We’re in the middle of a big sales shake up

There’s been a bit of buzz around ‘Inside Sales’. It’s a role that’s potentially supersized the growth of many a SaaS organisation over recent years.

It’s also been a bit of a game changer for careers. The notion is a fairly simple one.

Sales—especially B2B sales—is currently undergoing a transformation. As customers become more spread out and remote, sales models are having to act. We’re seeing a big increase in companies invest in a new sales models that involves high touch transactions. It’s been defined as ‘Inside Sales’ and it’s pretty popular with B2C and B2C companies selling high ticket services.

The nature of services offered by SaaS companies is often a fairly complex sell – it requires a relationship beyond traditional transaction.

Engagement, trust, genuine interest in what a company is trying to achieve is the new norm when making a sale.

Customers now have a cycle, and it’s not just a linear path – multiple touch points at multiple stages has put a strong emphases on Sales and Marketing working as one smooth transaction.

The inside sales model is often more cost-effective as a result of advances in sales technology as there’s capability to interact with a higher volume of leads.

Ryan Smith, CEO of Qualtrics recently explained: “Enterprise sales are changing. People are busier than ever: they don’t want to take time out of their day to meet with a sales rep in their office. Fact is, they’d rather be at home with their family than getting wined and dined by someone they don’t know.

The upshot is that they’re willing to cut large checks without ever having a face-to-face meeting with anyone from your company. I’m paying hundreds of thousands of dollars on Salesforce.com and I’ve never met a sales rep in person.

Let’s face it, the CIO is no longer the only person who matters when making technology buy decisions. Demand tends to be driven from the bottom up by people who need, or already use, your product.

So focus on inside sales. We use a hybrid model that’s 90/10 inside/direct. We do million-dollar deals over the phone and use an in-person meeting to close. It cuts costs and our sales reps are twice as productive when they’re in the office.

We hire people who can have high-level conversations with executives and not embarrass us, but who are hungry and scrappy enough to get on the phone and figure out how to navigate the customer’s organization.”

It’s a big shift for sales teams, practically eliminating the need for a cold call. The conversations themselves are also well informed thanks to smart CRM and marketing automation tools. Hard, cold calling is being replaced with engaging, valuable conversation.

A few things you should know about inside sales:

How it took off – Helming a cash-strapped startup, CEO Marc Benioff pioneered several inside sales techniques out of necessity. Perhaps the most prominent example was the company’s offer of free online trials that required no prior contact with a sales rep.

Common job functions:
Sales prospecting
Inbound Sales
Lead Qualification
CRM data logging.

The bigger picture -The alignment between sales and marketing ensures that marketing focuses on the best performing leads in the funnel. Sales reps can interject with a call and close a deal without even leaving the office.

The key to success: Trust. There’s no use in having a world of information if it’s not used in communication. It’s down to the sales team to earn the trust of a prospect and gain an in-depth understanding of their overall business goals.

The right fit: It’s a pretty unique balance of skills for the role covering a large set. Reps combine phone, email and digital or social skills with the more persuasive and target driven skills of a sales rep. It’s a great opportunity to craft skills along the entire sales process from prospecting to researching to presenting to negotiating.

Future leaders: Inside sales leaders of the future need to be people-focused. They need to understand the required skills and competencies. Common paths from inside sales lead to senior inside sales role dealing with larger value deals or field sales BDM.