Here at Hyphen3, we’re determined to continuously enhance our skill base and the services we can offer our clients, and as such, we’ve recently become a partner of the leading CRM HubSpot. As part of our initiation to this remarkable digital resource, I signed up for an eight-week Pipeline Generation workshop led by Dan Tyre, HubSpot Sales Director, #6 employee at HubSpot, and career-long salesperson. For me, the workshop equated to a trial-by-fire indoctrination with some unexpected, salient takeaways.
First, a brief introduction. The virtual course, aptly named, was all about how to create a sales pipeline –- or in other word — how to expand your database of prospects for your services. From the very start of the workshop, I flash-backed to my first job: my one – and only – explicit sales job. Just out of college a few decades ago, I was tasked with selling trade magazine advertising, primarily via cold calling on the phone. Needless to say, the job was challenging, especially for a ‘still wet behind the ears’ recent college graduate. Fast forward to today as a new HubSpot partner, I knew that I had a lot to learn about selling CRM software, and selling in the 21st century. So hence…the Pipeline Generation Workshop.
(Note to self: we are all salespeople…whether selling a product or service outright…or trying to convince your colleagues of your next great idea.)
That said, here are my top six pipeline-generating takeaways from the workshop (they’ve already been put on a sticky note on my mirror):
1. There is never a need to ‘cold’ call. Adequate research transforms a call from frigid to warm. The glory of the internet is that there are infinite opportunities to learn about any company and any individual before you pick up the phone or send an email. The days of dialing and praying for a hit (my first job in a nutshell) are over!
2. You’re not selling, you’re helping. The inbound marketing founding principal makes connecting easier. Doing your research (Takeaway #1) means that when you connect with a prospect, you are calling to help. Simple, insightful recommendations of how they can grow their business faster delivers instant value. Be an empathetic consultant…not a pitch-person.
3. Focus on the fit. As with all marketing, identifying a specified target, i.e., buyer persona, that matches your experience, skills and interests will spawn success. Even if you end up offering free consultation to a good-fit prospect, you enrich future possibilities.
4. Reflective listening is magic. Take pauses, ask the right questions…and listen. Practice the learned skill of reflecting back what you heard. Good questions, and the answers, may lead to the realization that the prospect’s pain points need a solution now!
5. Video, video, video. In our video-centric world, think about how to best use video in your communications. I have found HubSpot’s video integration (Vidyard) to be particularly impactful. When used in combination with helpful recommendations (Takeaway #2), an introductory video can establish you as a personable, knowledgeable expert worth talking to.
6. Practice makes perfect. Need I say more: practice, practice, practice…and stand up while practicing and talking on the phone. Your level of enthusiasm is elevated when you are on your feet.
Do you have some stories or insights about how generating pipeline growth for your business? Please share here. We are all ears!