5 Ways LinkedIn Can Drive Revenue
Without Selling
July 22, 2014
Joanne S. Black
Welcome!
I’m Joanne Black
America’s leading authority on referral selling
Introducing Jim Horan
President, The One Page Bu...
In 38 minutes…
• 5 Ways to kill your reputation on LinkedIn
• Why LinkedIn is NOT a numbers game
• Latest research on soci...
The Truth About Phones
Alexander Graham Bell
4
Contrary to Popular Belief
Why Social Media?
A place to find connections, begin a conversation,
begin a relationship
6
Showing Up Counts
Woody Allen
US movie actor, comedian, & director
“Eighty percent of success
is showing up.”
7
We Show Up Two Ways Today
In Person
8
We Show Up Two Ways Today
Online
9
5 Ways to Kill Your Reputation on LinkedIn
Kill Your Reputation on LinkedIn #1
I invite you to join my professional network on
LinkedIn.
11
Kill Your Reputation on LinkedIn #1
Not responding to an invitation
12
The Power of a Response
Hi Joanne:
I cannot express how much your note meant to me. As a
woman, sales person in Tech I've ...
The Power of a Response
Lauren McSorley, Enterprise Sales Executive
14
The Power of a Response
“The most impactful invitation I’ve ever received. I’m
saving it as an example.”
15
The Power of a Response
Sean Burke, Chief Revenue Officer, Kite Desk
16
Kill Your Reputation on LinkedIn #1
Since you’re my friend…
17
Kill Your Reputation on LinkedIn #2
I need to see you
18
Kill Your Reputation on LinkedIn #2
or just as bad…
19
Kill Your Reputation on LinkedIn #3
Thinking you know me…
20
Kill Your Reputation on LinkedIn #3
What you won’t learn on my profile
- My hobbies
- My neighbors
- My pets
- The company...
Kill Your Reputation on LinkedIn #4
LinkedIn is NOT a place to sell
22
Kill Your Reputation on LinkedIn #4
Do not invite someone and then pitch
23
Kill Your Reputation on LinkedIn #4
Don’t use Groups to promote your products
24
Kill Your Reputation on LinkedIn #5
• Do not ask for a referral online
• A referral is an introduction from someone your
p...
Why LinkedIn is NOT a Numbers Game
500+++
26
Why LinkedIn is NOT a Numbers Game
Assume a connection is a relationship
27
Why LinkedIn is NOT a Numbers Game
“There’s a big difference between being the most
connected person and the being best co...
Why LinkedIn is NOT a Numbers Game
Not social intelligence we need so much—it's
relationship intelligence
Don’t Ignore Social Buyers
30
of C-Level and VP-level buyers use
social media for B2B purchase decisions
Social buying is widely practiced among B2B dec...
Average spend of
non-social buyers
Average spend of
social buyers
Compared with other B2B buyers, buyers who use social
me...
Social buyers also make 61% more purchases on average than buyers
who don’t use social
# of purchases made
by non-social b...
And social buyers have a higher level of company influence
than purchasers who do not use social media
of non-social buyer...
Getting Results as a Social Seller
“Leveraging your professional brand to fill your
pipeline with the right people, insigh...
• Our job as salespeople is to provide:
- Wisdom
- Knowledge
- Insights
Getting Results as a Social Seller
We’re
SMARTER
than our
buyers
37
Sales professionals can partner more effectively with social
buyers by increasing social proximity, presence, and capital
...
Sales reps that exceed quota engage with
prospects 39% more than laggards
Sales reps that that exceed quota have
their upd...
How Can You Use LinkedIn to Socially Sell?
Establish a professional presence on
LinkedIn with a complete profile
Create a ...
And Pick Up the Damn Phone!
When to Ditch Technology
There’s
NO SUCH THING
as “warm”
42
Research on LinkedIn
Your Warm Call Fantasy
Identify trigger events
Your Warm Call Fantasy
Discover mutual connections
Your Warm Call Fantasy
Send an email with your business case
Your Warm Call Fantasy
Ask for an introduction on LinkedIn
Your Warm Call Fantasy
Your Warm Call Fantasy
Without a referral introduction…
your connection is ice cold
48
The “gatekeeper” is on your side
Get a Referral Introduction
When to Ditch Technology
• Never ask for a referral online
• A referral is an introduction from someone your
prospect know...
When to Ditch Technology
Does your referral source actually know the person
you want to meet?
51
When to Ditch Technology
Have you learned about their relationship with your
prospect?
52
When to Ditch Technology
Have you taken the opportunity to reconnect and
help out?
53
When to Ditch Technology
• You’re breaking all the rules of social media
• You’re giving sales a bad name
• You’ve chicken...
When to Ditch Technology
Your Referral Source is pushed out of shape
55
When to Ditch Technology
Take your conversation offline
• Find out if they know your prospect
• Share with them why you wa...
Technology
addiction
THREATENS
personal
connections
57
Relationships Still Rule
“Face-to-face is the original social media.”
Jim Blasingame, The Small Business Advocate
58
• Research from The TAS Group
– Referral from inside their company
– Referral from a trusted source outside their company
...
The Truth About Phones
• Alexander Graham Bell
• March 7, 1876
60
Your Best Dealmaker
You are the ultimate sales technology
Tweet Less
Talk more to the customers and contacts who really
matter!
Eric Schmidt Said It
“Take one hour a day and turn that thing off. Take your
eyes off that screen and look into the eyes o...
LinkedIn Resources
• Kurt Shaver, The Sales Foundry
Get Your Personal LinkedIn Score in 2 Minutes
http://thesalesfoundry.c...
Your Referral I.Q.
1. Take your 14 question Referral I.Q. Quiz http://bit.ly/Wl8p3A
2. Submit for your 15 minute consultat...
Focused
Sales Teams
Win More Business!
We can focus your entire sales
team in less than 90 minutes with
our newest cloud-b...
The One Page Business Plan
Contact:
(510) 705-8400
info@onepagebusinessplan.com
http://www.onepagebusinessplan.com/
67
Let’s Stay in Touch
– joanne@nomorecoldcalling.com
– 415-461-8763
– @Referral Sales
– www.linkedin.com/in/joanneblackrefer...
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5 Ways LinkedIn Can Drive Revenue Without Selling

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If LinkedIn Isn’t Making Your Cash Register Ring, You’re Doing It Wrong!

Because sales is about relationships – not numbers, you need to have real conversations. With LinkedIn, you can spin your wheels and collect connections like baseball cards or actually make the connections you already have count.

You will learn:
1. The 5 ways to kill your reputation on LinkedIn
2. The big "reveal" why LinkedIn is NOT a numbers game
3. The remarkable latest research you can't ignore about "social buyers"
4. What it takes to get results as a social seller: Listen up
5. When to ditch technology and Pick Up the Damn Phone!

Published in: Sales

5 Ways LinkedIn Can Drive Revenue Without Selling

  1. 1. 5 Ways LinkedIn Can Drive Revenue Without Selling July 22, 2014 Joanne S. Black
  2. 2. Welcome! I’m Joanne Black America’s leading authority on referral selling Introducing Jim Horan President, The One Page Business Plan Company 2
  3. 3. In 38 minutes… • 5 Ways to kill your reputation on LinkedIn • Why LinkedIn is NOT a numbers game • Latest research on social buyers • Get results as a social seller: Listen up • When to ditch technology and Pick Up the Damn Phone!
  4. 4. The Truth About Phones Alexander Graham Bell 4
  5. 5. Contrary to Popular Belief
  6. 6. Why Social Media? A place to find connections, begin a conversation, begin a relationship 6
  7. 7. Showing Up Counts Woody Allen US movie actor, comedian, & director “Eighty percent of success is showing up.” 7
  8. 8. We Show Up Two Ways Today In Person 8
  9. 9. We Show Up Two Ways Today Online 9
  10. 10. 5 Ways to Kill Your Reputation on LinkedIn
  11. 11. Kill Your Reputation on LinkedIn #1 I invite you to join my professional network on LinkedIn. 11
  12. 12. Kill Your Reputation on LinkedIn #1 Not responding to an invitation 12
  13. 13. The Power of a Response Hi Joanne: I cannot express how much your note meant to me. As a woman, sales person in Tech I've been at a professional crossroads. Your quick, note recognizing my efforts helped me to reset and focus on what matters and to believe in myself and trust my choices- so thank you! 13
  14. 14. The Power of a Response Lauren McSorley, Enterprise Sales Executive 14
  15. 15. The Power of a Response “The most impactful invitation I’ve ever received. I’m saving it as an example.” 15
  16. 16. The Power of a Response Sean Burke, Chief Revenue Officer, Kite Desk 16
  17. 17. Kill Your Reputation on LinkedIn #1 Since you’re my friend… 17
  18. 18. Kill Your Reputation on LinkedIn #2 I need to see you 18
  19. 19. Kill Your Reputation on LinkedIn #2 or just as bad… 19
  20. 20. Kill Your Reputation on LinkedIn #3 Thinking you know me… 20
  21. 21. Kill Your Reputation on LinkedIn #3 What you won’t learn on my profile - My hobbies - My neighbors - My pets - The company I keep 21
  22. 22. Kill Your Reputation on LinkedIn #4 LinkedIn is NOT a place to sell 22
  23. 23. Kill Your Reputation on LinkedIn #4 Do not invite someone and then pitch 23
  24. 24. Kill Your Reputation on LinkedIn #4 Don’t use Groups to promote your products 24
  25. 25. Kill Your Reputation on LinkedIn #5 • Do not ask for a referral online • A referral is an introduction from someone your prospect knows and trusts 25
  26. 26. Why LinkedIn is NOT a Numbers Game 500+++ 26
  27. 27. Why LinkedIn is NOT a Numbers Game Assume a connection is a relationship 27
  28. 28. Why LinkedIn is NOT a Numbers Game “There’s a big difference between being the most connected person and the being best connected person.” Reid Hoffman, co-founder of LinkedIn 28
  29. 29. Why LinkedIn is NOT a Numbers Game Not social intelligence we need so much—it's relationship intelligence
  30. 30. Don’t Ignore Social Buyers 30
  31. 31. of C-Level and VP-level buyers use social media for B2B purchase decisions Social buying is widely practiced among B2B decision makers, especially C-level and VP-level executives of all buyers use social media for B2B purchase decisions 31
  32. 32. Average spend of non-social buyers Average spend of social buyers Compared with other B2B buyers, buyers who use social media for purchasing spend 84% more per purchase 32
  33. 33. Social buyers also make 61% more purchases on average than buyers who don’t use social # of purchases made by non-social buyers # of purchases made by social buyers 33
  34. 34. And social buyers have a higher level of company influence than purchasers who do not use social media of non-social buyers make purchases for their entire company, business unit, or multiple departments of social buyers make purchases for their entire company, business unit, or multiple departments 34
  35. 35. Getting Results as a Social Seller “Leveraging your professional brand to fill your pipeline with the right people, insights, and relationships.”
  36. 36. • Our job as salespeople is to provide: - Wisdom - Knowledge - Insights Getting Results as a Social Seller
  37. 37. We’re SMARTER than our buyers 37
  38. 38. Sales professionals can partner more effectively with social buyers by increasing social proximity, presence, and capital Social proximity Grow social networks and contribute to conversations. Social presence Manage a professional identity that is credible, authentic, accurate, information-rich, and service oriented. Social capital Do your social homework to ensure relevancy before you reach out and facilitate peer- to-peer recommendations. 38
  39. 39. Sales reps that exceed quota engage with prospects 39% more than laggards Sales reps that that exceed quota have their updates engaged 98% more than laggards 39% more engagement 98% Engagements received 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 Sharing Is Important? [Social Capital] 39
  40. 40. How Can You Use LinkedIn to Socially Sell? Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships 40
  41. 41. And Pick Up the Damn Phone! When to Ditch Technology
  42. 42. There’s NO SUCH THING as “warm” 42
  43. 43. Research on LinkedIn Your Warm Call Fantasy
  44. 44. Identify trigger events Your Warm Call Fantasy
  45. 45. Discover mutual connections Your Warm Call Fantasy
  46. 46. Send an email with your business case Your Warm Call Fantasy
  47. 47. Ask for an introduction on LinkedIn Your Warm Call Fantasy
  48. 48. Your Warm Call Fantasy Without a referral introduction… your connection is ice cold 48
  49. 49. The “gatekeeper” is on your side Get a Referral Introduction
  50. 50. When to Ditch Technology • Never ask for a referral online • A referral is an introduction from someone your prospect knows and trusts 50
  51. 51. When to Ditch Technology Does your referral source actually know the person you want to meet? 51
  52. 52. When to Ditch Technology Have you learned about their relationship with your prospect? 52
  53. 53. When to Ditch Technology Have you taken the opportunity to reconnect and help out? 53
  54. 54. When to Ditch Technology • You’re breaking all the rules of social media • You’re giving sales a bad name • You’ve chickened out 54
  55. 55. When to Ditch Technology Your Referral Source is pushed out of shape 55
  56. 56. When to Ditch Technology Take your conversation offline • Find out if they know your prospect • Share with them why you want a referral • Ask them to introduce you • Have them get the ok from their connection • They send an email introduction 56
  57. 57. Technology addiction THREATENS personal connections 57
  58. 58. Relationships Still Rule “Face-to-face is the original social media.” Jim Blasingame, The Small Business Advocate 58
  59. 59. • Research from The TAS Group – Referral from inside their company – Referral from a trusted source outside their company Why Executives Meet with Salespeople
  60. 60. The Truth About Phones • Alexander Graham Bell • March 7, 1876 60
  61. 61. Your Best Dealmaker You are the ultimate sales technology
  62. 62. Tweet Less Talk more to the customers and contacts who really matter!
  63. 63. Eric Schmidt Said It “Take one hour a day and turn that thing off. Take your eyes off that screen and look into the eyes of the person you love. Have a conversation, a real conversation." I challenge you to do the same... 63
  64. 64. LinkedIn Resources • Kurt Shaver, The Sales Foundry Get Your Personal LinkedIn Score in 2 Minutes http://thesalesfoundry.com/sell_score/ http://www.linkedin.com/in/kurtshaver • Barbara Giamanco, Social Centered Selling barbara.giamanco@scs-connect.com http://www.linkedin.com/in/barbaragiamanco/ 64
  65. 65. Your Referral I.Q. 1. Take your 14 question Referral I.Q. Quiz http://bit.ly/Wl8p3A 2. Submit for your 15 minute consultation 3. 10 or more salespeople? Let me know. We’ll create a composite quiz for your team. 4. Get my book: Pick Up the Damn Phone!: How People, Not Technology, Seal the Deal. At Amazon, & Nook 65
  66. 66. Focused Sales Teams Win More Business! We can focus your entire sales team in less than 90 minutes with our newest cloud-based system… The One Page 90 Day Sales Plan® FREE OFFER: Instructions, sample plan & template for The One Page – 90 Day Sales Plan at www.onepagebusinessplan.com/90daysalesplan The One Page Business Plan Company www.onepagebusinessplan.com
  67. 67. The One Page Business Plan Contact: (510) 705-8400 info@onepagebusinessplan.com http://www.onepagebusinessplan.com/ 67
  68. 68. Let’s Stay in Touch – joanne@nomorecoldcalling.com – 415-461-8763 – @Referral Sales – www.linkedin.com/in/joanneblackreferralsales/ Joanne S. Black America’s Leading Authority on Referral Selling

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