why linkedin is the ultimate social selling tool
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Sales Acceleration Technology
Social Selling 2014: Why LinkedIn is the Ultimate Sales Tool
Founder & Chief Strategy Officer InsideSales.com Head of Marketing
for Sales Solutions LinkedIn
• 2013 Cold Calling is Dead controversy • Social Selling 2014 • Lightning strikes twice-broken record! • 12 C’s of Social Media • Social nurturing - ACQUIRETM
• Social selling campaigns • Social Selling Defined by LinkedIn • Latest Research: Social Selling Index • Find Your Own Social Selling Index (SSI) • Q & A
History thread of the Cold Calling & LinkedIn events: • Steve Masters began with this article published on Business2Community (B2C):
• Ken Krogue replied on Forbes: • Article went viral over the weekend. • Ken Krogue hosted a live Google Hangout.
• Steve Masters replied to Ken Krogue's Forbes & Google
Subject Line
Social Selling Strategies in 2014 – Live Webinar
Cold Calling Using LinkedIn
Sent 36,687 9,383 Open 5,252 4,986 Click 557 558 Open Rate 14.32% 53.14% Click Rate 1.52% 5.95% Open Increase 271.2% Click Increase 291.7%
eBook Title
Cold Calling is Dead, Thanks to LinkedIn
Cold Calling with LinkedIn
Click Increase 36.9%
6 Basic Skills of Social Media 1. Complete 2. Content 3. Community 4. Connections 5. Comment 6. Converse
6 Stages of Social Media 1. Campaigns 2. Collaborator 3. Curator 4. Contributor 5. Columnist 6. Consultant
#1 Complete
• Purpose = Why? • Plan = What? • Prepare = How? • Platform = LinkedIn • Profile • Picture • Promote • Prioritize
• News • Networking • Followers • Influencers • Leads • Prospects • Customers • Clients
• 1000+ • 250-1000 • 5-250 • Campaign • Classmate • Customer • Employee • Friend • Hiring Candidate • Influencer
• Inside Sales Function • International • Job Seeker • Partner • Potential Partner • Potential Prospect • Referral – Commit • Referral – Target • Salesforce Verified • Scouter
#2 Content
• Bio • Beliefs • Background • Info Picture Audio Video Downloads Links
A = Awareness C = Curiosity Q = Qualify U = Understand I = Interest R = Relevancy E = Engage
Much more on HOW to use ACQUIRETM in eBook
CONTENT LEVEL STRATEGY • Level 1 = Influencer • Level 2 = Industry • Level 3 = Company • Level 4 = Product • Level 5 = Product Proof • Level 6 = Sales Message • Level 7 = Client Message
Much more on HOW to use Content Levels in eBook
#3 Community
• Family • Friends • School • Military • Work • Groups • Events
#4 Connect
• Follow • Like / Comment / Share
#5 Comment
• Think! & Feel! • Share short experiences • No dumb comments • Brazen social • Understand Most Popular • Trigger Points • Job Change Alerts • Prime the Pump
#6 Converse
? or . or !
• Question • Make a Statement • Be Bold • Stir the pot • Exclaim • Endorse • Recommend • Mention / Share / Like • Let them know you did!
6 Basic Skills of Social Media
1. Complete
2. Content
3. Community
4. Connections
5. Comment
6. Converse
6 Stages of Social Media
1. Campaigns
2. Collaborator
3. Curator
4. Contributor
5. Columnist
6. Consultant Next Time!
At LinkedIn, we are focused on our “Members First” every day, helping each of you show the world who you are, make the most of who you know, and build upon what you know.
Leveraging your professional brand
to fill your pipeline with the right people, insights and relationships.
Social Selling Defined:
SSI leaders create 45% more opportunities per quarter
than SSI laggards.
SSI leaders are 51% more likely to hit quota
than SSI laggards.
45% more opportunities
51% more likely to hit quota
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
Why is social selling important?
Social selling leads to…
more likely to exceed quota
51%
more likely to go to club
3× faster to get
promoted to VP
1.6×
What’s LinkedIn’s Social Selling Index?
48
First-of-its kind measure that measures your own and your company’s adoption of social selling practices on LinkedIn
How is SSI calculated? Metrics included in SSI
Create a professional brand Establish a professional presence on LinkedIn with a complete profile
Profile completeness and length Rich content on profile (multimedia) Endorsements
Find the right people Prospect efficiently with powerful search and research capabilities
People searches Advanced people searches Profile views Prospecting profile views (third degree or out of network) Inbound profile views
Engage with insights Discover and share valuable information to initiate or maintain a relationship
Shares (updates) Engagements given and received (likes, comments, reshares) Messages sent (multiple types) Groups joined Companies followed
Build strong relationships Expand your network to reach prospects who can introduce you to prospects
Connections VP+ connections Internal connections (with other coworkers)
Earliest Adopter
Ed Bierdeman
Most Popular
Ammar Shami
LinkedIn Icebreaker
Most Connected
Andrea Venturato
Most Endorsed
Kelly Nugent
51
LinkedIn Social Selling Index for this Group InsideSales.com Virtual Summit
Today’s Webinar Attendees
Industry Average
46 45 21
100
52
Changes in SSI Score for 2014 Attendees 2014 attendees have increased their relationships and social brand scores
Right People
13 12 Relationships
11 13
Insights
7 6 Social Brand
14 17
2013 2014
Showcase your skills
professional brand
Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story.
Complete your profile Aim for 100% profile completeness
Add rich content Slideshare deck, presentation video, etc.
Add skills and generate endorsements
Check who viewed you
right people
View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks
Expand your viewing Use Lead Recommendations to find more prospects at your accounts
Your activity drives views of your profile. Engage with relevant people who look at you.
Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently
insights
Reach out to prospects
Share valuable information Post relevant content that can help you become a trusted source of insight
Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date
Engage with your network Share, like, and comment on content posted from your network
Reach your prospects with InMails, connection requests, and other messages
relationships
Focus on decision makers Focus on connecting to senior level people at your prospects and customers
Connect with contacts Connect with your network and with prospects after introductions
Connect internally Your colleagues will be able to provide you warm introductions
Founder & Chief Strategy Officer InsideSales.com Head of Marketing
for Sales Solutions LinkedIn
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