Why Foodservice Sales People Love Inbound Marketing

What sales person doesn't like a sales qualified lead that's ready to buy your product or service? 

When I started out my professional sales career some 20 years ago, I was a cold-calling machine. I had to be. The only way to find new sales leads was to pick up the phone, dial the IT Director, hope that he picked up the phone, and give him my pitch. (And I was damn good at it.)

Email became an incredible way to connect with prospects. Heck, if you were communicating with a prospect via email 20 years ago, it was a new and convenient way to correspond. Response rates were so high you could almost guarantee an immediate reply.    

Fast forward to 2015. If I attempt to phone someone today without knowing them, the likelihood of reaching my contact is next to nil. He or she doesn't have time to answer sales calls. And quite frankly, that person has all the power today - at the tip of his or her fingertips. 

Google has transformed the sales process. We live in the Information Age where, today, with a few keystrokes (or even speaking into your device), answers to your business challenges are delivered to you in nano-seconds. Think about the way you buy things today. Where do you start? When's the last time you Googled something? (Yes, Google is now an official verb).

How many emails do you receive today? 100? 200? 300? Prospects don't have time to view every email, so your cold-emails are immediately deleted or maybe filed away to 'view later.' Probably not happening. 

You would agree that the sales and marketing playbook has changed, right?

So how are successful sales people closing more business today?

Inbound Marketing. Companies embracing the fact that the customer has all the power today 'get it.' These companies are investing into marketing their products and services differently. They are tracking their prospects' interests through the Buyer's Journey. They understand how their clients buy today and nurture them with the most remarkable and valuable content.

Whoever is in charge of marketing has a tremendous opportunity generate, pass, and track the highest qualified leads to sales like never before. Thus, sales can focus on closing business and delighting the client throughout the lifecycle.  

It's not all on marketing, though. Today's sales people are embracing social media platforms like Twitter and LinkedIn to 'listen' better (I know, hard for us sales folks). Social listening provides even more intel, more engagement to build additional trust in not only the product/solution, but you, personally, as an industry expert.

Why do I love Inbound Marketing?

It's simple. I love working with a prospect who is an ideal client for me, who has already educated and committed to my product and/or solution, and who is ready to buy. Oh, and I can see their entire Buyer's Journey as to what they are interested in online. Using my CRM, I can close the loop on that lead to determine where it came from.

This is the new way to sell. Are your sales people thanking your marketing team yet?