include case studies, testimonials, FAQs, demos or free trials, behind-the-scenes looks, or even a chat session.
If you’re expecting people to buy something from you, you’ve got to show some appreciation for them as your customers.
Not many people will respond in an upbeat way to the sales pitch that isn’t event meant for them. With a used script, you’re not showing that you understand the value of the customer, or that you understand the customer at all.
Using inbound techniques, you can identify exactly what type of customer you’re dealing with. Some things to consider:
When you get answers to these questions, you get opportunities to personalize the customer’s experience. By understanding the customer’s goals, you can develop a content and outreach strategy that meets their needs. And y doing that soon you will be reaching your own sales and conversion goals.
Use tracking and analytical data, create targeted workflows and this will help you to convert visitors to customers. You can even put yourself into customers’ shoes and test drive the website a few times from start to finish. That way, you can check for any areas of confusion, misdirection, broken or ill-performing pop-ups, or even unpersuasive copy.