Succeeding in a
Challenging Environment
Inside Sales Strategies and Tactics
Scott A. Inks, Ph.D.
Director, H.H. Gregg Center for Professional Selling
Associate Professor of Marketing
Ball State University
sinks@bsu.edu
© Scott A. Inks – 2015
Agenda
• Who We are
• The Changing Environment
• Lead Generation
• Getting to the Decision-Maker
• Trust
• Sales Process and Analytics
• Staying Motivated
© Scott A. Inks – 2015
Who You Are . . .
• Dental Supplies
• Insurance
• Consulting
• Staffing
• Television
• Cloud-Based Services
• Document Management
• Office Furniture
• Packaging
• Flooring
• Housing
• Energy
• Wildlife
• Higher Education
© Scott A. Inks – 2015
Who You Are . . .
• LinkedIn Users
• LinkedIn Premium Users
• Relatively new to current
position
• Several years at current
position
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University of Georgia
Georgia Southern University
Mississippi State University
Loyola University
Alabama & Auburn University
Kennesaw State University
Ball State University
Purdue University
Indiana University
Tennessee Tech
Boston College
© Scott A. Inks – 2015
Inside Sales - The Changing Environment
© Scott A. Inks – 2015
The Changing Environment
• Increased global competition
• Technology empowered buyers
• Technology empowered sellers
• Communications Technology
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Social Media Marketing
Social Selling
Content Marketing
Web Conferencing
• Digital Natives
© Scott A. Inks – 2015
Growth in Inside Sales
• B2B buyers are becoming more
comfortable conducting
business remotely, and using
the web and social media
• Online webinar and
videoconferencing technologies
are getting better, easier, and
more cost effective.
• Pressure to reduce selling costs
© Scott A. Inks – 2015
What are the five biggest challenges facing
the salespeople at your table?
© Scott A. Inks – 2015
Inside Sales - Sales Representative
Challenges in 2015
1. Having enough leads
2. Accessing a decision maker
3. Staying motivated
4. Managing calendar events
5. Lack of product knowledge
© Scott A. Inks – 2015
Inside Sales - Sales Representative
Challenges in 2015
“Reducing Demo Evaporation Rate – when
we setup a demonstration, prospects only
show up 30% of the time. This is the one
advantage of outside sales, they can’t
hide. To combat this, we stress the
importance of uncovering key needs, so
the prospect has a reason to show up.”
© Scott A. Inks – 2015
Inside Sales - Sales Representative
Challenges in 2015
“Connecting with Decision Makers – our
current connect rate is 9% which is
industry standard. We purchase a tool
called, InsideSales, that allows us to
mimic the area code of the prospect we
are calling. Our connect rate has
doubled since prospects think someone
local is reaching out.”
© Scott A. Inks – 2015
Inside Sales - Sales Representative
Challenges in 2015
“Burnout – making 80-100 calls a day
can be very taxing. We stress the
importance of quality over quantity. I
would rather have someone make 30
calls and connect with 5 people rather
than make 100 calls and connect with 6
people. We teach reps to get direct
lines to bypass the gatekeepers.”
© Scott A. Inks – 2015
Lead Generation
© Scott A. Inks – 2015
In order of effectiveness, what are the 3 primary lead
gen methods used by salespeople at your table?
© Scott A. Inks – 2015
Lead Generation – Methods
Methods
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Referrals – manage with care
Networking (personal and digital)
List providers
3rd Party lead qualifiers
Marketing
Content Marketing
Other
© Scott A. Inks – 2015
Lead Generation – Strategic Approach
Strategy
• Set Objectives
• Allocate Resources
• Schedule it!
• Employ Multiple Methods
• Measure Results (ROI)
• Make Adjustments
© Scott A. Inks – 2015
Getting to the Decision Maker
© Scott A. Inks – 2015
In order of effectiveness, what are 3 primary methods of
successfully working with the Gatekeeper?
© Scott A. Inks – 2015
The Gatekeeper
Working through the gatekeeper
• Recognize and acknowledge their value
• Be sincere and project confidence
• Show gratitude and earn trust
• Don’t “Pitch”
Working around the gatekeeper
• Start with someone else in the organization
• Use LinkedIn to gain access to contact
© Scott A. Inks – 2015
The Call
© Scott A. Inks – 2015
Preparation
• Don’t read the script, KNOW the part
• Practice (role play with different people)
• Do the homework – leverage
technology
• Know the objective
• Organize resources
© Scott A. Inks – 2015
Preparation
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Eliminate Distractions
Single-Task not Multi-Task
Focus on the Contact
Maintain Professional Posture
Exude Energy and Confidence
Own a Positive Attitude
Control Speech Rate and Tone
© Scott A. Inks – 2015
Engaging the Decision-Maker
© Scott A. Inks – 2015
What Decision-Makers are Saying about Salespeople:
Research from the Field
© Scott A. Inks – 2015
Why No Second Opportunity . . .
• Salesperson views interaction as a sales
opportunity for a product rather than an opportunity
to address my critical business issues.
• Presents their products or services as the solution
to everyone's problems, as apposed to presenting it
as a specific solution to your Company's needs.
© Scott A. Inks – 2015
Why No Second Opportunity . . .
• Ignore my business need and continue to
point out things about their product/service
that I don't care about.
• High pressure pitch that has no or little
relevance to my business. Didn't do
homework.
• They spend more time selling me what they
have, rather than understanding what I
need. They try to succeed for themselves
not develop a win-win situation.
© Scott A. Inks – 2015
Why No Second Opportunity (Summary)
• Lack of preparation
• Lack of concern
• Overpromise
• Wasting time
• Isn’t connecting
• Lack of value
© Scott A. Inks – 2015
Target Market – Good, Buyer Persona - Better
A buyer persona is a semi-fictional representation
of your ideal customer based on market research
and real data about your existing customers.
When creating your buyer persona(s), consider
including customer demographics, behavior
patterns, motivations, and goals. The more detailed
you are, the better.
© Scott A. Inks – 2015
Buyer Personas – Characteristics
• Key responsibilities
• How value is perceived
• How risk is mitigated
• Responsiveness to salespeople
• Buying decision process
• Social receptivity
© Scott A. Inks – 2015
Buyer Personas – Characteristics
Susan
• Senior Level Sales Manager
• Responsible for recruiting and on-boarding sales
talent
• Looking for ways to improve recruiting efficiency
• Willing to invest time and money into college
recruiting if the fit is right
• Needs “proof of concept”
• Has recruiting budget authority
• Works with university career services but doesn’t
value university-wide career fairs
• Prefers phone and email
© Scott A. Inks – 2015
Work as group to complete the following lists?
© Scott A. Inks – 2015
List 5 Types of Value Your Persona Seeks
Personal Service – values being known and treated as a priority
“Good Deal” – values the feeling she left no money on the table
Security – she wants to be protected against the consequences of uncertainty
© Scott A. Inks – 2015
List 5 Ways Your Persona Mitigates Risk
She reads white papers and participates in LinkedIn groups
She likes to see independent third-party support
She wants assurance of post-purchase customer support
© Scott A. Inks – 2015
How might you use this information?
© Scott A. Inks – 2015
© Scott A. Inks – 2015
Staying Motivated
© Scott A. Inks – 2015
Mental Preparation
• Read “Selling with a Noble Purpose: How to Drive Revenue
and Do Work That Makes You Proud” by L. McLeod
• Seek out satisfied customers – Remind yourself of the value
you provide
• Never compromise your integrity or ethical standards
• Hang out with positive people
• Don’t underestimate the power of the daily affirmation
• Take a breather….listen to something that get’s you going!
© Scott A. Inks – 2015
General Strategies for Improvement
1. Role Play (workshop)
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Specific Scenarios
Ad hoc
With prep
Spontaneous
2. Observer Others
3. Study
4. Think Strategically
“The more I practice, the luckier I get.”
- Arnold Palmer
© Scott A. Inks – 2015
Questions and Discussion
© Scott A. Inks – 2015