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A Day in the Life: Leveraging Social in Building Relationships in Financial Services

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A Day in the Life: Leveraging Social in Building Relationships in Financial Services

  1. 1. A Day in the Life: Leveraging Social in Building Relationships in Financial Services
  2. 2. Today’s Speakers Craig Paris Head of Enterprise Sales, Financial Services Ross Gordon Senior Sales Development Consultant, Financial Services Kayla Wills Account Executive, Financial Services
  3. 3. Craig Paris Head of Enterprise Sales, Financial Services LinkedIn Sales Solutions A Day in the Life: Leveraging Social in Building Relationships in Financial Services
  4. 4. What We’ll Cover Today: • B2B sales with Sales Navigator • Account Exec & Sales Dev.Partnership • Closing Thoughts • Q&A
  5. 5. 6.8
  6. 6. Account rep Change in roles and turn over
  7. 7. Multi-threaded 7% Single-threaded 65% Sales deals at North American companies What percentage of sales deals in North America are multi-threaded? 6+ connections 1 connection Source: LinkedIn Insights
  8. 8. 1 in 5What is the likelihood a decision-maker leaves their position within a year?
  9. 9. To tap into the power of LinkedIn as revenue producer, you need to expand your access and tailor your experience Today: your personal network All that LinkedIn has to offer YOU Purpose-built platform
  10. 10. Social Selling can help. Relationship Building Behaviors on LinkedIn Create a professional brand Find the right people Engage with insights Build strong relationships
  11. 11. AE/SD Partnership Kayla Wills Account Executive, Financial Services LinkedIn Sales Solutions
  12. 12. Account Prioritization •  Which companies make sense for me to work on •  Which companies should the SD work on •  Plan approach
  13. 13. Prospect Prioritization •  Who are we reaching out to? •  With what message? •  Division of Labor
  14. 14. Building Pipeline
  15. 15. Find the right people Lead Builder is critical in preventing leads from slipping through the cracks
  16. 16. Reach out at the right time Listen for social triggers to help you engage Platinum INSURANCE Platinum INSURANCE Platinum Insurance Financial Services Platinum Insurance Financial Services Platinum Insurance celebrates 50 years of services at headquarters and branch offices. Carl Simmons VP of Operations Platinum Insurance Anna Wong Sales Manager Platinum Insurance prwire.com Earthquake fundraising efforts sponsored by Platinum Insurance
  17. 17. Leverage the power of relationships to boost win rates A decision maker is 5x more likely to talk to me if I’m introduced to them Lead recommendations at Platinum Insurance Noah Gold Chief Business Development Officer at Platinum Insurance Yuma, Arizona Area Financial Services
  18. 18. If no relationship is there, use insight Every other salesperson has a name and a title—how is your outreach unique? Chief Business Development Officer Last contacted: 3 weeks ago Platinum Insurance shared updates Your leads at Platinum Insurance shared updates See all leads at Platinum Insurance Platinum Insurance Platinum Insurance elects new board member Top 10 insurance firms by customer approval rating.
  19. 19. Reach out to multiple stakeholders The average deal includes 6.8 people whose opinions dictate buying or not buying Noah Gold Chief Lending Officer at Community Bank Yuma, Arizona Area Financial Services Previous positions Financial Assets Inc., Wealth Owners Ltd. Lead recommendations at Platinum Insurance See your saved leads at Platinum Insurance Noah Gold Chief Business Development Officer, Platinum Insurance Yuma, Arizona Area Financial Services
  20. 20. Tips for increasing response rates •  Use insights about the prospect’s company to personalize the InMail •  Mention: •  Prospect’s experience •  Items from their profile •  What you know of their company, industry or a recent post •  Keep to a relatively informal tone offering a conversation, not a hard sales message
  21. 21. RE: LinkedIn Sales Solution and Company ABC George Thomas CEO, Company ABC July 24 2015 3:59PM
  22. 22. Growing Deals & Mid-stage Deals
  23. 23. Tips for increasing win rates and deal size Use Lead Recommendations and Saved Searches •  Are there other buying centers? •  Are there higher-ups that can be a supporter? •  Are there new hires who are potential buyers? Be agile, there’s more than one way to skin a cat •  Decision makers aren’t always signers •  Use social insights to weave into your messages •  Transparency is your friend
 Aim to provide insight and context in each conversation •  Don’t let connections go cold, keep leaders who you’ve engaged with updated of what’s happening
  24. 24. SD Workflow Engaging prospects & building relationships Ross Gordon Senior Sales Development Consultant, Financial Services LinkedIn Sales Solutions
  25. 25. The Challenge for SDs •  How do we produce a high volume of outreach while maintaining great quality? •  How is Sales Navigator the best solution to solve this problem?
  26. 26. Partnership with AE •  How do I ensure my AE overachieves her quota? •  Division of Labor (account level, prospect level, etc.) •  Collaboration (insights, alerts, groundswell, C-level buy in, etc.)
  27. 27. Inbound & Outbound •  Find the Right People Quickly (buying committee) •  Engage With Insights (business & personal) •  Build Strong Relationships (uncover warm introductions)
  28. 28. Inbound Example Community Bank Financial Services Community Bank Financial Services Chief Lending Officer, Community Bank Previous Job: SVP, Community Bank Noah Gold has a new job Chief Lending Officer, Community Bank Yuma, Arizona Area Financial Services Community Bank
  29. 29. Noah Gold Chief Lending Officer at Community Bank Yuma, Arizona Area Financial Services Previous positions SVP, Community Bank VP, Community Bank Lead recommendations at Platinum Insurance See your saved leads at Platinum Insurance Noah Gold Chief Lending Officer, Community Bank Scottsdale, Arizona Financial Services 30 Multithread
  30. 30. Outbound: Timing Example Joan Smith Chief Business Development Officer at Platinum Insurance New Potential Lead at Platinum Insurance Top 25 Insurance Leaders Share the Best Business Advice They’ve Ever Gotten Stacy Rains
  31. 31. TeamLink (serendipity) Engage through your company’s network Noah Gold Chief Lending Officer at Community Bank Yuma, Arizona Area Financial Services Previous positions Financial Assets Inc., Wealth Owners Ltd. Lead recommendations at Platinum Insurance See your saved leads at Platinum Insurance Joan Smith Chief Business Development Officer, Platinum Insurance Yuma, Arizona Area Financial Services
  32. 32. 33 Who’s Viewed Your Profile Quickly see prospects who view your profile Joan Smith Chief Business Development Officer, Platinum Insurance Yuma, Arizona Area Financial Services
  33. 33. Personalization Ross Hi Joan, First off, see you just started your new role at Platinum Insurance! How’s it going so far – transitioning companies is always a hectic and exciting time. Couldn’t help but notice we have a mutual connection – Sarah Tran. Know her from an old project we worked on back in the day. Do you both keep in touch after college? My team here at LinkedIn works with insurance and claims firms to enable a more effective and efficient client/referral origination process and I help support the Platinum Insurance relationship. Would be great to share with you how we've helped peer firms quickly build relationships with adjusters, case managers and insurance professionals by better leveraging LinkedIn. Do you have some time later this week to further discuss for 20 mins? Best, Ross Joan Smith Chief Business Development Officer, Platinum Insurance Yuma, Arizona Area Financial Services
  34. 34. Sales Navigator helps build pipeline •  Make multithreading easy •  Provide reps with timely information •  Helps reps balance high volume of activity •  Enhance outreach with relevant talking points
  35. 35. Closing Thoughts Craig Paris Head of Enterprise Sales, Financial Services LinkedIn Sales Solutions
  36. 36. When Closing Business Relationships Are Key!
  37. 37. Important to: Multithread to reach the whole buying panel Lead with relevant information Leverage social signals to stay engaged Drive revenue and achieve goals
  38. 38. Social Sellers See More Success 45% 51% 78% Create more opportunities More likely to achieve quota Outsell peers who don’t use social media
  39. 39. Questions? Kayla Wills Account Executive linkedin.com/in/kaylawills Craig Paris Head of Enterprise Sales linkedin.com/in/craigparis Ross Gordon Senior Sales Consultant linkedin.com/in/rosscgordon lnkd.in/letschat

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