Social Selling 101: The Fundamentals of Social Selling

1. Social Selling 101 STARTING SOON #SalesConnect

2. Housekeeping Type questions into the Q&A panel

3. Social Selling 101 ​ Vivian Chan ​ LinkedIn Sales Solutions

4. The State of Sales  The Buying Process Has Changed 5.4 57% 90% people are involved in the average B2B buying decision of typical purchase decisiosn are made before a customer talks to sales of decision makers ignore cold outreach How will you find them? How will you intercept them? How will you engage them? 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

5. #SalesConnect

6. Social Selling (v.) Using social cues to identify and connect with prospects, build real relationships and influence the buying decision 6

7. LinkedIn is Here to Help 400M+ Members 2B+ Updates Billions Relationships 7

8. LinkedIn Can Help You Expand Your Reach All that LinkedIn has to offer Just what you need for sales Today: your personal network YOU

9. Get More Out of LinkedIn with LinkedIn Sales Navigator

10. Fundamentals of Social Selling with LinkedIn  Start with the Building Blocks Create a Professional Brand Find the Right People Sell Through Relationships Engage with Insights 10

11. Fundamentals of Social Selling with LinkedIn  Start with the Building Blocks Create a Professional Brand Find the Right People Sell Through Relationships Engage with Insights 11

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13. Build a Professional Brand  Start with Your Profile 13

14. Build a Professional Brand ​ Inform & Inspire Tagline should be action oriented, not just a title Professional Photo your first impression Media should illustrate your story Summary should describe your passions 1 4

15. Build a Professional Brand  Become a Thought Leader •  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

16. Fast Tips Fast Tips Build a Professional Brand  Start social selling today 1 2 3 Peer Review Schedule time on a Friday for your team to update LinkedIn profiles together Say Cheese Bring in a professional photographer for profile headshots Share Content Ask marketing for existing content so you can leverage what’s already available 16

17. Fundamentals of Social Selling with LinkedIn  Start with the Building Blocks Create a Professional Brand Find the Right People Sell Through Relationships Engage with Insights 17

18. Finding the Right People  Time is Money Account Potential Likelihood to Buy

19. Finding the Right People ​ Prioritize by Size and Industry

20. Finding the Right People  Build and Save Lead Lists with Lead Builder 20

21. Finding the Right People  Leverage Your Team Network 21

22. Fast Tips Fast Tips Finding the Right People  Start social selling today 1 2 3 Connect Have your sales team connect to one another on LinkedIn to start unlocking the power of your combined networks Research Train Go beyond just your target lead at an account – look up their Director+ peers and identify your entire buyer panel Teach new employees your process from the start and invest in training your more experienced team members. 22

23. Fundamentals of Social Selling with LinkedIn  Start with the Building Blocks Create a Professional Brand Find the Right People Sell Through Relationships Engage with Insights 23

24. Sell Through Relationships  Leverage Your Team Network 24

25. Sell Through Relationships  The Cold Call is Dead Warm Introduction Name Drop Ask for Permission 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

26. Fast Tips Fast Tips Sell Through Relationships  Start social selling today 1 2 3 Lead by example Encourage your sales team to approach you for introductions to prospects connected to you. Network Internally Incorporate into your regular team meetings – formalize the serendipitous ‘water cooler’ moments Use Templates Create a network introduction email template so people have a gold standard NOTE: Make sure they have done their due diligence, your reputation is on the line too 26

27. Fundamentals of Social Selling with LinkedIn  Start with the Building Blocks Create a Professional Brand Find the Right People Sell Through Relationships Engage with Insights 27

28. Engage with Insights Even if it’s cold, keep it personal 28

29. Engage with Insights  Appeal to Both Sides of the Brain 1 Appeal first to emotional (right) side of the brain… •  Personal interests •  School pride •  Articles and posts •  Recommendations 2 …Before challenging the logical (left) side of the brain •  Insights •  Data •  Rankings

30. Fast Tips Fast Tips Engage with Insights  Start social selling today 1 2 3 Start Small Start simply by sharing, liking and commenting on others’ content. You can start engaging without any of your own original content! Follow Target Companies Watch for marketing materials and press releases related to your target companies and products. Look for Openings Pay attention to key moments for your leads or accounts: job changes, promotions, news mentions, etc. 30

31. Next Steps: Start Social Selling  You have the fundamentals Polish Your LinkedIn Profile Create a Professional Brand Search 400M+ Members Find the Right People Leverage Warm Introductions Sell Through Relationships Engage with Insights Keep Up with Your Accounts  For more on LinkedIn Sales Navigator, visit sales.linkedin.com 31