The two modalities Over time, consumer behavior has changed a lot. There is no denying that the use of technology, for example, contributes to this scenario. These changes have led to changes in the positioning of marketing and sales teams.
As a result, new terms have also emerged, such as inbound and outbound sales . They have emerged as the way of doing marketing has changed. After all, it is practically impossible to dissociate the changes in marketing from the new sales models.
There is still some confusion between one modality and the other, because, although they are not so recent, for some “more traditional” companies they are a novelty. Since the sales process is the key point for success , it is important to better understand the new approaches. Therefore, in today’s content we will explain in a simple way what differentiates inbound and outbound sales .
Main differences between inbound and outbound sales
Even though both are related to sales, they makes purchases on the internet are opposite methodologies, and the main point of difference is in the approach taken. Just understand:
Outbound
We will start with the outbound methodology because it is the two modalities oldest. Do you know that traditional PAP approach model, the famous “door to door” , which we practically don’t hear about anymore?
Well this is a classic example of outbound sales
In this strategy, professionals actively pursue opportunities. Okay! Maybe we used an extreme example, because nowadays, salespeople don’t act exactly like that.
This is because even the outbound model has digital marketing to promote customer testimonials been gaining a new face , all due to changes in consumption. However, by using this example it is easier to better understand inbound and outbound sales.
Therefore outbound marketing has a more
cold” approach. Bringing it to the present day, we can think of active prospecting and direct research of potential customers.
Imagine that the company offers corporate benefits . Based on market experience, it knows that the people responsible for purchasing these benefits are the HR professionals. Therefore, its salespeople need to find this audience to offer the products .
They set out on this search and decide to search
on LinkedIn , since this is an excellent network phone database for this. After finding and identifying who is responsible for the HR department, they call the companies. Since they already know at least the person’s name, they try to communicate with the decision-maker.
However, from the perspective of those receiving the call, this attitude is not always seen positively . Some feel invaded, while others find it inconvenient to receive approaches from companies they have never had a relationship with. In short, the reasons can be varied.
The truth is that some people may feel uncomfortable
The two modalities After all, we cannot deny that this approach is really “cold”. Both from the point of view of the seller and the prospect, since before this no one had interacted in any way. Neither the potential customer with the company, nor the company with the potential customer.
In short, we can say that this sales methodology is more focused on active prospecting. Salespeople are the ones who need to go after opportunities, often without even knowing where to find them.
Inbound
Inbound sales unlike outbound sales
have an inverse approach logic. This sales model is inspired by inbound marketing with the main objective of attracting the attention of the target audience through relevant content at all stages of the funnel .
Following this same line of reasoning, what we know as inbound sales emerged . This methodology, in fact, is directly linked to the marketing strategy. After all, one department depends on the other for this type of approach to be successful.
In the inbound model , salespeople explore opportunities from a list of qualified leads. These, in turn, are generated by targeted marketing campaigns and methodologies for lead generation.
However, in order to explore the opportunities, you must provide your contact details through some type of form.
Below we have an example of a conversion page focused on capturing information from people interested in the company :
inbound and outbound sales
After a lead fills out the form, the data is stored so that salespeople can get in touch. But it’s important to remember that in order for people to want to leave their information, you need to give something in return.
In this case, it could be some type of content that interests the public. If you work in the service industry, even a free consultation could be an excellent option. Regardless of what it is, it is important that it is relevant and capable of arousing interest.
By the way this practice is perfect for creating
mechanisms that make customers reach your company. When they are interested in something you have to offer, they begin to engage with your brand voluntarily.
From there, marketing can create content and strategies that help identify the level of engagement of these leads . The higher the engagement, the greater the likelihood that they are genuinely interested in the company. As this interest grows, the chance of them wanting to do business with you increases.
