As a millennial from the 80s and B2B professional that has been in the industry for over a decade, I have witnessed fields like sales, marketing and customer service vastly change over time.
Recently, I have started my second sales training with Dan Tyre, Director at HubSpot and Lead Instructor for their Pipeline Generation Bootcamp and one of the first things he said to us was..."Helping is in, selling is out."
In this blog, we discuss how sales has changed, what you can do transform your HubSpot sales training, alignment of your teams, and close more deals.
Selling Evolved: Humans Helping Humans
The world of sales use to encompass gatekeepers of information about products and services.
If a person was interested in making a purchase they were forced to engage with a salesperson because research at the tip of your fingers tips wasn't readily available.
Today, this has completely changed.
A typical buyer researches their problems prior to making a purchase online or in person. There are more options for products and services than ever before, and people are looking for personalized, customized solutions.
So now, since more than half of the sale process is done by the buyer, the salesperson has evolved and needs to provide something different.
Modern traits of a sales professional can now include:
- Active listening
- Being customer-oriented
- Being solutions-focused
When a salesperson starts to adopt the characteristics listed above, they shift from inauthentic personalities saying (or sometimes doing) anything to make a sale, to trust-building, humans helping other humans to solve problems.
Circling back to my first session in Dan Tyre's Pipeline Generation Bootcamp, this 'humans helping humans' approach is the exactly mindset he said we need to embody in today's world of sales.
Hubspot Sales Training
In an effort to contribute to this evolution of sales, HubSpot developed a wealth of resources and trainings for sales professionals that seem to come in 3 categories:
- Inbound Sales
- Sales Enablement
- Sales Software
A sales methodology prioritizing the goals, interests, challenges and needs of buyers. In the past the focus was on closing the sale as soon as possible, now inbound sales guides consumers (instead of pushing them) through the buying process.
A process of providing a sales team with all the resources they need to close more deals. This could include tools, content, knowledge and any information they need to to effectively sell more.
HubSpot's Sales Hub software works in conjunction with the HubSpot CRM so you can execute sales campaigns, work more efficiently, and close more deals by tracking how deals are progressing through the buyer's journey and having all tasks and activities one place.
Alignment of Sales Processes
Below are 5 ways in which you can spruce up your HubSpot sales training and align your processes with the rest of your teams to increase that bottom line.
If communication between sales and any other department suffers, so will sales.
To prevent miscommunication, assumptions or anything else that could lead to lost deals, create a stronger relationship between your teams.
You can do this by providing opportunities for collaboration through:
- Direct messages
2. Sales objections
One of the great things about salespeople is they KNOW your customers and buyers VERY well.
They can often give you insight about what your buyers think, why they want to buy and what their major problems are. They also know what their objections to buying are that can stop a deal from closing.
Other departments (specifically marketing and customer service) within your business may gain a lot of valuable knowledge from knowing this type of information.
For example, if marketing's recent campaign doesn't create contacts that lead to sales, they might benefit by gaining more insight into how buyers are thinking for their next campaign. Customer service might be finding that multiple customers are not willing to upgrade or buy additional products/services, but if they were more familiar with the buyers problems, they could potentially discuss those more often in account management meetings.
Leslie Ye, Head of Executive Communications at HubSpot says, "The best thing a marketer can do to ensure they’re providing value is to devote at least a portion of their time to creating assets that directly address objections in conversations salespeople are already having and marketing should own the response to objections (especially closed-lost deals) based on misperception, as these generally reveal gaps in positioning or messaging."
"Devote at least a portion of their time to creating assets that directly address objections in conversations salespeople"
3. The Competition
As a business owner, you and your employees should be familiar with your competition.
If this isn't the case...sales to the rescue!
Your sales team is your golden ticket to determine who your current and future competitors are (if this hasn't been done already) and which ones are potentially taking deals from you. When this takes place, it can help departments like marketing greatly improve their strategies and tactics.
Try to identify a list of competitors and do a SWOT (strengths, weaknesses, opportunities and threat) analysis and compare your strategies to increase performance.
4. Track Sales KPIs
Does anyone besides your sales team know what their KPIs are?
This can be very beneficial for your marketing and customer service teams to know and determine how their projects might impact sales KPIs, such as deals or sales.
When time is taken to think about projects from a sales standpoint, it helps other teams reach their goals, which in turn helps sales more!
Debbie Farese, HubSpot's Director of Global Web Strategy says, "Measure the impact of your marketing efforts down to the bottom line. A lot of marketers stop at measuring the number of leads they generate, but to build trust with sales you need to show that those are quality leads and that your marketing content contributes to revenue. Tools like attribution reporting can help you do just that."
"Measure the impact of your marketing efforts down to
the bottom line."
If you are not familiar with attribution reporting in HubSpot, it allows you to analyze an asset like an ad, blog, or email to see the number of qualified leads and potential earnings.
Learn more about attribution reporting.
Do you know what your sales team does all day? Does anyone else?
It's time they do!
Alignment of your company's teams can't happen if they aren't aware what each other do all day. Have marketing go sit with sales, sales with customer service, and let them actually get to know each other outside of formal meetings.
Once sales is comfortable, allow other departments to listen to sales calls, then the rest of company will truly understand the objections, problems, and goals of the buyers that can help them do their jobs better.
Live calls are great or other teams can learn a lot from group call reviews as well.
That concludes our blog on 'How To Transform Your HubSpot Sales Training.'
Are you a HubSpot user that wants to learn how to transform your sales team into a deal-closing, money-making machine?!
Find out how by booking a complimentary call with us by clicking the 'Book A Chat' button below.