B2B Inbound Sales Training For Sales Reps: A Complete Guide

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Inbound sales training

Your inbound sales funnel is only as good as the sales rep assigned to manage it. Even your brightest and best will fail to close new customers without the right training and standardized procedures.

In this article, you will learn how to align everything from contact forms and staff training, to limited-time offers and standardized follow up emails.

Inbound sales is consultative sales

Traditional outbound sales, such as cold calling, is largely a numbers game. You call 100 companies that may or may not have heard about you before and try to get 10 of them to agree to a meeting or even a product trial.

The big difference when it comes to inbound sales is that your prospects are already educated – both about your products or services – and those of your competitor.

Before they use the contact form or book a phone call on your website, your prospects may have spent days, weeks or even years learning about your features, pricing and company history.

As such, the prospect is likely contacting you to close the gaps in their decision-making process.

In a way, inbound selling is about answering questions and let the prospect decide for him or herself, while traditional outbound sales are about convincing a prospect to agree to something.

What does this mean when training our sales reps?

It’s essential that you probe your customers at a lead gen stage. This can best be done by asking the prospect to tick boxes or select from alternatives in a contact form or call booking form.

Here are a few examples:

Which services are you interested in?

  • Service A
  • Service B
  • Service C
  • Not sure

What is your current status?

  • We are ready to get started
  • We are just doing research
  • We have already started
  • We want to improve our processes
  • Not sure

What describes you best?

  • We are planning to start [insert activity]
  • We are already [insert activity]
  • Not sure

Based on this information, your inbound sales reps can quickly assess their current situation and awareness level of your products or services. This is essential, as the sales rep must adapt the conversation based on information provided via your lead forms.

Prospect awareness levels

During the meeting, call or email discussion, the objective is to close the information gaps the prospect needs to make their buying decision. The best leads are those that are already highly aware of your products or services, and only need to get a few things clarified before becoming a customer.

Prospect A: Ready to buy

Sometimes, it’s only a matter of talking to a sales rep on the phone for a few minutes, if only for testing if there’s a real business behind your website.

Sometimes they also have questions about specific features or your pricing model that needs clarification.

Prospect B: Looking for a solution to a problem

That said, some leads may only have just found your website. They need a product or service to solve a problem, but they have not yet had time to take a close look at your offering.

In these cases, it’s essential that your sales reps understand your business model, including product features, limitations, and the pricing model.

This requires that your sales reps are properly trained and have a thorough understanding of your products, pricing and even company history. Each time they cannot answer a question from a prospect you’re chance of closing a sale is diminished.

It takes more than merely reading an offer script.

Limited time offers

Offers still have a place when it comes to inbound sales. Truth be told, most of our sales are driven by limited time offers, mostly in the form of a minor discount valid for 3 to 7 days.

That said, we present it as an optional ‘fast action reward’.

The reason it works is simple. If you give your customers an incentive to make a fast decision, you reduce the risk of them putting off their decision to an undefined point in time – or never.

I rather have 2000 dollars on the bank by next week, than maybe have 2200 dollars five months from now.

This requires that you have standardized offers that your sales reps can mention to the prospects during the sales call or email conversation, but don’t tell them to push it down the prospect’s throat.

How to standardize the inbound sales process

Managing a large number of inbound prospects also requires a certain level of standardization. It’s essential to make a good impression before a sales call, and also send friendly follow up emails after the call.

Here are some examples from an inbound sales SOP we used for one of our own websites:



Thank you for booking a free consultation call.

You can select a call time directly from my schedule: [Call booking link]

Before the call, please watch the video and check out our plans on this page: [WEBSITE]

Best Regards, Name, Company



Thank you for contacting us.

This video explains how we can help you start selling your products to Asia: [VIDEO LINK]

Let me know if this seems like a good fit for your business and if you want to go ahead with the call.

Best Regards, Name, Company


Hello [Name],

I tried to call you but couldn’t reach you.

Are you available now?

Otherwise, you can select a new time here: [Call booking link]

Best Regards, Name, Company


Hello [Name],

[Attach quotation including additional/customized service]

As I mentioned during the call, you also get a USD 100 discount if you sign up for the Asia Market Entry Kit within 7 days from today.

Option A: Please use the code [CODE] in the checkout on [WEBSITE LINK]

Option B: We can also send an invoice if you prefer that instead.

Best Regards, Name, Company


Hello [Name],

Did you decide if you want to start the process?

Let me know if you have any questions, I’m here to help.

PS: The discount code is still valid

Best Regards, Name, Company


Hello [Name],

I never heard back from you after the call.

Let me know if you need our help in the future!

Best Regards, Name, Company

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