If we've heard it once we've heard it a thousand times: sales has changed. But when it comes to adapting your sales process to the modern buyer, where should you turn for the best advice? The internet? Industry thought leaders? Nope, the only place you can truly rely on for accurate information is of course, to ask your buyers themselves. But we know it's hard to find time when you're a busy sales rep working tirelessly to hit your monthly targets, so we did the work for you. HubSpot surveyed not only hundreds of consumers but also salespeople to see if there was a disconnect between how buyers buy and how sellers sell. Hint: There was a huge disconnect! Find out how to tweak your sales process to match how your buyer wants to buy by reading through this SlideShare.

1. From your Future Customer
5 Lessons for Salespeople

2. Sales has always been about one thing…

4. And to be fair, it worked well up until the time
when a little thing called The Internet was
invented.

5. And with that, everything changed.

6. And with that, everything changed.
The customer is now more informed and in
control than ever before.

7. It’s time for salespeople to
sit up and listen…

8. …or risk getting left
behind.

9. At HubSpot, we did a ton of research on
modern buyer behaviour and how it
compares to how salespeople currently sell.

10. Here are the 5 most crucial lessons for
being a successful salesperson in 2016 and
beyond.
Brought to you, by your future customers…

11. Lesson No. 1:
Get Your Priorities
Straight

12. Closing more deals was the no. 1 priority
for 70% of salespeople in 2016.

13. Closing
more
deals
Improving
funnel
efficiency
Reducing
sales cycle
length
Social
selling
Training
the sales
team
Improving
existing
sales
Investing in
sales
enablement
Investing in
a CRM
Other Don’t know/
not applicable
70%
47%
31%
28%
27%
25%
16%
13%
3% 3%
What are your companies top sales priorities
for the next year?

14. But here comes the lesson for salespeople…

15. 62% of buyers felt their salesperson did
not listen to their needs.

16. And 44% said their salesperson did not
try to be helpful.

17. Is it any wonder that the majority of salespeople are
closing less than 10% of their leads into sales?
Don't Know
Over 50%
41 to 50%
31 to 40%
21 to 30%
11 to 20%
10% or less
What is the
average
percentage of leads
your company
converts to sales?

18. “All things being equal, people will
do business with, and refer business
to, those people they know, like and
trust.”
Bob Burg
Bestselling author of The Go-Giver and
Endless Referrals
“

19. Lesson No. 2:
Timing is Everything

20. Pop Quiz!!!
On the first sales call, what should the goal be?

21. A. Find the decision maker?

22. A. Find the decision maker?
B. Discuss the company’s overall goals?

23. A. Find the decision maker?
B. Discuss the company’s overall goals?
C. Uncover the reason for the purchase?

24. A. Find the decision maker?
B. Discuss the company’s overall goals?
C. Uncover the reason for the purchase?
D. Discuss budget and timeline for the purchase?

25. If you answered any of the above, you are…

26. If you answered any of the above, you are…
WRONG!

27. It turns out there is a huge disconnect
between what buyers want and what
salespeople think they want.

28. 58% of buyers want to talk pricing on the first sales call

29. “
“Sales is really as simple as getting
your leads to ask questions and
focusing on answering them.”
Josh Harcus
Author of ‘A Closing Culture’
Watch Josh speak atInbound Sales Day on Sept 14th-it’s 100% free!
Register here

30. Lesson No. 3:
Be More Human

31. There is also a
disconnect between how
salespeople see their
approach and how it is
perceived by their customer.

32. How sales reps say they approach buyers vs. what
buyers with negative sales experience encountered.
Sales say they
avoid being pushy.
Buyers with negative experiences say
sales did not avoid being pushy.50% 84%

33. To add to that…

34. How sales reps say they approach buyers vs. what
buyers with negative sales experience encountered.
Sales pros say
they research a
buyer before
they call.
Buyers felt the pitch was not
tailored to their needs.74% 63%

35. Oh Dear.

36. Oh Dear.
63% of buyers felt the pitch was not
tailored to their needs.

37. “
“The world has had enough of pushy sales
tactics. When you come from a place of service
with your prospect’s best interest in mind, your
whole business improves.”
Amanda Holmes
CEO of Chet Holmes InternationalWatch Amanda speak at
Inbound Sales Day on Sept 14th
-it’s 100% free!
Register here

38. Lesson No. 4:
Be There When You’re
Needed

39. Today’s buyer knows what they want
and when they want it.

40. Today’s buyer knows what they want
and when they want it.
The role of a salesperson is to be
there when they’re needed.

41. 60% of buyers want to talk to a salesperson
when they are in the consideration stage.
19%
60%
20%
Awareness Stage
When I’m first learning about a product
Consideration Stage
After I’ve researched and have a shortlist
Decision Stage
After I’ve reviewed my shortlist and am
ready to buy

42. And they want to know about product features and functions above all else.
51%
42%
41%
36%
36%
32%
28%
22%
19%
19%
Product information, features and functions
Product ratings and reviews
Peer experiences
Customer case studies
Demos
Best Practices
Expert opinions, media coverage, or reports
How-to guides or checklists
Survey results or research
Other

43. “
“Start your day by thinking strategically on how
you can help one customer better navigate
their buying journey - what can you teach them
today that they didn’t understand yesterday?”
Jamie Shanks
CEO of Sales For Life Watch Jamie speak atInbound Sales Day on Sept 14th-it’s 100% free!Register here

44. Lesson No. 5:
Don’t Be the Obstacle to Your
Own Success

45. According to salespeople, getting a response from prospects is
their biggest challenge.
What is more difficult to do in sales compared to 2 to 3 years ago?
40%
34%
27%
27%
23%
22%
20%
14%
12%
19%
14%
11%
11%
8%
2%
Getting a response from prospects
Closing deals
Engaging multiple decision makers at a company
Identifying/prospecting good leads
Avoiding discounting/negotation
Incorporating social media into the sales process
Connecting via phone
Using sales tech in my day to day job
Connecting via email
Doing research before making initial call / writing initial email
Sourcing referrals
Keeping someone on the phone
Delivering a presentation
Other

46. But let’s consider that for a second…

47. Salespeople are expecting a response from their leads
without:

48. Salespeople are expecting a response from their leads
without:
1. Researching them first

49. Salespeople are expecting a response from their leads
without:
1. Researching them first
2. Listening to their needs

50. Salespeople are expecting a response from their leads
without:
1. Researching them first
2. Listening to their needs
3. Giving them the information they want when they want it.

51. Don’t be the biggest obstacle
to your own success.

52. Being a salesperson today doesn’t need to be a
challenge.
Your buyer’s are more clued in than ever, which is
actually an advantage for you.

53. Give your customer what they want, when they want it...
…and your new challenge will become figuring out how
to spend all that additional comp you’re earning!

54. INBOUND SALES DAY 2016
Get the Sales Playbooks for Multi-Million Dollar
Companies to Grow Your Revenue.
September 14
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