Another option is to have a cost calculator on your website for your customer to see how much they would have to pay, but for them to see it, they need to provide information as well. This is also useful for tailoring your SDR's
messages since they know what the lead wants to purchase.
Once you have your lead's contact information, hopefully with some additional details, you start nurturing them as part of your process so you can sell. Anything from a phone call to adding them to your newsletter to adding them to an email sequence
aimed at a particular inbound audience works here.
You should then have clear follow-up
steps and check-ins to arrive at a sale, whether by cold calls
or cold emails
. You don't want to lose out on a potential customer. Your lead is part of the pipeline's processes, and your SDRs will follow along on these processes, reaching out to them, until they receive a response.
By being inbound, these leads are also usually more 'warm' than the colder leads of outbound, which are generally completely unaware of your product, so the sales process tends to go a bit faster.
For example, if you are an education company, a way to go about this is to offer free access to a course for a week or less before asking for a commitment and payment. But to access that first free option, potential customers must provide their information, such as their email address, phone number, or something else.
From there, once the free course is done, your sales team
continues to check in with them to see if they would be interested in the full course. Education companies also often offer free one-time seminars or discounts
as a way to obtain new inbound leads and add them to their processes.
Your inbound sales processes will also be tied together quite strongly with your inbound marketing efforts, as one leads to another. You can't offer a discount or free seminar to obtain your lead's information if it is not advertised well enough to show up to your targeted audience, whether it's via paid campaigns, outbound outreach, or SEO strategies.