In summary, Inbound Sales is a modern and more profitable sales structure, which takes advantage of technologies that are available, but is nonetheless proactive. It is a sales process that takes place primarily within the home for Leads generated, qualified and prepared to buy through Digital Marketing.
1. Respects consumer behavior
The way of consuming has changed and with it the buying process. With the advancement of the internet, not only was the information diluted, but it was also easier to compare companies and products. Today the customer may have as much or more knowledge than the salesperson and, therefore, the contact between them takes place much later in the sales process.
So, if the seller was previously responsible for showing the consumer the product’s features and benefits, now that the customer comes with all the information, it is up to the seller to take a more consultative approach, adding value to the customer and selling in a qualified manner.
The Inbound Sales model is, therefore, extremely efficient for technology companies because it is based on Lead’s knowledge to approach and close the sale. A well-done sale decreases the chances of canceling products and services (the dreaded churn) and increases the chances of upselling and/or cross-sell.
2. Optimize the sales funnel
Inbound Sales offers speed in the process because Leads move faster through the sales funnel and tend to advance the purchase journey more efficiently. This also guarantees a faster ROI (return on investment), since the resources invested to acquire the Leads tend to bring concrete results.
When a prospect receives a call from a company he already recognizes as an authority, he knows he can trust. And the fact of having expressed interest in the subject prevents this contact from being seen as uncomfortable or invasive by that Lead. The openness to dialogue tends to be much greater.
3. Facilitate each of the sales steps
Prospecting and research: Because Lead is the one who comes to the company – and not the other way around – it is much more likely that he will recognize you as an authority on the subject and is inclined to trust more. Connections are also easier and more efficient due to the increase in information about the Lead.
Solution and proposal design: Lead goes through the sales process faster through the content offered by the marketing team. In addition, the prospect reaches the sales team more mature and, therefore, tends to better understand the proposals.
Closing: Intelligence to know the exact time to approach with greater chances of getting a Lead prepared for this sale. Did Lead visit the pricing page? What types of content have you been looking for? How mature is the purchase?
4. Decrease CAC
Automation in Inbound Marketing (worked in the step before the sale) added to the intelligence in the Inbound Sales approach causes the CAC (Cost of Customer Acquisition) to fall considerably since it accelerates your learning path and prepares you better to receive a business contact.
When managing to reduce CAC, the company will also have an easier time looking for market expansion.
5. Provides predictability of growth and scale
It is also important to mention that this model allows for predictability both in the acquisition of new customers (from the analysis of the conversion rates of the sales funnel) and in the growth of the team, that is, how many salespeople are needed to meet the Leads generated by marketing. Thus it is possible to calculate the goals in a more practical and efficient way.
Even in Field Sales formats, in which the salesperson visits to serve customers, Inbound can be used strategically, ensuring that the salesperson only goes to the field after he realizes that the Lead is really qualified. Thus, both for Inside Sales (where sales are conducted by videoconference or telephone, for example) and for Field Sales, the Inbound methodology is more optimized and allows for scale, since the salesperson spends less time with inappropriate prospects and, for this, manages to have more meetings with chances of success.