3 Things Your Sales Manager Needs to Know about Inbound Marketing

Matthew CookMatthew Cook | March 18, 2016

3_Things_Your_Sales_Manager_Needs_to_Know_about_Inbound_Marketing.jpgAfter years of focusing your marketing and sales efforts on outbound tactics, like mailed brochures, TV ads, billboard advertisements, and cold calling, it can be a drastic change to implement inbound marketing, especially for your sales department. Sales people, by nature, are resistant to change. And it can be difficult to get them on board with your new inbound marketing plan.

By giving your sales manager the right guidance, knowledge and information, you can ease your sales team into the idea of inbound.

Here’s what your sales manager should know about inbound marketing.

1. Marketing and Sales Will Need to Work Together

Sales reps are used to working on their own. They don’t collaborate much within their own department, let alone outside of it. Once of the biggest changes they’ll need to adapt to is the fact that they will need to collaborate with the marketing department. It might be tough to get them to see the benefits of spending their time in marketing meetings, so the sales manager will need to make it happen.

Your sales manager needs to know that inbound marketing is far more effective when these two teams come together as one. When they help each other out, with ideas, support, and information, they all benefit from better lead generation, better lead quality, and increased sales.

2. No More Cold Calling

Your sales people should be thrilled to hear from the sales manager that they won’t need to cold call anymore or do their own prospecting. Marketing will handle the job of bringing in the leads. After a few months, sales people will benefit from increased lead generation. Leads will start to trickle in and then sustainably increase over time. There won’t be a need for cold calling anymore because inbound marketing can bring in more qualified leads.

In addition, your marketers will also nurture leads through tailored email messages in order to move them down the sales funnel. So once they determine that their leads aren’t quite ready to buy yet, they can send them content that will increase their readiness. Only once these leads are sales ready will they be sent over to sales. This will make your sales team’s job a whole lot easier. They’ll only be selling to people who are informed and ready and willing to buy.

3. Sales People Might Be Overwhelmed

Once marketing sends leads to the sales team, the reps need to know how to close these inbound customers. But if your sales people have only ever sold to outbound customers, they might quickly get overwhelmed with their new roles. They might not know how to sell effective—they might not know the best practices, methodologies, or tactics required for this new type of selling.

Your team’s manager needs to know that sales coaching may be necessary. There’s no use in generating tons of leads if your sales people can’t close them. Engaging a digital marketing agency that offers sales coaching can get your sales team ready to be efficient and effective sellers. The agency will offer your team the tools, technical information, and knowledge that it needs to succeed. Without sales coaching, you may lose out on tons of opportunities.

Inbound marketing is a big change, there’s no doubt about that. In order for it to be effective, the sales manager needs to get the sales team ready for it. By getting sales ready to collaborate with marketing, by ensuring that they understand the benefits of inbound marketing, such as increased lead generation and quality, and by getting them the sales coaching they need, the sales manager can ensure that his sales team is ready to take on inbound customers.

How to Create an Effective Inbound Marketing Campaign

Matthew Cook

Matthew has over 20 years of sales and sales management experience. In addition to being the founder of SalesHub, he is the founder of SalesForce Search, which was #4 on Profit Magazine's Hot 50 list as one of the fastest growing companies in Canada. When he’s not helping companies improve their revenue he trains and competes in half ironman distance triathlons to “relax”.

 
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