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Social Selling with LinkedIn - Melbourne

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How Top Sales Teams Leverage LinkedIn for Social Selling

How Top Sales Teams Leverage LinkedIn for Social Selling

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  • LinkedIn as a business – what the 3 business areas areChanging landscape of B2B sellingIntroduction to Social Selling & the Social Selling Index
  • Earliest Adopter – The first person to sign up and create a profile on LinkedInMost Connected– The person with the most 1st degree connectionsMost Popular– The person whose profile was viewed the most in the past 30 daysMost Endorsed – The person with the most total endorsements
  • 5 million in Australia1 million in NZ1 million in Singapore2 million in Indonesia
  • The world is changingSignificant shiftsPeers/social networks/conversations at the pubForresster said 91% Other sources: Case studies, factsheets, website reviews, blogs, industry websites. So much information available to people. They have a good idea of what they want before they speak to a Sales person. You end up just competing on price.Cold calls don’t work. We don’t like them. I think we all know this. We just didn’t have a better way.
  • Internet, software, online media: 26-28Wholesale: 14, Banking: 15
  • Top performing Sales Reps. Largest and most strategic customers. Talk about how to put this into practise.
  • First and foremost LinkedIn sales navigator makes sales reps successful by helping them to build pipeline. Consider for a moment that even the best marketing groups produce no more than 30% of the leads for a sales force. The majority of pipeline then is being driven by sales reps not marketing and in order to hit their numbers sales people need to actively drive pipeline. Sales Navigator helps make reps successful in driving pipeline in three key ways:1. Finding people  One of the most inefficient and difficult things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person.  LI SN helps sales people navigate through it’s 225 million member network efficiently to quickly find the right people2. Identify what to talk about?   There’s nothing more annoying than when a sales person has no context about you or your business and leads with product before they know if you have any interest. The LinkedIn network generates 2B member updates per week. You can see what prospects and decision makers are discussing, sharing and joining 3. How do I get a warm intro?    Buyers dislike cold calls probably as much as us sales people do. TeamLink. A unique SN feature that I’ll be showing during the demo, allows you to see who in your company- even if you’re not connected- is connected to a potential decision maker. It allows you to leverage the full power of your company and extended network to leverage common connection, get warmer introduction and conduct fewer colder, awkward conversations.
  • There are three major steps to finding prospects on Sales Navigator.
  • Challenger – Our SolutionObjective – demonstrate the power of relationships and how you could turn on this power tomorrow
  • Visibility – reportingWho: make sure doing searches.What: Make sure everything is customised and adding value to the customer. Not cold emails.How: Make the introductions. Encourage others to. Connections: Connect with people. You should have largest network.Profiles: Be a thought leader. Share thoughts and ideas.First and foremost LinkedIn sales navigator makes sales reps successful by helping them to build pipeline. Consider for a moment that even the best marketing groups produce no more than 30% of the leads for a sales force. The majority of pipeline then is being driven by sales reps not marketing and in order to hit their numbers sales people need to actively drive pipeline. Sales Navigator helps make reps successful in driving pipeline in three key ways:1. Finding people  One of the most inefficient and difficult things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person.  LI SN helps sales people navigate through it’s 225 million member network efficiently to quickly find the right people2. Identify what to talk about?   There’s nothing more annoying than when a sales person has no context about you or your business and leads with product before they know if you have any interest. The LinkedIn network generates 2B member updates per week. You can see what prospects and decision makers are discussing, sharing and joining 3. How do I get a warm intro?    Buyers dislike cold calls probably as much as us sales people do. TeamLink. A unique SN feature that I’ll be showing during the demo, allows you to see who in your company- even if you’re not connected- is connected to a potential decision maker. It allows you to leverage the full power of your company and extended network to leverage common connection, get warmer introduction and conduct fewer colder, awkward conversations.
  • Source of data?LTS Reps. Looked at right profileUsed
  • Transcript

    • 1. How Top Sales Teams Leverage LinkedIn for Social Selling
    • 2. Agenda 07.30 – 08.00 Breakfast 08.00 – 08.15 Intro & The Social Selling Index Anthony Slater, Product Consultant, LinkedIn 08.15 – 08:30 Social Selling in Practice David Watson, Account Director, LinkedIn 08.30 – 09.00 Customer Fireside chat followed by Q&A Roger Seow, Head of Social Media and Digital Integration National Australia Bank 09.00 Session Close
    • 3. LinkedIn All Stars Shaun Rafferty Steve Rafferty Earliest Adopter Most Connected Daniel Marsh Tim O'Sullivan Most Popular Most Endorsed
    • 4. The world and buyers have changed % 75 % 57 B2B purchases influenced by social Of the buying process is complete before sales rep involvement Sources: CEB, Connect & Sell, IBM Buyers Preference Study % 97 Of the time cold calls do not work
    • 5. The Social Selling Evolution
    • 6. Social selling leverages your professional brand to fill your pipeline with the right people, insights, and relationships.
    • 7. Introducing the LinkedIn Social Selling Index How well does your team embrace social selling? Laggards 0 Leaders 100
    • 8. Social Media: #1 Factor for Driving High Rep Performance 10.00% 11.57% 12.81% 6.20% Conducts NonPersonally Owns Lead Traditional Customer Generation Due Diligence Leads with Insight Source: Corporate Executive Board Uses Social Media as Critical Channel
    • 9. LinkedIn Social Selling Index Correlates to sales success 15% 31% 21% More customer renewals Greater team quota attainment More reps achieving quota Source: Aberdeen Group
    • 10. Social Selling Index is Increasing +14% 24 21 24 53 2012 15 2013 Avg. Social Selling Index *Data comparing Sept 2012 to Sept 2013
    • 11. Who is social selling? We can measure entire industries 10 Management Consulting IT Marketing Accounting Financial Services Telecommunications Pharmaceuticals Banking Insurance 15 20 25 30 35 40 45
    • 12. Who is social selling? And we can compare them between countries 10 15 20 25 30 35 40 45 Management Consulting IT Marketing Accounting Financial Services Telecommunications Pharmaceuticals Banking Insurance World Australia
    • 13. Social Selling in Practice au.linkedin.com/in/dbwatson
    • 14. 5 Core Competencies of Social Selling 1 Who What 2 3 How Who are the Right People? What to talk about? +277M +2B Billions members member updates per week connections 4 Connections How do I get a warm intro? 5 Profiles
    • 15. 1. Who is the right person? Leverage LinkedIn to be targeted on who to approach 1 Search  Named accounts  Geography  Functional role  Keywords 2 Filter  Company Size  Fortune 1000  Seniority Level  Function 3 Save
    • 16. 2. Gather Intelligence Be prepared for every interaction by researching contacts and companies 21
    • 17. 3. Engage using your network Leverage both your network and your companies network 1 Find a common connection This profile fits all my criteria, and has a connection to someone in our Canadian office 2 Asks teammate for an introduction Meeting with prospect set up ©2013 LinkedIn Corporation. All Rights Reserved.
    • 18. 4. Proactively Develop Your Network Build trusted relationships who can support your professional objectives
    • 19. 5. Build a Strong Professional Profile Add a photo, experience and skills that showcase the brand of YOU 24
    • 20. Social Selling for Sales Leaders
    • 21. 5 Core Competencies of Social Selling 1 Who What 2 Is your team running searches? How 3 Are they leading with insights? What introductions can you make? +277M +2B Billions members member updates per week connections 4 Connections Your network is valuable 5 Profiles Lead by example
    • 22. Social Selling Evolution Doesn’t happen overnight
    • 23. Social Selling Evolution Doesn’t happen overnight
    • 24. LinkedIn social selling case study 107% more likely to close a deal + 63% + 107% + 44% Base win rate Targeting the right person Using a connection Win rate with social selling
    • 25. Customer Fireside Chat Roger Seow
    • 26. Thank you

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