Prospecting Digitally Workbook FINAL

Prospecting

Digitally

A Sales Development Company

Performance Group www.pmgllc.net

1

Copyright 2009 Performance Group

Agenda

Power down

Breaks

Workbooks

Participation

How to warm up leads How to get known for what you do How to create creditability How to build awareness with the

customers you want to work with


How Buyers Buy


How We Have Traditionally Prospected


2


The New Buyer


Juggling conflicting priorities

Under-staffed

Time deprived

Wants information on their terms


They Get Information Off The Internet


3


Digital Immigrants


Digital Natives


It is no long a question of if

It a question of how much in your industry

The Digital Affect On How Buyers Buy


4


The Sale Before The Sale

Why should

your prospects

spend their

time with you?


Most Of Us Think Social Media


For B2B Sales


5


Why LinkedIn

Total Number of US users: 84 million

Unique visitors monthly: 184 million

Percentage of users that check in daily: 40%

Total number of LinkedIn Groups: 2.1million

Growth in web traffic referrals Sept 2012-Sept 2013 34.51%

Slideshare monthly page views: 159 million

Source: By the Numbers: 48 Amazing LinkedIn Statistics by Craig Smith for Digital Marketing Ramblings


Why LinkedIn

LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs.

Yet only 47% of B2B marketers say they are actively using LinkedIn v. 90% on Facebook.

One-third of global B2B buyers use social media to engage with their vendors.

And 75% expect to use social media in future purchases processes.

-Source Social Media B2B 2012


3 Steps to Digitally Prospect

1. Profile

2. Reach

3. Referrals


6


Your LinkedIn Profile


Get The Headline Right


What Not To Do


7


Good Profile Headline



Option #1 Your Expert Status

Expert status headline formula:

1. {Keyword/subject matter expert area}

2. Who {does what}

3. for {client, company, audience, project}.

4. {Proof point}


8


Examples of Expert Headlines

Personal Chef specializing in gluten-free diets. Winner Seattle Personal Chef of the Year 2012.

Social Media Expert driving successful campaigns on a shoestring budget. 800%+ ROI in the past 12 months.

Bestselling Author and Professional Speaker energizing audiences to overcome limiting beliefs. 90%+ sat ratings.


Option #2 Define Your Niche

Niche Headline Examples:

Six Sigma Master Black Belt | Dedicated to process excellence in auto manufacturing

Tax Accountant CPA | Specialist in family-owned businesses with revenues of $1-$5 million

Childhood Autism Psychiatrist | Specializing in diagnosing, treating and supporting families with autistic children


Option #3: Direct to Your Customer

Best of you are in business development, sales or marketing your own company

Direct to customer headline formula:

1. {Attention-grabbing question}

2. {Who you are}

3. {who you help}

4. {Proof point}

OR {Attention-grabbing question}

5. {Free resource}


9


Option #3: Direct to Your Customer

Examples:

Need capital? Banker for early-stage technology growth companies. Clients include XYZ and ABC.

Need talent? Exec Recruiter helping mid-size manufacturing companies find top talent. Clients include LMN and OPQ companies.

Need to recharge your career? Join my FREE webinar on 5 things you MUST do before you search: {short bitly.com link}


Recent Example


Write A Good

Summary


10


Meet Boring Bob Smith


Expand Your Reach

Quantity

Quality


Groups and Following


11


Referral

Customers

First Degree Connections

Second Degree Connections


Build your Referral Pipeline


How Not To Connect


12


How I Do It With 2nd & 3rd Degree Contacts

(First name), we don't know each other and at the same time, we know a lot of the same people.

I work with your company recruiting sales and application engineers coast-to-coast.

Because of that, I thought you and I should connect.

This enables us to get exposure to the best talent available.


Cultivate Your Referral SourcesAfter You Build Your Network Start Reaching Out To It


How Not To Prospect

Hello,

I'd love to connect and introduce you to our service. SlideJar Conference is a turnkey solution for making speaker presentations available to your attendees on a Google-Style 'keyword' search basis. Our Site and Mobile App returns search results on an individual Slide basis, your attendees will love this service!

Our solution also provides your conference with exposure to new attendees and can potentially generate ancillary revenue for your event.

Given your role and influence. I'd love to setup a quick 10 minute demo to introduce you to Slidejar, Any interest? Let me know!

Thanks,Alice


13


How To Prospect


How to Get Known For What You Do


Publish Daily

Post Information


14


__________

__________

__________

When To Post


What To Publish

Industry Trends

_________

Whitepapers

Links to any ___________you provide

Promoting a company event

Anything that addresses issues your customers may be facing



15


Check On Who Is Viewing You


Find Out Who Is Finding

You


How Are You Trending


16



You Cant Build Relationships With Keyboard Clicks


It is Just Another Tool

Pick up the ________

Get out in the _____ in front of customers

________ information

Know your customers ________


17


What Happens in Vegas Stays in Vegas


Unfortunately, That is True with Most Training!


Only Dead Fish Swim With The Current


18


Free Resources

How Social Sellers Build Their Pipeline with LinkedIn

Posted by Dan Bernoske on Sun, Feb 03, 2013

How Social Sellers Succeed with LinkedIn

A few weeks ago I had dinner with my friend, Jim. Hes a sales rep at Oracle. He described the widespread misuse of

LinkedIn like this: Reps use their profile like a resume. They simply repackage a dead document with new

technology. Theyre missing the real value of the platform: its a sales tool. ItsTHE way to make connections.

Cold calling is ineffective because no one answers their phone. Your customers are too smart to respond to SPAM or

generic emails. Instead, todays successful Sales Reps excel with LinkedIn on several fronts:

They position themselves to win the deal theyre working on now.

They understand the individuals who compete for their business.

They expand their personal network to fill their sales pipeline through customer referrals.

Why LinkedIn is Ideal for Referrals

Large scale targeting. LinkedIn currently has 200 million members worldwide. 65.1% have held director-level or above

positions (source: LinkedIn Ad Platform, 2012). These are the decision-makers you need to access. Here is where you can

connect with almost anyone.

Referral-based connecting. Tell me who your friends are, and Ill tell you who you are. Successful people tend to work

together. So a referral from a successful customer legitimizes you. For reference, our sales efforts average a 63% win rate

on referrals. LinkedIn is the ideal platform to aid referral-based interactions.

Social Debt economics. LinkedIn provides tools that facilitate social gifting. Endorsements, recommendations, mentions,

and idea sharing are the currency in social debt economics. When you give, others are more inclined to give back. Asking

for and getting referrals and connections is a natural part of the process.

3 Steps to Use LinkedIn to Build your Referral Pipeline

This approach starts with an anchor account. A customer that stands by you and your product is ideal. After that, its your

effective use of LinkedIn that will build your pipeline.

1. Position yourself as a thought leader. Your LinkedIn profile represents your personal brand. This is where Content

Marketing meets Social Selling. You cannot afford to simply digitize your resume. Demonstrate thought leadership through

your connections and your profile content. My posts on Social Selling here and here provide more detail on this topic.

2. Connect to your customer. Customer connections are an absolute must. This is where the social debt economics can

pay dividends. If you are good at your job, your customer will facilitate introductions. This entire strategy hinges on these

customer relationships and virtual connections.

3. Expand your personal network. Build your customer-centric pipeline around the referrals from your customer. Use their

profile as your window into their connected world. Research your customers entire network to find the decision-makers.

The Customer decision-makers. Identify all the decision-makers within the account. Look at their LinkedIn profiles to understand how influential they are. Are they connected to potential prospects? Are they

respected thought leaders?

Your customers competitors. Chances are someone within your customers organization has worked for their competitor. Find the link.

Supplier, vendors, channel partners. Explore the partners of your customer. A good partner may be willing to collaborate with you. As mentioned earlier, a referral from a successful partner will legitimize

you. Look at partner profiles to find common connections. (see Figure 1)

Associations (both national and local). These are the industry watering holes. To find future customers like the one you have, look at association memberships. Then find the contacts within the organizations

that can help you most. (see Figure 2)

Example of A Good LinkedkIN INmail

Listen to Jim Lobaitos interview with Wayne Breitbarh, a

leading LinkedIn consultant and best Selling Author of The

Power Formula For LinkedIn Success

PODCAST

How to Use LinkedIn for Business

Development: The 5 things every salesperson

should know about using LinkedIn for business

development

FREE RESOURCE

Click Here For a Free Resource From Wayne:

LinkedIn Essentials Tool Kit

Jim Lobaito is creator and host of the weekly show BizTalk on WHO Radio. Topics covered with guest experts are recruiting, leadership, marketing, performance management, sales, sales management, company growth, and personal development. Podcasts of the BizTalk show can be heard at www.biztalkradioshow.com

www.biztalkradioshow.com

Performance Group, 4401 Westown Parkway, Suite 102, West Des Moines, IA 50266 800.550.9509 pmgllc.net [email protected]

2013 Performance Group

Jim Lobaito has spent his entire professional career in sales. Starting at age 19, he

went from Account Representative to Sales Manager in three years. He has held

positions as Director of Sales, VP of Sales, and General Manager. Throughout his

career, he has pursued and perfected how to identify top sales talent, develop

salespeople, and create a winning sales culture. These pursuits have resulted in Jim

developing sales teams that were not only the largest revenue producers in their

market but also possessed the most competent salespeople.

Jim is a member of the National Speakers Association and has been a featured

speaker at national sales conferences. His articles have been published in national

magazines.

Jim is known for his ability to take what appears to be complex issues around sales, marketing, and personnel

performance and give easily executable real world solutions on how to improve performance, processes, and profits.

He authors two blogs, Sales Quick Coach for salespeople and sales managers and Hire the Best for company

Presidents and hiring managers. He also produces a weekly radio show, BizTalk, where he interviews leading

business experts. These activities give him unique insight on how to effectively address the day-to-day challenges

business leaders face.

He is the founder and President of Performance Group. Founded in 2000, the company is a sales recruiting and

consulting company located in West Des Moines, Iowa. It offers sales and sales leadership recruiting, onboarding,

and sales consulting services.

Performance Group aligns itself with corporations that value their sales force and invest in the success of their people

because they understand that sales drive the bus. These sales organizations are recognized amongst their peers as

companies that invest in the success of their salespeople and dont accept mediocrity.

Jim is creator and host of the weekly show BizTalk on WHO Radio. Topics covered with

guest experts are recruiting, leadership, marketing, performance management, sales,

sales management, company growth, and personal development. Podcasts of the BizTalk

show can be heard at www.biztalkradioshow.com

Written for salespeople and sales managers, this weekly blog is based on

real world selling situations where Jim provides practical advice for todays

toughest sales challenges. It can be found at www.pmgllc.net

Addressing talent acquisition challenges that Presidents and Hiring Managers face, each week Jim covers topics in identifying, finding, screening and recruiting top people. It can be found at www.pmgllc.net.

Workbook Cover PageProspecting Digitally Workbook1 How Social Sellers Build Their Pipeline with LinkedIn2 Example of a Good LinkedIn Inmail3 BizTalk LinkedIn Podcast4 About Jim_Resources Page

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Prospecting Digitally Workbook FINAL