The purchasing processes and consumer habits have evolved these last few years. Already it is not bought in the same way as before, the same steps are not followed. The user is much more informed, compares options and has more control and power. Brands have had to adapt to this new process, which has gone from being vendor-centric to customer-setting.
The methodology adapts the sales of a company to the context in which the consumer is oriented in his purchase. We could define it as a sales process focused on individual buyers, in their interests, their habits and their needs. Is a modern sales methodology, useful and personalized focused on detecting the weak points of your potential clients.
At the moment when the user has all the information about a product in a matter of seconds thanks to the Internet, the traditional push strategy loses its meaning. Consumers already know what its added value is, its solution and its qualities. They want the brands to guide them, advise them, and adapt to their new purchasing process. Currently the classic AIDA methodology (Attention, Interest, Desire and Action) loses relevance, and another meaning has been added: Awareness, Research, Decision and Action.
Inbound Sales vs. Outbound Sales
Sometimes the difference between the two concepts can be confusing. It is essential to be clear about what each methodology consists of in order to do not overlap or mix actions of Inbound Sales with Sales.
Both terms differ, above all, in terms of their objectives. While the outbound sales focuses on the message given to the user about a product or service, inbound sales is based on the on the target customer.
An outbound strategy would be, for example, the commercial email that normally goes straight to the spam folder, or a phone call from a salesperson to convince us to change mutual.
On the other hand, regarding inbound, the goal is maximize sales through technology. The following questions arise: what customer needs does our business cover? How could we solve the user’s problem?
The four phases of an Inbound Sales strategy
We could divide an Inbound Sales strategy into four phases:
To identify
First, at this stage identify those who fit with our buyer person or target audience. Once identified, those who meet the characteristics to be active buyers in the purchase process are selected.
For example, it could be those users who have recently filled out a form on the website or opened an email sent by the company. The objective is to create and design the profile of the ideal buyer.
Contact
The second step is summarized in specify with which of these leads that we have identified in the first stage we can connect and when. Once detected, they must be contacted offering a personalized message. The is key, since before doing it it is necessary to know the context of the buyer.
Typically, different users are reorganized based on their interests, issues, or demographics, for example. Depending on the product or service offered by the company, it will work better for them to group by one variable or another. This will undoubtedly help in a better adaptation of the message.
Research
In third place, we establish a first contact with the potential client, does what we offer fit? If the buyer shows interest, take the opportunity for the seller to delve into his interests and goals through an exploratory conversation.
The objective of this phase is to make the buyer reflect on whether my product suits their needs. It is common among sellers to have a guide with the questions that can be asked according to the answers that are given.
Advise
The last stage consists of try to give the right advice according to the needs of the consumer and depending on the results of the exploratory conversation. The seller will have discovered whether or not he can help the buyer meet his needs based on the information obtained about his interests and problems. He will have to offer you added value.
Finally, if you want to become an expert in Inbound, you can do so with the You will learn, among other things, to create a strategy that generates new business opportunities, to understand what content the client needs in each purchase phase and to assemble a team commercial sales with a base of Inbound Sales to adapt to the client’s purchase process.
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