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Sales tools that make a difference: how to sell adding value

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Sales tools that make a difference: how to sell adding value

For a long time, when talking about a commercial agent, no one has imagined the representative who, with sample briefcase in hand, travels miles in search of potential clients. The sales tools have evolved and, with them, the focus of a department of strategic importance in the HR Directors Email Lists.

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list_altIndex of contents
New context: changes in the consumer and in the sales team
Sales tools that help us adapt to changes in the way of working and in the way consumers buy
Change management: your opportunity
Sales tools that make a difference
My selection of must-have sales tools in today’s environment
Sales experts analyze the proposed tools: what does the InboundCycle sales team think of them?

HR Directors Email Lists
Adaptability and value: the key to improvement is in the new sales tools
In this post we will not only talk about how to help our commercial agents to be more efficient, more flexible and more productive, but also about what sales tools allow them to conduct a sales process adapted to potential customers .

New context: changes in the consumer and in the sales team
The transformation is not just on this side of the company, it is evident at both ends of the business relationship. Therefore, a change has also been observed in the way in which consumers buy.

In recent years there is no possible exception, the buyer person imagines mobile at the ready, comparing, looking for information and even completing their online purchases. In late 2020, and in the current context, this digitization of the consumer takes on greater relevance and prominence.

Before Covid-19 we were talking about a paradigm shift in consumption, characterized by less patience and more skepticism . Today, consumers trust less in brands and commercials. Proof of this is that the call to the sales team for help is usually one of the last resources. Did you know that 57% of the consumer buying process is complete before a company has had a chance to interact with it? ( TSL Marketing ).

The coronavirus crisis has led us to an exceptional situation, which has direct consequences on consumer habits. Uncertainty, impositions of confinement, restrictions on movement and a greater suspicion of physical contact characterize the moment in which we live.

As a company, we should understand the need for sales teams to adapt to the new reality marked by changes in the way we work and Forex Email List. Do you agree?

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Sales tools that help us adapt to changes in the way of working and in the way consumers buy
The current situation has shown us the need not to depend on a physical place and, consequently, the importance of being able to carry out our tasks from anywhere, in an agile and flexible way. For this, technology is key.

In this necessary process of adaptation in which the commercial department is immersed, it is necessary to review their way of working and equip the professionals of the team with the most effective sales tools. These are, on the one hand, those that make possible the necessary flexibility, efficiency and agility, while, at the same time, they guarantee the adaptability that will help the commercial agent to adapt the process to the client.

The importance of having a sales methodology based on customer needs gains relevance and prominence in this context of uncertainty and changes in how we consume. Following a sales process not adapted to the current situation of the potential customer, without empathy and focused on the product, can be counterproductive.

Change management: your opportunity
Change is inevitable, but it is also necessary, and if you leverage its momentum, it becomes a catalyst for process improvement. Today, you are clear that your customers no longer need you as before. Surely you have also noticed that their buying process and consumption habits have taken a turn.

Starting from this idea, an opportunity opens up before you: focus so much on your client, that it is he himself who generates commercial opportunities, speaking well of you and your company. Your customer is your best salesperson.

To do this, you need to redesign the way you market, sell, and serve each customer. Do you know how you can get it? With the inbound methodology, which allows you to offer the right content at the right time.

It’s not what you sell, it’s how you sell it. We, as a company, must change. We cannot wait for the user to make the change, we have to be the protagonists in this change: to make things easy for the user. Have you tried to put yourself in their shoes?

Inbound Sales methodology: guiding your new sales process
That’s what the Inbound Sales methodology is all about: transforming your sales to match the way people shop. In order to apply it, you need:

Base your strategy on your buyer, not the seller.
Customize the entire sales experience based on the context of the potential customer.
Sell ​​thinking about how your customers buy.

If you want to go into more detail about the Inbound Sales methodology , you can click here .

Sales tools that make a difference
The tools not only help you to sell more, but to sell better . And to dedicate your time to tasks that add value. Using tools helps you:

Be more efficient.
More productive.
Improve results.
Acquire greater visibility on all the activity of the company.
Also, let’s not forget that some tools also allow you to be flexible and not depend on a physical location. As you can imagine, there are many options, there is a wide variety of possibilities and, therefore, I have divided the commercial management tools into three blocks:

Marketing Automation: turn a visit into a lead
CRM & Sales Automation: Anticipate needs and increase your sales
Productivity & Management: tools that make your life easier
1. Marketing Automation: turn a visit into a lead
Why do we talk about marketing tools in a sales post?

We could expand on this point, but I would summarize the why in two key aspects:

On the one hand, the sales and marketing departments ( Smarketing ) must support each other and be aligned because they seek the same thing: the commercial success of the company.
On the other hand, marketing actions to generate leads have a direct impact on the sales team’s business opportunities.
That said, marketing automation is a methodology that consists of the use of digital tools to automate actions in this field in certain online channels. These tools allow you to:

Increase traffic to your website.
Convert this traffic into a database.
Accompany each lead, through automation, in their purchase process.
Monitor the conversion funnel.
Choosing a marketing automation software is a strategic decision that must be made aware, analyzed, planned and argued. For this, I recommend a comparison that makes it easier for you to choose the marketing automation tool that best suits your business and needs.

2. CRM & Sales Automation: anticipate needs and increase your sales
If I had to summarize what the use of tools such as CRM and Sales Automation tools is going to bring you, I would say: “Save time and obtain more relevant data from your leads, automate the most tedious tasks and close deals faster” . It’s worth it, right?

The CRM (Customer Relationship Management) concept goes beyond a platform or software. It is a process and all the necessary technology to manage and analyze interactions with customers, suppliers and prospects. CRM allows you to anticipate needs, optimize profitability, increase sales and personalize your company’s relationship with each of the actors.

It is a 360 management of all contact points (Marketing, Sales, Customer Service, etc.).

Source: G2

There are many brands of software on the market. Here is a list of the main CRMs:

Microsoft Dynamics
HubSpot CRM
Sugar CRM
Sage CRM
Oracle CRM
According to Salesforce , thanks to a CRM …

You find more leads, close more deals, keep more customers, and start expanding your business with a 37% increase in sales revenue.
Your conversations are always personal, relevant and up-to-date, generating a 45% increase in customer satisfaction.
Salesfoce customers report a 43% better marketing ROI with the use of CRM.
HubSpot CRM:
When HubSpot launched its CRM (Customer Relationship Management) and other free sales tools in 2014, it added a whole new dimension to the business space. With this decision, they allowed companies to better align their marketing and sales strategy, offering the necessary support to optimize customer service, all at no additional cost in the basic package.

HubSpot summarizes its CRM in the following way: receive a notification when your emails are opened, automatically track all interactions and unify all your sales activities.

The advantages (and functionalities) that stand out the most of the sales tool are that it allows you to:

Automate broadcast without being impersonal: automate a sequence of reminders and personalized emails.
Create and share email templates: turn repetitive emails into templates, measure their performance and share the best templates with the rest of the team.
Track seamlessly – Get an automatic notification.
Schedule more meetings: connect through live chat. It is the lead himself who chooses when to do well, taking into account your schedule.
Spend time closing deals, not data entry: reduce manual data entry and automate manual tasks.
Monitor your entire pipeline: synchronization with the CRM allows you to keep track of all activity.

In short, you will not only be able to know who is interested in your product or service without having to ask, but you will also send them the information they need at the right time.

CTA – Hire HubSpot with InboundCycle

3. Productivity and management: tools that make your life easier
As you already know, many day-to-day commercial tasks are repetitive and sometimes tedious . In this section we address some sales tools that have a direct impact on productivity and process management . They not only help you to be more efficient, but also more productive, bringing more value to potential customers.

Schedule meetings:
Tools such as Calendly or the functionality included in the HubSpot CRM “ Meetings ” allow you to schedule meetings in an agile and fast way. It is synchronized with your calendar and it is the lead himself who selects the day and time of the meeting.

In short, it allows you to simplify the scheduling of meetings with your leads. Stop sending emails to find the perfect moment and empower the lead to choose a space on your calendar at their convenience.

It is compatible with Google Calendar, Office 365 Calendar, and HubSpot CRM. And it integrates with Gmail, Outlook, GSuite, and Office365.

Let’s see an example:

Would you have 5 minutes to be able to comment on it by phone? I invite you to find a space on my calendar at your convenience:


Contact and lead follow-up:
Another key functionality of Hub Sales is that of ” Sequences “. It allows you to automate connection and follow-up tasks with your leads by personalizing each of your communications. You use editable templates, measure their performance, and share with the team what works best.

Unlike automation flows, this functionality allows you to manage templates from your own email manager (from Outlook, Gmail, etc.) and you can edit the templates directly in your email and assign tasks or reminders.

CRM and email integration:
Most CRM have an integration with your email. Although it seems obvious or simple, it gives you visibility about the lead (and its activity) when you write an email. You have the communication history at hand and you make sure you always have everything centralized and easy to access.

Source: MSDN Blogs

Video recording:
Record a personalized video for your leads offering valuable content, a personalized proposal or simply answering their questions. This type of tool allows you to streamline communication with your leads, avoid misunderstandings, save time and analyze the performance of your actions.

Sales tools for creating personalized commercial videos : Loom , Vidyard or Screencastify .

Video calls:
The time of confinement with COVID-19 has shown us that meeting remotely is possible.

Video calls are an agile and optimal formula to talk with your leads. They save you time and avoid traveling to the office of those contacts who in the first instance do not yet know if they are qualified or not. Other advantages is that you can share screen and record the session.

There are many tools for making video calls. I would highlight three:


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Call log:
Prioritize your sales calls of the day, make and record the call directly from your browser and automatically register them in your CRM. You will have all the communications history at hand.

HubSales has this functionality, as do many other CRMs. In addition, there are several integrations between the CRM and the switchboard, so that all the information is centralized.

Source: HubSpot

CTA – Hire HubSpot with InboundCycle
Digital Notes:
Forget the notebook and write down all your notes, observations, ideas, etc., in a digital note tool. You can access from anywhere and at any time, have a history of everything, share a note with a colleague or attach an image or document.

Recommended tools:

Google Keep
Microsoft OneNote

Source: Zapier (tool: Evernote)

Document manager:
It allows you to have easy access to the necessary documentation to carry out your tasks in a more agile and faster way. You will have centralized information, history at hand, access to key templates and documents, etc.

I would say that all CRMs have this functionality. Some famous tools that allow you to store, share or send documents could be Dropbox, WeTransfer, Onedrive, Googledrive, etc.

Digital signature:
Sometimes the signatures of legal documents can be a brake to move forward in the purchase process. They are processes that involve several people and are not usually always agile. Choosing among the different sales tools one that is specific for the digital signature, you facilitate the management of both your company and that of your client.

The one we use the most for its agility, security and legal compliance is HelloSign .

Source: Hellosign

Internal communication:
Optimizing your day to day also means facilitating internal communication in your company. It is convenient for you to centralize the communications of a client in a closed channel, so that you can access the information in a very agile and fast way.

In addition, there are tools that facilitate the transmission of information from one computer to another during a client’s onboarding. I mean some like Slack or Microsoft Teams .

If I had to summarize the main advantages of this type of sales tool , I would say that there are six:

Better organized conversations.
Possibility of segmenting by channels and groups.
Option to connect applications or tools.
Visibility of the activity and its progress.
It favors team building.

Source: Slack

There are tools that notify you of behavior or other events, such as the publication of new content on a specific topic. In this way you can be unconcerned, you know that you will be able to react in time. That is the main value of this type of sales tools, which send you a notice when something is updated.

For example, thanks to tools such as Google Alert , ifttt or HubSpot , you can receive an alert when content is published on a certain topic or a notification when one of your leads has entered the product page.

Source: Ifttt

Source: HubSpot

Tools like ifttt and Zapier allow you to make integrations between applications or automate tasks and work processes.

Source: Zapier

Source: Zapier

Source: Zapier

I recommend reading the Olark success story to see how automating small tasks between Zapier and HubSpot has helped them be more efficient.

My selection of must-have sales tools in today’s environment
As you can see, there are many options, and most of them are quite complete. But it is not feasible (and unnecessary) to think about incorporating them all into the business process of the company. Therefore, if I had to decide on 3 sales tools, they would be the following:

HubSpot Meetings. Avoid exchanging emails looking for the perfect time. It is the lead himself who decides when it is good for him to talk to you.
HubSpot Sequences. You save time communicating with your leads, without neglecting personalization and follow-up.
HelloSign . You speed up and speed up the signing of important documents. It is fast, safe and efficient, both for you and for your clients.
Sales experts analyze the proposed tools: what does the InboundCycle sales team think of them?
One of the aspects that I like the most when writing content for this blog is being able to take the time to reflect and share experiences or points of view with my colleagues.

I couldn’t finish the article in any other way than by giving voice to the InboundCycle commercial team . I would like you to obtain, first-hand, some brushstrokes that allow you to discover how the professionals in this area personally value the different sales tools, from their experience with them.

What does Neus Sánchez, our Sales Director, think?
“From my point of view, the Marketing part has evolved much more, more tools, analytics, automations, etc. have been adapted, etc. And now is the time when Sales has to make this change. They have to empathize much more with the user No one wants to be sold There is a transition from product sale to sale based on the needs of your potential customer The user wants us to help them make decisions

We must create a unique sales experience. It is not worth just having a good sideboard. The relationship between people in the last phases of the user’s purchase decision process can be very key. A bad user experience when interacting with our commercial agents, processes or content can lead to the loss of a potential client. But what would be more serious: a disgruntled person can have a huge reach in other potential buyers. Thus affecting not only the loss of other potential clients, but also brand reputation and other “collateral damage”.

If we talk about tools , when we analyze what is in the market, there is little of “Sales Automation”. We have the CRM and automation tools, but we often lack the link between the two. And this is what Hubspot intends with its functionalities, such as “sequences”. In short, it helps us to be more productive and automate everything that can be automated, so that the sales team can dedicate themselves to what adds value: selling . Sell ​​under this new methodology, sell thinking about the user and thinking about their needs. ”

What do our Inbound Consultants say?
Daniel León, one of our most veteran commercials, shares a very interesting reflection:

“The main advantage that I see when using online sales tools is that point of visibility . One of the most important things is to gain perspective to know, first, where you are and what you have to do, and second, keep in mind what is the highest priority.

The tools give you the necessary perspective so that you can easily identify those leads that you don’t have to put as much focus on and those that you do. It’s very easy to make prioritization matrices, either using HubSpot’s CRM, Salesforce, Trello, or Weekplan. The platform does not matter. Any of them gives you important visibility.

Regarding HubSpot, what I like the most is the card of each contact and having centralized, on the one hand, all the information of the actions that the user has done (their demographic information, email actions, clicks, etc); and, on the other hand, everything that has been done from the sales area with the lead.

Email alerts, another feature to highlight. One of the key points is to be aware of when you have to interact with the prospect. Neither get ahead nor stay behind: act when the lead really needs you. The activity alerts in the email are very interesting.

As extra learning, it is very important to have a platform that allows you to record. Both for the client (tools like Loom to make them a personalized video) and for sales (automatically recording calls, since it not only facilitates the documentation of the process but also allows learning and improvement). ”

Alice Didier summarizes her day to day very well :

“HubSpot gives me time and visibility. In the sales department we are going against the clock , many of the opportunities have to be caught on the fly and the times are very tight. We cannot allow ourselves to lose control of the different contacts that we are following.

On the other hand, we have to be able to minimize the friction that exists in our business process . HubSpot makes it easy for me to treat all my contacts with the same attention and reduce potential obstacles. The meeting tool allows me to organize my agenda and schedule meetings minimizing friction.

Another tool that I use a lot is the calls directly from the tool: HubSpot allows me to record calls and have a record of each of them. It is very positive for the entire sales team to go towards the same goal and have visibility into the entire process. ”

Andrea Castañar also highlights the pace in Sales :

“The frenetic pace of the commercial departments in any company forces us to use those sales tools that help the productivity of the teams to be more agile, sell faster and better . I also consider it important to have good reports, to measure effectiveness Furthermore, in the current context in which we find ourselves, digitizing processes is vital to be able to adapt and be more empathetic with prospects .

If we look at CRM tools or functionality, I highlight the use of Meetings or Calendly to automatically schedule meetings for you, tools like Loom to record videos and others like Hello Sign to be able to sign documents online. Without a doubt, they speed up the completion of tasks that do not add value, allowing me to spend my time building strategies for clients. ”

Lorena Montes, another of our Inbound consultants, loves to use the meeting:

“I believe that what brings the most value to the customer and that helps us throughout the sales process is having meetings. Thanks to them, the customer can automatically choose the day and time that suits him best from your calendar . tool also allows adding a message for each type of meeting. ”

Adaptability and value: the key to improvement is in the new sales tools
I think it has become clear that technology in the sales process not only adds value to the user, but also facilitates the work of the sales team. If we have been incorporating, little by little, new apps, programs and software solutions for a long time, now that the current context has accelerated the digitization of the consumer, it is necessary to continue to be there, when and where they need us .

When implementing the inbound methodology in a business, it is important to keep in mind that all decisions about how the sales process should be, the content, the indicators to be analyzed, etc. they will totally depend on the user.

The definition of processes and the technological choice that you make should bring you closer to the consumer, put yourself at their disposal and align you with their expectations. Customs have changed, the workplace has adapted, and the relationship between you and your clients needs to be updated.

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