The 4 best lessons from the Hubspot sales bootcamp
In the previous weeks Bas has explored the inbound sales training with masterclasses by Dan Tyre. The lessons learned from this bootcamp can be relevant for everyone that is currently doing inbound sales (or willing to learn).
I wanted to share the 4 most important lessons from this training!
1. B2B is transforming in B2H
It used to be that marketing was segmented into two categories; business-to-business (B2B) or business-to-consumer (B2C) in an effort to target the groups of people who ultimately would consume a brand’s message. What it really did, however, was create an unnatural language for marketers to tell the stories of products to their buyers and partners.
Businesses do not have emotion. People do. People want to be a part of something bigger than themselves. People want to feel something. People want to be included. People want to understand. But people are also humans, and with that comes mistakes. Missteps. Failures.
As humans, it’s in our nature to say the wrong thing, get embarrassed, and not realize the consequences of our actions. The delightful side of humanity holds with it empathy, understanding, and forgiveness, and when remembered in our communication, it ties us together as a common group.
Communication shouldn’t be complicated. It should just be genuine and simple, with the humility and understanding that we’re all multi-dimensional humans, every one of which has spent time in both the dark and delightful parts of life. That’s business-to-human (B2H).
2. Picking up the phone
“People who will pick up the phone will have all the business”. Since B2B employees are getting more and more busy every day it’s hard to reach a potential customer. Prospects are often used to be called on a ‘cold-call’ way. By doing your research, show that you can be relevant & helpful you will be able to connect more easily.
According to research sales-reps who call at least 5 to 6 times will connect with almost the double chance (!) of getting in contact with your prospect. The same study shows that most sales-reps only call once or twice.
The other interesting fact is that sooner or later your business have to pick up the phone. Inbound leads that will be followed-up after 1 hour will show a 450% better chance of converting instead of 2 hours. That’s only 1 hour difference.
- The best day to call your prospects is Wednesday.
- The best time to call your prospects is between 4-5 PM.
- The second best time to call your prospects is between 11-12 AM.
- The minimum attempts to call your prospects should be 6 times.
- The best time to call your prospects is within an hour after the lead shows interest in your product.
Source: Callhippo, The Best Day And Time To Make A Business Call (05/12/2019)
3. Show relevancy – company position statement
The best way to grow is to have focus. Positioning has become an industry buzzword. But that doesn't mean it is without merit.
There are millions of companies -- many of which offer the same services, promise similar results, and are generally positioned the same in the market.
So, why would a brand choose to work with one company over another?
Nobody buys a product or service because it can do everything, but rather because it can do something.
Imagine you’re planning your wedding. One item on your seemingly endless to-do-list is to hire a photographer for your big day. You begin researching online—what do you search for? You aren’t looking for a freelancer “with a wide range of photographic experience.” What you really want is a photographer who specializes in wedding photography. You want to see a portfolio filled with wedding photos specifically, and testimonials from happy newlyweds. Your prospective clients are thinking the same way!
A poor example:
I’m Bas Welhuis from Wiljekoffie and what we do is we offer Grow Driven Design to make your website work a bit harder for you. Is this interesting for you?
A good example:
We work with CEO’s in the SaaS sector like you that are struggling to expand their business in The Netherlands and are looking to grow at least 35% in the coming 18 months – pause. Does that sound like you?
You will immediately see the difference between the two. The good example is relevant for the person on the other end of the line because it’s about him/her.
By clearly telling what you do and what you don’t do you’ll make it easier for your buyer to choose for you.
Positioning is no easy feat. It takes time, dedication, and the courage to say “no” to some things. But it is necessary. Especially if you’re struggling to create consistent revenue streams, bring in new clients, and retain your clients. A strong positioning strategy allows you to attract prospects, talent, and influencers to your agency, and that’s something you definitely have time for.
4. Always be helping instead of always be closing
If the prospect has a problem completely out of sync with what your company offers or doesn’t need any help for the foreseeable future, get out! They don’t want to talk to you, they don’t need to talk to you, and chances are you don’t want to talk to them.
Because you can’t help everybody, and you shouldn’t be. Working bad leads is like throwing money down the toilet. Picking and choosing who to help is a significantly better use of your time.
If you pick correctly, you’ll have no problem making 110% of your quota every month. But spending an equal amount of effort or time on every prospect -- no matter how qualified or unqualified they may be -- is a surefire way to continually miss the mark. Not only is it a bad use of your time, trying to sell to prospects without business pain is a bad experience for the buyer.
Interested in learning more about the HubSpot Pipeline Generation Bootcamp? Want to learn about the services Wiljekoffie offers to grow businesses? Schedule a time to chat on my calendar!