Live Webcast: 5 ways to close more business with Social Selling
December 12, 2013

Sascha Ambrose
Enterprise Sales
LinkedI...
Today’s Agenda

1. Your profession: What’s changed?
2. What IS Social Selling
3. Becoming a Social Selling Expert
4. 3 ste...
“

Buying process has
fundamentally changed

”
Buyers are tech-savvy, and
socially empowered.
Sales Solutions

4
259M+

+2 new

6M+

Members Worldwide

Members Per Second

Members ANZ

49M+

Members in APAC
What is Social Selling?
What is Social Selling?
 Developing a Reputation: Building a strong online reputation that
showcases your experience and ...
Social Selling Defined:

Leveraging your social brand to fill
your pipeline with the right
people, insights and relationsh...
Social Selling Defined:

Leveraging your social brand to fill
your pipeline with the right
people, insights and relationsh...
Becoming a
Social Selling Expert
5 Steps to Becoming a Social Selling Expert

1. Build Your PROFILE

Developing a Reputation: Building a strong online
repu...
1. Build a Strong Professional Profile
Add a photo, experience and skills that showcase the brand of YOU

12
Leading with Insights
Resume to Reputation
2. Proactively Develop Your Network
Build trusted relationships who can support your professional objectives
Leverage Relationships

TeamLink
3. Gather Intelligence
Be prepared for every interaction by researching contacts and companies

17
4. Contribute Insights
Share ideas through status updates, and participate in groups

18
Social Selling Evolution

Doesn’t happen overnight

©2013 LinkedIn Corporation. All Rights Reserved.
Social Selling Evolution

Doesn’t happen overnight

©2013 LinkedIn Corporation. All Rights Reserved.

LSS
5. LinkedIn Enables Social Selling

Who

What

How

Who are the
Right People?

What to
talk about?

How do
I get in?

259M...
Macro to Micro:
Best-in-class reps do these three things

Find

Lead

Leverage

Right People

With Insights

Relationships
Who are the right people?
1

Find Key Prospects
Brian

My search yielded 10,514 search results!
I don’t have time to sort ...
What to talk about?
2

Discover Actionable Insights
Brian

©2013 LinkedIn Corporation. All Rights Reserved.
How do I get in?
3

Find a common connection
Brian

This profile fits all my criteria, and has a connection
with an accoun...
Success Story: NetSuite

NetSuite Inc. is the
industry’s leading vendor of
cloud-based
financials/ ERP software
suites. Ne...
In Summary
1 Build Your PROFILE
2 Gather INTELLIGENCE
3 Develop Your NETWORK
4 Contribute INSIGHTS
5 Use Social Selling SO...
LinkedIn’s Social Selling Index

First-of-its kind measure that ranks company utilisation of
LinkedIn as a social selling ...
Any Questions?
Feel free to email:
sambrose@linkedin.com

29
5 Ways To Close More Business With Social Selling
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5 Ways To Close More Business With Social Selling

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  • Introduce your self and the process that you came to speak today.
  • Buyers are savvy and have an abundance of information sources with an unprecedented depth of research available to them – what this means
  • Transition slide, talk over it – use this slide how you want - tell a story, or your story. I’m a sales professional, and I was the first rep in this territory when our sales solutions business was just in its infancy. And when our team was first starting out and we were building our product and learning about the market, the main question that I needed to answer was “why are sales professionals so engaged on LinkedIn? Why are they the largest professional group we have, and why they’re choosing to pay for our premium subscriptions. We needed to fully understand what was happening in the sales profession, before we could augment LinkedIn in a way that help. Well what we found was that the levels of engagement we were seeing in sales/business development professionals is a result of a fundamental shift in how their stakeholders are behaving; purchasing decisions are being made in a very different way today.
  • Buyers/DM’s/influencers are increasingly tech savvy and are using the internet and social media to get more information. Quite often they know as much or even more about your products than your reps will. And the best information doesn’t come from the vendors themselves, but from 3rd party reviews, blogs and forums, which gives them a 360 view of what they are thinking of buying.Nor do they need to wait for vendors to give them information – they can go out and get it. Additionally, they’re less inclined to believe the sales and marketing messages from vendors and increasingly believing what they hear from friends, colleagues, peers or networks – whether face to face or online.What does this mean? Three things:Our buyers/DM’s/influencers areOn Social Media;More informed; And less responsive. There is empirical evidence to back up this changing landscape. A recent IBM survey show that 75% of B2B buyers research online (although this seems low to me). Also the point that the vendor’s sales team is being invited into discussions is getting later and later. If you think of the buying process as starting with a problem statement and going through stages such as needs analysis, evaluation of possible solutions, preferred solution and so on. With all the information that the buyers have, the point in the buying process that they are now starting to talk to sales people is over 60% down the line. A clear change from the way that buying has been done in the past.If you look at things like the solution sales process then this can have a significant impact. Solution sales is all about getting in early in the sales process and influencing requirements, and it will be much harder to do this.We need to start to think differently how we sell and how we engage in the buying process.
  • The world of work has changedThe Internet has transformed how information is created and accessed, and how people connect and collaborate.Buyers have changed; they are technology enabled and socially empowered.Professionals need to be more responsive and make faster and better informed decisions to perform in this accelerated business environment.  Enter LinkedIn. There is now a single, global community of professionals from which a magical new data asset emerges. With more than 259 million professional members representing companies in more than 200 countries and territories, LinkedIn is the world’s largest professional network on the Internet. These millions of professionals are adding information to their profiles, sharing important insights, and building their networks every day on LinkedIn.
  • Our mission is to help sales reps leverage their professional brand to fill their pipeline with the right people, insights, and relationships.   Our vision and our dream is to elevate the sales professional. 
  • Social Selling on our platform is based around these 5 core behaviours
  • I don’t think that LinkedIn has defined “Social Selling,” but we do enable it.
  • Our mission is to help sales reps leverage their professional brand to fill their pipeline with the right people, insights, and relationships.   Our vision and our dream is to elevate the sales professional. 
  • -Animate the three columns so can discuss one at a time.-Follow a rhythm in diving into each of the three that we (1)conceptually present the value, and then (2)show how this is provided in Sales NavigatorWhat exactly does building strong pipeline entail?Since this is the top X priority for you to hit your number and you, not marketing, is not driving the majority of pipeline, let’s deconstruct together what exactly are the key activities in building pipeline so we can assess how well you’re doing with each and how LinkedIn may helpVery quickly introduce these three (quickly, because want to leave time to dive into each in a moment)Who is right person?   One of the most inefficient and annoying things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person.  What do I say?   There’s nothing more annoying than when a sales person has no context about you or your business or contacts you at the wrong time (even if you are the right person and they came in warm).What’s my path in?    Even if you’re the right person, buyers hate being cold called.   It is so much better if a seller came to me through a trusted source because I could immediately  tell the mutual connection I’m not interested. Since relationships matter, the seller couldn’t be too aggressive or would damage his/her relationship with the mutual connection.
  • Challenger – Our SolutionObjective – Demonstrate a simple, fast and easy way to identify the right people you want to speak with
  • Challenger – Our SolutionObjective – create comfort on the depth of information you could use to build rapport with the potential contactsActivity feed.Updates, presentations videos
  • Challenger – Our SolutionObjective – demonstrate the power of relationships and how you could turn on this power tomorrow
  • 5 Ways To Close More Business With Social Selling

    1. 1. Live Webcast: 5 ways to close more business with Social Selling December 12, 2013 Sascha Ambrose Enterprise Sales LinkedIn Sales Solutions APAC ©2013 LinkedIn Corporation. All Rights Reserved.
    2. 2. Today’s Agenda 1. Your profession: What’s changed? 2. What IS Social Selling 3. Becoming a Social Selling Expert 4. 3 steps to prospecting with Sales Navigator 5. How social is your sales organisation right now? Sales Solutions 2
    3. 3. “ Buying process has fundamentally changed ”
    4. 4. Buyers are tech-savvy, and socially empowered. Sales Solutions 4
    5. 5. 259M+ +2 new 6M+ Members Worldwide Members Per Second Members ANZ 49M+ Members in APAC
    6. 6. What is Social Selling?
    7. 7. What is Social Selling?  Developing a Reputation: Building a strong online reputation that showcases your experience and increases your credibility  Gathering Intelligence: Researching social information to prepare for sales conversations  Building your Network: Developing relationships with people who can share information and provide referrals  Offering Insights: Providing meaningful insights that earn opportunities to engage with and influence contacts  Using Social Selling Solutions: Taking advantage of innovative selling solutions such as LinkedIn Sales Navigator 7
    8. 8. Social Selling Defined: Leveraging your social brand to fill your pipeline with the right people, insights and relationships.
    9. 9. Social Selling Defined: Leveraging your social brand to fill your pipeline with the right people, insights and relationships.
    10. 10. Becoming a Social Selling Expert
    11. 11. 5 Steps to Becoming a Social Selling Expert 1. Build Your PROFILE Developing a Reputation: Building a strong online reputation that showcases your experience and increases your credibility 2. Develop Your NETWORK Building your Network: Developing relationships with people who can share information and provide referrals 3. Gather INSIGHTS Gathering Intelligence: Researching social information to prepare for sales conversations 4. Contribute INSIGHTS Offering Insights: Providing meaningful insights that earn opportunities to engage with and influence contacts 5. Use Social SOLUTIONS Gain competitive advantage: Use targeted social media engagement and turn cold leads into warm prospects 11
    12. 12. 1. Build a Strong Professional Profile Add a photo, experience and skills that showcase the brand of YOU 12
    13. 13. Leading with Insights Resume to Reputation
    14. 14. 2. Proactively Develop Your Network Build trusted relationships who can support your professional objectives
    15. 15. Leverage Relationships TeamLink
    16. 16. 3. Gather Intelligence Be prepared for every interaction by researching contacts and companies 17
    17. 17. 4. Contribute Insights Share ideas through status updates, and participate in groups 18
    18. 18. Social Selling Evolution Doesn’t happen overnight ©2013 LinkedIn Corporation. All Rights Reserved.
    19. 19. Social Selling Evolution Doesn’t happen overnight ©2013 LinkedIn Corporation. All Rights Reserved. LSS
    20. 20. 5. LinkedIn Enables Social Selling Who What How Who are the Right People? What to talk about? How do I get in? 259M 2B Billions members ©2013 LinkedIn Corporation. All Rights Reserved. member updates per week Of Connections LSS 21
    21. 21. Macro to Micro: Best-in-class reps do these three things Find Lead Leverage Right People With Insights Relationships
    22. 22. Who are the right people? 1 Find Key Prospects Brian My search yielded 10,514 search results! I don’t have time to sort through all these searches By using the premium search filters, it gets much narrower… 374 I can narrow down to 22 profiles that have connection paths to my existing clients, influencers and colleagues ©2013 LinkedIn Corporation. All Rights Reserved.
    23. 23. What to talk about? 2 Discover Actionable Insights Brian ©2013 LinkedIn Corporation. All Rights Reserved.
    24. 24. How do I get in? 3 Find a common connection Brian This profile fits all my criteria, and has a connection with an accountant I do regular work with 4 Asks connection for an introduction I have a meeting set up for Tuesday! ©2013 LinkedIn Corporation. All Rights Reserved.
    25. 25. Success Story: NetSuite NetSuite Inc. is the industry’s leading vendor of cloud-based financials/ ERP software suites. NetSuite enables companies to manage core key business operations in a single system. “Sales Navigator is embedded in almost every stage of the sales process. It has become mission-critical for our team.” Since using TeamLink, sales team has seen a seven-fold increase in second-degree connections • • • Network grew from 15,730 to 115,891 InMail connects sales team directly to key decision-makers. Sales reps are more excited about their jobs because they are seeing fast results, which motivates them and creates a positive cycle Increased number of relationships with clients Jake Hofwegen, VP Global Sales Operations, Netsuite Time for prospecting LinkedIn Confidential ©2013 All Rights Reserved 26
    26. 26. In Summary 1 Build Your PROFILE 2 Gather INTELLIGENCE 3 Develop Your NETWORK 4 Contribute INSIGHTS 5 Use Social Selling SOLUTIONS Just how Social is YOUR sales organisation……? 27
    27. 27. LinkedIn’s Social Selling Index First-of-its kind measure that ranks company utilisation of LinkedIn as a social selling tool. http://promo.linkedinsocialsellingindex.com/register/ • Gain visibility into your company’s activities • Uncover new opportunities • Benchmark yourself against peers and competitors 28
    28. 28. Any Questions? Feel free to email: sambrose@linkedin.com 29

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