Social Selling 101
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LinkedIn is one of the most frequently used tools in every sales team’s playbook. But are sales professionals utilizing the platform most effectively to keep up with buyers? Get the fundamental right with the four behaviors of social selling.
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Social Selling 101
- 1. Social Selling 101 Vivian Chan LinkedIn Sales Solutions
- 2. The Buying Process Has Changed The State of Sales Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level people are involved in the average B2B buying decision 5.4 of typical purchase decisiosn are made before a customer talks to sales 57% of decision makers ignore cold outreach 90% How will you find them? How will you intercept them? How will you engage them?
- 4. 4 Social Selling (v.) Using social cues to identify and connect with prospects, build real relationships and influence the buying decision
- 5. 5 LinkedIn is Here to Help 400M+ Members 2B+ Updates Billions Relationships
- 6. Today: your personal network All that LinkedIn has to offer YOU Just what you need for sales LinkedIn Can Help You Expand Your Reach
- 7. Get More Out of LinkedIn with LinkedIn Sales Navigator
- 8. 8 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 9. 9 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 10. 10
- 11. Start with Your Profile 11 Build a Professional Brand
- 12. 1 Professional Photo your first impression Media should illustrate your story Summary should describe your passions Tagline should be action oriented, not just a title Inform & Inspire Build a Professional Brand
- 13. Become a Thought Leader Build a Professional Brand • Comment in group discussions • Share important news • Ask clients for recommendations • Leverage existing marketing content • Publish content LinkedIn Global Survey of 1500 B2B buyers and decision-makers, May 2014
- 14. 14 Start social selling today Build a Professional Brand 2 Say Cheese Bring in a professional photographer for profile headshots 3 Share Content Ask marketing for existing content so you can leverage what’s already available Peer Review Schedule time on a Friday for your team to update LinkedIn profiles together 1 Fast Tips
- 15. 15 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 16. AccountPotential Likelihood to Buy Finding the Right People Time is Money
- 17. Prioritize by Size and Industry Finding the Right People
- 18. Build and Save Lead Lists with Lead Builder 18 Finding the Right People
- 19. Leverage Your Team Network 19 Finding the Right People
- 20. 20 Start social selling today Finding the Right People 2 Research Go beyond just your target lead at an account – look up their Director+ peers and identify your entire buyer panel 3 Train Teach new employees your process from the start and invest in training your more experienced team members. Connect Have your sales team connect to one another on LinkedIn to start unlocking the power of your combined networks 1 Fast Tips
- 21. 21 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 22. Leverage Your Team Network 22 Sell Through Relationships
- 23. Ask for Permission Request intros when they will have the most impact Make it easy Offer to ghost-write the intro email Follow-through Close the loop with the introducer The Cold Call is Dead Sell Through Relationships Warm Introduction Name Drop
- 24. 24 Start social selling today Sell Through Relationships 2 Network Internally Incorporate into your regular team meetings – formalize the serendipitous ‘water cooler’ moments 3 Use Templates Create a network introduction email template so people have a gold standard Lead by example Encourage your sales team to approach you for introductions to prospects connected to you. 1 Fast Tips NOTE: Make sure they have done their due diligence, your reputation is on the line too
- 25. 25 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 26. 26 Even if it’s cold, keep it personal Engage with Insights
- 27. …Before challenging the logical (left) side of the brain • Insights • Data • Rankings 2 Engage with Insights Appeal to Both Sides of the Brain Appeal first to emotional (right) side of the brain… • Personal interests • School pride • Articles and posts • Recommendations 1
- 28. 28 Start social selling today Engage with InsightsFast Tips 2 Follow Target Companies Watch for marketing materials and press releases related to your target companies and products. 3 Look for Openings Pay attention to key moments for your leads or accounts: job changes, promotions, news mentions, etc. Start Small Start simply by sharing, liking and commenting on others’ content. You can start engaging without any of your own original content! 1
- 29. 29 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights You have the fundamentals Next Steps: Start Social Selling For more on LinkedIn Sales Navigator, visit sales.linkedin.com Polish Your LinkedIn Profile Search 400M+ Members Leverage Warm Introductions Keep Up with Your Accounts