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Creating Profitable Sales Connections

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How to use LinkedIn and other social media tools to connect, engage and sell prospects. LinkedIn and social media selling strategies and revenue results are included.

Published in: Sales
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Creating Profitable Sales Connections

  1. 1. Denver Sales Symposium Using Social Selling to Create Meaningful (and profitable) Connections By Christopher Ryan, CEO Fusion Marketing Partners
  2. 2. The Objectives: Why You Need Meaningful Connections 1. Generate leads and shorten the sales cycle. 4. Most important: Hit your revenue goals more consistently. 2. Boost awareness: Be seen as “the” go-to solution provider. 3. Increase number of LI followers and connections.
  3. 3. The Problem “The percentage of salespeople actually meeting their quota has dropped over a five-year period—it’s down to 53 percent. However, those salespeople who are using social selling have a 50 percent higher chance of reaching quota.” Source: Ducttape Marketing.
  4. 4. Life Gets Really Good when You Generate Meaningful Connections Your high-value relationship is a barrier that can prevent other companies from taking your revenue. Rewards are great in terms of awareness, trust and credibility Equally important is what you will get less of: competition, slow sales cycles, and missed revenue.
  5. 5. How Are We Going to Make it Happen?  Part 1: Create the Foundation for Success  Part 2: Increase Number of Connections and Followers  Part 3: Engage with Prospects, Customers and Influencers  Part 4: Sell People Something And do all of this without the need for high- pressure sales!
  6. 6. Part 1: Create the Foundation for Success • Align messaging on LI company page with website messaging. • Update your profile and summary to align with messaging. • Include photo and endorsements on your profile. • Make sure privacy settings allow you to accept followers and allow connections and followers to see your activity. • Add social media icons to every outbound communication. • Sign up for upgraded LinkedIn edition (InMails + advanced search).
  7. 7. Part 2 : Increase Number of Connections and Followers • Find new prospects by looking at profiles of existing connections and navigating to “People Also Viewed” profiles on right side of page. • Also look at profiles of potential prospects – some will look back! • Follow relevant prospects who do not connect with you (allows you to see and share their content). • Can also find prospects’ profiles by searching outside LinkedIn: site:LinkedIn.com “VP Sales”. • Research company and individual LI profiles prior to reaching out. (Map the account)
  8. 8. Part 2 (cont): Increase Number of Connections and Followers • Turn off private viewing and reach out to those who view your profile (5-12% of these will connect). • Save prospect searches and have LI update these weekly or monthly. Example: “Search for all high tech CFOs within 50 miles of Chicago” will give you a weekly update of new matches. • Follow the LI updates of your target companies (and key personnel) to gather useful sales intelligence. • Search for content using all-hashtag.com. Example: a search for #revenue model: #revenuemodel #content #monetizationmodel #marketresearch #industryresearch #marketsize #marketgrowth #markettrends #marketentry #marketingstrategies #competitors #customerbehaviour #competitoranalysis #businessmodel #strategicplanning #revenue #whitepaper #onlinestreaming #audience #subscribers
  9. 9. Because your Network will have a lot to do with your Net Worth! Always Build Your Network
  10. 10. Part 3: Engage with Prospects, Customers and Influencers • Share your company’s LinkedIn updates. • Post your own updates - with a 3-to-1 ratio of education to sales. • Join and participate with groups. • Share prospects’ and industry influencers’ updates and articles (use hash tags mentioned in part 2). • Take suggested actions under the “notification” tab: e.g. congratulate on work event. • Pay special attention to “trigger events” (e.g. job switch, promotion, award). • Boost the visibility of your social posts with keywords tools like TagCrowd.com.
  11. 11. Example of TagCrowd Based on search of FusionMarketingPartners.com
  12. 12. Part 4: Sell Something to Your New Connections • Use information from the prospect’s profile to turn the ‘cold’ outreach into a ‘warm’ outreach’ Example: “Noticed that you are also a CU Buffs Alum” • Tie your sales message to an update in their profile. Example: “Fascinating article you posted about_____” • Reference a common connection: Example: “Bob Smith is an old colleague” • Use InMail to get past gatekeepers. (LI claims 30x greater response)
  13. 13. Suggested Activity Cadence (for sales) 1. Connect to 15-20 individuals per week – send a message with a connection request.* 2. Send “welcome” message to new connections within 24 hours. 3. Post 2-3 updates per week, including liking, commenting and sharing connections’ updates. 4. Share every new blog post and article. 5. Send out 5-10 LinkedIn emails. Note: the more level 1 connections, the more access to level 2 connections.
  14. 14. How You Sell is More of a Competitive Differentiation than What You Sell. Winning formula: Elevated Relationships = More Revenue and More Profit Elevated Relationships Begin with Meaningful Connections The real problem may be that you are selling at the lower end of the value chain and being perceived as a commodity supplier, where sales cycles are long and price pressure is greatest.
  15. 15. Connections Can Move You Up the Food Chain Trusted Adviser Consultant Preferred Vendor Vendor STRATEGIC TACTICAL C-level relationships; sought out for vision and advice prior to formation of project teams. Called upon by senior/mid-level operating management to evaluate & advise. Have a champion; collaborate on RFP prep; less price sensitive. Recognized as a commodity supplier; no champion; price sensitive; asked to bid.
  16. 16. About Fusion Marketing Partners Christopher Ryan, CEO We Do This:  Brand building/messaging  Lead-to-revenue modeling  Lead Generation  Website optimization  Content creation You Get: • More Awareness • More Leads • More Revenue cryan@fusionmarketingpartners.com 719-357-6280 http://FusionMarketingPartners.com/

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