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Utilizing Social Intelligence to
Eliminate Cold Calling and
Increase Existing Client Engagement
The Power of LinkedIn as a
Hospitality Social Selling Tool
Valarie Sparks

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SOCIAL SELLING TRENDS

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PLHSS

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MNR OF LINKEDIN

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LINKEDIN LINGO
• 1st
, 2nd
3rd
Degree Connections
• Out of Network
• “LinkedIn Member” search results
• Group Member
• Request to connect
• LinkedIn Company Page

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LINKEDIN LINGO (CONT’d)
• LinkedIn Profile
• LinkedIn Inbox
• Homepage
• Endorsement
• Recommendation
• InMail
• Headline

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LinkedIn Profile
Why do you and your company matter?

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3 MOST IMPORTANT PARTS OF
LINKEDIN PROFILE
•Photo
•Headline
•Summary

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All about the “Network”

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TYPE OF ACCOUNTS
• Basic
• For Sales Professionals
- Business Plus
- Executive Pro
• LinkedIn Premium
- Business Plus
- Executive Pro
- LinkedIn Premium

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Prospecting Obstacles

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LINKEDIN AND OUTLOOK

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INBOX

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SOCIAL INTELLGENCE FROM
PROSPECT’S PROFILE
• Proper Spelling of Name
• Rapport Building Information
(Answers to Close Ended Questions)
• Shared Connections
• People Have Also Viewed

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Planner Pet Peeves

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LINKEDIN APP

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REQUESTING TO CONNECT
• Request to connect with 10 – 15 sales
managers and leaders within CD
• When you get to the options to connect
screen – Stop

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Accepting Requests to Connect

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Accepting Stranger Requests

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CONTINUAL
CLIENT ENGAGEMENT

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SALES TRIP SET-UP
• Live Examples
• Law Firms in Los Angeles
• Pharma Companies in New York City
• Technology companies in San Jose

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RECAP
• Importance of growing your “Network”
• Gathering social intelligence before starting the sales
process
• Once rapport/value has been established using LinkedIn
virtual networking as a tool to continue the sales process
• Never send a request to connect unless a mutual
relationship of value has been established

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RECAP
• Eliminating cold calling – PLHSS (Pre LinkedIn
Hospitality Sales Speak)
• Make initial sales calls and planning for a sales trip more
enjoyable
• Stand out among the competition as being the hotel
brand to utilize LinkedIn as a tool to engage and provide
value, not as a tool to spam or promote
• Measuring Results