Social Selling 101: The Fundamentals of Social Selling

#SalesConnect

Social Selling 101 STARTING SOON

Type questions into the Q&A panel

Housekeeping

Social Selling 101  Vivian Chan  LinkedIn Sales Solutions

 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?

#SalesConnect

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Social Selling (v.) Using social cues to identify and connect

with prospects, build real relationships and influence the buying decision

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LinkedIn is Here to Help

400M+ Members

2B+ Updates

Billions Relationships

Today: your personal

network

All that LinkedIn has to offer

YOU

Just what you need for sales

LinkedIn Can Help You Expand Your Reach

Get More Out of LinkedIn with LinkedIn Sales Navigator

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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

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 Start with Your Profile

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Build a Professional Brand

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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

 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

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 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

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Fast Tips

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Acc

ount

Pot

entia

l

Likelihood to Buy

Finding the Right People  Time is Money

 Prioritize by Size and Industry Finding the Right People

 Build and Save Lead Lists with Lead Builder

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Finding the Right People

 Leverage Your Team Network

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Finding the Right People

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 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

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Fast Tips

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 Leverage Your Team Network

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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

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 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.

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Fast Tips

NOTE: Make sure they have done their due diligence, your reputation is on the line too

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Even if it’s cold, keep it personal Engage with Insights

…Before challenging the logical (left) side of the brain •  Insights •  Data •  Rankings

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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

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 Start social selling today Engage with Insights Fast 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!

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 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