Brian Signorelli - Inbound Selling: How to Change the Way You Sell to Match How People Buy

Inbound Selling is a handbook for organizations, managers, and sales professionals who are ready to adapt to a world where the buyer is in control and competition is closing in.

As a first-time salesperson and sales manager, a top performer and studious learner, Signorelli provides a first-person account of his years inside the HubSpot rocket ship as it grew revenue from tens to hundreds of millions per year. Combined with interviews with accomplished sales executives and lessons learned from books and training, Signorelli builds on decades of sales expertise that will be useful for sales professionals of all levels of experience and organizational responsibility.

Having read hundreds of sales books, I have not read one that so thoroughly provides so many practical lessons.

Peter Caputa IV, CEO, Databox

Inbound Selling dismisses the notion that sales is a dirty word and shifts the way you think about how you sell. In departing from the well-known, pushy, and abrasive sales tactics of yesteryear, Brian advocates a highly personalized, yet scalable approach of identifying and remedying a buyer's current business challenges. He laces the pages with humorous anecdotes of humbling experiences to present an inviting learning environment for anyone in sales or anyone interested in sales. It's an evocative read that provides a turnkey framework that's as comprehensive as it is pragmatic. To put it plainly, if you're not inbound selling, you're doing it wrong.

Rachael Plummer, sales professional and Inbound Seller, HubSpot

You hold in your hands a complete playbook for the journey of a sales rep from old school to what works today. Buyers have changed. Many salespeople haven't. Nearly every buying decision starts online. Buyers have as much or more information than salespeople. Salespeople need to work on improving the all-too-tenuous relationships that exist (or more likely don't exist) between buyers and sellers today. Sales rep processes have been shaken up due to the disruption of technology. Brian's been there and done that. He states, I was never supposed to be in sales. Yet he learned and grew as a young rep at HubSpot into a sales leader. He's been down and dirty in the front lines of sales. He's emerged with this book and both strategic and tactical advice for how to navigate the sales journey with today's empowered buyers. Beginning with his journey as an inexperienced rep with lots of ideas, but no real sales experience, Brian walks us step-by-step through his sales journey: his emotions on hearing no over and over (and what it felt like to hear yes), his real-world experiences and how he could have done better, why he decided to move into sales managementand what he wished he had known before making that move. Unlike high-level strategic sales leadership books, which are great in theory but aren't practical in reality, this one is deep in the trenches, sharing hard-won insights from personal experience and digging into the mechanics of how to sell now. Today, not 10 years ago. Buckle up for this inbound sales journeyit's packed with actionable examples throughout.

Lindsay Kelley, head of digital and content marketing, Telit

For any salesperson, sales manager, or business owner looking to learn how to adapt to the new way customers buy and turbocharge their growth, this is the book!

Matthew Cook, CEO, SalesHub

The world of sales has been flipped on its axis over the past decade. Buyers have seized control from what once was a highly orchestrated, controlled, and (some would say) manipulative process. Salespeople and sales organizations have had to learn new skills and to develop new processes. A result of this sales revolution has been a new approach to selling called Inbound Sales. There are few people in the world who have studied, practiced, and refined the process like Brian Signorelli. In this book, Brian shares everything you need to know to be successful with this approach. It's a must-have for any salesperson or growth executive's bookshelf (or Kindle).

Doug Davidoff, CEO and founder, Imagine Business Development

Cover design: Wiley

Copyright 2018 by Brian Signorelli. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

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Library of Congress Cataloging-in-Publication Data

Names: Signorelli, Brian, author.

Title: Inbound selling : how to change the way you sell to match how people buy / Brian Signorelli.

Description: Hoboken : Wiley, 2018. | Includes bibliographical references and index. |

Identifiers: LCCN 2017056770 (print) | LCCN 2017058103 (ebook) | ISBN 9781119473442 (pdf) | ISBN 9781119473275 (epub) | ISBN 9781119473411 (hardback)

Subjects: LCSH: Selling. | Telemarketing. | Customer relations. | BISAC: BUSINESS & ECONOMICS / Sales & Selling. | BUSINESS & ECONOMICS / Marketing / Telemarketing.

Classification: LCC HF5438.25 (ebook) | LCC HF5438.25 .S567 2018 (print) | DDC 658.85--dc23

LC record available at https://lccn.loc.gov/2017056770

To Pete and Dannie

Thank you to Ryan Ball, Sam Belt, Kipp Bodnar, Dani Buckley, Peter Caputa, Matthew Cook, Doug Davidoff, Katharine Derum, Matt Dixon, Nathaniel Eberle, Debbie Farese, Jill Fratianne, Brian Halligan, Danielle Herzberg, Justin Hiatt, Lauren Hintz, Lindsay Kelley, Hunter Madeley, David McNeil, Rachael Plummer, Mark Roberge, Dan Tyre, Derek Wyszynski, Leah, Dixie, and Charlotte for contributing to this work in many ways, shapes, and forms. Thank you to my entire HubSpot family, and, of course, the team at John Wiley & Sons, for making this possible.