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Social Selling Webinar - 24th July 2014
The webinar covered social selling and the five core competencies needed: 1) Leveraging your network to get warm introductions 2) Knowing what relevant content to discuss with prospects 3) Identifying the right people in a company to engage with 4) Highlighting how your network is a valuable resource 5) Ensuring your personal brand would be someone others would want to do business with
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Social Selling Webinar - 24th July 2014
- 1. Social Selling Webinar AnthonySlater Product Consultant LinkedIn Sales Solutions
- 2. Buying behavior trends FiveCore Competencies of Social Seling Questions Agenda Live Demonstration
- 4. Members Worldwide +2 new MembersPer Second 180M+ Monthly Unique Visitors 300M+ LinkedIn: Worlds largest professional network North America: 100M+ Latin America and Caribbean: 20M+ Europe, Middle East and Africa: 50M+ Asia Pacific: 54M+ Australia: 6M+
- 6. are now involvedin 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
- 7. 75% of B2B buyersnow use social media to be more informed on vendors International Data Corporation 2014 – Social Buying Meets Social Selling Decision makers rely on social media to choose between potential vendors Network referrals White papers Company websites Blog posts Company pages Your target buyers Social relationships
- 8. Your competitor Harvard Business Review2012 – 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
- 9. 5.4 75of B2Bbuyers now use social media to be more informed on vendors % 90of decision makers say they never respond to cold outreach % people are now involved in the average B2B buying decision Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level The buyer’s process has changed
- 10. %75of B2B buyersnow 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 Months later I find out he left my account and joined another My contact 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: “ ” “ ” “ ”
- 11. Social selling leverages yourprofessional brand to fill your pipeline with the right people, insights, and relationships.
- 12. How Do I geta warm intro? +300M members +2B member updates per week Billions connections What To talk about? Who Are the right people? Connections Profiles4 5 1 2 3 5 Core Competencies of Social Selling
- 13. How Do I geta warm intro? +300M members +2B member updates per week Billions connections What To talk about? Who Are the right people? Connections Profiles4 5 1 2 3 5 Core Competencies of Social Selling
- 14. How Do I geta warm intro? +300M members +2B member updates per week Billions connections What To talk about? Who Are the right people? Connections Profiles4 5 1 2 3 5 Core Competencies of Social Selling
- 15. How Do I geta warm intro? +300M members +2B member updates per week Billions connections What Do I talk about? Who Are the right people? Connections Profiles4 5 1 2 3 Your network is valuable 5 Core Competencies of Social Selling
- 16. How Do I geta warm intro? +300M members +2B member updates per week Billions connections What Do I talk about? Who Are the right people? Connections Profiles4 5 1 2 3 Your network is valuable 5 Core Competencies of Social Selling
- 17. How Do I geta warm intro? +300M members +2B member updates per week Billions connections What Do I talk about? Who Are the right people? Connections Profiles4 5 1 2 3 Would you do business with you? 5 Core Competencies of Social Selling
- 18. APAC - MeasurableCustomer Success Stories
Editor's Notes
- #3 Rapport and relates to client Shared call objectives Restats and flushes out clients challenges with vertical questioning
- #5 The Internet has transformed how information is created and accessed, and how people connect and collaborate. As a result, the way the world works is fundamentally changing. Professionals need to be more responsive and make faster and better informed decisions to perform in an accelerated business environment. Enter LinkedIn. There is now a single, global community of professionals from which a magical new data asset emerges. With more than 175 million professional members representing companies in more than 200 countries and territories, LinkedIn is the world’s largest professional network on the Internet. These millions of professionals are adding information to their profiles, sharing important insights, and building their networks every day on LinkedIn.
- #7 In the traditional sales model there is only one buyer, you have to find them and keep trying to contact them But many other people in company; decisions are not made in isolation Some of them influence the primary buyer; you have to identify who these influencers and other members of the buying committee According to the Corporate Executive Board there are 5.4 people involved in the average buying decision - meaning 4.4 influencers in a given buying decision, in addition to 1 purchaser Q. Is this what happens with your accounts?
- #8 B2B decision makers inform themselves in various ways when making a purchasing decision. Traditionally, these have included vendor websites, white papers and network referrals / recommendations. However, today, social media underpins all three of these sources (company pages on LinkedIn, blog posts, social relationships) – so its no surprise that 75% of B2B decision makers use social media to make informed purchases (according to research by IDC, International Data Corporation) And, use of social media increases with the seniority of the buyer – 84% of VP+ decision makers use social media when making a purchasing decision. If you’re not actively using social media to reach buyers, you could be missing 75% of the people out there. 57% of buying prcoess complete before sales rep involved Q. Are you starting to see that?
- #9 You used to be able to reach your buyer with cold calling. But buyers are overwhelmed with cold outreach. They’ve put up a brick wall. In fact, according to Harvard Business Review, 90% of c-level execs ignore cold outreach. That means you’re only reaching 10% of all decision makers. So how can you continue to build relationships if you can’t reach them?
- #10 Buyers don’t make decisions like they used to – their process has changed. The average buying decision involves more people than before; the team now has to come to consensus before purchasing This expanded buying group is doing research on social media in addition to (or instead of) traditional research This buying group is not responding to traditional methods of sales contact – cold outreach
- #11 Have you adapted your sales process to fit the buyer’s new process? Are you looking for one all-powerful decision maker? With the expanded buying group of 5.4 people, if you are single-threading an account, you are setting yourself up to be blocked if that one buyer goes dark Imagine your decision maker at a table with all of the people he needs to convince to purchase your product; if you haven’t reached out to them, the likelihood that meeting goes well is slim Are you relying on the account to keep you updated? They’re more informed about you now; you have to ensure you are equally informed about them. Imagine that you’ve only been targeting one decision maker. What happens if that one person changes jobs - and you don’t know? Suddenly, all of your work with that account is lost. You need to be informed on what is going on with them so you can intelligently speak to their challenges or successes. Did their stock just tank? Did someone important in the industry start working there? When the buyers start doing research online, you want to be part of their research process - be their go-to source of information. Otherwise, how can you influence the decision. Are you treating your prospects like a name in a database? Cold outreach is not effective, and is getting less effective over time. Why? Because decision makers are bombarded with calls and emails. How do you get through the clutter? How do you get in the door?
- #13 Visibility – reporting Who: make sure doing searches. What: Make sure everything is customised and adding value to the customer. Not cold emails. How: Make the introductions. Encourage others to. Connections: Connect with people. You should have largest network. Profiles: Be a thought leader. Share thoughts and ideas. First and foremost LinkedIn sales navigator makes sales reps successful by helping them to build pipeline. Consider for a moment that even the best marketing groups produce no more than 30% of the leads for a sales force. The majority of pipeline then is being driven by sales reps not marketing and in order to hit their numbers sales people need to actively drive pipeline. Sales Navigator helps make reps successful in driving pipeline in three key ways: 1. Finding people One of the most inefficient and difficult things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person. LI SN helps sales people navigate through it’s 225 million member network efficiently to quickly find the right people 2. Identify what to talk about? There’s nothing more annoying than when a sales person has no context about you or your business and leads with product before they know if you have any interest. The LinkedIn network generates 2B member updates per week. You can see what prospects and decision makers are discussing, sharing and joining 3. How do I get a warm intro? Buyers dislike cold calls probably as much as us sales people do. TeamLink. A unique SN feature that I’ll be showing during the demo, allows you to see who in your company- even if you’re not connected- is connected to a potential decision maker. It allows you to leverage the full power of your company and extended network to leverage common connection, get warmer introduction and conduct fewer colder, awkward conversations.
- #14 Visibility – reporting Who: make sure doing searches. What: Make sure everything is customised and adding value to the customer. Not cold emails. How: Make the introductions. Encourage others to. Connections: Connect with people. You should have largest network. Profiles: Be a thought leader. Share thoughts and ideas. First and foremost LinkedIn sales navigator makes sales reps successful by helping them to build pipeline. Consider for a moment that even the best marketing groups produce no more than 30% of the leads for a sales force. The majority of pipeline then is being driven by sales reps not marketing and in order to hit their numbers sales people need to actively drive pipeline. Sales Navigator helps make reps successful in driving pipeline in three key ways: 1. Finding people One of the most inefficient and difficult things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person. LI SN helps sales people navigate through it’s 225 million member network efficiently to quickly find the right people 2. Identify what to talk about? There’s nothing more annoying than when a sales person has no context about you or your business and leads with product before they know if you have any interest. The LinkedIn network generates 2B member updates per week. You can see what prospects and decision makers are discussing, sharing and joining 3. How do I get a warm intro? Buyers dislike cold calls probably as much as us sales people do. TeamLink. A unique SN feature that I’ll be showing during the demo, allows you to see who in your company- even if you’re not connected- is connected to a potential decision maker. It allows you to leverage the full power of your company and extended network to leverage common connection, get warmer introduction and conduct fewer colder, awkward conversations.
- #15 Visibility – reporting Who: make sure doing searches. What: Make sure everything is customised and adding value to the customer. Not cold emails. How: Make the introductions. Encourage others to. Connections: Connect with people. You should have largest network. Profiles: Be a thought leader. Share thoughts and ideas. First and foremost LinkedIn sales navigator makes sales reps successful by helping them to build pipeline. Consider for a moment that even the best marketing groups produce no more than 30% of the leads for a sales force. The majority of pipeline then is being driven by sales reps not marketing and in order to hit their numbers sales people need to actively drive pipeline. Sales Navigator helps make reps successful in driving pipeline in three key ways: 1. Finding people One of the most inefficient and difficult things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person. LI SN helps sales people navigate through it’s 225 million member network efficiently to quickly find the right people 2. Identify what to talk about? There’s nothing more annoying than when a sales person has no context about you or your business and leads with product before they know if you have any interest. The LinkedIn network generates 2B member updates per week. You can see what prospects and decision makers are discussing, sharing and joining 3. How do I get a warm intro? Buyers dislike cold calls probably as much as us sales people do. TeamLink. A unique SN feature that I’ll be showing during the demo, allows you to see who in your company- even if you’re not connected- is connected to a potential decision maker. It allows you to leverage the full power of your company and extended network to leverage common connection, get warmer introduction and conduct fewer colder, awkward conversations.
- #16 Visibility – reporting Who: make sure doing searches. What: Make sure everything is customised and adding value to the customer. Not cold emails. How: Make the introductions. Encourage others to. Connections: Connect with people. You should have largest network. Profiles: Be a thought leader. Share thoughts and ideas. First and foremost LinkedIn sales navigator makes sales reps successful by helping them to build pipeline. Consider for a moment that even the best marketing groups produce no more than 30% of the leads for a sales force. The majority of pipeline then is being driven by sales reps not marketing and in order to hit their numbers sales people need to actively drive pipeline. Sales Navigator helps make reps successful in driving pipeline in three key ways: 1. Finding people One of the most inefficient and difficult things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person. LI SN helps sales people navigate through it’s 225 million member network efficiently to quickly find the right people 2. Identify what to talk about? There’s nothing more annoying than when a sales person has no context about you or your business and leads with product before they know if you have any interest. The LinkedIn network generates 2B member updates per week. You can see what prospects and decision makers are discussing, sharing and joining 3. How do I get a warm intro? Buyers dislike cold calls probably as much as us sales people do. TeamLink. A unique SN feature that I’ll be showing during the demo, allows you to see who in your company- even if you’re not connected- is connected to a potential decision maker. It allows you to leverage the full power of your company and extended network to leverage common connection, get warmer introduction and conduct fewer colder, awkward conversations.
- #17 Visibility – reporting Who: make sure doing searches. What: Make sure everything is customised and adding value to the customer. Not cold emails. How: Make the introductions. Encourage others to. Connections: Connect with people. You should have largest network. Profiles: Be a thought leader. Share thoughts and ideas. First and foremost LinkedIn sales navigator makes sales reps successful by helping them to build pipeline. Consider for a moment that even the best marketing groups produce no more than 30% of the leads for a sales force. The majority of pipeline then is being driven by sales reps not marketing and in order to hit their numbers sales people need to actively drive pipeline. Sales Navigator helps make reps successful in driving pipeline in three key ways: 1. Finding people One of the most inefficient and difficult things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person. LI SN helps sales people navigate through it’s 225 million member network efficiently to quickly find the right people 2. Identify what to talk about? There’s nothing more annoying than when a sales person has no context about you or your business and leads with product before they know if you have any interest. The LinkedIn network generates 2B member updates per week. You can see what prospects and decision makers are discussing, sharing and joining 3. How do I get a warm intro? Buyers dislike cold calls probably as much as us sales people do. TeamLink. A unique SN feature that I’ll be showing during the demo, allows you to see who in your company- even if you’re not connected- is connected to a potential decision maker. It allows you to leverage the full power of your company and extended network to leverage common connection, get warmer introduction and conduct fewer colder, awkward conversations.
- #18 Visibility – reporting Who: make sure doing searches. What: Make sure everything is customised and adding value to the customer. Not cold emails. How: Make the introductions. Encourage others to. Connections: Connect with people. You should have largest network. Profiles: Be a thought leader. Share thoughts and ideas. First and foremost LinkedIn sales navigator makes sales reps successful by helping them to build pipeline. Consider for a moment that even the best marketing groups produce no more than 30% of the leads for a sales force. The majority of pipeline then is being driven by sales reps not marketing and in order to hit their numbers sales people need to actively drive pipeline. Sales Navigator helps make reps successful in driving pipeline in three key ways: 1. Finding people One of the most inefficient and difficult things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person. LI SN helps sales people navigate through it’s 225 million member network efficiently to quickly find the right people 2. Identify what to talk about? There’s nothing more annoying than when a sales person has no context about you or your business and leads with product before they know if you have any interest. The LinkedIn network generates 2B member updates per week. You can see what prospects and decision makers are discussing, sharing and joining 3. How do I get a warm intro? Buyers dislike cold calls probably as much as us sales people do. TeamLink. A unique SN feature that I’ll be showing during the demo, allows you to see who in your company- even if you’re not connected- is connected to a potential decision maker. It allows you to leverage the full power of your company and extended network to leverage common connection, get warmer introduction and conduct fewer colder, awkward conversations.