The Art of Selling with LinkedIn

BurkeGlobal Onboarding

Senior Sales Productivity ConsultantLinkedIn Sales Solutions

Today’s Agenda

Global State of Sales Survey

3

Conventional Sales Tactics Are Losing Deals

Conventional Sales Wisdom

Conventional Sales Wisdom

+ =

6.8 57done with the buying process before you know they ever started

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

%people are now involved in the average B2B buying decision

Corporate Executive Board 2013 – Winning The Consensus PurchaseCorporate Executive Board 2012 – New Decision Timeline

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

The buying process is changing

Each of you come away understanding the value of social selling and specific implementation

tactics to improve your sales process.

Modern Selling

What & Why Social Selling?

10

Social Selling

In 2 or 3 sentences please describe your definition of Social Selling

11

One Word:Relationships

12

Reach more of the right

customers

Strengthening our

relationships with

customers

Billions of Members, Trillions of Data Points

How we do we define social selling?

Is it a resource, a methodology,

or a blend?

15

- The Framework -

Social Prospecting & Outreach

Social Selling

List 2 or 3 of the most critical competencies of prospecting

17

1. The practice of identifying & prioritizing the right prospects or individuals through social insights

2. Identifying the warmest path to an introduction

3. Utilizing insights to create a compelling reason to connect or to maintain and grow the relationship.

18

• A better customer experience• More Strategic• Better conversions• Better Results • Conventional sales strategies are resulting in shrinking

pipelines or losing deals.

19

Social Outreach Framework

Target

Target Target –

- Target -

Multithreading

Having a relationship with 5+ influential individuals within an organization.

Target

Target

EXAMPLE: Target

Function

• Sales• Marketing• Operations• Sales Enablement• Finance

Seniority Level

• C-Level• Partner• VP• Director

Understand

Understand

Understand

•

•

Warmest Path

Understand

•

•

•

•

•

•

•

•

•

• •

Engage

•

•

Warm Introductions

From: Sally Sales Sent: Tuesday, August 01, 2017 8:53 AMTo: Jim VP of Sales Subject: Allison VP of Sales at XYZ Communications - Insight?

Hi Jim,

While using LinkedIn Sales Navigator, I was able to identify that you are a TeamLink connection with Allison VP of Sales at XYZ Communications. Given your relationship, do you think it would make sense to leverage an introduction to Allison?

To provide some context, I noticed that there their sales organization is fairly average in some key social metrics with regards to their industry peers. For example, they rank second to last in people searches on LinkedIn and they also rank considerably low on profile page views, with 17% versus their peers high of 51%. Typically this is a strong indicator that there may be value in discussing how LinkedIn Sales Solutions can benefit their business.

Let me know if you’d be open to providing an introduction, and if not, no worries at all. I can certainly always try and findanother way in!

Thanks in advance for your consideration,Sally

From: Jim VP of Sales Sent: Wednesday, August 02, 2017 1:02 AMTo: Allison@xyccommunications.com'Subject: Allison VP of Sales at XYZ Communications - Insight?

Hi Allison,

Hope you’ve been well.Please see below… one of my reps asked me for an introduction to you. It looks like XYZ is lagging their peers in social selling according to our data. Please let me know if you’d like an introduction to Sally so she can share more with you.

Thanks, Jim

32

Engage

Warm Introductions

Engage

•

•

•

Warm Introductions

Engage

•

•

•

•

•

•

•

1 2

Compelling Outreach Leading with Insights

- 10 Minutes -

BREAK

How to Engage & Understand

37

It’s all personal

38

Messaging - Yesterday vs. Tomorrow

40

ACTION OUTCOMEMessaging: 4 Stages

Problem

Solution

Beliefs

1

2

3

4

1

2

3

4

42

Be Credible:

43

The Who, What, Where, Why of Selling

Hypothesis of a buyerWho

What

Where

Why

44

Teach

•

•

•

•

45

Teach

46

| EXAMPLE |

47

LEARN- AKA Discovery –

Goals of Discovery

•

•

•

•

49

| ACTIVITY |

50

Be a Legendary Storyteller!

51

Tailored to client’s

use case

Quantified End

Result

Opportunity Cost of

Not Having Feature

– before you tell your story, make your point…

start by answering the question or making your key statement.

– the story MUST be about a person. That is

what brings the story to life. It’s important to introduce the

person and share a bit about them. It’s also effective to just ask

the listener to imagine a story where they are the key character.

– this is where you set up the pain point that

must be solved. It’s important to not just describe the pain

point, but to explain how it impacts the main character. How

does it make them feel or how does it impact them personally?

– your product solves the person’s problem.

Make sure you’re communicating how it does so.

– What is the lesson they should

remember?

52

•

•

•

•

Storytelling Best Practices

53

| ACTIVITY |

54

Closing the First Call

55

The Pre-Close & SOE: Your Upfront Contract

o

▪

▪

o

o

56

▪

▪

▪

▪

Thanks Ed - pleasure connecting this morning. Below is a summary of what we discussed, and what we will be addressing in our next meeting Thursday, specific to your Sales Navigator use case. Attached as well is the pricing sheet and recommendations below on next steps, per our typical sales process. (Please feel free to add or modify if necessary.)

Goals:Increased revenue (2x growth plan) through hunting businessChallenges:• Selling to large prospect pool, hard to identify the right opportunities• Low prospect engagement; need to differentiate against big players in market• Long deal cycles; stuck at mid level (need to get to C -level)

Tentative Evaluation Timeline • Thurs 6/9: Next meeting to review the recommended Sales Navigator proposal

• Attendees: You, John, and Peter in Marketing• Thurs/Mon 6/9- 6/13: Decision on proposal

• If yes, identify any additional internal sign off required (does Marketing/Finance need to approve or a PO required?)

• 6/14: Contract generated and signed• 6/15: Intro to relationship manager, Alice Smith - Success plan put in place. • 6/16: LinkedIn customized kick-off training session with the team - Best practice sharing.

If all looks right, please just reply “Ok.” and respond to the question above.

Please let me know if you have any questions.

57

Modern Selling is Inevitable

58

Thank you