Published on May 26, 2018
slide 1: Answer Sources www.answersources.com Study Guide for Adwords Certification Bing Hubspot Exam More Inbound Sales Certification Exam Answer A few things to know before taking Inbound Sales Certification Exam There are 60 questions. It should take 2 hours to complete. You must answer 45 questions correctly to pass. You must wait 12 hours between attempts. If you close this exam before finishing your answers wont be saved and it will count as a failed exam. Google AdWords Exam Answers Google Analytics Exam Answers Bing Exam Answers Hubspot Exam Answers Click Below to Get Others Exam Answer: slide 2: HubSpot Inbound Sales Certification Exam Answers What are the four stages of the Inbound Sales Methodology Identify Connect Explore Advise Research Connect Present Advise Attract Convert Close Delight Awareness Research Consult Purchase What framework is used to understand how your customers buy your product/service The Buyer’s Journey The Inbound Sales Methodology The Exploratory Guide Ideal Buyer Profile True or false Inbound salespeople prioritize passive buyers ahead of active buyers. True False You let your boss know that you want to start applying an inbound sales approach to the way you sell to your potential buyers. Your boss is onboard but says you still have to meet your cold call and cold email quota each day. How would you respond “Let’s compromise. I’ll still do some cold calling but it will also be important for me to position myself as a thought leader. Can we lower the quota so I can contribute to the company blog” “That’s fine. Colding calling is a key part of transitioning into presentation mode which is when you can really add value for the potential buyer.” “Actually I’ll need to stop calling altogether. With inbound everything can be done through our website forms automated email and our CRM. We’ll save everyone time.” “Interesting. Why not increase the quota Cold calling is an important part of inbound since it helps you understand the buyer’s context if you get them to answer the phone.” Fill in the blank: Inbound salespeople advise ____________ and if the buyer agrees the salesperson is best for their context they become _______________. opportunities customers opportunities leads slide 3: leads marketing qualified leads leads promoters How would you describe an inbound sales professional Inbound salespeople are experts like doctors who are there to diagnose and recommend the right solution. They ask the questions that are sometimes difficult to ask or answer but are in the best interest of the potential buyer to consider. Inbound salespeople are experts that use their industry and product/service knowledge to convince potential buyers to purchase because they know whats best. Inbound salespeople are experts at identifying pain points of potential buyers and pushing on those pain points until the buyer feels as though they have no other option but to purchase if they hope to be successful. All of the above Based on this course what is the framework for the buyer’s journey Research Connection Advise Research Consideration Purchase Awareness Connection Advise Awareness Consideration Decision You’ve joined a sales department at a new company. During training your manager walks you through when you’ll need to transition into presentation mode. She says you should transition into presentation mode the moment the prospect expresses interest. Your manager then provides you with the presentation template that all of the sales representatives use. Is your new sales team practicing a legacy sales approach or an inbound sales approach Legacy - Legacy salespeople revert to generic presentations and jump into presentation mode too early when they don’t understand the buyer’s context. Inbound - Inbound salespeople lead with a presentation if the buyer has expressed some form of interest because they know they can help the buyer. Both - Presentations are more of a legacy sales approach but the presentation template is a best practice of the exploratory phase. Neither - Both legacy and inbound salespeople have transitioned away from giving presentations because all of that information can be found online True or false Ideal buyer profiles and buyer personas are the same thing but ideal buyer profiles are for sales and buyer personas are for marketing. True slide 4: False Which of the following is NOT an example of a trigger event A blog post by a potential buyer A mention in social media by a potential buyer of a hashtag aligned with your value proposition A phone call from a potential buyer A newspaper article about a potential buyer Fill in the blank: Your best leads are strangers that match your ___________ and are active in ____________. company fit making a purchase buyer’s journey researching solutions buyer persona profiling companies ideal buyer profile the buyer’s journey True or false You recently got an inbound lead from a company that fits your ideal buyer profile. However the lead is a lower level employee with no buying power. This is still a good inbound lead. True False What is an ideal buyer profile A description that defines which buyers you can help and which buyers you can’t A shortlist of companies you would like to contact. A semi-fictional representation of your ideal customer based on market research A description of a past buyer who closed quickly True or false To identify passive buyers you can identify companies that match your ideal buyer profile by leveraging LinkedIn or other company databases. True False slide 5: Which of the following is not a type of lead source defined in the Identify class Inbound leads Inbound companies Common connections Inbound hires True or false Inbound salespeople differentiate from legacy salespeople by prioritizing active buyers over passive buyers. True False You recently started using a software that identifies the company from which an anonymous visitor originates. You find that someone from Sprocket Corporation has been visiting your website and their company fits your ideal buyer profile. What should you do Find the contact at the company that is the most likely buyer of your solution Create a new lead in your CRM with the appropriate point-of-contact and their company Move the new lead to the enrichment step of an identify process All of the above Enrichment data about your leads will help you understand their context and personalize the sales experience accordingly. What are the two enrichment data categories The buyer’s common connections and the buyer’s current solution The buyer’s interests and the buyer’s demographics The buyer’s competitors and what the buyer is currently using as a solution The buyer’s budget and the buyer’s timeline What is the correct order of the three steps to set up your Connect strategy Determine your primary persona define the sequence for them and define the connect method for each persona. Determine your personas define the sequences for each persona and define the outreach for each sequence. Determine your personas define your negative personas and define the ways in which you will reach the personas. Determine your personas define the challenge for each persona and define the connect method for each persona. slide 6: You’ve just joined a new company as one of their newest inbound sales representatives and are excited to begin executing on their connect strategy. You’ve recently identified a potential buyer determined their persona and identified which lead source they came from. What are your next steps as an inbound salesperson in order Assemble the content for your persona assemble the best medium for connecting and then begin the outreach. Assemble a sequence plan assemble the content for each sequence attempt and then begin the sequence. Identify a common connection or some method of outreach and begin the connect conversation by personalizing your message. Explore all information you can find on them and then assemble your method of reaching out and decide. True or false When defining personas you should first segment your target market by the types of companies and then the different types of people you target within those companies. True False True or false When inbound salespeople get a potential buyer on the phone they initially focus on qualifying the potential buyer for proper budget and authority. True False Regardless of the source of your lead e.g. inbound buyer triggered event etc. it is critical that you gain buy-in for a longer exploratory conversation by doing the following two things: 1. Establish why you’re calling 2. Position a challenge you can help people like them overcome. 1. Establish who you are and why you’re calling 2. Establish how you and your product/service is able to help them. 1. Validate their interest in discussing your product line. 2. Provide value to them with your service. None of the above As a salesperson you’ve decided to reach out to a prospective buyer on social media. In order to do this the inbound way it’s important to do the following: Customize and personalize your outreach Personalize and present your value slide 7: Produce something of value Connect with your potential buyer and begin a relationship around your company True or false It is not ideal to send an invitation to connect on social media until you have shared valuable content with the buyer. True False You’re about to develop your company’s personas for connecting. Based on the inbound sales approach your best path to success would be: Starting with one segmentation at the company level like industry and then moving to one segment at the individual level like role. Starting with the most common individual-level segments and then moving to company-level segments. Starting with your most profitable segments at the individual level like role and then moving to the company size like small medium or enterprise. Being all encompassing as you’re looking to define this for the first time and need a starting point to work from. Which of the following should you keep in mind when defining content for each sequence Pulling from your inventory of existing content. Referencing your product/service at least 2x as much as you mention the buyer. Adjusting the length of your content accordingly - 200 words to 400 words. Establishing your product or service as the best possible option. True or false Advanced technology is required to execute a high quality connect process. True False When developing a persona you should ask yourself all of the following questions EXCEPT: How do these personas describe the goals or challenges they encounter that align with our company’s offering For each persona what are the implications of inaction What are their preferred methods of communication within their team their company and their family slide 8: How do these personas typically educate themselves on their goal or challenge Inbound companies are similar to inbound leads. While you may not know who actually visited your website you do know that someone from that company took that action. Based on this information which of the following is the best way to begin your email outreach Hi Buyer Name Various people within your organization have been reviewing our content on how to recycle old electronics. Based on this area of interest I thought you and your team may also enjoy Blog Article A and Blog Article B. Hi Buyer Name. Common Connection First and Last Name suggested I reach out to you. We were discussing best practices our firm recently uncovered on purchasing new electronics and security issues that most small businesses face. Common Connection First Name thought you would be interested in the results. I can walk you through them if this is timely for you Hi Buyer Name Earlier today you downloaded our eBook on top security issues for small businesses. Based on this area of interest I thought you may also enjoy Blog Article A and Blog Article B. Hi Buyer Name I noticed your company’s recent job tweet about how to get rid of old electronics. I thought you would appreciate the popular eBook we wrote titled “Top Security Issues for Small Businesses” and will send it to you now. If your company does not have much content how can you provide information to your potential buyer Send them the relevant content you do have Send useful content from thought-leaders in the relevant industry Offer a consultation/product demo None of the above All of the following are important types of context that can lead to a personalized message EXCEPT: The buyer’s industry The buyer’s role The buyer’s sphere of influence What the buyer has done on the seller’s website When developing the content for each attempt in your sales sequence the most important thing you can do is: Make sure your goal of selling to them is clear in your outreach slide 9: Ensure you address them properly based on their role in the organization Support the potential buyer during their buying journey Personalize the entire sales experience to the buyer’s context As you carefully listen to a potential buyer you make it a point to process what he is saying. After he finishes speaking you quickly repeat back what he said and ask a question to confirm what he just told you. What important sales skill did you just use CGPT Active listening The LAER technique The BANT method You’re running an exploratory call with a potential buyer and you’ve had previous discussions about why they need to purchase your service. How should you start the call Start by building some rapport and then begin where the previous conversation left off and dig right in. Start by building some rapport and then recap what you learned and shared from previous conversations. Start with a strong agenda and then ask them if they have any questions before you begin your presentation. Start with a strong agenda and then build some rapport. Why is it important to get your potential buyer to reflect back on their goals and challenges It’s not important for the potential buyer to reflect back you should always be moving the sale forward not backward. It’s important because you’re getting another chance to listen to their situation. It’s important because you’re leveraging the power and impact of repetition. It’s important because you’re getting them to think critically about their situation. Before moving into presentation mode what information must an inbound salesperson know The chain of command so you can speak with the most relevant stakeholder. The scope of your traditional offering so you can compare it to your competition preventing the potential buyer from shopping around. slide 10: The buyer’s context so you can deliver a customized proposal to the buyer. The potential buyer’s infrastructure so you can make sure they have the team to run the methodology. True or false Discovering a potential buyer’s consequences and implications should be done at the Explore stage of the Inbound Sales Methodology. True False A potential buyer just shared a very important goal they have with you. What should you do next Identify who came up with this goal Have the potential buyer quantify the goal Ask the potential buyer to share this goal with their leader/manager Encourage the potential buyer to write it down You’ve recently joined a new company and are learning how to help potential buyers understand why they would benefit from purchasing the product that your company sells. How can you start to put yourself in the buyer’s shoes so you understand why they would buy your product Read and understand your company’s best practices and case studies inside and out Talk to other sales professional Look at your company website Read all of the content your marketing team produces You’re discussing the cost of your service and the potential buyer is asking questions about potential costs that could arise in addition to your service. How should you respond “Great question. We should definitely review the costs to implement this solution.” “No need to worry. Your account manager will be there to help defray any additional costs.” “Its important that we cover this at another time. For now Im just learning about your goals and challenges.” “There aren’t any additional costs--our service pays for itself.” Why is recapping the conversation you just had during an exploratory meeting so important slide 11: It gets them to believe that inbound is a real thing. It demonstrates what an experienced salesperson you are. The potential buyer will appreciate how effectively you listened during the meeting and will be excited for the next steps. The potential buyer will be less likely to try to leverage a cheaper price from you. True or false After a potential buyer explains their timeline and plan to you you should begin to understand how eager they are to change. True False Is it important to make sure the potential buyer is interested in implementing several of your solutions to overcome the things that stand in the way of solving their issues with your product Yes it’s important to understand that you’ll be able to provide value to the buyer No it’s not as important as getting their timeline and budget True or false When a potential buyer begins to expresses interest inbound salespeople transition into exploratory mode instead of pitch mode. Inbound salespeople recognize they don’t have enough understanding of the buyer’s context to deliver a personalized presentation yet. True False You’re discussing a potential buyer’s plan to reach one of their goals for this year. You discover they have some reservations about the plan and aren’t completely confident in it. How can you help the potential buyer feel more confident Downplay their concerns and praise the good points of their plan Alleviate their concerns by positioning solutions that will help them overcome any problems while reaching their goals Identify the plan’s failings and suggest an easier set of goals Quickly but politely end the call so you can focus on buyers with clearer goals When should budget-related discussions happen during a normal exploratory meeting At the beginning of the meeting slide 12: In the middle of the meeting At the end of the meeting Budget shouldnt be discussed during the exploratory meeting A meeting with a potential buyer is coming to an end. You suggested new plans helped them quantify consequences encouraged them to think through their decision-making processes and discussed their budget. What should you do next All requisite information has been shared. You respect their time and finish the call. Ask if they can think of any limitations they should share with their team. Verbally recap your understanding to your potential buyer. This helps them realize you fully understand their context. Tell them you will send them a recap before your next call later on. What is the main goal of a presentation To recap the exploratory call To work with the buyer on pricing To review what the potential buyer should know To add value Which of the following is NOT completely necessary to the advising checklist Suggesting ways to help them achieve their goals and overcome their challenges using your product/service. Earning their trust by starting off with some information about yourself and other businesses that you’ve worked with. Confirming their budget decision-making processes and timeline. Including a recap of what you’ve learned so they know you understand their situation. You’ve spent a lot of time creating a presentation for your potential buyer and you’re excited to present it. However as you continue to work your way through the presentation you notice the buyer is not engaged. What should you do This is a natural part of any presentation. Continue on and be sure to address their questions at the end. Adapt your presentation to what’s unfolding during the conversation. slide 13: Stop and ask them if what you’re covering makes sense. Be honest with them and ask them about their lack of engagement during this presentation and the reasoning why. True or False With the 1-10 closing technique you help a potential buyer weigh the pros and cons for purchasing. True False True or false As you try to advise your potential buyer on which option is best you should start a presentation about yourself your company’s history and a description of what you provide. True your presentation should include a recap what you do. False your presentation should be personalized to the buyer’s context. Your buyer needs more time to purchase the product you’re selling. How should you respond to the buyer’s needs with an inbound sales approach “Sounds good we’ll adjust our timeline so you feel confident with the purchase.” “Sounds good let’s add one more week to the timeline.” “I would advise you against waiting simply because I heard our product will soon be increasing in price.” “I would advise you against waiting because the longer you wait the longer it will take to start seeing value from your purchase.” A presentation is an all encompassing term to convey the process of advising a potential buyer to help them move forward with a purchase decision. Which of the following is NOT considered a type of presentation A webinar A demo A proposal A contract Why is using a 1-10 closing technique to gauge the conviction of a buyer a good idea slide 14: It will encourage the potential buyer to share why they want to buy. As they weigh the pros and cons many potential buyers will overcome any lingering concerns. A B None of the above Which of the following is the proper order to conduct the advisory part of your presentation Confirm budget authority and timeline Confirm timeline budget and contract details Confirm authority timeline and budget Confirm timeline authority and budget You’re helping create a timeline for your potential buyer. The timeline is probably going to have to change. Which of the following options will give you the best chance of closing the sale You should be cognizant that your buyer will waiver and plan accordingly by setting expectations with your buyer. You should be mindful that purchasing decisions can often be difficult and be empathetic but firm in the timeline. You should be flexible and understand that a timeline might need to change based off the buyer’s needs and urgency. You should convince the buyer that your timeline is actually a better timeline for their needs. True or false Inbound salespeople deliver the same presentation and same case studies to all buyers because they spend time understanding and perfecting what works. True - Inbound salespeople know their product well enough that they have perfected their pitch. False - Inbound salespeople customize their presentation to the buyer’s context. Why should you start a presentation with a recap of what was discussed during the connect and explore phases By starting with a recap you make sure that you’re both on the same page. You’re both on the same side of the table. By starting with a recap you’re able to remind them of whatever you previously discussed and even convince them of some new things they may not have realized before. A recap is not necessary and you should immediately dive into how you will help them reach their goals. slide 15: A recap is not necessary. You provided email recaps already. To recap again is a waste of both parties’ time. You and a team member are working together to sell to a potential buyer. You’re both trying to take an inbound selling approach and your team member has been assigned to advise and deliver the presentation. She plans to conduct a product demonstration and runs it by you. The flow of the demo emphasizes your product’s best features. What feedback would you have for this team member “Looks good. Be sure to share our newest feature to show that we’re always evolving for our customers. It would also be helpful to share our most popular case study.” "I think it would be helpful if we both presented. To closely align with an inbound selling approach we need to make sure that one of us knows the product inside and out since we should do a full demo." “Let’s take more of an inbound approach and tailor the presentation. Rather than showing our best features we should illustrate only the features important to the potential buyer.” “I think it could be improved and is more of a legacy sales approach. You should present it in the order like we always do and emphasize the most common value propositions.” Which of the following is the most important question that you should be asking yourself to fully understand the awareness stage for your buyer What concerns do buyers have with your product or service How are buyers aware of potential solutions to their challenges How do buyers educate themselves on their goals When buyers investigate your company’s offering what do they like about it compared to alternatives You’ve placed a connect call and sent a follow-up connect email and fortunately the potential buyer reaches back out. He expresses interest in the help you offered in your phone call and email outreach. Based on the process outlined in the Connect class your next step should be: Develop credibility with the buyer Manage the connect call by referencing their activity Find a time to discuss Call them and get them on the phone As a new inbound salesperson you are most excited when you are able to leverage your large network because it relates to the common connect strategy. Which of the following is a common connection that you can leverage slide 16: One of your customers may refer a potential buyer One of your fellow employees knows the potential buyer An acquaintance outside of your organization knows the potential buyer All of the above To confirm timing of a purchase with your buyer you should ensure all of the following are covered EXCEPT: Verifying when they need to eliminate specific challenges. Verifying when they need to achieve their goal by. Verifying when they need to implement their plan. Verifying all of the positive changes that will occur by hitting your recommended timelines. A potential buyer just explained to you why they want to purchase your product. What should you do next Encourage the potential buyer to help group-sell the decision maker on the final details. Ensure that the potential buyer has purchasing power. Acknowledge what they said by repeating it back to them. Ask them to elaborate. Repeat back to them that they’re ready to purchase and send over the contract. What is the buyer doing during the awareness stage of their buying journey Identifying a challenge they’re experiencing or an opportunity they want to pursue. Becoming aware of the ways your solution can help them. Evaluating different approaches or methods available to help them with a challenge or opportunity they’ve decided to address. Trying to choose a specific solution within a specific solution category. What is your role during the awareness stage of the buyer’s journey Help the buyer define their goals and challenges. slide 17: Help the buyer understand the different ways they might address a goal or challenge. Convince the buyer to buy your product or service. Help the buyer weigh the pros and cons of your solution relative to other options. What is the buyer doing during the consideration stage of their buying journey Identifying a challenge they’re experiencing or an opportunity they want to pursue. Considering the pros and cons of using your solution. Evaluating different approaches or methods available to help them with a challenge or opportunity they’ve decided to address. Trying to choose a specific solution within a chosen solution category. What is your role during the consideration stage of the buyer’s journey To help the buyer define their goals and challenges. To help the buyer understand the different ways they might address a goal or challenge. To convince the buyer to buy your product or service. To help the buyer weigh the pros and cons of your solution relative to other options. What is the buyer doing during the decision stage of their buying journey Identifying a challenge they’re experiencing or an opportunity they want to pursue. Deciding on a budget for the next 12 months. Evaluating different approaches or methods available to help them with a challenge or opportunity they’ve decided to address. Trying to choose a specific solution within a chosen solution category. slide 18: You should do all of the following activities during the identify phase of your inbound sales strategy EXCEPT: Identify active buyers Identify passive buyers Research potential buyers Help a lead identify their goals and challenges You should do all of the following activities during the connect phase of your inbound sales strategy EXCEPT: Contact inbound leads Introduce yourself to common connections Leave voicemails for your leads Offer your leads a product demo You should do all of the following activities during the explore phase of your inbound sales strategy EXCEPT: Explore your lead’s goals and challenges. Guide your lead toward the right conclusion even if that’s not to buy from you. Explore the ways your product or service can help your lead achieve their goals or overcome their challenges. Position yourself as an expert who can help your lead sort through their goals and challenges. slide 19: You should do all of the following activities during the advise phase of your inbound sales strategy EXCEPT: Deliver a presentation explaining how you’re uniquely positioned to help the buyer achieve their goals. Help the buyer connect your company’s broad positioning to their specific goals and challenges. Provide the buyer with case studies and general information about your company. Ask the buyer to buy your product or service. What is the goal of the identify phase of an inbound sales strategy To identify good-fit leads from within the large pool of available prospects. To identify the goals and challenges of specific prospects. To identify the ways your product or service can benefit people who match your buyer personas . To identify ways to differentiate your offering from your chief competitors’ offerings. What is an active buyer Someone who has explicitly stated their desire to buy your product Someone who is ready to buy your product Someone who is actively researching a goal or challenge Someone who has bought from you in the past and is looking to buy again When you identify an active buyer what stage of the buyer’s journey will they most often be in The awareness stage The consideration stage slide 20: The decision stage The inbound stage What is a passive buyer A buyer who needs extra encouragement before they commit to buying A lead who has expressed interest in your product but hasn’t committed to a timeline for buying A person who buys a product without speaking with a sales representative Someone who is a good fit for your offering but isn’t looking to buy right now True or false You should only start identifying passive buyers after identifying all of the active buyers. True False What is the difference between ideal customer profiles and buyer personas Ideal customer profiles are for business-to-business sales teams while buyer personas are for sales teams that sell directly to consumers. Ideal customer profiles broadly describe a target market while buyer personas define specific sorts of people in that market. Ideal customer profiles describe your existing customers while buyer personas are based on your leads and prospects. Ideal customer profiles are used by marketing teams while buyer personas are used by salespeople. How quickly should you contact inbound leads Preferably within minutes of receiving the lead. slide 21: Preferably within a day or two of receiving the lead. Not too quickly so you don’t seem overeager. On a weekly cadence since these leads are unlikely to lose interest in your offering. What is the difference between a sales process and an inbound sales strategy A sales process is an outdated seller-focused idea. An inbound sales strategy replaces the need for a sales process. Every sales team has its own sales process but an inbound sales strategy can be implemented by every sales team. A sales process describes the steps a seller takes during a sales cycle while an inbound sales strategy describes the steps a buyer takes. An inbound sales strategy is a type of sales process. All of the following are examples of inbound leads EXCEPT: A live chat from a website visitor A phone call into your company Someone who reaches out to you on LinkedIn or Twitter Someone who mentions your company on LinkedIn or Twitter All of the following could be a trigger event EXCEPT: A press release or job posting from a good-fit company A good-fit person mentioning a relevant keyword or hashtag on social media A good-fit person mentioning one of your competitors on social media A good-fit person submitting a form on your website. slide 22: What should a business-to-business salesperson do if their website gets multiple anonymous visits from a single company Improve their website’s lead-capture tools Monitor the situation but wait for the company to initiate contact Call the company and offer to help Send a LinkedIn invite to the most likely buyer at the company An inbound sales strategy focuses on identifying people who _________. might already be interested work at major corporations have a budget the right authority a need and a timeline are already familiar with your product or service Fill in the blanks: For business-to-business sales teams an ideal customer profile usually identifies ________. For sales teams who sell directly to consumers an ideal customer profile identifies ________. an industry a geographic territory an individual company a specific potential customer a type of company a portion of the general population a small group of target accounts a larger group of prospects How long should each message in your sequence be Short. Voicemails should be less than 15 seconds and emails should be less than 200 words. slide 23: It varies. If you have a lot of relevant information you have to share your messages will be longer. As long as they need to be to communicate your value proposition. As long as possible. Increasing the amount of information you share increases the likelihood that a lead will engage with you. How often should you reference yourself in your outreach messages Never. Your messages should be solely about the buyer and their context. As often as necessary to communicate your value proposition. As often as possible. You need to convey your value and expertise to the buyer. No more than half as much as you reference your buyer and their situation. Fill in the Blank: End each email with a ______. Question Offer Joke Deadline All of the following are examples of social selling EXCEPT: Reading sharing and commenting on blog posts Following and engaging with thought leaders on social media platforms Sharing content from your company and other sources on social media Sending a series of personalized emails to good-fit prospects Which of the following is an example of a common connection Your brother-in-law has a friend who could benefit from your offering. slide 24: A potential buyer lives in the town where you grew up. You meet a good-fit prospect at an industry event. You and a potential buyer went to the same university. All of the following might be included in an ideal customer profile EXCEPT: Economic factors that make a customer ideal or not ideal Market segments that are ideal or not ideal to sell into Geographic locations that are ideal or not ideal to sell into Goals and challenges an ideal customer needs help with What is a trigger event An action that triggers an automated email from your marketing automation platform. Anything that indicates that you could provide immediate value to someone. An action that indicates a prospect is ready to move from the identify phase to the connect phase. An event that indicates a sales opportunity is about to expire. When should you transition to the explore phase After you’ve confirmed the buyer’s budget and authority When the buyer answers one of your calls or emails When the buyer confirms they’re interested in discussing a goal or challenge with you As soon as you begin researching the buyer’s context and needs What does it mean to make your outreach "human" Avoiding automated processes and technology. slide 25: Making sure your approach is empathetic and personable. Making sure your first meeting with a new prospect happens in-person. Involving as many different people from your company as possible in your relationship with every prospect. Fill in the blank. If a prospect says “I’m thinking about moving into a larger facility” that’s an example of a __________. goal challenge plan timeline What does it mean to make your outreach "holistic" Working with as many different kinds of people as possible. Trying to solve as many problems as you can for each prospect. Sharing all of the relevant information at the same time instead of sharing a little at a time. Providing the same level of human helpful service to people at every stage of the life cycle. How can you make sure the content you share is relevant to your prospects Make a list of the problems you help your customers solve and map your content to those problems –– then share relevant content. Have physical copies of your companys content on your desk so you can flip through them during phone calls and find what youre looking for. Share as much content as possible with each prospect to increase the likelihood of giving them the content they need. slide 26: Reduce the amount of content you use and focus on sharing only the content that is relevant in the decision stage of the buyers journey. Fill in the blank. If a prospect says “If I don’t find a way to solve this problem I’m going to have to start laying off employees” that’s an example of a __________. goal consequence implication timeline Fill in the blank. If a prospect says “If I can find a way to fix this I think we’ll be able to open a second location next year” that’s an example of a __________. goal consequence implication timeline What should your outreach messages try to do Persuade the buyer to shorten their buying timeline. Generate a response of any kind from the buyer. Help the buyer make progress in defining or solving their problem. Move the buyer into the next stage of the buyer’s journey. If a lead calls you in response to a voicemail you left what should you do Ask questions about their budget and authority to make sure theyre a qualified lead. Skip the connect call and transition immediately into an explore call. slide 27: Run the connect call as you would have if they had answered the phone when you initially called. Move the conversation to email to make it more convenient for them. Your teammate creates an outreach sequence with 10 steps in it and asks you if you think that’s a good length. How do you respond “That’s a good start but you should probably plan on creating a few additional steps.” “That’s probably good. 10 is usually the right number of steps to have.” “That’s probably too many steps. It’s generally best to end a sequence at five steps because you won’t get many additional responses after the fifth attempt.” “Hard to say. There isn’t a single best practice around the right number of steps in an outreach sequence.” If your company doesn’t produce very much content all of the following are good alternatives EXCEPT: Sharing content from other sources Offering free consultations Creating your own content Proceeding with your inbound strategy without using content All of the following are advantages of using the CGP TCI BA framework EXCEPT: Understanding: You can make sure you don’t miss details that are important in understanding your buyer’s context. Effective communication: You can have a structure for communicating your prospect’s story back to them helping them know that you heard them. Advising: You can position your products and services as a solution to your buyer’s challenges. slide 28: Identifying: You can have a clear way to measure whether a potential lead is a good fit for your offering. What do you need to do before connecting with someone on social media Verify their buying authority Provide some kind of help or value to them Determine how good of a fit they are for your offering Monitor their content for four to six weeks How long should the rapport-building part of an exploratory call be Short. Don’t spend more than a few seconds on rapport building. Long enough to get the prospect comfortable discussing goals and challenges with you but not so long that it requires the rest of the call to be rushed. As long as possible. Increasing the amount of time spent building rapport will increase the prospect’s likelihood of moving to the advise phase of your inbound sales strategy. It will vary based on your personal sales style. You should do all of the following in your sales presentation EXCEPT: Confirm the prospects timeline. Ask the prospect to commit to your fee. Discuss how the prospect typically makes a purchase. Show the prospect as many features of your offering as possible. slide 29: All of the following questions are part of the 1-10 closing technique EXCEPT: On a scale of one to ten where one is "Im not at all interested in working with you" and ten is "I want to buy right now" what number would you say you are Wow thats a high number Why did you pick that number That makes sense. Sounds like you have a lot of good reasons to buy our product. So why didnt you pick ten as your number I understand. Now Im going to pick a number that I think is the right number for you. What number do you think Im going to pick How should you begin your sales presentation With a description of your product’s features and value propositions. With a recap of your previous conversations to make sure that you and your prospect have a shared understanding of what has previously been discussed. By discussing how your offering will help them achieve the goals they’ve shared with you in previous conversations. By confirming the prospect’s budget and authority. How do you determine the timeline for closing a deal Ask the prospect when they need to achieve their goal and work backwards from that date to determine when they need to sign the contract. Ask the prospect when they need to achieve their goal and have them sign the contract on that date. Recommend a deadline based on the length and complexity of your sales cycle. Allow the prospect to choose the date they think will be best for closing the deal. slide 30: Where in your presentation should you present case studies on other companies you’ve worked with At the beginning of the presentation to build credibility. At the end of the presentation to encourage commitment. Throughout the presentation to add continuity. Not at all unless the prospect has specifically asked for them or if they are especially relevant to the prospect’s situation. Heres a paragraph from a recap email. “You mentioned that you need to get into a larger space but you have a lot of specialized equipment that cant be moved easily. Your best plan is to hire a moving company but youre worried that the equipment will get damaged or miscalibrated in the move.” Which part of the explore phase does it accomplish Rapport building CGP TCI BA What is the purpose of the 1-10 closing technique To help the buyer define a timeline for purchasing your solution To convince the buyer to purchase your solution To help the buyer weigh the pros and cons of moving forward with your solution To qualify leads during the exploratory call slide 31: Heres a paragraph from a recap email: “You need to get into your new office space before the end of this quarter. You have aggressive hiring goals for next quarter and if you havent relocated into a larger space by then you wont be able to hit those goals. On the other hand if you get into the space youre currently looking at the amenities included in that space will help you attract new talent.” Which part of the explore phase does it accomplish Rapport building CGP TCI BA When using the 1-10 closing technique what should you do if your prospect gives you number lower than six Back up to the explore phase of your inbound sales strategy and figure out what you missed. End the meeting as quickly as possible and stop pursuing that lead. Offer them a discount. Split the difference and recalculate the lead value. Heres a paragraph from a recap email. “You currently have a quote from a moving company for about 5000 but you would be willing to pay twice that much if it meant ensuring your equipment was moved safely and on time. However the decision isnt yours alone. Sebastian is in charge of the equipment and Sal will have to approve the higher budget. Well include them in our next meeting to discuss the details of where we go from here.” Which part of the explore phase does it accomplish Rapport building CGP TCI slide 32: BA All of the following are questions to ask while discussing authority EXCEPT: “How have decisions like this been made in the past” “Who else needs to be involved in this decision” “Do you typically discuss things like this with anyone in your family or with another trusted advisor” “Are you the right person for me to be talking with” Your teammate is prepping for a sales presentation and theyve outlined the points they want to cover: 1. Recap of previous discussions 2. Explanation of how other people in similar situations have proceeded 3. Pros and cons of various approaches They want your feedback on this outline. What would you say “This is a good start but you need to advise them on the best path to achieving their goals and explain how we can help them get there.” “This is a good way to finish the presentation but you should start by explaining our offering and how it can solve their problems.” “This is okay but a better approach would be to give them a demonstration of our product.” “This is great Leave it like it is.” Heres an agenda that follows the CGP TCI BA framework: 1. Build rapport recap previous conversations set agenda. 2. Explore the challenges the prospect has and their plans for overcoming them. 3. Explore their timeline and discuss the consequences of inaction and the implications of success. 4. Explore budget and authority. In this agenda which part of the CGP TCI BA framework needs improvement CGP TCI BA slide 33: It’s fine as is Fill in the blanks: The plan you present during the advise phase of your inbound sales strategy closes the gap between _______ and _______. your prospects budget your companys needs your goals your prospects goals where the prospect is now where they want to be the awareness stage of the buyers journey the consideration stage of the buyers journey Heres an agenda that follows the CGP TCI BA framework: 1. Rapport building recap and agenda. 2. The prospects goals the challenges they face in achieving those goals and their plan for overcoming those challenges. 3. What happens if they fail What happens if they succeed 4. Their available budget and their usual decision-making process. In this agenda which part of the CGP TCI BA framework needs improvement CGP TCI BA It’s fine as is Heres an agenda that follows the CGP TCI BA framework: 1. Ask how business is going review what you’ve already talked about lay out the plan for this conversation. 2. Ask about their challenges and goals. Discuss their plans. 3. Ask about their timeline. Uncover what they stand to lose and gain. 4. Find out who else needs to be involved in the decision to buy or not buy. In this agenda which part of the CGP TCI BA framework needs improvement CGP TCI BA slide 34: It’s fine as is What is the main goal of a presentation To provide value to the prospect To recap the exploratory call To work with the buyer on pricing To review what the potential buyer should know Congratulations — you just landed a job selling IT equipment to large corporations You receive your first inbound lead and you call the person who submitted it. You quickly realize that this person is a junior employee with no buying authority. What should you do • Respectfully answer their questions then mark them as "unqualified" in your CRM and dont spend any more time on them. • Treat them the same way you would treat your target persona because theres a good chance theyre doing research for that person. • End the call as quickly as possible because theres no reason to spend time talking to junior employees. • Ask to talk to their supervisor and see if you can qualify that person as a lead. What is an inbound lead • An anonymous website visitor • A person who buys a product without speaking with a sales rep • A lead who requests a product demonstration • A person who has visited your website and identified themselves in some way What does it mean to make your outreach "helpful" • Telling people how to solve their problems. • Telling people what problems they should focus on. • Providing people the insight and guidance they need at each step of the buyer’s journey. slide 35: • Explaining things to your prospects as simply as possible. Fill in the blank. If a prospect says “I’m hoping to get this figured out before the end of the quarter” that’s an example of a __________. • goal • consequence • implication • timeline What is your role during the decision stage of the buyer’s journey • To help the buyer define their goals and challenges. • To help the buyer understand the different ways they might address a goal or challenge. • To convince the buyer to buy your product or service. • To help the buyer weigh the pros and cons of your solution relative to other options. How can you start building rapport before getting on a call • By researching your prospect • By practicing your sales pitch • By sending multiple emails to prepare the buyer for the call • By preparing a discount ahead of time Which of the following is the BEST way to discuss a prospect’s budget • Ask the prospect how much they’re planning to invest to achieve their goals. • Suggest a price that’s high enough that you can let them negotiate the price down. • Offer a discount based on their goals and timeline. • Give them a time-bound quote.