Get an insider's look at how LinkedIn trains its own sales reps to approach to social selling.

1. LinkedIn’s Social
Selling Secrets

2. 2
Dominic Archibald
Acquisition and Customer Marketing
LinkedIn Sales Solutions
https://www.linkedin.com/in/dominicarchibald
Today’s speaker

3. • Housekeeping
• The social selling imperative
• How we teach social selling to LinkedIn sales reps
• Q&A
3
Webinar Agenda

4. Type questions into the Q&A panel
Housekeeping
Download Resources from Library

5. My friend Dan
A social selling story

6. 6
A social selling story

7. LinkedIn Sales Solutions Mission:
Connect the world’s buyers and sellers to
build relationships

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. 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. 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. %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. 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. 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. The Secret Sauce – How we teach LinkedIn reps

15. Hunting on LinkedIn
Building an expert brand
Warm outreach
Selling through relationships
The Secret Sauce – How we teach LinkedIn reps

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. Building an Expert Brand - Great Example

18. 18
Hunting – Step 1 is to build a lead list
Lead Builder is the key to finding 5+ decision makers

19. Let LinkedIn do the hunting for you
Hunting – Step 2 is to engage recommended leads

20. Hunting – Step 3 is to find team connections
Take advantage of your entire company’s rolodex

21. Hunting – Step 4 is to listen for selling moments
Social triggers create golden selling moments

22. XYZ Company
An example of a selling moment
The rep sees an insight in the feed…

23. XYZ Company
ABC Company
XYZ Company’s
An example of a selling moment
He reaches out while prospect is in the moment…

24. XYZ Company
…Magic happens
An example of a selling moment

25. A warm hand-off is the best way to build trust
Selling through relationships – Introductions

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. 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. Visit us at Sales.LinkedIn.com
Want to learn more?

29. Questions?

30. ©2014 LinkedIn Corporation. All Rights Reserved.