Prospects don’t want to be sold to, so stop selling to them. Instead guide them through their buyer journey as their trusted advisor. Once you make them feel safe, get them emotionally engaged with your company and then give them the information them need to rationalize their decision you’ll have a new customer 100% of the time. Learn how to create an experiential sales process using Inbound Sales and HubSpot Sales that excels at making prospects feel safe, so they say YES, every single time.

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HOW TO PUSH THE
PROSPECT'S BUY
BUTTON WITH
INBOUND SALES
Understanding How People Think Helps
Close More New Customers
Mike Lieberman, Co-Founder, President and Chief
Inbound Scientist at Square 2 Marketing

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1. Who Am I?
2. What Is Our Goal?
3. The Two Human Conditions
4. How Inbound Sales Helps
5. Building Your Own Inbound Sales Process
6. Questions And Special Offer
AGENDA

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MY STORY
• Started Square 2 Marketing in 2003
• Grew from 4 to 54 team members
• Last year we did $5.5M, this year $6.5M
• HubSpot’s FIRST Diamond Partner
• Acquired and merged four agencies
• Over 120 HubSpot clients

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MY STORY
• Co-wrote “Fire Your Sales Team
Today”
• Offering inbound marketing and
inbound sales and doing it with
100% Agile methodology

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MY STORY
• No previous agency experience
• As the VP of Marketing at a $20M
software company…
• I bought print ads for $82k per
insertion
• I paid an SEO firm $20,000 a month
• I paid a PR firm $12,000 a month

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2 WHAT IS OUR GOAL?

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Press The Buy
Button So
Prospects Say
YES!

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A Lot Of Good Outcomes
1. You close more new customers or clients
2. You close them more quickly
3. You close them for higher revenue amounts (they buy more)
4. You close new customers more frequently
5. Your sales process is more efficient (less energy)

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Facts
Figures
Logic
Reason

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• I’m afraid to change, but don’t
want to admit that.
• My boss doesn’t really know what
the issues are.
• I’m not sure I trust this guy.
• We already do something like this
anyway.
• I forgot to pay the phone bill.
• What should my husband make
for dinner?

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3 THE TWO HUMAN
CONDITIONS

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CONDITION 1 – Prospects Have To
Feel SAFE

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Page14

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Page15
Reptilian Brain
Old Brain

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Page16
Fight Or Flight

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Good News:
Marketing And Sales Help
Prospects Feel Safe!

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Good News:
Marketing And Sales Help
Prospects Feel Safe!
Know – Like – Trust

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Prospects Get To Know You…

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Prospects Get To Like You…

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Prospects Get To Like You…

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Prospects Get To Trust You…

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Map Know, Like And Trust To The Buyer Journey
Awareness Consideration DecisionBuyer
Journey

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Awareness Consideration Decision
Getting Found
Remarkable Web
Experience
Educational Content
Top, Middle and Bottom
of the Funnel Offers
Social Proof
Buyer
Journey
Inbound
Marketing
Map Know, Like And Trust To The Buyer Journey

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Awareness Consideration Decision
Getting Found
Remarkable Web
Experience
Educational Content
Top, Middle and Bottom
of the Funnel Offers
Social Proof
Discovery Diagnostic Recommendations New Client Delivery
Buyer
Journey
Inbound
Marketing
Inbound
Sales
Map Know, Like And Trust To The Buyer Journey

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CONDITION 2 – Prospects Need To
Have ACUTE PAIN

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WHAT IS ACUTE PAIN?
• Your current supplier goes out of
business
• CEO storms into your office and
demands change
• Your current contract is expiring in
two weeks and you’ve already decided
to switch
• You need a mission-critical
component that if not found
immediately will cost your company
millions
• You have a new product launch
scheduled and no resources to
support the launch

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4 HOW INBOUND SALES
HELPS

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of executives say they chose the
rep who was FIRST to add
VALUE and INSIGHT.
Corporate Visions Inc.
74%

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Design A Sales Process Experience
1. Starts with insight
2. Adds value through education
3. Facilitates know, like and trust
4. Advises, guides and co-creates
5. Is filled with stories

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The Guided Sales Process

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You Want To Disrupt The Prospect’s
Status Quo To Move Them To Change

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Message 1 – Your company
has a critical need for a
business loan and we have the
ability to give you that money.
You Want To Disrupt The Prospect’s
Status Quo To Move Them To Change
Message 2 – Your company
might fail even if we give you a
loan.

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Disruptive Messaging With Unconsidered Needs
• It’s counterintuitive!
• Key insights in the study:
• Taking an unexpected position at the outset of a message can make that
message more engaging and persuasive
• Experts can be more persuasive when they express uncertainty
• Timing matters, so induce uncertainty early on

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5 BUILDING YOUR OWN
INBOUND SALES PROCESS

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Discovery Diagnostic Recommendations New Client Delivery
Inbound Sales Process

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Step 1 – Qualify

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Pain
Power
Fit

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Pain, Power, Fit – Goals
• Don’t waste time on
unqualified prospects
• Properly project revenue
• Score prospects
• Provide a common
vocabulary for sales
• Get to NO early!
• Start disrupting
• 30 minutes

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PAIN
1. How mission-critical is it to do
something about this?
2. What are the potential outcomes if you
don’t address it?
3. What is your timing around this?
4. Is this a strategic company initiative?

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POWER
1. Are you the decision-maker?
2. Do you sign the agreement?
3. Do you sign the check?
4. Who else is part of the decision-
making process?
5. What is your decision-making
process?

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FIT
1. Do they want what you do?
2. Do they seem like a good client?
3. Do they value what you do?
4. Are your goals aligned?
5. Are your expectations aligned?

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Scoring Model
1. Each category gets a 0-5 score
2. 0 is low and 5 is high
3. The more acute the pain, the more you talk to power, and the better
the fit, the higher the scores
4. Add them all up!
5. Prospects with a PPF score of 14 to 15 will close in days
6. Prospects with a PPF score of 11 to 13 will close in weeks
7. Prospects with a PPF score of 10 or lower might never close
8. Sales must actively work to identify FIT, get to POWER and poke at
PAIN to increase the score and likelihood to close

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• Differentiate
• Educate
• Advise
• Disrupt
• Get to know you
• Like you
• Trust you

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Email

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Email – What Not To Do

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Discovery Diagnostic Recommendations New Client Delivery
Inbound Sales Process

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Email – Remarkable Communication
Dear Mike,
The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to
cold outreach like cold calls, emails and direct mail.
It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as
they used to be. But no worries, we can help you build a lead-generating machine for your business so you
have a repeatable, scalable and predictable lead flow for your sales team.
Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx,
meeting ID xxxxxxx and passcode xxxx.
In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing
helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close
sales.
Looking forward to learning more about your company.
Mike
P.S.
If you like that blog article, here’s an e-book that goes into more detail. Enjoy!

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Email – Remarkable Communication
Dear Mike,
The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to
cold outreach like cold calls, emails and direct mail.
It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as
they used to be. But no worries, we can help you build a lead-generating machine for your business so you
have a repeatable, scalable and predictable lead flow for your sales team.
Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx,
meeting ID xxxxxxx and passcode xxxx.
In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing
helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close
sales.
Looking forward to learning more about your company.
Mike
P.S.
If you like that blog article, here’s an e-book that goes into more detail. Enjoy!
Disrupted
their status
quo

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Email – Remarkable Communication
Dear Mike,
The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to
cold outreach like cold calls, emails and direct mail.
It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as
they used to be. But no worries, we can help you build a lead-generating machine for your business so you
have a repeatable, scalable and predictable lead flow for your sales team.
Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx,
meeting ID xxxxxxx and passcode xxxx.
In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing
helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close
sales.
Looking forward to learning more about your company.
Mike
P.S.
If you like that blog article, here’s an e-book that goes into more detail. Enjoy!
Telling a
story that
features
THEM as
the hero

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Email – Remarkable Communication
Dear Mike,
The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to
cold outreach like cold calls, emails and direct mail.
It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as
they used to be. But no worries, we can help you build a lead-generating machine for your business so you
have a repeatable, scalable and predictable lead flow for your sales team.
Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx,
meeting ID xxxxxxx and passcode xxxx.
In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing
helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close
sales.
Looking forward to learning more about your company.
Mike
P.S.
If you like that blog article, here’s an e-book that goes into more detail. Enjoy!

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Email – Remarkable Communication
Dear Mike,
The Harvard Business Review recently uncovered that 9 out of 10 executives stated they never respond to
cold outreach like cold calls, emails and direct mail.
It’s likely that you’ve noticed some of your existing sales and marketing tactics might not be as effective as
they used to be. But no worries, we can help you build a lead-generating machine for your business so you
have a repeatable, scalable and predictable lead flow for your sales team.
Our first call is scheduled for Tuesday at 10 a.m. Here is the call-in number for our meeting: xxx-xxx-xxxx,
meeting ID xxxxxxx and passcode xxxx.
In the meantime, here is a blog article we wrote a few weeks ago that talks about how inbound marketing
helps match today’s executive buyer behavior with marketing that helps you get found, get leads and close
sales.
Looking forward to learning more about your company.
Mike
P.S.
If you like that blog article, here’s an e-book that goes into more detail. Enjoy!
Offering more
educational
information

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No Naked Emails

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Discovery Diagnostic Recommendations New Client Delivery
Inbound Sales Process

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Proposals – What Not To Do
• Don’t call it a PROPOSAL – vocabulary is important and the word
PROPOSAL is scary; we want them to feel safe
• Instead, try AGREEMENT or RECOMMENDATIONS
• Don’t send it without being able to TALK and WALK them through it
• Don’t include a ton of legalese, as that also makes them feel NOT SAFE,
requires an attorney and slows down the entire sales process
• Make sure it tells a story with them as the hero; it should be 90% about
them and 10% about you

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Creating
Recommendations

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Co-Create The
Recommendations
With Your
Prospects

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Co-Creation Produces…
• Feeling of ownership of the recommendations by the prospect
• Shared vision for the outcomes from the new partnership
• Higher close rates
• Shorter sales cycles
• Higher average revenue per new client

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Delivering
Recommendations

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It’s what we can
save you if you hire
us!
$1,000,000

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Bonus Takeaways
• Ask for referrals right after they sign and say “yes” – people are
looking for validation for their decision
• Add a reference reel into your process right before people typically
ask for references – this shortens the sales cycle
• Create a funnel analytics model for each stage – so you know 10,000
website visitors produce 10 new customers

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6 SPECIAL OFFER AND
QUESTIONS

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SPECIAL INBOUND OFFER
This session ONLY!
Text SALES to 66866 and we’ll
send you the presentation
slides AND a special e-book
offer: “Inbound Sales Vs.
Traditional Sales: What’s The
Difference?”

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CONTACT INFO
Mike@square2marketing.com
@Mike2Marketing
www.square2marketing.com
QUESTIONS??????

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THANK YOU!