In this session you will learn effective strategies and tactics you can use right away to train your sales team on how to sell from an inbound point of view. We will discuss the various approaches we use here at HubSpot to train our sales team to be successful inbound sellers.

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Selling Inbound: Transform Your Reps Inbound Selling Skills
@andrewtquinn
Director –Training and Development
HubSpot

2. Don’t judge a book by it’s cover…
@andrewtquinn
AndrewQUINN

3. o
the sales environment
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selling from an Inbound stance
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beginning with the end in mind
o
building a repeatable system
o
measuring success
what we’re going to cover…

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the sales environment

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the deal
the deal
the deal
the deal
the deal

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“Didn’t think you’d be competing with me did you.”

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•
learn on their own
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figure out requirement sets on their own
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decide the “top 3” on their own
customers now…

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customers need to be “untaught”

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this raises some questions…

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where are my customers learning?
are my sales people actively teaching there?
do my sales people know how to teach?
ask yourself

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selling from an inbound stance

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learn
define needs
assess options
make decision
how can we get our sales people
to sell where needs are initially defined?
how can we get our sales people
to teach where customers learn?
shaping
demand
reacting to
demand
today’s star
performers
your buyer’s Journey
source: sales executive council research

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fishing where the fish are

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develop deep understanding of your customer’s business
disrupt their point of view; challenge their assumptions
teach them how to move forward
prescribe the action step
close them on the way forward
here’s how…

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prioritize upfront qualification and understanding; not solutions

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beginning with the end in mind

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what should a successful sales person’s connection be within the buyer’s journey?

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source: sales executive council research

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build back their confidence with a new way to solve what’s now ‘known’
negative
neutral
positive
customer’s emotional perspective
customer’s state of mind
“warmer”
building credibility by getting inside their head; demonstrating empathy
“reframe”
the first reframe of an unrecognized problem, need or assumption
“rational drowning”
the gradual intensification of the problem, both in degree and closeness to the customer
source: sales executive council research
“emotional impact”
humanizing the problem; deconstructing it’s presence and impact on the individual’s workflow
“a new way forward”
The new framework for addressing the problem which is tied to your value proposition
“solution map”
the map of services or solutions linked back to key teaching points highlighting the implementation path
intrigued
drowning
involved
relieved
commercial teaching model
disrupt their point of view; introduce the ‘unknown’
break down the problem(s) behind the ‘unknown’

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What problems do you solve?
Which of those does your prospect not realize they have?
What questions need to be asked so your prospect begins to ‘know the unknown’ problem?
What knowledge and insight do you possess to help the prospect ‘know the unknown’?
What knowledge and insight do you possess to frame a new way forward?
What value points do you demonstrate to show your product or service is
theway forward?
questions to answer

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building a repeatable system

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Learn
Practice
Apply
Reinforce

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learn

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playbooks & scripts;
well documented, easy to follow processes and procedures

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practice

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projects, exercises and role plays

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apply

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“Do or do not.
There is no try.”
Yoda

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reinforce

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measuring success

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new hire project
knowledge test
certification scorecards
ramp time to productivity
demonstrated ability to execute
how you know it’s working…

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pulling it all together

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understand your true selling environment
use teaching to disrupt your prospect’s point of view
begin with the end in mind
design your repeatable system with LPAR
measure your success
keys to success…

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QUESTIONS ?

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thank you.