Why LinkedIn is the Ultimate Social Selling Tool

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Last year InsideSales.com, LinkedIn Sales Solutions, and Vorsight partnered on a webinar which turned out to be one of the most successful webinars the companies had ever done. The presenters shared best practices on how to prospect more effectively, including using social networks such as LinkedIn. In part two of this webinar, Ken Krogue and Ralf VonSosen will reflect on the past year and review key metrics on company adoption of social selling and offer strategies to excel at modern prospecting.

Published in: Sales

Why LinkedIn is the Ultimate Social Selling Tool

  1. 1. Sales Acceleration Technology
  2. 2. Social Selling 2014: Why LinkedIn is the Ultimate Sales Tool
  3. 3. Founder & Chief Strategy Officer InsideSales.com Head of Marketing for Sales Solutions LinkedIn
  4. 4. •  2013 Cold Calling is Dead controversy •  Social Selling 2014 •  Lightning strikes twice-broken record! •  12 C’s of Social Media •  Social nurturing - ACQUIRETM •  Social selling campaigns •  Social Selling Defined by LinkedIn •  Latest Research: Social Selling Index •  Find Your Own Social Selling Index (SSI) •  Q & A
  5. 5. History thread of the Cold Calling & LinkedIn events: • Steve Masters began with this article published on Business2Community (B2C): • Ken Krogue replied on Forbes: • Article went viral over the weekend. • Ken Krogue hosted a live Google Hangout. • Steve Masters replied to Ken Krogue's Forbes & Google
  6. 6. Subject Line Social Selling Strategies in 2014 – Live Webinar Cold Calling Using LinkedIn Sent 36,687 9,383 Open 5,252 4,986 Click 557 558 Open Rate 14.32% 53.14% Click Rate 1.52% 5.95% Open Increase 271.2% Click Increase 291.7%
  7. 7. eBook Title Cold Calling is Dead, Thanks to LinkedIn Cold Calling with LinkedIn Click Increase 36.9%
  8. 8. 6 Basic Skills of Social Media 1.  Complete 2.  Content 3.  Community 4.  Connections 5.  Comment 6.  Converse 6 Stages of Social Media 1.  Campaigns 2.  Collaborator 3.  Curator 4.  Contributor 5.  Columnist 6.  Consultant
  9. 9. #1 Complete • Purpose = Why? • Plan = What? • Prepare = How? • Platform = LinkedIn • Profile • Picture • Promote • Prioritize
  10. 10. • News • Networking • Followers • Influencers • Leads • Prospects • Customers • Clients
  11. 11. • 1000+ • 250-1000 • 5-250 • Campaign • Classmate • Customer • Employee • Friend • Hiring Candidate • Influencer •  Inside Sales Function •  International •  Job Seeker •  Partner •  Potential Partner •  Potential Prospect •  Referral – Commit •  Referral – Target •  Salesforce Verified •  Scouter
  12. 12. #2 Content • Bio • Beliefs • Background • Info  Picture  Audio  Video  Downloads  Links
  13. 13. A = Awareness C = Curiosity Q = Qualify U = Understand I = Interest R = Relevancy E = Engage Much more on HOW to use ACQUIRETM in eBook
  14. 14. CONTENT LEVEL STRATEGY • Level 1 = Influencer • Level 2 = Industry • Level 3 = Company • Level 4 = Product • Level 5 = Product Proof • Level 6 = Sales Message • Level 7 = Client Message Much more on HOW to use Content Levels in eBook
  15. 15. #3 Community • Family • Friends • School • Military • Work • Groups • Events
  16. 16. #4 Connect • Follow • Like / Comment / Share
  17. 17. #5 Comment • Think! & Feel! • Share short experiences • No dumb comments • Brazen social • Understand Most Popular • Trigger Points • Job Change Alerts • Prime the Pump
  18. 18. #6 Converse ? or . or !
  19. 19. • Question • Make a Statement • Be Bold • Stir the pot • Exclaim • Endorse • Recommend • Mention / Share / Like • Let them know you did!
  20. 20. 6 Basic Skills of Social Media 1.  Complete 2.  Content 3.  Community 4.  Connections 5.  Comment 6.  Converse 6 Stages of Social Media 1.  Campaigns 2.  Collaborator 3.  Curator 4.  Contributor 5.  Columnist 6.  Consultant Next Time!
  21. 21. At LinkedIn, we are focused on our “Members First” every day, helping each of you show the world who you are, make the most of who you know, and build upon what you know.
  22. 22. Leveraging your professional brand to fill your pipeline with the right people, insights and relationships. Social Selling Defined:
  23. 23. SSI leaders create 45% more opportunities per quarter than SSI laggards. SSI leaders are 51% more likely to hit quota than SSI laggards. 45%more opportunities 51%more likely to hit quota Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why is social selling important?
  24. 24. Social selling leads to… more likely to exceed quota 51% more likely to go to club 3× faster to get promoted to VP 1.6×
  25. 25. What’s LinkedIn’s Social Selling Index? 48 First-of-its kind measure that measures your own and your company’s adoption of social selling practices on LinkedIn
  26. 26. How is SSI calculated? Metrics included in SSI Create a professional brand Establish a professional presence on LinkedIn with a complete profile Profile completeness and length Rich content on profile (multimedia) Endorsements Find the right people Prospect efficiently with powerful search and research capabilities People searches Advanced people searches Profile views Prospecting profile views (third degree or out of network) Inbound profile views Engage with insights Discover and share valuable information to initiate or maintain a relationship Shares (updates) Engagements given and received (likes, comments, reshares) Messages sent (multiple types) Groups joined Companies followed Build strong relationships Expand your network to reach prospects who can introduce you to prospects Connections VP+ connections Internal connections (with other coworkers)
  27. 27. Earliest Adopter Ed Bierdeman Most Popular Ammar Shami LinkedIn Icebreaker Most Connected Andrea Venturato Most Endorsed Kelly Nugent
  28. 28. 5 LinkedIn Social Selling Index for this Group InsideSales.com Virtual Summit Today’s Webinar Attendees Industry Average 46 45 21 100
  29. 29. 5 2 Changes in SSI Score for 2014 Attendees  2014 attendees have increased their relationships and social brand scores Right People 13 12 Relationships 11 13 Insights 7 6 Social Brand 14 17 2013 2014
  30. 30. Showcase your skills professional brand Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story. Complete your profile Aim for 100% profile completeness Add rich content Slideshare deck, presentation video, etc. Add skills and generate endorsements
  31. 31. Check who viewed you right people View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks Expand your viewing Use Lead Recommendations to find more prospects at your accounts Your activity drives views of your profile. Engage with relevant people who look at you. Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently
  32. 32. insights Reach out to prospects Share valuable information Post relevant content that can help you become a trusted source of insight Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date Engage with your network Share, like, and comment on content posted from your network Reach your prospects with InMails, connection requests, and other messages
  33. 33. relationships Focus on decision makers Focus on connecting to senior level people at your prospects and customers Connect with contacts Connect with your network and with prospects after introductions Connect internally Your colleagues will be able to provide you warm introductions
  34. 34. Founder & Chief Strategy Officer InsideSales.com Head of Marketing for Sales Solutions LinkedIn
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