Advising the buyer through translation

03.08.2016 |

Episode #7 of the course Introduction to inbound sales by HubSpot Academy

 

Hey there! We’ve now reviewed the first three stages of the Inbound Sales Process. Can you remember them? They are Identify, Connect, and Explore. The final stage is Advise, and that’s what we’ll review today.

During the Advise stage, legacy salespeople deliver the same presentation and case studies to all buyers. Legacy salespeople might do some light discovery around buyer needs—just enough to know there might be interest. Then, they usually revert to autopilot and deliver their standard presentation.

Examples of standard presentations include:

  • A generic PowerPoint deck illustrating the company background, product advantages, and the two most popular case studies

  • A product demonstration flow of the same features presented in the same order emphasizing the most common value propositions

  • A generic ROI study that the legacy salesperson shows to all buyers

However, the modern buyer has already seen the generic slide deck, the product videos, the two most popular case studies, and the ROI analysis. The modern buyer struggles to connect the company’s generic value proposition with their specific challenges. The legacy salesperson fails to help the buyer make these connections.

On the other hand, inbound salespeople tailor the presentation to the buyer’s context, leveraging the information gathered during the exploratory process. During the exploratory conversation, inbound salespeople discover that the buyer can be helped, wants their help, and needs their help, so the salesperson is prioritizing the prospect’s goals that they are uniquely positioned to help with. The inbound salesperson simply tailors the presentation to explain why they are uniquely able to help.

Examples of tailored presentations include:

  • A PowerPoint deck emphasizing only the value propositions aligned with the buyer’s needs using the buyer’s terminology. The deck may also include the case studies best aligned with the buyer’s industry, role, and need

  • A product demonstration illustrating only the features important to the buyer in order of importance to the buyer

  • A ROI analysis customized to the buyer’s metrics and business

  • A proposal or contract that spells out a client’s goals, agreed upon scope of work, and metrics that indicate success

By uncovering the buyer’s context and tailoring the presentation accordingly, inbound salespeople add tremendous value to the buyer’s journey beyond the information available online. Inbound salespeople serve as a translator between the generic messaging found on the company’s website and the unique situation of the buyer.

In the next two classes, we’re going to define a buyer’s journey and inbound sales process for a fictitious marketing agency, CoGrow.

 

Recommended book

“Think And Grow Rich: The Secret To Wealth Updated For The 21St Century” by Napoleon Hill

 

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