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Social Selling 101
This document provides an overview of social selling and how to use LinkedIn effectively for sales. It discusses how reps can lose deals by missing key players, saying the wrong things, and losing touch with prospects. It then outlines social selling behaviors like creating a professional brand, finding the right people, and engaging with insights. Some key tips include building a strong LinkedIn profile, prioritizing leads by size and industry, leveraging your network for warm introductions, and engaging with relevant content on LinkedIn to strengthen relationships with prospects.
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Social Selling 101
- 1. Vivian Chan LinkedIn SalesSolutions
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- 3. Why reps losedeals Missing critical players people on average are involved in the buying decision 5.4 Saying the wrong things 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%
- 5. Social Selling A modernapproach to sales that utilizes information from social networks to grow your business
- 6. Social Selling Behaviors Createa professional brand Find the right people Build strong relationshipsEngage with insights
- 7. Social Sellers SeeMore Success 45% 51% 78% Create more opportunities More likely to achieve quota Outsell peers who don’t use social media
- 8. LinkedIn has awealth of information on the people and companies with whom you want to build relationships 430M+ Members worldwide 7M+ Global companies 159M Monthly unique visitors 2B+ Updates per Week
- 9. To tap intothe 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
- 10. Get More Outof LinkedIn with LinkedIn Sales Navigator
- 11. 11 Sell Through Relationships Createa Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 12. 12 Sell Through Relationships Createa Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
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- 14. Start with YourProfile 14 Build a Professional Brand
- 15. 1 Media should illustrate your story Summary shoulddescribe your passions Inform & Inspire Build a Professional Brand Tagline should be action oriented, not just a title Professional Photo your first impression
- 16. Become a ThoughtLeader 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
- 17. 17 Start social sellingtoday 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
- 18. 18 Sell Through Relationships Createa Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 19. AccountPotential Likelihood to Buy Findingthe Right People Time is Money
- 20. Prioritize by Sizeand Industry Finding the Right People
- 21. Build and SaveLead Lists with Lead Builder 21 Finding the Right People
- 22. Leverage Your TeamNetwork 22 Finding the Right People
- 23. 23 Start social sellingtoday 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
- 24. 24 Sell Through Relationships Createa Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 25. Leverage Your TeamNetwork 25 Sell Through Relationships
- 26. Ask for Permission Requestintros 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
- 27. 27 Start social sellingtoday 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
- 28. 28 Sell Through Relationships Createa Professional Brand Find the Right People Engage with Insights Start with the Building Blocks Fundamentals of Social Selling with LinkedIn
- 29. 29 Even if it’scold, keep it personal Engage with Insights
- 30. …Before challenging thelogical (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
- 31. 31 Start social sellingtoday 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
- 32. 32 Sell Through Relationships Createa 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