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LinkedIn's Social Selling Secrets

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Dominic Archibald from LinkedIn goes over tactics that LinkedIn’s own sales team employs to train people on social selling - goes over fundamentals like building a profile, how to have a warm introduction.

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LinkedIn's Social Selling Secrets

  1. 1. LinkedIn’s Social Selling Secrets
  2. 2. 2 Dominic Archibald Acquisition and Customer Marketing LinkedIn Sales Solutions https://www.linkedin.com/in/dominicarchibald Today’s speaker
  3. 3. • Housekeeping • The social selling imperative • How we teach social selling to LinkedIn sales reps • Q&A 3 Webinar Agenda
  4. 4. Type questions into the Q&A panel Housekeeping Download Resources from Library
  5. 5. My friend Dan A social selling story
  6. 6. 6 A social selling story
  7. 7. LinkedIn Sales Solutions Mission: Connect the world’s buyers and sellers to build relationships
  8. 8. are now involved in the average B2B buying decision people Boss Peer Direct report Business leader Cross-functional partner Corporate Executive Board 2013 – Winning The Consensus Purchase Your target buyer 5.4 Decisions involve more people than ever before
  9. 9. 75 % of B2B buyers now use social media to be more informed on vendors IDC 2014 – Social Buying Meets Social Selling Decision makers rely on social media to choose between potential vendors Network referrals White papersCompany websites Blog posts Company pages Your target buyers Social relationships
  10. 10. Your competitor Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level 90 % of decision makers say they never respond to cold outreach Decision makers now ignore cold outreach You Your competitor X X X Your target buyers
  11. 11. %75of B2B buyers now use social media to be more informed on vendors Relying on the buyer to inform you on key updates 5.4people are now involved in the average B2B buying decision Looking for one all-powerful decision maker %90of decision makers say they never respond to cold outreach Cold-calling prospects like they’re just a name in a database I found out a month later the Director of Marketing left my account and joined another top prospect of mine The VP of Marketing went dark and now I’m back at square one I keep pounding – email, phone, voicemail – but can’t get a response How well has your team adapted to this new normal? Are you still: “ ” “ ” “ ”
  12. 12. Focus on the right people and companies Stay informed on key updates at your target accounts Build trust with your prospects and customers Building relationships with prospects and customers is different in this new normal. You need to:
  13. 13. Social sellers perform better on key metrics 51% More likely to hit quota than social selling laggards 45% More opportunities Promoted to VP faster by 17 months
  14. 14. The Secret Sauce – How we teach LinkedIn reps
  15. 15. Hunting on LinkedIn Building an expert brand Warm outreach Selling through relationships The Secret Sauce – How we teach LinkedIn reps
  16. 16. Professional photo is your first impression Tagline should be action oriented, not just a title Summary should describe your passions Rich media should illustrate your story Educate potential buyers who visit your profile Building an Expert Brand Your LinkedIn profile should inform and inspire
  17. 17. Building an Expert Brand - Great Example
  18. 18. 18 Hunting – Step 1 is to build a lead list Lead Builder is the key to finding 5+ decision makers
  19. 19. Let LinkedIn do the hunting for you Hunting – Step 2 is to engage recommended leads
  20. 20. Hunting – Step 3 is to find team connections Take advantage of your entire company’s rolodex
  21. 21. Hunting – Step 4 is to listen for selling moments Social triggers create golden selling moments
  22. 22. XYZ Company An example of a selling moment The rep sees an insight in the feed…
  23. 23. XYZ Company ABC Company XYZ Company’s An example of a selling moment He reaches out while prospect is in the moment…
  24. 24. XYZ Company …Magic happens An example of a selling moment
  25. 25. A warm hand-off is the best way to build trust Selling through relationships – Introductions
  26. 26. • Fast and lightweight, yet powerful • Best used for less senior prospects or if connection is tenuous • Appropriate to name drop without permission Name Drop Selling through relationships – Name Drop Get the value of an intro with a fraction of the effort
  27. 27. Appeal first to emotional (right) side of the brain… • Personal interests • School pride • Articles and posts • Recommendations …Before challenging the logical (left) side of the brain • Insights • Data • Rankings 1 2 Warm outreach As a last resort, “cold” outreach can still be warm
  28. 28. Visit us at Sales.LinkedIn.com Want to learn more?
  29. 29. Questions?
  30. 30. ©2014 LinkedIn Corporation. All Rights Reserved.

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