linkedin social selling secrets

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LinkedIn’s Social Selling Secrets

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Page 1: Linkedin Social Selling Secrets

LinkedIn’s Social Selling Secrets

Page 2: Linkedin Social Selling Secrets

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Dominic Archibald

Acquisition and Customer Marketing LinkedIn Sales Solutions https://www.linkedin.com/in/dominicarchibald

Today’s speaker

Page 3: Linkedin Social Selling Secrets

•  Housekeeping •  The social selling imperative

•  How we teach social selling to LinkedIn sales reps

•  Q&A

3

Webinar Agenda

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Type questions into the Q&A panel

Housekeeping

Download Resources from Library

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My friend Dan

A social selling story

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A social selling story

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LinkedIn Sales Solutions Mission: Connect the world’s buyers and sellers to

build relationships

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are now involved in the average B2B buying decision

people Boss

Peer

Direct report

Business leader

Cross-functional partner

Corporate Executive Board 2013 – Winning The Consensus Purchase

Your target buyer

5.4

Decisions involve more people than ever before

Page 9: Linkedin Social Selling Secrets

75 % of B2B buyers now use social media to be more informed on vendors

IDC 2014 – Social Buying Meets Social Selling

Decision makers rely on social media to choose between potential vendors

Network referrals

White papers Company websites

Blog posts

Company pages

Your target buyers

Social relationships

Page 10: Linkedin Social Selling Secrets

Your competitor

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

90 % of decision makers say they never respond to cold outreach

Decision makers now ignore cold outreach

You

Your competitor

X

X

X

Your target buyers

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% 75 of B2B buyers now use social media to be more informed on vendors

Relying on the buyer to inform you on key updates

5.4 people are now involved in the average B2B buying decision

Looking for one all-powerful decision maker

% 90 of decision makers say they never respond to cold outreach

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

How well has your team adapted to this new normal? Are you still:

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Focus on the right people and companies

Stay informed on key updates at

your target accounts

Build trust with your prospects and customers

Building relationships with prospects and customers is different in this new normal. You need to:

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Social sellers perform better on key metrics

51% More likely to hit quota than social selling laggards

45% More opportunities

Promoted to VP faster by

17 months

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The Secret Sauce – How we teach LinkedIn reps

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Hunting on LinkedIn

Building an expert brand

Warm outreach

Selling through relationships

The Secret Sauce – How we teach LinkedIn reps

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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

Building an Expert Brand

Your LinkedIn profile should inform and inspire

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Building an Expert Brand - Great Example

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Hunting – Step 1 is to build a lead list

Lead Builder is the key to finding 5+ decision makers

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Let LinkedIn do the hunting for you

Hunting – Step 2 is to engage recommended leads

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Hunting – Step 3 is to find team connections

Take advantage of your entire company’s rolodex

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Hunting – Step 4 is to listen for selling moments

Social triggers create golden selling moments

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XYZ Company

An example of a selling moment

The rep sees an insight in the feed…

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XYZ Company ABC Company

XYZ Company’s

An example of a selling moment

He reaches out while prospect is in the moment…

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XYZ Company

…Magic happens

An example of a selling moment

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A warm hand-off is the best way to build trust

Selling through relationships – Introductions

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•  Fast and lightweight, yet powerful •  Best used for less senior prospects or if connection is tenuous •  Appropriate to name drop without permission

Name Drop

Selling through relationships – Name Drop

Get the value of an intro with a fraction of the effort

Page 27: Linkedin Social Selling Secrets

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

1

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Warm outreach

As a last resort, “cold” outreach can still be warm

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Visit us at Sales.LinkedIn.com

Want to learn more?

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Questions?

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©2014 LinkedIn Corporation. All Rights Reserved.