Inbound Sales: A Small Business Guide

The final thing I’ll go over is an inbound sales example! 

In this example, let’s consider a company called Bounce that sells high-end basketball shoes. 

Step 1: Create a Buyer Persona

Bounce would analyze customer data to create a buyer persona, observing patterns and commonalities in the following things: 

• Demographics
• Behavior 
• Purchasing habits

Bounce will compile this information to form a detailed profile of their ideal customer, such as: 

• A competitive basketball player
• Aged between 15-28
• Someone who values performance and design in their footwear
• Someone who keeps up with the latest trends in sportswear

Step 2: Develop Valuable Content (Blog, White Papers, Lead magnets)

By developing valuable content such as blogs, whitepapers, and lead magnets, Bounce can engage its target audience more effectively. 

As a result, the company fosters brand loyalty and turns prospects into customers. 

On top of that, providing high-quality content can also boost Bounce’s visibility on search engines, which leads to the following things:

• Attracting more potential customers 
• Positioning the brand as a credible
• Shows the brand is a trusted authority in the high-end basketball shoe market.

Step 3: Use Social Media to Engage with Potential Customers

Bounce could use social media platforms like Instagram or Twitter to share engaging content such as: 

• Behind-the-scenes looks at their product creation process
• Updates on new shoe releases  
• Customer testimonials

Also, Bounce can use social media to encourage customer loyalty and brand recognition. 

For instance, some tactics Bounce could use include the following:

• Actively responding to comments and messages
• Hosting occasional live Q&A sessions 
• Creating discussions around the sport and footwear trends

Step 4: Utilize Email Marketing and Lead Nurturing Techniques

Bounce could harness the power of email marketing by sending the following messages: 

• Personalized product recommendations
• Exclusive discounts 
• Insightful content 

Also, they can further tailor their messaging and offers by monitoring customer interactions with these emails (click-through rates, purchases, etc.).

As a result, Bounce facilitates a lead’s journey from initial interest to eventual purchase.

Step 5: Use a CRM to Mark Leads as SQL or MQL 

Bounce uses CRM (customer relationship management) software to label leads as SQL (Sales Qualified lead) or MQL (Marketing Qualified lead) based on their interaction and engagement with the brand. 

RMC software tracks and analyzes customer behavior, such as: 

• Email open rates
• Website visits 
• Product Inquiries

As a result, the company can differentiate between leads who are ready to purchase (SQL) and those who are still in the early stages of the sales funnel but have shown interest in the product (MQL).

Step 6: Convert Traffic into MQL Leads into SQL Leads 

Bounce can convert website traffic into MQLs by implementing strategic lead-capturing techniques such as: 

• Offering valuable content in exchange for contact information 
• Using sophisticated tracking software to identify repeat visitors and gauge their interests

Once these MQLs display behavior indicating readiness to purchase, they can be upgraded to SQLs, ready for the sales team to close the deal! 

Step 7: Customer Discovery 

In the customer discovery phase, Bounce focuses on understanding customers’ needs, preferences, and pain points. 

The company can learn more about their target audience through the following methods:  

• Conducting market research
• Interviewing existing customers 
• Analyzing customer data and feedback

In the end, customer discovery helps Bounce tailor their products and marketing strategies to match the target audience’s expectations.

Step 8: Presentation or Pitch 

In the presentation phase, Bounce showcases its high-end basketball shoes, emphasizing the following things: 

• Standout features
• Performance benefits 
• Design aesthetics that cater specifically to their target customer’s desires. 

This phase allows the brand to demonstrate its unique value proposition and convince the customer of the product’s worth. 

Step 9: Close the Sale or Follow Up 

At this stage, Bounce’s sales team closes the sale through direct communication channels or digitally through an automated checkout process on the website. 

Suppose the potential customer needs more time or information to make a decision. 

In that case, the team will follow up with them using the most appropriate communication mode, such as:

• Email
• Phone call
• Social media
• In-person visit

Step 10: Continuously Analyze and Optimize Your Inbound Sales Strategy

Bounce will continuously analyze its inbound sales strategy using analytics tools to measure key performance indicators, such as: 

• Lead conversion rates
• Customer engagement 
• ROI on marketing initiatives

Based on these insights, they will optimize the strategy by refining the following things: 

• Content
• Targeting techniques
• Customer interaction channels 
• Lead nurturing processes