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LinkedIn Social Selling Secrets

Get an insider's look at how LinkedIn trains its own sales reps to approach to social selling.

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LinkedIn Social Selling Secrets

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  1. LinkedIn’s Social Selling Secrets

  2. Today’s speaker Dominic Archibald Acquisition and Customer Marketing LinkedIn Sales Solutions https://www.linkedin.com/in/dominicarchibald 2

  3. Webinar Agenda •  Housekeeping •  The social selling imperative •  How we teach social selling to LinkedIn sales reps •  Q&A 3

  4. Housekeeping Download Resources from Library Type questions into the Q&A panel

  5. A social selling story My friend Dan

  6. A social selling story 6

  7. LinkedIn Sales Solutions Mission: Connect the world’s buyers and sellers to build relationships

  8. Decisions involve more people than ever before 5.4 Boss people Peer Your Cross-functional partner target buyer are now involved in the average B2B buying decision Business leader Direct report Corporate Executive Board 2013 – Winning The Consensus Purchase

  9. Decision makers rely on social media to choose between potential vendors Your target buyers 75 % of B2B buyers now use social media to be more informed on vendors Network referrals relationships Company White papers Blog posts Social Company websites pages IDC 2014 – Social Buying Meets Social Selling

  10. Decision makers now ignore cold outreach Your 90 % of decision makers say they never respond to cold outreach target buyers X X X Your You competitor Your competitor Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

  11. How well has your team adapted to this new normal? Are you still: 5.4 people are now involved in the average B2B buying decision 75 of B2B buyers now use social media to be more informed on vendors 90 of decision makers say they never respond to cold outreach % % Looking for one all-powerful decision maker Relying on the buyer to inform you on key updates Cold-calling prospects like they’re just a name in a database “ “ “ I found out a month later the Director of Marketing left my account and joined another top prospect of mine The VP of Marketing went dark and now I’m back at square one I keep pounding – email, phone, voicemail – but can’t get a response ” ” ”

  12. Building relationships with prospects and customers is different in this new normal. You need to: Stay informed on key updates at your target accounts Focus on the right people and companies Build trust with your prospects and customers

  13. Social sellers perform better on key metrics 51% 45% More likely to hit quota than social selling laggards More opportunities Promoted to VP faster by 17 months

  14. The Secret Sauce – How we teach LinkedIn reps

  15. The Secret Sauce – How we teach LinkedIn reps Building an expert brand Hunting on LinkedIn Selling through relationships Warm outreach

  16. Building an Expert Brand Professional photo is your first impression ​ Tagline should be action oriented, not just a title ​ Summary should describe your passions ​ Rich media should illustrate your story ​ Educate potential buyers who visit your profile Your LinkedIn profile should inform and inspire

  17. Building an Expert Brand - Great Example

  18. Hunting – Step 1 is to build a lead list Lead Builder is the key to finding 5+ decision makers 18

  19. Hunting – Step 2 is to engage recommended leads Let LinkedIn do the hunting for you

  20. Hunting – Step 3 is to find team connections Take advantage of your entire company’s rolodex

  21. Hunting – Step 4 is to listen for selling moments Social triggers create golden selling moments

  22. An example of a selling moment XYZ Company The rep sees an insight in the feed…

  23. An example of a selling moment XYZ Company ABC Company XYZ Company’s He reaches out while prospect is in the moment…

  24. An example of a selling moment XYZ Company …Magic happens

  25. Selling through relationships – Introductions A warm hand-off is the best way to build trust

  26. Selling through relationships – Name Drop Name Drop •  Fast and lightweight, yet powerful •  Best used for less senior prospects or if connection is tenuous •  Appropriate to name drop without permission Get the value of an intro with a fraction of the effort

  27. Warm outreach 1 Appeal first to emotional (right) side of the brain… •  Personal interests •  School pride •  Articles and posts •  Recommendations …Before challenging the logical (left) side of the brain •  Insights •  Data •  Rankings 2 As a last resort, “cold” outreach can still be warm

  28. Want to learn more? Visit us at Sales.LinkedIn.com

  29. Questions?

  30. ©2014 LinkedIn Corporation. All Rights Reserved.

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