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Social Selling 101

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Get the Fundamentals Right

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Social Selling 101

  1. 1. ​Vivian Chan ​LinkedIn Sales Solutions
  2. 2. 2 Fact: We all lose deals.
  3. 3. Why we lose deals Missing critical players people on average are involved in the buying decision 6.8 Lacking credibility 77% of buyers don’t believe that sales understands their business and don’t think they can help Losing touch with prospects of forecasted deals go dark 24%
  4. 4. Social Selling A modern approach to sales that utilizes information from social networks to grow your business
  5. 5. Social Selling Behaviors Create a professional brand Find the right people Build strong relationshipsEngage with insights
  6. 6. LinkedIn has a wealth of information on the people and companies with whom you want to build relationships 430M+ Members worldwide 7M+ Global companies 2B+ Updates per Week
  7. 7. To tap into the power of LinkedIn for sales, you need to expand your access and tailor your experience Today: your personal network All that LinkedIn has to offer YOU Just what you need for sales
  8. 8. Get More Out of LinkedIn with LinkedIn Sales Navigator
  9. 9. 10 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
  10. 10. 11 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
  11. 11. 12
  12. 12. Start with Your Profile 13 Build a Professional Brand
  13. 13. 1 Media should illustrate your story Summary should describe your passions ​Inform & Inspire Build a Professional Brand Tagline should be action oriented, not just a title Professional Photo your first impression
  14. 14. Become a Thought Leader Build a Professional Brand • Comment in group discussions • Share important news • Ask clients for recommendations • Leverage existing marketing content • Publish content LinkedIn Global Survey of 1500 B2B buyers and decision-makers, May 2014
  15. 15. 16 Start social selling today Build a Professional Brand 2 Say Cheese Bring in a professional photographer for profile headshots 3 Share Content Ask marketing for existing content so you can leverage what’s already available Peer Review Schedule time on a Friday for your team to update LinkedIn profiles together 1 Fast Tips
  16. 16. 17 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
  17. 17. AccountPotential Likelihood to Buy Finding the Right People Time is Money
  18. 18. ​Prioritize by Size and Industry Finding the Right People
  19. 19. Build and Save Lead Lists with Lead Builder 20 Finding the Right People
  20. 20. Leverage Your Team Network 21 Finding the Right People
  21. 21. 22 Start social selling today Finding the Right People 2 Research Go beyond just your target lead at an account – look up their Director+ peers and identify your entire buyer panel 3 Train Teach new employees your process from the start and invest in training your more experienced team members. Connect Have your sales team connect to one another on LinkedIn to start unlocking the power of your combined networks 1 Fast Tips
  22. 22. 23 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
  23. 23. Leverage Your Team Network 24 Sell Through Relationships
  24. 24. Ask for Permission Request intros when they will have the most impact Make it easy Offer to ghost-write the intro email Follow-through Close the loop with the introducer The Cold Call is Dead Sell Through Relationships Warm Introduction Name Drop
  25. 25. 26 Start social selling today Sell Through Relationships 2 Network Internally Incorporate into your regular team meetings – formalize the serendipitous ‘water cooler’ moments 3 Use Templates Create a network introduction email template so people have a gold standard Lead by example Encourage your sales team to approach you for introductions to prospects connected to you. 1 Fast Tips NOTE: Make sure they have done their due diligence, your reputation is on the line too
  26. 26. 27 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
  27. 27. 28 Even if it’s cold, keep it personal Engage with Insights
  28. 28. …Before challenging the logical (left) side of the brain • Insights • Data • Rankings 2 Engage with Insights Appeal to Both Sides of the Brain Appeal first to emotional (right) side of the brain… • Personal interests • School pride • Articles and posts • Recommendations 1
  29. 29. 30 Start social selling today Engage with InsightsFast Tips 2 Follow Target Companies Watch for marketing materials and press releases related to your target companies and products. 3 Look for Openings Pay attention to key moments for your leads or accounts: job changes, promotions, news mentions, etc. Start Small Start simply by sharing, liking and commenting on others’ content. You can start engaging without any of your own original content! 1
  30. 30. 31 Sell Through Relationships Create a Professional Brand Find the Right People Engage with Insights You have the fundamentals Next Steps: Start Social Selling For more on LinkedIn Sales Navigator, visit sales.linkedin.com Polish Your LinkedIn Profile Search 400M+ Members Leverage Warm Introductions Keep Up with Your Accounts
  31. 31. ​Q&A

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