linkedin social selling secrets
TRANSCRIPT
LinkedIn’s 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
• Housekeeping • The social selling imperative
• How we teach social selling to LinkedIn sales reps
• Q&A
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Webinar Agenda
Type questions into the Q&A panel
Housekeeping
Download Resources from Library
My friend Dan
A social selling story
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A social selling story
LinkedIn Sales Solutions Mission: Connect the world’s buyers and sellers to
build relationships
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
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
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
% 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:
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
The Secret Sauce – How we teach LinkedIn reps
Hunting on LinkedIn
Building an expert brand
Warm outreach
Selling through relationships
The Secret Sauce – How we teach LinkedIn reps
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
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
Let LinkedIn do the hunting for you
Hunting – Step 2 is to engage recommended leads
Hunting – Step 3 is to find team connections
Take advantage of your entire company’s rolodex
Hunting – Step 4 is to listen for selling moments
Social triggers create golden selling moments
XYZ Company
An example of a selling moment
The rep sees an insight in the feed…
XYZ Company ABC Company
XYZ Company’s
An example of a selling moment
He reaches out while prospect is in the moment…
XYZ Company
…Magic happens
An example of a selling moment
A warm hand-off is the best way to build trust
Selling through relationships – Introductions
• 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
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
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Warm outreach
As a last resort, “cold” outreach can still be warm
Visit us at Sales.LinkedIn.com
Want to learn more?
Questions?
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