Page 122 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

segment, there are typically multiple individuals involved in the buyer journey.
Each of these individuals has unique interests. Finance, marketing, and IT may
all have influence over the decision. How do we account for all of these
influences in the buyer matrix? In the Small Business segment, you may sell to
multiple industries, such as technology, finance, and health care. Each industry
has unique perspectives throughout the buyer journey. How do we account for
these different industries in the buyer matrix?

As you become more of an expert with your buyer matrix, you can introduce
microsegments to address these complications. Let's use the multi-influencer
Enterprise example described earlier. Take the entire Enterprise row and create a
new matrix for this row. This time the y-axis reflects the different influencer
roles, such as marketing end user, IT, and finance. We'll keep the buyer journey
the same. Now I can further customize the individual's experience with my
company. As such, I may show different sets of content to the IT manager and
the marketing end user, all adjusted to the stage they are at in their journey.

Sales' Role in Converting Interest into Revenue

Just like Marketing, Sales needs to evolve its strategy when handling inbound
leads.

Any difficulties that salespeople have adjusting to these inbound leads usually
stem from the fact that some of the classic training that salespeople have
received over the past few decades does not apply when working with inbound
leads. In fact, these legacy tactics can actually hurt the sale. There are three
specific aspects of legacy selling that hurt inbound lead handling the most.

Scrap the Elevator Pitch—Lead with Context

Has your name ever been on a salesperson's call list? Did you receive a lot of
voicemails from that salesperson over the course of a few weeks? Think back to
those voicemails. Were they valuable? Did you learn anything that helped you?
Or were the voicemails a carbon copy of the company's elevator pitch?

I probably receive about 20 cold calls a day from various salespeople. Here is an
example call sequence I receive from a salesperson.

[Tuesday at 9 a.m.] “Hi, Mark. This is John from XYZ Company. Would
you like to reach more decision makers with your sales team's calling
efforts? Our company can deliver the names and contact information for