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What do you think of when you hear the word “sales”? If you’re one of the many people who think it’s all about pushy tactics and empty pitches, think again. In this episode, I’m joined by Dawn Grooters, founder of Broken Vessel Sales Solutions, who’s here to break down how inside sales can help you recapture lost dollars and transform your sales strategy—without the stigma that often gets associated with selling.

What Inside Sales Can Do for Your Business

Building Connections Through Inside Sales: A Conversation with Dawn Grooters

In today’s fast-paced digital world, where communication often feels instant but impersonal, the art of inside sales offers a refreshing way to build meaningful relationships in business. Dawn Grooters, a consultant specializing in inside sales, recently shared her insights on how brands and retailers can leverage this strategy effectively.

The Power of Silence and Connection

One of the first takeaways from Dawn’s conversation is the value of silence in sales calls. Many of us are conditioned to fill every moment with words, but allowing a pause can create space for genuine responses and meaningful conversations. Dawn emphasizes that silence can steer the conversation in unexpected, fruitful directions.

“It’s okay to let the silence sit,” she says. “It may feel uncomfortable at first, but it often leads to deeper engagement with your customer.”

This approach is particularly impactful in relationship-based sales, where the goal is more than just closing a deal—it’s about understanding and supporting the customer.

Avoiding Missteps and Recovering Gracefully

Ashley, the podcast host, asked about potential “kiss of death” mistakes in sales. Dawn reassured listeners that even missteps can be recovered from with grace and humility. If a customer reacts negatively, it’s often due to their own circumstances rather than the salesperson’s actions.

“Missed opportunities happen,” Dawn notes. “But they can also create future opportunities. If you forget to mention something, follow up with another call and share it then. It’s about being proactive and solution-focused.”

Adding Value: The Heart of Every Call

When asked about best practices for inside sales, Dawn stressed the importance of value. Every call should offer something meaningful to the customer—whether it’s a promotion, a solution to a problem, or simply a check-in to build rapport.

“During COVID, we made a lot of courtesy calls,” she recalls. “Some were quick and transactional, but others opened doors to meaningful conversations, like helping a retailer set up their website. Those moments build trust and long-term relationships.”

Tools of the Trade: CRM Systems

Dawn strongly advocates for using a Customer Relationship Management (CRM) system to track interactions and maintain consistency.

“A CRM is essential,” she explains. “It helps you remember details about past conversations, like what a customer purchased or even personal tidbits like their kids’ names. It keeps you organized and ensures no opportunity slips through the cracks.”

Inside Sales for Retailers

While inside sales is often associated with wholesale brands, Dawn highlights its potential for retailers. For example, tackling abandoned carts is a fantastic way for retailers to implement inside sales strategies.

“Calling customers about items in their cart can uncover hesitations and help close sales,” she says. “It’s also a chance to learn about your customers and personalize their shopping experience.”

Starting Small: Implementing Inside Sales

For businesses new to inside sales, Dawn recommends starting with a small team or even a part-time hire.

“Begin with a manageable list of customers—maybe 100—and track your efforts,” she suggests. “This allows you to test the waters and make adjustments before scaling up.”

Measuring Success

When implementing an inside sales program, tracking metrics is key. Dawn suggests focusing on two main metrics:

1. Sales Generated: Monitor the direct return on investment from calls.
2. Connection Rate: Measure how many calls lead to meaningful conversations.

These metrics provide clear insights into what’s working and where improvements are needed.

Relationship-Centric Sales: The Key to Longevity

At the heart of Dawn’s philosophy is the idea that inside sales should focus on relationships, not transactions.

“Inside sales isn’t about dialing for dollars,” she says. “It’s about connecting with a person, understanding their needs, and offering real solutions. These conversations achieve so much more than a generic email ever could.”

A Human Touch in a Digital World

Ashley sums it up perfectly: “People want to do business with people, not companies.”

In an era dominated by digital interactions, inside sales offers a human touch that’s often missing in business. Whether you’re a retailer or a wholesale brand, investing in this strategy can foster deeper connections and drive meaningful growth.

In This Episode

• Dawn Grooters: Website | Instagram

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