International Business Environments and Operations 16th Global Edition test b...
Social Selling with LinkedIn - Melbourne
1. How Top Sales Teams Leverage
LinkedIn for Social Selling
2. Agenda
07.30 – 08.00
Breakfast
08.00 – 08.15
Intro & The Social Selling Index
Anthony Slater, Product Consultant, LinkedIn
08.15 – 08:30
Social Selling in Practice
David Watson, Account Director, LinkedIn
08.30 – 09.00
Customer Fireside chat followed by Q&A
Roger Seow, Head of Social Media and Digital Integration
National Australia Bank
09.00
Session Close
9. The world and buyers have changed
%
75
%
57
B2B purchases
influenced
by social
Of the buying process
is complete before
sales rep involvement
Sources: CEB, Connect & Sell, IBM Buyers Preference Study
%
97
Of the time cold
calls do not work
11. Social selling leverages
your professional brand to fill your pipeline
with the right people, insights,
and relationships.
12. Introducing the LinkedIn Social Selling Index
How well does your team embrace social selling?
Laggards
0
Leaders
100
13. Social Media: #1 Factor for Driving High Rep Performance
10.00%
11.57%
12.81%
6.20%
Conducts NonPersonally Owns Lead
Traditional Customer
Generation
Due Diligence
Leads with Insight
Source: Corporate Executive Board
Uses Social Media as
Critical Channel
14. LinkedIn Social Selling Index
Correlates to sales success
15%
31%
21%
More customer
renewals
Greater team
quota attainment
More reps
achieving quota
Source: Aberdeen Group
15. Social Selling Index is Increasing
+14%
24
21
24
53
2012
15
2013
Avg. Social Selling Index
*Data comparing Sept 2012 to Sept 2013
16. Who is social selling?
We can measure entire industries
10
Management Consulting
IT
Marketing
Accounting
Financial Services
Telecommunications
Pharmaceuticals
Banking
Insurance
15
20
25
30
35
40
45
17. Who is social selling?
And we can compare them between countries
10
15
20
25
30
35
40
45
Management Consulting
IT
Marketing
Accounting
Financial Services
Telecommunications
Pharmaceuticals
Banking
Insurance
World
Australia
19. 5 Core Competencies of Social Selling
1
Who
What
2
3
How
Who are the
Right People?
What to
talk about?
+277M
+2B
Billions
members
member updates
per week
connections
4
Connections
How do I get
a warm intro?
5
Profiles
20. 1. Who is the right person?
Leverage LinkedIn to be targeted on who to approach
1 Search
Named accounts
Geography
Functional role
Keywords
2 Filter
Company Size
Fortune 1000
Seniority Level
Function
3 Save
26. 5 Core Competencies of Social Selling
1
Who
What
2
Is your team running
searches?
How
3
Are they leading with
insights?
What introductions can
you make?
+277M
+2B
Billions
members
member updates
per week
connections
4
Connections
Your network is valuable
5
Profiles
Lead by example
29. LinkedIn social selling case study
107% more likely to close a deal
+ 63%
+ 107%
+ 44%
Base win rate
Targeting the right
person
Using a
connection
Win rate
with social
selling
LinkedIn as a business – what the 3 business areas areChanging landscape of B2B sellingIntroduction to Social Selling & the Social Selling Index
Earliest Adopter – The first person to sign up and create a profile on LinkedInMost Connected– The person with the most 1st degree connectionsMost Popular– The person whose profile was viewed the most in the past 30 daysMost Endorsed – The person with the most total endorsements
5 million in Australia1 million in NZ1 million in Singapore2 million in Indonesia
The world is changingSignificant shiftsPeers/social networks/conversations at the pubForresster said 91% Other sources: Case studies, factsheets, website reviews, blogs, industry websites. So much information available to people. They have a good idea of what they want before they speak to a Sales person. You end up just competing on price.Cold calls don’t work. We don’t like them. I think we all know this. We just didn’t have a better way.
Top performing Sales Reps. Largest and most strategic customers. Talk about how to put this into practise.
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 people2. 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.
There are three major steps to finding prospects on Sales Navigator.
Challenger – Our SolutionObjective – demonstrate the power of relationships and how you could turn on this power tomorrow
Visibility – reportingWho: 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 people2. 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.
Source of data?LTS Reps. Looked at right profileUsed