A day in the life of a LinkedIn social seller

Today’s Speakers

John Kuhns Senior Account Executive LinkedIn Sales Solutions

Andy Kellam Head of Mid-Market Sales LinkedIn Sales Solutions

Gabe Diop Sales Development Specialist

LinkedIn Sales Solutions

Agenda •  Why social selling? What is social selling?

•  A day in the life of a social seller part 1: AE & SD Partnership

•  A day in the life of a social seller part 2: AE Workflow

•  A day in the life of a social seller part 3: SD Workflow

•  A day in the life of a social seller part 4: AE & Manager Partnership

•  Q&A

Why social selling?

Source: Brent Adamson, Author, The Challenger Sale.

Simplifying Truth #1: We are all selling the same thing.

Change.

Simplifying Truth #2: Your customers won’t change to you if you’re not

talking to them.

5.4 ­ people are involved in the average B2B buying decision

75% ­ of B2B buyers use social media to inform themselves on vendors

90% ­ of B2B decision makers never respond to cold outreach

75%

90%

How we do we define social selling?

•  Is it using a tool, a methodology,

or a blend of the two?

The Components of Social Selling

Create a professional brand

Find the right people

Engage with insights

Build strong relationships

Each component is part of your Social Selling Index (SSI) score and valued at 25 points for a total possible score of 100

2x The Impact of Social Selling

New clients

Meetings secured

Opportunities generated

Do it all the time, not just the beginning

AE/SD Partnership

Account Prioritization

•  Which companies make sense for me to work on

•  Which companies should the SD work on •  Plan approach

Prospect Prioritization

•  Who are we reaching out to? •  With what message? •  Division of Labor

Building Pipeline

Find the right people Lead Builder is critical in preventing leads from slipping through the cracks

Reach out at the right time Listen for social triggers to help you engage

Leverage the power of relationships to boost win rates A decision maker is 5x more likely to talk to me if I’m introduced to them

If no relationship is there, use insight Every other salesperson has a name and a title—how is your outreach unique?

Reach out to multiple stakeholders The average deal includes 5.4 people whose opinions dictate buying or not buying

Tips for increasing response rates •  Use insights about the prospect’s

company to personalize the InMail •  Mention:

•  Prospect’s experience •  Items from their profile •  What you know of their company,

industry or a recent post

•  Keep to a relatively informal tone offering a conversation, not a hard sales message

RE: LinkedIn Sales Solution and Company ABC George Thomas CEO, Company ABC July 24 2015 3:59PM

Growing Deals & Mid-stage Deals

Tips for increasing win rates and deal size

Use Lead Recommendations and Saved Searches •  Are there other buying centers? •  Are there higher-ups that can be a supporter? •  Are there new hires who are potential buyers? Be agile, there’s more than one way to skin a cat •  Decision makers aren’t always signers •  Use social insights to weave into your messages •  Transparency is your friend

Aim to provide insight and context in each conversation •  Don’t let connections go cold, keep leaders who you’ve

engaged with updated of what’s happening

SD Workflow Engaging prospects & building relationships

The Challenge for SDs

•  How do we produce a high volume of outreach while maintaining great quality?

•  How is Sales Navigator the best solution to solve this problem?

Partnership with AE

•  How do I ensure my AE overachieves his quota?

•  Division of Labor (account level, prospect level, etc.)

•  Collaboration (insights, alerts, groundswell, C-level buy in, etc.)

Inbound & Outbound

•  Find the Right People Quickly (buying committee) •  Engage With Insights (business & personal) •  Build Strong Relationships (uncover warm introductions)

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CRM Widgets View LinkedIn data within your CRM

What Does it Do?

•  Search for people on LinkedIn from within your CRM and view profile details including photos, current roles, and work history.

•  Uncover the best way to get introduced through TeamLink

•  Find new leads directly in Salesforce with Lead Recommendations

•  Get Account & Lead Updates including news mentions and job changes when viewing accounts in Salesforce.

Why Does it Matter?

View LinkedIn information where you’re already

tracking your other sales activity. Turn your contact

records into rich profiles by seeing LinkedIn information

directly in Salesforce & Microsoft Dynamics

•  Turn your contact records into rich sources of insight

•  Plus, see which of your colleagues could introduce you

•  Get updates including news mentions and job changes when viewing accounts.

•  Search for the right people using Premium Search filters –within Salesforce.

•  Discover other relevant leads

Inbound Example

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Multithread

Partnership with AE

•  Saw AE had previous opportunity with the 3rd lead recommendation who is the ultimate Decision Maker

•  AE used inbounds lead to re-engage DM

•  20k deal closed within 2 weeks •  Division of Labor

Outbound: Timing Example

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TeamLink (serendipity) Engage through your company’s network

What Does it Do?

•  Quickly and easily identify who on your team can introduce you to a prospect

•  Leverage the TeamLink filter to focus on prospects within warm connection paths

Why Does it Matter?

Use your company’s network to uncover the best

way to get introduced. TeamLink automatically expands your LinkedIn

network, showing you which colleagues can help connect

you with prospects and accounts.

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Who’s Viewed Your Profile Quickly see prospects who view your profile

What Does it Do?

•  See who’s viewed your profile over the last 90 days and save

them as potential leads

Why Does it Matter?

Buyers are constantly researching their sellers to

make purchasing decisions. Leverage the opportunity to identify prospects who are

interested in doing business with you.

Personalization

Multithreading + Timing = Pipeline

•  Before the alert, this opportunity was dead as two directors of sales said “no” and former VP of Sales was unresponsive

•  After the alert, demo set for 30k opportunity

AE/Manager Partnership

Reach out to multiple stakeholders The average deal includes 5.4 people whose opinions dictate buying or not buying.

●  Successful social sellers use Sales Navigator to be effective at scale

●  The use of technology lends to better collaboration across teams

●  Collaboration between roles and teams is critical for “Multi-threading” into accounts and engaging buying committees

●  Effective “Multi-threading” can impact both deal cycle time and deal size/growth

Key Takeaways

Questions?

John Kuhns Senior Account Executive

linkedin.com/in/johnbkhuns

Andy Kellam Head of Mid-Market Sales linkedin.com/in/andykellam

Gabe Diop Sales Development Specialist

linkedin.com/in/gabediop

lnkd.in/letschat