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Achieving Success with Account Based Selling


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Learn what account based selling (ABS) is and four effective tactics to accomplish it effectively.

Published in: Sales
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Achieving Success with Account Based Selling

  1. 1. Achieving Success with Account Based Selling Katie Baudler Account Executive Manager LinkedIn Sales Solutions
  2. 2. Agenda • What is account based selling (ABS)? • 4 Effective ABS Tactics • Q&A
  3. 3. After this webinar, you will be able to... • Determine if ABS is right for your business • Share specific tactics with your team
  4. 4. FACT: The buying landscape is changing
  5. 5. The Changing Landscape 77% Of buyers don’t believe that sales understands their business and don’t think they can help Demanding Credibility Decision makers change roles every year. 20% Changing Roles ??? People on average are involved in the buying decision 6.8 More critical players
  6. 6. Conventional Sales Tactics Are Losing Deals
  7. 7. Generic OutreachCold Calling Conventional Sales Tactics
  8. 8. Cold Calling Of B2B buyers view a company less favorably when their sales reps reach out cold 53%
  9. 9. Generic Outreach
  10. 10. The Result
  11. 11. Account Based Selling Modern Selling
  12. 12. What is account based selling? Researched Personalized IntegratedTimely
  13. 13. Benefits ROI Customer Experience
  14. 14. Who is it for?
  15. 15. 4 Account Based Selling Tactics
  16. 16. 4 Tactics TARGET UNDERSTAND ENGAGE 1 Select Target Accounts 2 Investigate & Identify 3 Personalized Value 4 Outreach ● Multithreading ● C-Level Outreach
  17. 17. Select Target Accounts Questions: • Who do you sell to? • Do you segment by industry, company size, type of sale? • How do you ID accounts for territories? Other considerations: • Lowest hanging fruit • Size of prize 1
  18. 18. Investigate & Identify After selecting accounts, determine... • Buyers • Decision makers • Influencers ...likely 5+ people Other considerations • Research Pain points • Treat company as whole vs one person 2
  19. 19. Personalized Value Create value: • How do pain points align with value prop? • Develop content for industry and role • Tailor messaging to specific account • Build storylines of success to share with similar accounts * Do NOT send exact same message to everyone 3
  20. 20. Outreach • Multithreading • C-Level Outreach •Groundswell: Emerging markets •Call High Utilize: • Multi-channel approach: InMail, Email, Phone, Direct, Social 4
  21. 21. Tips for increasing response rates • Use insights • Tailored messaging 3 Key Elements: • Social • Business • Call to Action
  22. 22. RE: LinkedIn Sales Solution and Company ABC George Thomas CEO, Company ABC July 24 2015 3:59PM Social Business Value Call to Action
  23. 23. Tech for Scaling Respond to engagement real time Tracking Automation Set strategic cadences - Use with caution -
  24. 24. Key Takeaways
  25. 25. Outreach4 Personalized Value3 Investigate & Identify2 Most attractive prospects (best fit for product & size of prize) Scan social, company website, & tap into connections to gather insights Create tailored messaging/resources specific to industry & role Use multi-channel approach to engage DMs at all levels 4 Tactics Select Target Accounts1 *Utilize technology to scale - remember to maintain a personal touch
  26. 26. Q&A
  27. 27. Achieving Success with Account Based Selling Katie Baudler Account Executive Manager LinkedIn Sales Solutions