SlideShare a Scribd company logo
A Day in the Life
of a LinkedIn Social Seller
Today’s Speakers
John Kuhns
Senior Account Executive
LinkedIn Sales Solutions
Andy Kellam
Head of Mid-Market Sales
LinkedIn Sales Solutions
Laurel Monroe
Sales Development Specialist
LinkedIn Sales Solutions
A Day in the Life
of a LinkedIn Social Seller
John Kuhns
Senior Account Executive
LinkedIn Sales Solutions
Agenda
•  Why social selling? What is social selling?
•  AE & SD Partnership
•  AE Workflow
•  SD Workflow
•  AE & Manager Partnership
•  Q&A
Why social selling?
Source:	Brent	Adamson,	Author,	The	Challenger	Sale.	
Simplifying Truth #1:
We are all selling the same thing:
Change.
Simplifying Truth #2:
Your customers won’t change to you and
your offer if you’re not talking to them.
Simplifying Truth #3:
We all lose deals.
Missing critical
players
Lacking credibility Losing touch with
prospects
Why we lose deals
people on average are
involved in the buying
decision
6.8 77%
of buyers don’t believe
that sales understands
their business and
don’t think they can
help
of forecasted deals
go dark
24%
Relationships
How we do we define social selling?
•  Is it using a tool, a methodology, 

or a blend of the two?
The Components of Social Selling
Create a
professional brand
Find the
right people
Engage with
insights
Build strong
relationships
Each component is part of your Social Selling Index (SSI) score
and valued at 25 points for a total possible score of 100
2x
The Impact of Social Selling
New clients
Meetings secured
Opportunities generated
Do it all the time,
not just the beginning
LinkedIn.com Member Experience
 LinkedIn Sales Navigator
Purpose-built for Sales
AE/SD Partnership
Account Prioritization
•  Which companies make sense for me to
work on

•  Which companies should the SD work on

•  Plan approach
Prospect Prioritization
•  Who are we reaching out to?

•  With what message?

•  Division of Labor
Building Pipeline
Find the right people
Lead Builder is critical in preventing leads from slipping through the cracks
Reach out at the right time
Listen for social triggers to help you engage
Leverage the power of relationships to boost win rates
A decision maker is 5x more likely to talk to me if I’m introduced to them
If no relationship is there, use insight
Every other salesperson has a name and a title—how is your outreach unique?
Reach out to multiple stakeholders
The average deal includes 6.8 people whose opinions dictate buying or not buying
Tips for increasing
response rates
•  Use insights about the prospect’s
company to personalize the InMail

•  Mention: 
•  Prospect’s experience 
•  Items from their profile
•  What you know of their company,
industry or a recent post

•  Keep to a relatively informal tone
offering a conversation, not a hard
sales message
RE: LinkedIn Sales Solution and Company ABC
George Thomas CEO, Company ABC
July 24 2015 3:59PM
Growing Deals &
Mid-stage Deals
Tips for increasing win rates
and deal size
Use Lead Recommendations and Saved Searches 
•  Are there other buying centers?
•  Are there higher-ups that can be a supporter?
•  Are there new hires who are potential buyers?

Be agile, there’s more than one way to skin a cat
•  Decision makers aren’t always signers
•  Use social insights to weave into your messages
•  Transparency is your friend


Aim to provide insight and context in each conversation
•  Don’t let connections go cold, keep leaders who you’ve
engaged with updated of what’s happening
SD Workflow
Engaging prospects & building relationships
Laurel Monroe
Sales Development Specialist
LinkedIn Sales Solutions
The Challenge for SDs
•  How do we produce a high volume of
outreach while maintaining great
quality? 
•  How is Sales Navigator the best
solution to solve this problem?
Partnership with AE
•  How do I ensure my AE overachieves
his quota? 
•  Division of Labor (account level,
prospect level, etc.)
•  Collaboration (insights, alerts,
groundswell, C-level buy in, etc.)
Inbound & Outbound
•  Find the Right People Quickly (buying committee) 
•  Engage With Insights (business & personal) 
•  Build Strong Relationships (uncover warm introductions)
34
CRM Widgets
View LinkedIn data within your CRM
•  Turn your contact records
into rich sources of insight
•  Plus, see which of your
colleagues could introduce
you
•  Get updates including news
mentions and job changes
when viewing accounts.
•  Search for the right people
using Premium Search filters –
within Salesforce.
•  Discover other relevant leads
Inbound Example
6.8
Source: LinkedIn Insights
38
Multithread
Partnership with AE
•  Saw AE had previous opportunity with the 3rd lead
recommendation who is the ultimate Decision Maker 
•  AE used inbounds lead to re-engage DM 
•  Scale effectively with division of labor and
communication
Outbound: Timing Example
TeamLink (serendipity)
Engage through your company’s network
42
Who’s Viewed Your Profile
Quickly see prospects who view your profile
Personalization
Laurel
Noah Smith
Sales Navigator helps build pipeline
•  Make multithreading easy
•  Provide reps with timely information
•  Helps reps balance high volume of activity
•  Enhance outreach with relevant talking points
AE/Manager Partnership
Andy Kellam
Head of Mid-Market Sales
LinkedIn Sales Solutions
It’s all about Forecasting
Key Takeaways
Multithread to reach
the whole buying panel
Lead with relevant
information
Leverage social signals
to stay engaged
LinkedIn Sales Navigator
Questions?
John Kuhns
Senior Account Executive
linkedin.com/in/johnbkhuns
Andy Kellam
Head of Mid-Market Sales
linkedin.com/in/andykellam
Laurel Monroe
Sales Development Specialist
linkedin.com/in/laurelmonroe
lnkd.in/letschat

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A Day in the Life of a LinkedIn Social Seller

  • 1. A Day in the Life of a LinkedIn Social Seller
  • 2. Today’s Speakers John Kuhns Senior Account Executive LinkedIn Sales Solutions Andy Kellam Head of Mid-Market Sales LinkedIn Sales Solutions Laurel Monroe Sales Development Specialist LinkedIn Sales Solutions
  • 3. A Day in the Life of a LinkedIn Social Seller John Kuhns Senior Account Executive LinkedIn Sales Solutions
  • 4. Agenda •  Why social selling? What is social selling? •  AE & SD Partnership •  AE Workflow •  SD Workflow •  AE & Manager Partnership •  Q&A
  • 7. Simplifying Truth #2: Your customers won’t change to you and your offer if you’re not talking to them.
  • 8. Simplifying Truth #3: We all lose deals.
  • 9. Missing critical players Lacking credibility Losing touch with prospects Why we lose deals people on average are involved in the buying decision 6.8 77% of buyers don’t believe that sales understands their business and don’t think they can help of forecasted deals go dark 24%
  • 11. How we do we define social selling? •  Is it using a tool, a methodology, 
 or a blend of the two?
  • 12. The Components of Social Selling Create a professional brand Find the right people Engage with insights Build strong relationships Each component is part of your Social Selling Index (SSI) score and valued at 25 points for a total possible score of 100
  • 13. 2x The Impact of Social Selling New clients Meetings secured Opportunities generated
  • 14. Do it all the time, not just the beginning
  • 18. Account Prioritization •  Which companies make sense for me to work on •  Which companies should the SD work on •  Plan approach
  • 19. Prospect Prioritization •  Who are we reaching out to? •  With what message? •  Division of Labor
  • 21. Find the right people Lead Builder is critical in preventing leads from slipping through the cracks
  • 22. Reach out at the right time Listen for social triggers to help you engage
  • 23. Leverage the power of relationships to boost win rates A decision maker is 5x more likely to talk to me if I’m introduced to them
  • 24. If no relationship is there, use insight Every other salesperson has a name and a title—how is your outreach unique?
  • 25. Reach out to multiple stakeholders The average deal includes 6.8 people whose opinions dictate buying or not buying
  • 26. Tips for increasing response rates •  Use insights about the prospect’s company to personalize the InMail •  Mention: •  Prospect’s experience •  Items from their profile •  What you know of their company, industry or a recent post •  Keep to a relatively informal tone offering a conversation, not a hard sales message
  • 27. RE: LinkedIn Sales Solution and Company ABC George Thomas CEO, Company ABC July 24 2015 3:59PM
  • 29. Tips for increasing win rates and deal size Use Lead Recommendations and Saved Searches •  Are there other buying centers? •  Are there higher-ups that can be a supporter? •  Are there new hires who are potential buyers? Be agile, there’s more than one way to skin a cat •  Decision makers aren’t always signers •  Use social insights to weave into your messages •  Transparency is your friend
 Aim to provide insight and context in each conversation •  Don’t let connections go cold, keep leaders who you’ve engaged with updated of what’s happening
  • 30. SD Workflow Engaging prospects & building relationships Laurel Monroe Sales Development Specialist LinkedIn Sales Solutions
  • 31. The Challenge for SDs •  How do we produce a high volume of outreach while maintaining great quality? •  How is Sales Navigator the best solution to solve this problem?
  • 32. Partnership with AE •  How do I ensure my AE overachieves his quota? •  Division of Labor (account level, prospect level, etc.) •  Collaboration (insights, alerts, groundswell, C-level buy in, etc.)
  • 33. Inbound & Outbound •  Find the Right People Quickly (buying committee) •  Engage With Insights (business & personal) •  Build Strong Relationships (uncover warm introductions)
  • 34. 34 CRM Widgets View LinkedIn data within your CRM •  Turn your contact records into rich sources of insight •  Plus, see which of your colleagues could introduce you •  Get updates including news mentions and job changes when viewing accounts. •  Search for the right people using Premium Search filters – within Salesforce. •  Discover other relevant leads
  • 36. 6.8
  • 39. Partnership with AE •  Saw AE had previous opportunity with the 3rd lead recommendation who is the ultimate Decision Maker •  AE used inbounds lead to re-engage DM •  Scale effectively with division of labor and communication
  • 41. TeamLink (serendipity) Engage through your company’s network
  • 42. 42 Who’s Viewed Your Profile Quickly see prospects who view your profile
  • 44. Sales Navigator helps build pipeline •  Make multithreading easy •  Provide reps with timely information •  Helps reps balance high volume of activity •  Enhance outreach with relevant talking points
  • 45. AE/Manager Partnership Andy Kellam Head of Mid-Market Sales LinkedIn Sales Solutions
  • 46. It’s all about Forecasting
  • 47. Key Takeaways Multithread to reach the whole buying panel Lead with relevant information Leverage social signals to stay engaged LinkedIn Sales Navigator
  • 48. Questions? John Kuhns Senior Account Executive linkedin.com/in/johnbkhuns Andy Kellam Head of Mid-Market Sales linkedin.com/in/andykellam Laurel Monroe Sales Development Specialist linkedin.com/in/laurelmonroe lnkd.in/letschat