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Social Selling 101: The Fundamentals of Social Selling

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Get tips and tricks on how to boost your sales with LinkedIn.

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Social Selling 101: The Fundamentals of Social Selling

  1. 1. #SalesConnect Social Selling 101 STARTING SOON
  2. 2. Type questions into the Q&A panel Housekeeping
  3. 3. Social Selling 101 ​ Vivian Chan ​ LinkedIn Sales Solutions
  4. 4.  The Buying Process Has Changed The State of Sales Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level people are involved in the average B2B buying decision 5.4 of typical purchase decisiosn are made before a customer talks to sales 57% of decision makers ignore cold outreach 90% How will you find them? How will you intercept them? How will you engage them?
  5. 5. #SalesConnect
  6. 6. 6 Social Selling (v.) Using social cues to identify and connect with prospects, build real relationships and influence the buying decision
  7. 7. 7 LinkedIn is Here to Help 400M+ Members 2B+ Updates Billions Relationships
  8. 8. Today: your personal network All that LinkedIn has to offer YOU Just what you need for sales LinkedIn Can Help You Expand Your Reach
  9. 9. Get More Out of LinkedIn with LinkedIn Sales Navigator
  10. 10. 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
  11. 11. 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
  12. 12. 12
  13. 13.  Start with Your Profile 13 Build a Professional Brand
  14. 14. 1 Professional Photo your first impression Media should illustrate your story Summary should describe your passions Tagline should be action oriented, not just a title ​ Inform & Inspire Build a Professional Brand
  15. 15.  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
  16. 16. 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
  17. 17. 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
  18. 18. AccountPotential Likelihood to Buy Finding the Right People  Time is Money
  19. 19. ​ Prioritize by Size and Industry Finding the Right People
  20. 20.  Build and Save Lead Lists with Lead Builder 20 Finding the Right People
  21. 21.  Leverage Your Team Network 21 Finding the Right People
  22. 22. 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
  23. 23. 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
  24. 24.  Leverage Your Team Network 24 Sell Through Relationships
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 28 Even if it’s cold, keep it personal Engage with Insights
  29. 29. …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
  30. 30. 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
  31. 31. 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

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