Nearbound selling is the inevitable result of the copious amounts of prospect and customer data available to sellers. It is defined as “a sales strategy where companies leverage their existing network of partners, influencers and trusted connections to generate leads and close deals.” In short, getting by with a little help from your friends.
Jared Fuller, author of “Nearbound and the Rise of the Who Economy,” says nearbound is not intended to replace outbound or inbound sales, but rather to augment it. As Fuller explains, buyers are no longer asking how to solve a problem or where to find a solution; they are asking, who has solved the problem and then relying on people they trust.
B2B selling increasingly relies on leveraging existing networks to access potential customers. Fuller’s three “I’s of nearbound selling:”
- Intel – Gathering insights from your network of partners who already have relationships with prospects about a prospect’s key decision-makers, top pain points and their procurement process.
- Influence – Your partner has earned the prospect’s trust. Put that to use by incorporating your partner’s influence on as many touchpoints as possible.
- Introduction – It’s more than a referral. Use the introduction from your partner to convey a thorough understanding of the prospect’s need.
Key upsides of nearbound selling include higher-quality leads at lower cost, shorter sales cycles and increased close rates.
Author
Get our newsletter and digital focus reports
Stay current on learning and development trends, best practices, research, new products and technologies, case studies and much more.
