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June 04, 2018

My Journey with a HubSpot Sales Super Star

Taking a journey with HubSpot Sales Super Star, David Weinhaus (@davidweinhaus) was one incredible experience!

When I was first invited to join the HubSpot Sales Skills Development Boot camp I jumped at the opportunity. For months I have been attending webinars and jumping into certification courses for Inbound Sales through HubSpot. The motivation for this frenzy was the desire to improve my team’s productivity and sales techniques.

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The Sales Skills Boot camp was called Project Lion. The message behind the name being that we hunt as a pack and feed off of one another for information, techniques and tips.

Meeting market leaders from across the world in our sessions showed me exactly how HubSpot brings marketing agencies together in order to change the industry as we know it. It goes a step further by helping agencies understand and solve the problems that they might be experiencing throughout their sales funnel.

David Weinhaus lead our Sales Skills Boot camp. For those of you who don’t know, David is the Manager of Partner Sales Enablement at HubSpot. David guided me and taught me every step of the way. He always had valuable input whenever questions arose.

Our agency had been practicing the Inbound Methodology for about 18 months when I joined the Boot camp. Inbound has been implemented throughout most of our clients’ marketing campaign’s over the last couple months, however we hadn’t implemented this properly within our own sales process.

We experienced problems closing our deals as we always had the same excuses. These excuses proved to be a gap in the sales process and prospects that were simply the wrong fit for our agency. Through the Boot camp, we learned how to identify the gap with our prospects, understand the client’s pains/goals early, offer recommendations and talk about touchy subjects such as budget, turnover and the value of a client without our prospects feeling that we are over stepping the boundaries.

Inbound Marketing

The top 3 key Takeaways that can be implemented throughout any business:

  1. The 3 Sale Sale – The 3 sale sale was one of the first topics discussed, as any complex sale really requires 3 sales. This may seem like something that we ordinarily do, yet we were mistaken. The 1st step is starting with the basics of what your prospect requires from you. This is the “Why do you require our service?” question. The 2nd part of the sale is understanding the specifics of your prospect. This is the “What other solutions do you have for your problem?” question, and lastly, jumping into the meaning of the solution. This is the “How?” question. This may be your competitors or other solutions to the problem/goal that your prospect is trying to overcome. These steps are often skipped or missed along the way. The one key factor in this part of the process is self-realization of the prospect. By building this strong foundation for your sales process with your prospect, eventually your prospect will come to terms that your solution is the only solution for them.

 

  1. Anchoring for Value: When anchoring for value, David refers to the 3 C’s. Client, Competition and Company. The first C is the Client. During this part of anchoring, it is important to address the client’s (prospects) budget limitations and connect your fees to a value. During this part of the sale you will dive into the life value of the prospects client and what a new client would mean for their business. During the second part of anchoring, you will need to address the competition. You will need to understand the competing alternatives to your solution and gracefully challenge them. You can do this through a series of questions such as “Mr. Prospect, what other solutions are you looking at to meet your growth goals?” During the third part of anchoring, you will need to differentiate your business from others and be able to walk away should the prospect not be a good fit for you and you for them.

 

  1. Not taking the cheese: This was one of the most helpful tips that was given to us. Not taking the cheese simply means, don’t let your client distract you from the aim of your call or meeting. In the beginning of your meeting, you should be able to establish an agenda of what is going to be discussed. As you move through your agenda, your prospect may try to distract you by asking questions that you are usually uncomfortable with or questions that need to be dealt with at a later stage. Should your prospect ask you these questions, simply add it to the end of the agenda or alternatively, explain that this will be explained in your next call or meeting. This may be a question like “How much is this going to cost?” Do not take the cheese and politely answer your prospect with an open-ended statement or question. Here is an example: “Well Mr. Prospect, I would like to understand your growth goals a bit better so that I can attach value to my service offerings and give you a better idea of the return you can expect long term. We will discuss this in our next meeting where we will start planning our execution and strategy to meet your goals. Are you happy to proceed?”

 

David has helped my team at 100 Degrees understand our client’s needs better, increase our closing ratios and offer real value to our prospects. Structuring a meeting and running through the questions that need to be answered, has provided us with the tools needed to understand our prospects needs and goals before proposing a solution. After attending this Boot camp, old school sales techniques have been left behind us and the only thing left to do is hunt like a LION!

Although we are an Inbound Marketing agency, we are focused on helping our clients align their marketing and sales team to not only increase online leads but sales figures too!