The 4 Actions of Inbound Sales

By Angus McDonald - 27/11/2020 9:32:00 AM

If you’re having trouble closing deals using the same old pitch, it might be time to switch up your technique! One new and effective way of doing so is with the inbound sales method, as noted by Lauren Hintz at HubSpot.

New Breed Marketing defines inbound sales as “a sales methodology that prioritizes the needs, challenges, goals and interests of individual buyers.” Unlike traditional cold calling, inbound sales encourages you to prioritize buyers who are already actively looking for the type of product or service you can offer.

There are four different actions inbound sales teams can utilize to turn their leads into customers:

  • Identify
  • Connect
  • Explore
  • Advise

When performed correctly, this methodology can yield very impressive results. By keeping your focus on helping the customer rather than on closing the deal, you’ll build trust and gain repeat customers.


The identification stage is all about knowing what to look for to find “active buyers,” or people who’ve already taken steps to show they’re interested in your product or service.

There are a couple of different ways to find active buyers. One way, noted by New Breed Marketing, is to take a look at a prospect’s “digital body language,” or the actions a buyer takes with your product or service online. This includes the website content they engage with, the information they submit through forms, and the pages they view.

You might find it helpful to develop target “personas.” Personas include information like challenges, goals, and preferred social channels, and can be used to develop a representation of the customer who would benefit the most from what you have to offer. Once you’ve developed target personas, your sales and marketing teams can work together to create an outreach approach.


Once you’ve identified the most promising prospects, it’s time to connect and understand their needs. Before you start connecting with your qualified leads, however, you’ll need to decide on your method.

Consider your target personas when deciding on your outreach technique. Would it be best to contact them via email, phone, or another way? What are their interests, roles, wants, and needs?

You should not have the same sales pitch for every customer, not even for those who fall under the same persona umbrella. Always lead with a personalized message for each client to build trust.

Unlike with outbound techniques, the buyers you’ll be targeting with inbound techniques are already considering your products or services. You don’t need to sell them on what you have to offer, you just need to give them the additional information they need to make a decision!

inbound sales


In this next step, you’ll guide an exploratory conversation to assess the buyer’s goals and challenges. Then, if your company can provide a good fit, you’ll educate them on how.

Focus on the customer’s challenges first. According to Lauren Hintz at HubSpot, people aren’t likely to make any changes unless some kind of problem affects their progress towards goals. Once you’ve identified challenge areas, discuss these goals. After you’ve covered both challenges and goals, it’s time to connect the two and show how your unique offering can help them out.


This is when you let the buyer know how your product or service can solve their problems. Explain how you’re different from your competitors, and how your unique product can help them meet their goals.

To do this in a way that inspires trust, recap the information you’ve learned through the sales process. Show them you understand where they’re at right now, the challenges they must overcome to meet their goals, and how your product or service can help them do just that!

Each pitch should be unique to the individual customer, and you should outline exactly how they will benefit by doing business with you.

Final Thoughts

Inbound sales techniques help you capture a prospect’s interest early on, build a relationship based on mutual trust, and guide them through the purchasing process. By using personalized tactics throughout, you’ll establish yourself as someone they can trust and who they can reach out to once they’re ready to purchase.

Remember that inbound sales methodology is about helping the customer make the best purchase possible above all else. Approach the situation like you’re helping a friend make a decision, not like a salesperson trying to close a quick sale!


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Tags: Sales, Selling