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Empire Selling eBook 1

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Successful selling in an increasingly digital world. The world’s first company-wide social selling methodology.

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Empire Selling eBook 1

  1. 1. The world’s first company-wide social selling methodology. eBook 1 Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  2. 2. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  3. 3. Created by the founding father of social selling at LinkedIn, our training programs challenge conventional thinking, are easy to implement and show immediate results. Companies that infuse our methodology into marketing, sales and business operations win more customers and deepen relationships with existing ones. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  4. 4. Keynote Speaker Dan Swift Dan has spoken at hundreds of industry conferences, corporate events and sales kick- offs around the world. During his tenure at LinkedIn he launched LinkedIn’s own social selling business and brought LinkedIn Sales Navigator to market. Creating LinkedIn’s profile optimization program for sales professionals ‘Resume to Reputation’ afforded him the opportunity to meet thousands of executives, sales and marketing leaders, and sellers around the world across all industries. He has worked in London, Sydney and now New York with highly talented people at high growth, innovative companies including GE Capital, Complinet, Thomson Reuters, LinkedIn and Sprinklr. His most recent experience as VP Sales at Sprinklr (now valued at $1.8bn) expanded his knowledge from social selling with LinkedIn to social selling and marketing with Twitter, Facebook and 21 other social channels globally, the broader web, video and mobile technologies. He combines his unique experience with stories from his 20 years of enterprise selling to engage his audiences, inspire mind-shift and secure behavioral change. English by birth, Dan is now a US-citizen and lives with his wife and kids in Manhattan. He is a former effective rugby player, now a highly ineffective golfer. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  5. 5. Educate, Differentiate, Position, Motivate. Many people join LinkedIn to get a job or to change jobs. They upload their resume or CV proudly boasting about their professional accomplishments in an attempt to appeal to recruiters and hiring managers. Others join, then do little more, presenting an empty page to the world. Here’s the problem. The IDC found that 75% of buyers use social media to learn about potential vendors. That means 3 out of 4 prospects when looking for a new product, service or solution for the first time, or changing an existing vendor relationship, are turning to social media platforms like LinkedIn as part of their due diligence process. With this in mind, take another look at your LinkedIn profile and answer these questions. Does it: • Educate prospects on your experience of helping other buyers, just like them, achieve their goals? • Differentiate you from other salespeople? • Position you as a trusted advisor? • Motivate prospects to engage with you proactively? Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  6. 6. Here are my top five recommendations for transforming your profile from your resume (or blank page) to your professional reputation: People buy from people. Not having a photograph on LinkedIn, the world’s largest professional network, is the equivalent of going to a networking event with a bag on your head. Smile in your headshot. In a series of experiments studying judgement from facial appearances, Princeton psychologists Janine Willis and Alexander Todorov found it only takes 100 milliseconds to form an impression of someone from just looking at a photo of their face. Some 80% to 90% of that first impression is based on just two qualities— trustworthiness and competence. First impressions count. Particularly with prospects considering your company. Have your marketing department create a corporate- branded banner for your LinkedIn profile to replace the default LinkedIn blue that sits behind your headshot. LinkedIn recommends 1,584 x 396 pixels. Differentiate yourself. Update your professional headline from: “Salesperson at Company X” to something more alluring. For example, imagine you work in marketing software: “Helping brands survive and thrive in an increasingly digital world” or something similar. You want to stand out in search results on LinkedIn. Include words that a prospect may search for on LinkedIn. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  7. 7. Leverage your electronic billboard. The summary section on your LinkedIn profile provides 2,000 characters (don’t feel obliged to use them all) to present yourself to prospects in a human, customer first, educational manner. What should they know about you? Remember—you would not introduce yourself in the third person to a prospect during a meeting. Don’t do it on LinkedIn. Be human. Be humble. Be approachable. Be thoughtful. Four brief paragraphs. The first one outlining the challenges that your prospects face. This demonstrates that you understand their pain. The second one describing your experience (in a non-egotistical way) of helping customers, just like them, achieve their goals. The third paragraph is your why. I’d always recommend simply lifting the about us section from your company website. The final paragraph is a call to action: “Feel free to connect with me here on LinkedIn and let’s arrange a time to chat at your convenience,” or something of this nature. Pointed, relaxed and professional. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  8. 8. People like media. You can add or link to external documents, photos, videos, and presentations from your LinkedIn profile in multiple locations. The summary section is one of them. Include links to your company website, to customer testimonial videos, or success stories on your corporate website. What do you want prospects to read as they evaluate you and your company against other salespeople and their companies? Of course, there are many more LinkedIn profile best practices that will attract prospects to your LinkedIn profile and motivate them to connect with you, but these will get you started. Sales is easier when prospects come to you. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  9. 9. Workshops Our workshops are delivered onsite and are customized to the unique challenges of each customer. Workshops vary in duration depending on the topic and include strategies, tactics, real-world stories, exercises and applications. Workshops can be departmental only or include cross-functional partners and leadership. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  10. 10. Getting a seat at the table with the person that matters the most. One of the biggest challenges for many sales people is getting a seat at the table with the person that matters the most. The economic buyer. The person with budget and discretionary spending authority to make decisions quickly. It's not one of the biggest challenges because these people are awful human beings who don't want to speak with us. Most economic buyers are very nice people. It's the biggest challenge because they are suffering from what is becoming known as 'seller fatigue'. Let me explain with an example from this week. I recently did some sales training with a Fortune 50 company. As part of the preparation I asked the SVP how many sales calls, voicemails, emails, LinkedIn messages, LinkedIn InMails, video messages, stuff in the mail etc he receives on average each day. His answer blew my socks off. 'Probably between 100-120 pieces of outreach every single day!!!' I'm a curious cat so asked him if he ever responded to any of it. He smiled and said 'Occasionally. When it's personalized and the person has clearly done their homework'. Pushing him further he went on to explain that 99% of what he receives is sh*t. His words, not mine. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  11. 11. He was getting visibly annoyed even talking about it. This is seller fatigue. He shared that the occasional times he does respond is when the sales person has done one thing and one thing alone. He said: 'We are a publicly traded company. We have to be transparent. If a sales person attaches what he or she sells to one of our most strategic initiatives, that sales person is likely to get airtime with the people owning that initiative... or at least on the project team'. Putting my compassionate hat on, I explained that many sales people have never had formal sales training and, for the ones that have, it isn't always on topics that are moving needle like this topic. So what is a strategic initiative? Every single publicly traded company in the US has to file a 10k each year to the Securities and Exchange Commission (SEC). Side note, I have sold to the SEC before. For anyone in government sales... I commend you my brothers and sisters. In the 10k there are things called 'Items'. Think of them as sections in what could be described as a pretty dry document if you don't know what you're looking for. Now why do these Items matter? Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  12. 12. When you are selling to a publicly traded company, it is your responsibility to know 4 things: 1. How is the company structured? If you know how a company is structured, including it's subsidiaries and affiliates, you can oftentimes identify many more potential sales opportunities elsewhere in the organization, or simply expand the scope of your opportunity. 2. The economic health of the company. Do you want to be wasting your time selling to a company that is going out of business. Probably not... unless of course what you sell might save them. All joking aside, you also need to know if the company is crushing it. If the company is performing well, then you are potentially selling into a company where the purse strings might be a little looser... maybe. 3. The perceived competition for the company. I'm not taking about other companies that this company sees as a threat. I'm talking about threats in terms of supply chain, dependencies etc. If you can attach what your company solves for to something that the target company is concerned about... that's a very good thing. 4. And last but not least, the strategic direction of a company. This should probably be number 1. If you know what the company is focused on, you can attach what your company sells to those strategic initiatives AND you can articulate that attachment in your outreach... ding dong... it's go time. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  13. 13. Now back to the items. Every single 10k follows the same format. Knowing where to look, and for what, will save you a lot of time (which is our most precious commodity right?) 1. Corporate Structure: Item 1 - Business, Item 10 - Directors, Executive Officers and Corporate Governance. 2. Economic Health: Item 5 - Market, Item 6 - Consolidated Financial Data, Item 7 - Management's Discussion and Analysis of Financial Condition and Results of Operations. Item 8 - Financial Statements and Supplementary Data. 3. Perceived Competition: Item 1A - Risk Factors, Item 7A - Qualitative and Qualitative Disclosures about Market Risk. 4. Strategic Direction: Item 7: Management's Discussion and Analysis of Financial Condition and Results of Operations. It outlines for you the operational issues. If what you sell helps address something here you could be in very good shape. Then of course there is the question of how do you leverage what you find to craft a message that will not only get a response but will get the response you want and keep that economic buyer engaged into the sales process. That's some of what we teach. Hope this was helpful. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  14. 14. Programs We deliver our programs through a successful combination of onsite, remote and online training. Our programs challenge conventional thinking, are easy to implement and show immediate results. Participants who successfully complete the Empire Selling curriculum receive an industry recognized certification. Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.
  15. 15. Get in touch Empire Selling 41 Madison Avenue, Floor 31 New York, NY, 10010 United States (+1) 347-613-5796 www.empireselling.com Copyright (c) Empire Social Media, LLC dba Empire Selling. All rights reserved.

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