Sales Has Changed: The Inbound Marketing Revolution

  

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Sales Has Changed: The Inbound Marketing Revolution

[By Koleen Singerline]

"Do I keep throwing money into hiring new salespeople or is there a better way?"

This is the question I most often get from business owners when discussing pressing problems in the economy now.  "Tell me a little more about what you mean," I reply. 

"Well, we see things picking up and we want to make sure we're out there, but we're just having a hard time finding good talent that can actually make enough sales to pay for themselves while bringing in profit."

A lot of us are looking at that very issue. Salespeople and Business Development Managers can cost up to $100K to a business if you add up all the costs:

• Salary
• Benefits
• Commission
• Car Allowance
• Phone
• Office Space and Expenses
• Gifts to Clients
• Lunches, Seminars, Events, etc.

What's the ROI on that?  Unless, he/she brings in a considerable amount of new business, a difficult task considering today's squeezed margins, the whole situation might lose you money.   Many company owners report hiring someone they think is good, investing in training for the guy, and just as he's learning the business and gaining some traction, he moves onto some other kind of sales environment because he doesn't like or doesn't get your industry.  Worse yet, you can find someone and get him or her out there on the street, but chances are he isn't warmly received or offered an entry to the decision maker.

"Feet on the Street" might not be the best answer anymore, so what is?

Instead of hiring a new salesperson, you should invest into inbound marketing techniques and see a stronger ROI. Looking at the trend brought on by the social media revolution, inbound marketing programs will drive sales and get you past the closed door. The first step is to start with your website and make it the "hub" of all your marketing and sales activity. Then, drive traffic to your website with an integrated inbound marketing program: social media sites, email marketing, public relations initiatives and your staff's customer service activities. Additionally, utilize Search Engine Optimization (SEO) techniques to enhance your website's visibility.

New tools available can take your website from a "static brochure" to a "hub" that houses valuable information and solutions for your prospects. Technology has made some exciting advances in the last year, increasing the amount of information available to you on who's visiting your website and what they're searching for.

Overall, inbound marketing allows you to qualify prospects, add warmed leads to your sales funnel, and most importantly, has your audience coming to you!

Invest in making your website your new "salesperson"; it will cost less and get your foot in the door!