The HubSpot Sales Process Flashcards
The Sales Process
- Connect
- Discovery
- Solution Considerations
- Business Considerations
- Pricing & terms
- Out for signature
- Close won
Connect
Activities:
- Prioritise leads
- Evaluate opportunities
- Research Leads
- Source Leads
- Identify prospects role in the organization and other key contacts
- Uncover Business goals and challenges
- Identify compelling reading to change and/or specific pain/opportunity.
Tools:
- Dashboards
- LinkedIn SalesNav
- Research Leads
- Source Leads
Skills:
- Lead prioritization
- Capacity management
- Research
- Source leads
53 Tasks:
- If all activities have been performed and exit criteria has been met for this stage, create a deal
Stakeholders:
- Prospect
- Champion
Exit Criteria:
- You have a clear understanding of the prospect’s role in the organization
- You have identified a specific pain/opportunity that HubSpot can solve
- Your prospect has confirmed they are looking to solve a specific pain.
Stage 2: Discovery
A discovery call has 3 potential outcomes that can be started during your upfront contract. (UFC)
- You and the prospect decide there is a potential fit
- You and the prospect decide there is not a potential fit
- You and the prospect decide there is a good fit but the timing is off
Discovery
Activities:
1. Identify business model
2. Identify business goals
3. Uncover obstacles
4. Determine pain points
5. Craft compelling use cases
6. Determine timeline
7. Identify decision making process
8. Discuss investment
Tools:
- Up front contract (UFC)
- Sandler Pain Funnel
- Reverse and Negative Reverse Questioning
Skills:
- Active listening
- Questioning and probing further
- Preparation
Discussing Investment:
- Get a description of budget rather than qualify in/out for paid HubSpot software in the Connect Call
- Seems like you are committed to solving this problem. What kind of budget do you have in mind for addressing this problem?
- What resources can you allocate to solving X problem?
- How much are you spending on paid ads?
- What is the cost to the business if you do nothing?
- How is your marketing budget allocated?
- How much are all of your software/tools costing?
Discovery: Question Types & Exit Criteria
Open-Ended:
- What are your top priorities?
- Where do you see your business in 12 months?
- Would you tell me a bit about your business?
What does your ideal customer look like?
- How do you make money?
Close-Ended:
- Is that a challenge?
- Is that a priority?
- Do you agree?
- Do you want help with this challenge?
- Which is more important, x or y?
Probing:
- Could you tell me about your business?
- What are your top priorities?
- How does your website support these priorities?
- How are you driving traffic to your website?
- Is that challenge?
Exit Criteria:
- Quantifiable business goals identified
- Compelling event established
- Decision making process identified
- Investment acknowledged
- Competition identified
Discovery:
Structure for discovery calls
- Bonding & rapport
- Up-front contract
- Pain / Compelling Event
- Budget
- Decision making process
- Next steps
Agenda vs. UFC
Agenda: they do not secure the prospects interest and investment in the meeting. Agenda’s simply define the structure, and can favor one party’s interests over the other.
UFC: Up-Front Contracts get the prospect to agree on spending the appropriate time and energy on a call. If your prospect is agreeing to all the terms in the UFC, they have already bought into the conversation, and are likely invested in inverting solutions to their pain.
UFC’s are composed of the following 4 elements.
- Time
- Purpose
- Roles
- Outcome
Time
“First off Nick, I want to thank you for taking the time today to discuss your current growth goals. Just confirming does the 45 minutes still work for today’s call?”
Purpose
Naturally, with any company evaluating new software, you’ll want to make sure it solves for your current challenges. To help us understand if HubSpot is a good fit, I want to take this time to really understand how Arizona Metals is doing business today. Is there anything else you were wanting to cover?
Roles
To help me understand of what you are hoping HubSpot can help you do differently as a business. I’m going to ask you some questions and I’m sure you’ll have questions for me also. Does that work for you?
Outcome
Typically, by the end of this call. I’ll be able to tell you whether it make sense to move into a demo or not. I would like to suggest taking the last 5 minutes to discuss possible next steps. Is that okay?
UFC Summary
An up-front contract is ALWAYS composed of 4 pieces. If you’re stating & agreeing upon less than 4, you’re only setting an agenda.
Before we begin, let’s review the structure of a typical discovery call.
- Bonding & rapport
- UFC
- Pain/compelling event
- Budget
- Decision making process
- Firm future commitment
