It’s possible your sales team may view inbound marketing with skepticism. They may have pre-existing notions that it's just about handing out free information and won't provide any benefit to them. It’s understandable; the sales team just wants to be sure that any new strategy put in place will help them meet their monthly quotas rather than hinder them. Luckily, once your sales team learns about how inbound marketing will actually help them sell more by talking to prospects who are actually educated and excited about the company's products or services, they'll happily be on board. Here are a few points to get buy-in for inbound marketing from your sales team.
Nobody Likes Cold-Calling
We’ve done both outbound and inbound marketing over the years, and we can tell you from experience: cold-calling can feel akin to running your head into the wall, backing yourself up, and doing it again – and again – and again. The reason is that most of the prospects you call on will:
- Not need your product or services
- Of those that might need your product or services at some point, most of them won’t need it at the exact time you’re calling them.
With these hard truths in mind, it’s no wonder that traditional cold calling usually has a success rate of less than 1%. Inbound marketing reduces and can even eliminate cold calling, by building a database of people who are actively consuming your content and willingly sharing their information with you in exchange for that content. If you’re, say, a staffing company, rather than just cold-call HR managers all day long, imagine instead producing an annual salary survey for the types of positions that you place and place it on a landing page on your site. When HR managers fill out the form on that page to download that survey, you know they are currently or will sometime in the future be interested in staffing those positions, and can follow up with them accordingly. You’ve just saved your sales team hundreds of cold calls!