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Inbound Sales

Inbound sales is a customer-centric approach to sales that focuses on attracting, engaging, and delighting potential customers through personalized and valuable interactions. 

Inbound sales often involves using marketing tactics to attract potential customers to a company's website or other online presence, and then using various tools and techniques to engage them and build relationships. This can include providing helpful content, answering questions, offering demos or trials, and offering personalized recommendations.

Inbound sales professionals typically work closely with marketing and sales teams to create and implement effective inbound sales strategies. They may also be responsible for conducting research, identifying potential customers, and developing targeted campaigns to engage and convert leads into customers.

What is inbound sales?

Inbound sales is a sales approach that focuses on attracting and converting potential customers through content marketing, social media marketing, search engine optimization (SEO), and other online marketing efforts. The goal of inbound sales is to establish trust and credibility with potential customers, and to provide them with valuable information and resources that help them make informed purchasing decisions.

Inbound sales teams typically use a variety of digital marketing tools and techniques to reach and engage potential customers, including:

  • Blogs, articles, and other forms of content marketing
  • Email marketing campaigns
  • Social media marketing and advertising
  • SEO and keyword research
  • Landing pages and forms for capturing leads
  • Customer relationship management (CRM) systems for tracking and managing customer interactions
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Why does inbound sales matters?

Inbound sales is a customer-centric approach to sales that focuses on attracting and engaging potential customers through relevant and valuable content, rather than interrupting them with unsolicited messages or outreach. It involves building relationships with potential customers by providing them with information and resources that are helpful to them, and then guiding them through the sales process when they are ready to make a purchase.

There are several reasons why inbound sales is important:

  1. It helps build trust and credibility with potential customers: By providing valuable content and resources, inbound sales helps establish a business as a trusted and knowledgeable source in its industry. This can make it easier for potential customers to trust the business and feel comfortable making a purchase.
  2. It helps attract and engage potential customers: Inbound sales uses targeted marketing techniques, such as search engine optimization (SEO) and social media marketing, to attract potential customers who are actively searching for products or services related to the business. This can help the business reach a larger, more qualified audience and increase the chances of making a sale.
  3. It helps qualify leads: By providing potential customers with information and resources, inbound sales helps to qualify leads and identify those that are most likely to make a purchase. This can help the sales team focus their efforts on the most promising leads, rather than spending time and resources on those that are less likely to convert.
  4. It helps improve customer experience: Inbound sales puts the customer at the center of the sales process, rather than the business. This can help improve the overall customer experience and increase the likelihood of customer loyalty and repeat business.

Inbound vs outbound sales: What is the difference?

Inbound sales refers to the process of attracting and converting customers through marketing efforts, such as content marketing, social media marketing, and search engine optimization. These efforts are designed to draw potential customers to a company's website or other online presence, where they can learn more about the company and its products or services.

Outbound sales, on the other hand, involves actively reaching out to potential customers through methods such as cold calling, email marketing, and direct mail. Outbound sales efforts are designed to generate leads and make direct contact with potential customers in order to sell a product or service.

One key difference between inbound and outbound sales is the way in which customers are contacted. In inbound sales, customers typically initiate contact with a company, either by visiting the company's website or by responding to an advertisement. In outbound sales, the company initiates contact with the customer.

Why choose inbound over outbound sales?

Inbound sales is a strategy that focuses on attracting and converting leads through a variety of methods, such as content marketing, search engine optimization, and social media marketing. Outbound sales, on the other hand, involves actively reaching out to potential customers through tactics like cold calling and email blasts.

There are a few key reasons why inbound sales might be a better approach for some businesses:

  1. Inbound leads are typically more qualified: Because inbound leads have actively sought out a business's products or services, they are often further along in the buying process and more likely to convert.
  2. Inbound sales can be more cost-effective: Outbound sales tactics like cold calling and email blasting can be expensive, especially if the conversion rates are low. Inbound sales, on the other hand, relies on attracting leads through content and other marketing efforts, which can be more cost-effective in the long run.
  3. Inbound sales can lead to higher customer satisfaction: Because inbound leads have chosen to engage with a business, they are often more engaged and interested in the products or services being offered. This can lead to higher levels of customer satisfaction and loyalty.

What are the phases of inbound sales strategy?

Inbound sales is a strategy that focuses on attracting and converting leads through targeted and personalized outreach efforts, rather than the more traditional outbound approach of actively seeking out and pursuing leads.

The phases of an inbound sales strategy typically include:

  1. Attract: This phase involves attracting potential customers to your website or other online presence through a variety of tactics, such as content marketing, search engine optimization (SEO), social media marketing, and paid advertising.
  2. Convert: Once you have attracted visitors to your website, the next phase is to convert them into leads by providing them with valuable content and resources and inviting them to provide their contact information in exchange. This can be done through forms, landing pages, and other lead generation tools.
  3. Close: Once you have a lead, the next phase is to nurture and qualify them through personalized and targeted outreach efforts, such as email marketing, social media engagement, and personalized calls and demos. This phase is focused on building trust and rapport with the lead and persuading them to make a purchase.
  4. Delight: The final phase of the inbound sales process is to delight your customers by providing them with excellent post-sales support, such as product training, ongoing education, and responsive customer service. This helps to build customer loyalty and encourage repeat business.

What are the most effective inbound sales techniques?

Inbound sales techniques are designed to attract potential customers to a business, rather than actively seeking out and approaching them. Some effective inbound sales techniques include:

  1. Creating valuable and informative content: This can include blog posts, ebooks, white papers, and webinars that provide valuable information to potential customers and establish the business as a thought leader in its industry.
  2. Optimizing the website for conversions: This can include creating a clear call-to-action (CTA), making the website mobile-friendly, and using social proof (such as customer reviews and testimonials) to build trust with visitors.
  3. Using social media and email marketing: Social media and email marketing can be used to engage with potential customers, provide valuable information, and build relationships over time.
  4. Offering free trials or demos: Offering free trials or demos can help potential customers get a feel for the product or service and see how it can benefit them before committing to a purchase.
  5. Providing excellent customer service: Providing excellent customer service can help turn one-time customers into repeat customers and build a loyal customer base.
  6. Using retargeting ads: Retargeting ads allow businesses to show ads to people who have visited their website, but have not yet made a purchase. This can be a powerful way to bring people back to the website and encourage them to make a purchase.
  7. Conducting market research: Conducting market research can help businesses understand their target audience and create marketing and sales strategies that are tailored to their needs and preferences.

Employee pulse surveys:

These are short surveys that can be sent frequently to check what your employees think about an issue quickly. The survey comprises fewer questions (not more than 10) to get the information quickly. These can be administered at regular intervals (monthly/weekly/quarterly).

One-on-one meetings:

Having periodic, hour-long meetings for an informal chat with every team member is an excellent way to get a true sense of what’s happening with them. Since it is a safe and private conversation, it helps you get better details about an issue.


eNPS (employee Net Promoter score) is one of the simplest yet effective ways to assess your employee's opinion of your company. It includes one intriguing question that gauges loyalty. An example of eNPS questions include: How likely are you to recommend our company to others? Employees respond to the eNPS survey on a scale of 1-10, where 10 denotes they are ‘highly likely’ to recommend the company and 1 signifies they are ‘highly unlikely’ to recommend it.

Based on the responses, employees can be placed in three different categories:

  • Promoters
    Employees who have responded positively or agreed.
  • Detractors
    Employees who have reacted negatively or disagreed.
  • Passives
    Employees who have stayed neutral with their responses.

How to increase inbound sales?

There are several strategies you can use to increase inbound sales:

  1. Optimize your website for conversion: Make sure your website is easy to navigate, has clear calls to action, and showcases the benefits of your products or services.
  2. Offer incentives for customers to buy: Consider offering discounts, free shipping, or other perks to encourage customers to make a purchase.
  3. Use social media to connect with potential customers: Social media platforms can be a great way to reach out to potential customers and showcase your products or services.
  4. Create high-quality content: By creating educational, informative, and entertaining content, you can attract potential customers to your website and establish your business as an authority in your industry.
  5. Use email marketing to nurture leads: Use email marketing to stay in touch with potential customers and provide them with valuable information that will help them make a purchase decision.
  6. Implement live chat or chatbots: By providing real-time support and assistance, you can help potential customers feel more comfortable making a purchase.
  7. Utilize retargeting: Retargeting involves showing ads to people who have already visited your website but have not made a purchase. This can be an effective way to bring potential customers back to your website and encourage them to make a purchase.
  8. Focus on customer satisfaction: By delivering excellent customer service and ensuring that your customers are happy with their purchases, you can encourage repeat business and increase inbound sales.

How to build a selling inbound sales plan?

To build a selling inbound sales plan, you can follow these steps:

  1. Define your target audience: Start by identifying your ideal customer profile, including their demographics, needs, pain points, and goals. This will help you tailor your inbound sales efforts to appeal to your target audience and increase your chances of conversion.
  2. Set clear goals: Determine what you want to achieve through your inbound sales efforts. This could include increasing website traffic, generating more leads, closing more sales, or improving customer loyalty.
  3. Determine your value proposition: Clearly define what makes your product or service unique and how it addresses the specific needs of your target market.
  4. Create a content marketing strategy: Develop a plan for creating and distributing valuable, relevant, and consistent content that will attract and retain your target audience.
  5. Identify the channels you will use to reach your target market: Consider channels such as email, social media, and search engine optimization (SEO) to reach potential customers and engage with them.
  6. Use lead magnets to attract potential customers: Offer something of value, such as a free e-book or webinar, to entice potential customers to give you their contact information.
  7. Use lead nurturing to build trust and credibility: Once you have a lead's contact information, use email marketing and other tactics to keep in touch and provide value until they are ready to make a purchase.
  8. Use lead scoring to prioritize leads: Use data about your leads' behavior and characteristics to prioritize which leads are most likely to convert into customers.
  9. Use a CRM system to manage your sales process: A CRM system can help you track leads, manage customer interactions, and automate certain tasks to streamline your sales process.

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