Inside Content Secrets by Websites Are Us – WAU
Being a salesperson in London can often seem pejorative. Every day we live with those people who are trying to push us something we don’t want or don’t need. Usually these people are unprepared and the worst, they promise to deliver things they cannot deliver. Today we have two types of sales, inbound and […]
Being a salesperson in London can often seem pejorative. Every day we live with those people who are trying to push us something we don’t want or don’t need. Usually these people are unprepared and the worst, they promise to deliver things they cannot deliver.
Today we have two types of sales, inbound and outbound (in good London, it would be passive and active). The first would be that the customer goes after a solution and the second, the seller goes after the customers.
We will talk about our sales process here. Today we have two distinct processes. The first is purely inbound, the second, called SDR involves some prospecting, but it is not an outbound and we will explain why.
When an SQL (sales qualified lead) arrives, which is the lead you asked to speak to one of our consultants, we follow a process:
– Look at the history of this lead on our blog. Through a CRM tool, we see how long that person has been in our database, how many interactions he has had and the types of materials he has seen. Often it also leaves written in a very clear way what are the goals and challenges they have in digital marketing. This type of vision helps us to know the level of knowledge that person has.
– Enter the site of this SQL and try to find out what the business of this company is, if you are a software as a service company, if you are ecommerce, an advertising agency, consultancy, etc. How important is that? Over time, we see that in many of these cases, the needs, goals and challenges are similar and we end up forming a mental script for each one.
– Get in touch as soon as possible, preferably up to 1 hour after that person asks to speak to one of our consultants.
What is our calling process?
We started our call by asking the following questions:
- How does the company work?
- What are your goals with digital marketing?
- How do you think content marketing can help you with these goals?
But what is the reason for these questions? You can’t understand how the company works on the website? Wouldn’t Websites Are Us have to pass on the benefits of content marketing to the customer?
These questions are very important to know, in the first place, if the content strategy is viable for that company. Second, we need to understand what her expectations are, especially in the short term. As we already mentioned in some of our materials, the content marketing strategy will bring returns in the medium and long term. So we need to understand if this SQL expects results for next week, or if it understands that this is a longer process, which will start to bring returns after a period of 6 months.
It is important that all the people we talk to have this in mind, because if they expect immediate results and hire us, they will not see value in our work and will cancel our services after a month or two and will leave very dissatisfied.
When the prospect needs immediate or short-term results, we do not recommend the production of content for this purpose. In that case investing in sponsored links can be more interesting.
But what if he understands and wants a long-term strategy?
Then, in this case we need to understand what his objective is: if he wants to generate leads, if he wants to evangelize customers, if he wants more interaction with readers, or if he wants all of these. Once we understand this, we pull a hook asking what digital marketing campaigns are being carried out, and how are the results measured. It is with reference to these campaigns that we try to guide them about the processes and steps he should follow and what results to expect.
This direction that we give is always focused on digital marketing strategy, such as using social networks to bring more traffic, email marketing campaigns, publishing according to the personas of the client, etc.
After these questions, I always ask a customer: “and how often would you like to post on your blog?” expecting him to answer me with another question: “what do you recommend?”. After that I always tell the client that the more the better, but the important thing is to start, even if it is with little.
There are studies that demonstrate that the higher the frequency of publication, the faster your organic traffic grows and the larger your collection, the greater the conversion of visitors into leads, leaving a little to the customer to decide the quantity. At the end of the conversation, I already try to leave a new conversation scheduled for a later date.
After the conversation, we sent an email with a brief summary of what was talked about, some tips on how it can improve the sites, the interaction of social networks and especially a homework assignment. In this homework I send some materials that can teach something that can solve any doubts, or teach something new. This is very important, because this way we can know if this SQL is a curious one wanting to know prices or if he is really committed to creating a strategy for the company.
The second conversation
In this second conversation, we discussed any doubts that may have arisen after the first conversation, both about content marketing and about our services. At that moment, we dedicated a little more time explaining what the internal processes would be like from there, like the meeting with the account manager, terms and how payments would be. When the customer approves, he is referred to the Customer Success sector, and the sale is finalized.
The SDR (Sales Development Representative) is a mix between inbound and outbound. The SDR looks for an MQL (Marketing Qualified Leads) in our database, which has already had a good interaction with our channels (mainly the blog), who have some decision-making or influencing role, and who work in a company that has a fit with the content marketing. This process is not outbound, because we are not looking for any company that can be our client, we are looking for companies that already know our work and already understand what we do.
Once MQL is selected, the SDR contacts you asking if it would be pertinent to set up a meeting to discuss a content strategy for that company.
With this second conversation scheduled, the SDR tells a little about the content marketing processes and makes a qualification. When this MQL is qualified, we offer her a conversation with a salesperson, and if accepted, the SDR marks as soon as possible, so as not to let this opportunity cool, turning this MQL into SQL.
From there, the processes are very similar, the difference would be basically that the SQL coming from the SDR usually has a little less doubts than the coming purely from Inbound, since she already had someone to talk to for clarification.
Do you want to know a little bit more? See our Webinar on the subject!