Trying something new takes courage.
When it comes to marketing, many companies are trying to figure out what the best path forward is for their situation.
Inbound marketing is still relatively new. Many companies are pioneering inbound in their respective fields and measuring the results.
It makes sense to wonder, does inbound marketing work in my industry?
This is an objection agencies all around the world are coming up against as inbound continues to spread. In this episode of Inbound Sales Journey we will discuss how to respond.
What Makes Industries Different?
When you hear this objection it won’t be coming from cutting edge high tech industries. It will be the “we’ve always done it this way for the last hundred years” type of industries.
It is important to always talk with the prospect about why they have always done it that way and what type of results are they seeing? Odds are if they are on the phone with you at that moment, they aren’t satisfied.
Talk through the purchasing process with the prospect. How do people find out about their company?
A trade show, a print ad, a radio commercial? Great, what do they do after that once interested?
I cannot think of a single industry where people aren’t doing research online before purchasing a product or service. There may be some out there, but my guess is it won’t be that way for long even for them.
Leading them to Truth
Ever heard the phrase, “You can lead a horse to water but you can’t make it drink?” That’s what pops into my head every time I hear this objection.
Your goal is not to “sell” them on inbound at this point. It is to lead them to discovering for themselves that inbound is relevant in their industry and for their customers.
How? Ask leading questions.
Ask questions that will lead them to the path of understanding. Guiding them to understand that the internet is a great opportunity for them to engage with their audience like never before.
Take the prospect off of the offensive and disarm them. Acknowledge that you understand their concern and that you want to walk through their sales process with them. That will help you to understand if inbound is a fir or not.
Use the opportunity of walking through the sales process with them as a way to guide them to the truth.
Examples of Leading Questions
“How do people research your product?”
“Are any of your competitors marketing online?”
“What do your prospective customers do after receiving your business card?”
“What do your prospective customers do after getting information at the trade show?”
“Do you think allowing your prospects to self educate would be helpful to your sales team?”
“Would it be helpful for you to know who is interested in your product before they pick up the phone to call you?”
The list goes on and on. These are just a few examples to help get you started.
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