What Does Inbound Marketing Do to Sales?

By: Jim Ward, president and CEO of BrainSell Technologies

One of Inbound Marketing’s primary tenants is to provide relevant non selling information.  The reason is simple and if you think about the way you buy today and specifically how Gen Y and Gen X buy products and services, their approach has shifted to research and peer recommendations.  This approach has been a result of our connected age via the Internet, Google, Facebook, LinkedIn and other social outlets.

Frankly, beyond the clear benefits of Inbound Marketing that generate real leads for companies committed to inbound strategies, it’s refreshing to be able to provide information that helps prospects and clients of ours find the right product or service that fits their exact needs.

Funny, I was listening to a local radio broadcast, Prime Car Chat, hosted by Prime Motor Group President, David Rosenberg. David  talked about their “no haggle pricing” and their “no bicker sticker” and he described the transition of his sales staff from heavily incented  based on commissions that were paid on profit margins (sales price – cost) and how the “no haggle” approach changed the profile of folks selling cars.  They went from being 80% sales 20% product knowledge people working 80 hours a week to make enough from their sales incentives to folks who can work a regular work week (say 40 hours) and they are now 80% product knowledge 20% sales.  And the pricing strategy further gives the buyer the power to identify the best car versus the dealer trying to sell the most profitable car.

What is Inbound Marketing doing to sales?  The same.  Inbound Marketing strategies are turning the sales organizations on their heads. In fact, I dare say Inbound Marketing may help to bring down the historical divide between sales and marketing.

At BrainSell, we’re far more focused on product knowledge and consultative expertise that actually works to help clients achieve results they expect.  It’s one thing to talk about delivering results it’s another to fully build your organization around giving away real and relevant information then turn your sales staff into into business analysts.  It’s a fundamental shift. It’s good for both the seller and the buyer.

For those who only take the process half way and use Inbound Marketing, yet maintain traditional hard-sell tactics, let the chips fall where they may.  Gen Y and X’ers will quickly see through that veil.  Boomers too!

The result is an experience, for both seller and buyer , that’s less stressfull and more fulfilling than the traditional role of sales and buying.  Long live Inbound Marketing.