Social Selling at LinkedIn ​John Mayhall ​North America Sales Leader ​LinkedIn Sales Solutions Sales H

1. Social Selling at LinkedIn
©2015 LinkedIn Corporation. All Rights Reserved.
John Mayhall
North America Sales Leader
LinkedIn Sales Solutions

2. 2015 Objectives:
1. Hire half the team
2. Improve ramp time
3. Improve productivity
#saleshacker

4. Sales Solutions Vision:
Elevate the Sales Professional

5. Significance - impact on the lives or work of other people
Identity - contribution to a clearly identifiable larger project
Variety - the use of different skills and talents
Autonomy - independence, freedom and discretion
Feedback - clear, specific, detailed, actionable information
about the effectiveness of her job performance
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6. Vision:
Elevate the Sales Professional
Mission
Connect the world’s buyers and sellers to build
relationships
SMB Strategic Objectives
To be the essential sales platform in the SMB space
To demonstrate the LinkedIn selling model works
To trigger a selling revolution
Significance
Identity

7. …the talent and corporate brands are converging
A bi-product of the rise of social media is that

8. 8
but still…

9. A hybrid lead gen engine?
Variety

10. Establish a professional presence on
LinkedIn with a complete profile
Create a professional brand
Prospect efficiently with powerful
search and research capabilities
Find the right people
Discover and share valuable information to
initiate or maintain a relationship
Engage with insights
Expand your network to reach prospects and
those who can introduce you to prospects
Build strong relationships
#socialselling
Prospecting = Engaged Selling Time

11. AccountPotential
Likelihood to Buy
Account
Executive
Prioritize
Focused prospecting approach

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Prioritize for size and shape
Geography, Industry, Size, Revenue

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14. Social prospecting snapshot
Q1 14 Q1 15
Deal Size
SD
AE
Opportunity
Source
Large
Medium
Small
Large
Medium
Small

15. An engaged SDR?
Variety

16. Remember, we are asking for a favor
Selling through relationships – Introductions
Silver Bullets
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
Alex Richards Bob JacobsenJohn Hastings
Allan Connor Tim Doolittle
XYZ

17. • Fast and lightweight, yet powerful
• Best used on less senior prospects or if connection is tenuous
• Appropriate to name drop without permission
Get the value of an intro with a fraction of the effort
Selling through relationships – Name Drop
Name Drop

18. Listen for social triggers that create selling moments
Tune in
Rachel Stewart
Chris Jeffers
XYZco
XYZco
XYZco Ben Green:

19. 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
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As a last resort, “cold” outreach can still be warm
Right side, left side outreach

20. Autonomy
Accountability

21. Significance & Identity help you attract and retain
self-motivated talent
Social Selling Adds Variety to tasks that were
once mundane
Accountability needs to be Coupled with
Autonomy. Goal oriented reps will hold
themselves to a higher standard than you can
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22. ©2014 LinkedIn Corporation. All Rights Reserved.