Page 124 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

[Thursday at 3 p.m.] “Hi, John. Mark again from HubSpot. Great news! I
found a customer of ours in your industry who had enormous success with
their Facebook marketing strategy. I am going to send you that case study
now to give you an idea of the specific tactics they used and the results you
should expect. Give me a call if you would like to review it together.”

[Monday at 12 p.m.] “Hi, John. Mark at HubSpot. I actually ran that
customer of ours in your industry through our Marketing Grader tool and
compared their presence on social media to yours. They scored an 87. You
scored a 54. I am going to send you those reports now. It turns out there is a
lot more opportunity outside of Facebook in the broader social media area
for you. Call me if you want to walk through the report.”

And so on…

Compare this buyer context–oriented approach to the traditional stream of
elevator pitches. With which salesperson would you rather engage? The buyer
context sales approach is in perfect alignment with the experience the
prospective buyer has had with the company thus far. It is educational. It is
insightful. It is personalized to his context. It makes engaging with the
salesperson feel like the right next step for the prospect to take.

As the salesperson attempts to connect with the buyer through a sequence of
voicemails and emails, the salesperson should treat the process like a dialogue.
Even though buyers do not always call back, they are usually listening. Add new
information into each voicemail. Align the voicemails with the specific
interactions the buyers have had with your company.

I will admit that we had a unique advantage at HubSpot when it came to this
type of contextual prospecting. The pain points of our prospects were public
information. We knew the extent of each prospect's social media presence, their
rankings in search engine results, and the effectiveness of their company blog,
all without ever speaking with the prospect. Not all sales teams have that luxury.

That doesn't mean you can't use this contextual approach to prospecting.
Understand your prospects' context by reviewing the way they found you, the
blog article they read, the ebooks they downloaded. From these actions, the
salesperson can infer the prospects' specific interests. Share content related to
these interests. Tailor the content to the size of their business, their industry, or
their role. Instead of suggesting the next step be a demo of your product, suggest
a free consultation on whatever topic will pique their interest. Ask one of your
internal experts to help. Send your expert's bio to the prospect and offer to