Mike Lieberman - How to Push the Prospect's Buy Button with Inbound Sales

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HOW TO PUSH THE PROSPECT'S BUY BUTTON WITH INBOUND SALESUnderstanding How People Think Helps Close More New Customers

Mike Lieberman, Co-Founder, President and Chief Inbound Scientist at Square 2 Marketing

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1. Who Am I?

2. What Is Our Goal?

3. The Two Human Conditions

4. How Inbound Sales Helps

5. Building Your Own Inbound Sales Process

6. Questions And Special Offer

AGENDA

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MY STORY• Started Square 2 Marketing in 2003

• Grew from 4 to 54 team members

• Last year we did $5.5M, this year $6.5M

• HubSpot’s FIRST Diamond Partner

• Acquired and merged four agencies

• Over 120 HubSpot clients

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MY STORY• Co-wrote “Fire Your Sales Team

Today”

• Offering inbound marketing and

inbound sales and doing it with

100% Agile methodology

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MY STORY• No previous agency experience

• As the VP of Marketing at a $20M

software company…

• I bought print ads for $82k per

insertion

• I paid an SEO firm $20,000 a month

• I paid a PR firm $12,000 a month

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2 WHAT IS OUR GOAL?

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Press The Buy Button So Prospects Say YES!

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A Lot Of Good Outcomes1. You close more new customers or clients

2. You close them more quickly

3. You close them for higher revenue amounts (they buy more)

4. You close new customers more frequently

5. Your sales process is more efficient (less energy)

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Facts

Figures

Logic

Reason

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• I’m afraid to change, but don’t

want to admit that.

• My boss doesn’t really know what

the issues are.

• I’m not sure I trust this guy.

• We already do something like this

anyway.

• I forgot to pay the phone bill.

• What should my husband make

for dinner?

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3 THE TWO HUMAN CONDITIONS

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CONDITION 1 – Prospects Have To Feel SAFE

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Page14

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Page15

Reptilian BrainOld Brain

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Page16Fight Or Flight

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Good News:Marketing And Sales Help Prospects Feel Safe!

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Good News:Marketing And Sales Help Prospects Feel Safe!

Know – Like – Trust

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Prospects Get To Know You…

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Prospects Get To Like You…

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Prospects Get To Trust You…

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Map Know, Like And Trust To The Buyer Journey

Awareness Consideration DecisionBuyer Journey

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Awareness Consideration Decision

Getting Found Remarkable Web Experience Educational Content Top, Middle and Bottom

of the Funnel Offers Social Proof

Buyer Journey

Inbound Marketing


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Awareness Consideration Decision

Getting Found Remarkable Web Experience Educational Content Top, Middle and Bottom

of the Funnel Offers Social Proof

Discovery Diagnostic Recommendations New Client Delivery

Buyer Journey

Inbound Marketing

Inbound Sales


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CONDITION 2 – Prospects Need To Have ACUTE PAIN

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WHAT IS ACUTE PAIN?• Your current supplier goes out of

business• CEO storms into your office and

demands change• Your current contract is expiring in

two weeks and you’ve already decided to switch

• You need a mission-critical component that if not found immediately will cost your company millions

• You have a new product launch scheduled and no resources to support the launch

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4 HOW INBOUND SALES HELPS

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of executives say they chose the

rep who was FIRST to add

VALUE and INSIGHT.

Corporate Visions Inc.

74%

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Design A Sales Process Experience1. Starts with insight

2. Adds value through education

3. Facilitates know, like and trust

4. Advises, guides and co-creates

5. Is filled with stories

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The Guided Sales Process

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You Want To Disrupt The Prospect’s Status Quo To Move Them To Change

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Message 1 – Your company has a critical need for a business loan and we have the ability to give you that money.

You Want To Disrupt The Prospect’s Status Quo To Move Them To Change

Message 2 – Your company might fail even if we give you a loan.

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Disruptive Messaging With Unconsidered Needs

• It’s counterintuitive!

• Key insights in the study: • Taking an unexpected position at the outset of a message can make that

message more engaging and persuasive• Experts can be more persuasive when they express uncertainty• Timing matters, so induce uncertainty early on

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5 BUILDING YOUR OWN INBOUND SALES PROCESS

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Inbound Sales Process

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Step 1 – Qualify

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PainPower

Fit

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Pain, Power, Fit – Goals• Don’t waste time on

unqualified prospects

• Properly project revenue

• Score prospects

• Provide a common

vocabulary for sales

• Get to NO early!

• Start disrupting

• 30 minutes

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PAIN1. How mission-critical is it to do

something about this?

2. What are the potential outcomes if you

don’t address it?

3. What is your timing around this?

4. Is this a strategic company initiative?

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POWER1. Are you the decision-maker?

2. Do you sign the agreement?

3. Do you sign the check?

4. Who else is part of the decision-

making process?

5. What is your decision-making

process?

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FIT1. Do they want what you do?

2. Do they seem like a good client?

3. Do they value what you do?

4. Are your goals aligned?

5. Are your expectations aligned?

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Scoring Model1. Each category gets a 0-5 score

2. 0 is low and 5 is high

3. The more acute the pain, the more you talk to power, and the better

the fit, the higher the scores

4. Add them all up!

5. Prospects with a PPF score of 14 to 15 will close in days

6. Prospects with a PPF score of 11 to 13 will close in weeks

7. Prospects with a PPF score of 10 or lower might never close

8. Sales must actively work to identify FIT, get to POWER and poke at

PAIN to increase the score and likelihood to close

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• Differentiate• Educate• Advise• Disrupt• Get to know you• Like you • Trust you

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Email

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Email – What Not To Do

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Email – Remarkable CommunicationDear Mike,The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to cold outreach like cold calls, emails and direct mail.

It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as they used to be. But no worries, we can help you build a lead-generating machine for your business so you have a repeatable, scalable and predictable lead flow for your sales team.

Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx, meeting ID xxxxxxx and passcode xxxx.

In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close sales.

Looking forward to learning more about your company.

Mike

P.S.If you like that blog article, here’s an e-book that goes into more detail. Enjoy!

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Mike


Disrupted their status

quo

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Mike


Telling a story that features THEM as the hero

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Mike


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Mike


Offering more educational information

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No Naked Emails

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Proposals – What Not To Do• Don’t call it a PROPOSAL – vocabulary is important and the word

PROPOSAL is scary; we want them to feel safe

• Instead, try AGREEMENT or RECOMMENDATIONS

• Don’t send it without being able to TALK and WALK them through it

• Don’t include a ton of legalese, as that also makes them feel NOT SAFE,

requires an attorney and slows down the entire sales process

• Make sure it tells a story with them as the hero; it should be 90% about

them and 10% about you

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Creating Recommendations

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Co-Create The RecommendationsWith Your Prospects

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Co-Creation Produces…• Feeling of ownership of the recommendations by the prospect

• Shared vision for the outcomes from the new partnership

• Higher close rates

• Shorter sales cycles

• Higher average revenue per new client

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DeliveringRecommendations

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It’s what we can save you if you hire

us!

$1,000,000

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Bonus Takeaways• Ask for referrals right after they sign and say “yes” – people are

looking for validation for their decision

• Add a reference reel into your process right before people typically

ask for references – this shortens the sales cycle

• Create a funnel analytics model for each stage – so you know 10,000

website visitors produce 10 new customers

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6 SPECIAL OFFER AND QUESTIONS

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SPECIAL INBOUND OFFERThis session ONLY!

Text SALES to 66866 and we’ll send you the presentationslides AND a special e-book offer: “Inbound Sales Vs. Traditional Sales: What’s The Difference?”

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CONTACT INFO

[email protected]

@Mike2Marketing

www.square2marketing.com

QUESTIONS??????

mailto:[email protected]

http://www.square2marketing.com/

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THANK YOU!

Mike Lieberman - How to Push the Prospect's Buy Button with Inbound Sales

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Transcript of Mike Lieberman - How to Push the Prospect's Buy Button with Inbound Sales