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With 75% of B2B purchasers influenced by social media and 57% of buying decisions made before sales rep involvement, social selling is becoming ever more crucial. LinkedIn sales solutions with DocuSign provide a practical solution to the changing sales landscape.
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DOCUSIGN CONFIDENTIAL
Ralf VonSosen, Head of Marketing, LinkedIn Sales Solutions
Frank Hattann, Head of Sales Solutions, LinkedIn EMEA
Katie Foster, Marketing Manager, DocuSign EMEA
10 Ways to Utilise Social Selling in 2013
27th June 2013
AgendaIntroductionsWhat is Social Selling?Tips for Social Selling“Don’t be that Sales guy…”Social Selling in actionQ&A
Join the conversation:
#DOCLI
Ralf VonSosen
Ralf is the Head of Marketing for LinkedIn Sales Solution and has been a leader in the CRM space, with an emphasis on sales and marketing, since the late 90s. His experience spans from industry giants such as Siebel (now Oracle) and SAP, to a series of smaller companies including MarketLive, and most recently InsideView. Ralf is passionate about the ability of technology to enable more meaningful, and productive, relationships among professionals.
http://inmaps.linkedinlabs.com/
The world and buyers have changedWhat once worked, will not work anymore
97% 75% 57% Of the time cold calls do not work
*7% worse every year since 2010
B2B purchaser influencedby social
Buying decisions are made before
sales rep involvement
Corporate Executive Board 2012 - Connect & Sell 2012 - IBM Buyers Preference Study 2011
To engage effectively, marketers need to understand the difference in mindset across social platforms
1
2
3
4
5
Socialize
Stay in touch
Be entertained
Kill time
Share content
Maintain professional identity
Make useful contacts
Search for opportunities
Stay in touch
Keep up to date for career
Personal Networks Professional Networks
“Invest Time”“Spend Time”
What does this mean for you?
Find individuals – utilize rich social network & media information to find the right clients.
Relevance is key – research client social profile, activities, and news for meaningful conversation.
Timing based on triggers – listen to social media and network activities that can alert to the right time to engage.
Relationships matter– social networks build a path to a warm introduction.
Build trust – a sales pro’s social profile can build a brand and strengthen trust.
LinkedIn Mission.Connect the world’s professionals to make them
more productive and successful
MEMBERS WORLDWIDE+2 New
MEMBERS PER SECOND100M+MONTHLY UNIQUE VISITORS
225M+
LinkedIn is the world’s largest professional network
55%2
College grad or post grad
$83K2
Average household income
Business Decision Makers
7.9M1
Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix Data, September 2012
32xMore buying power than average Internet sites
The most effective place to engage with professionals
Make it part of how you sell
Buyers have changedLeverage social data
Buyers are well educatedLead with insights
Cold calling is ineffectiveLeverage connections
Frank Hattann
Frank Hattann is a Social Media enthusiast, and Head of LinkedIn Sales Solutions for EMEA. Frank's varied background includes over 12 years' management experience working for companies such as Deutsche Bank, Lufthansa, and PayPal before joining LinkedIn in 2010. He's lived in Germany, the UK, Canada & Ireland, managing multi-lingual teams, and working in multi-cultural environments, giving him an in-depth understanding of the importance of relationship building, & networking. LinkedIn has been, and remains, a valuable tool for his work, career & sales success.
This is happening……at LinkedIn
Don’t be that guy…
Don’t be that guy…
Social selling is creating change…
Call From Unknown
408-612-3467
vs.
Contacts Lists CompanyWebpage
ColdContact
Targeted Search
Social Profile
WarmIntroduction
JackBrian
Targeted
Search
Social Profile
WarmIntroduction
Lead with insight
Use social media as critical channel
Personally own lead generation
Reps using this are 30-40% more successful
HowHow do I get
a warm intro?
LinkedIn Sales Navigator defines social selling
+200Mmembers
+2Bmember updates
per week
Billionsconnections
WhatWhat to
talk about?
WhoWho are the
Right People?
Who are the right people?
My search yielded 124,789 search results!
I don’t have time to sort through all these searches
By using the premium search filters, it gets much narrower…
Find Key Prospects1
With TeamLink, I can narrow down to profiles that have connection paths to my team
Brian
What to talk about?Discover Actionable Insights2
Brian
How do I get in?
Brian
4
Find a common connection
This profile fits all my criteria, and has a connection to someone in our Canadian office
I have a meeting set up for Tuesday!
3
Asks teammate for an introduction
Becoming a Social Selling Pro
4 Actions to Becoming a Social Selling Pro
Developing a Reputation: Building a strong online reputation that showcases your experience and increases your credibility
Gathering Intelligence: Researching social information to prepare for sales conversations
Building your Network: Developing relationships with people who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn opportunities to engage with and influence contacts
1. Build Your PROFILE
3. Gather INSIGHTS
2. Develop Your NETWORK
4. Contribute INSIGHTS
1. Build a Strong Professional ProfileAdd a photo, experience and skills that showcase the brand of YOU
25
2. Proactively Develop Your NetworkBuild trusted relationships who can support your professional objectives
3. Gather IntelligenceBe prepared for every interaction by researching contacts and companies
27
4. Contribute InsightsShare ideas through status updates, and participate in groups
28
Social Selling In Action
Electronic Signature Solution 40 million users – growing by 60,000 per day Users in 189 countries
Getting The Team to Think Social
Start & Promote Conversations
Tools for the DocuSign Team
For more information visit:
sales.linkedin.com
docusign.co.uk