Earlier this week, I wrote about why inbound marketing works for manufacturing. I walked through the buyer’s journey, from discovery, to consideration, to making a decision about a solution for a problem they’re facing. In the case of manufacturing, the buyer always feels an acute need for the solution prior to purchasing; buying a huge piece of machinery is not a week-long decision. The process could take months, with input from many other decision-makers in the company.
Once a potential solution has been identified, the buyer is ready to talk to a sales professional at your manufacturing business. Here’s how a sales team enabled through inbound succeeds more often.
According to The Annuitas Group, nurtured leads make 47% larger purchases than non-nurtured leads. And Forrester Research shows that companies that nurture leads make 50% more sales at a cost 33% less than non-nurtured leads.
The way to do this well includes a marketing automation system that includes a CRM and doesn’t allow leads to fall through the cracks. By the time the buyer gets to sales, they’ve completed two-thirds of their research. Your marketing team has been effective in providing the necessary educational information the buyer was looking for, and the buyer has determined that your product is a potential solution. This process has set sales up for success right from the start.
When a potential buyer reaches out for that piece of information on your site that shows they’re interested - perhaps a contact us form, or a request for proposal, or a comparison chart between you and your nearest competitor - they’re showing you that they’re ready for a conversation with a sales person.
If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them. [Source: InsideSales.com] Timing is everything at this stage, so paying attention when a lead raises their hand will dictate your success. This will also greatly reduce the sales cycle time; you’re not wasting time cold-calling people who don’t need you. You’re only spending time with leads who have already identified themselves.
We’ve seen this with some of our customers before, which is why we added sales enablement to our service offerings. Sales enablement the inbound way helps define the sales process once marketing has tee’d up the leads. With a system in place for sales, their close ratio improves dramatically.
Our Empowered Sales Methodology looks like this:
Here’s a quick example of our simplified process for closing manufacturing sales:
This consultative sales process continues the inbound marketing method into the sales cycle. Change management, as I’ve written about in the past, is not an easy thing to accomplish. But the benefits to establishing inbound marketing, and enabling your sales team the same method, is what will help your manufacturing sales team close more sales.
Missed Focus on the Buyer Part 1? You're in luck, click here.