how to generate new business through linkedin - social selling

Michael (Mike) Clark

@ReallyConnect @MikeClark03

company/really-connect

groups/ReallyConnect

Reallyconnect.com

Old vs new school of sales

5 step strategy to be successful on LinkedIn

3 fundamental principles of (online) networking

LinkedIn Strategy Matrix© for Organizations

Passive: Tips for an attractive LinkedIn Profile

Active: 3 strategies to build a high quality network

Company Profile

Proactive: 10 ways to find new clients via LinkedIn

7 Stages of rolling out a Social Selling Strategy

Agenda

Who are we?

+ 500 other corporates & 1000’s of SMEs

How has LinkedIn changed business?

How much of the decision making process is complete

before someone reaches out to a sales person?

60%! (IBM)

What does this mean for you, your sales, marketing and

company?

Largest professional social network in the world

313 million globally

16+ million UK

75+ million Europe

Why LinkedIn?

Old vs New School

Old ways of Business New ways of Business

Flyers, Billboards, Advertising and Direct Mail

Online Searching & PersonalRecommendations

One Way Marketing Two Way Marketing

Cold Calling Personal Introductions

Information Gathering Research, Create, Target & Distribute Relevant Content

Manual Automated

Seller Controls Sale Buyer Controls Sale

Unconsciously

IncompetentConsciously

Competent

Unconsciously

Competent

Consciously

Incompetent

P

T

Why don’t people get results from training?

What it takes to make it work…

Embracing a new mindset

New behaviours

Organisation-wide strategy

1 off training sessions are a thing of the past

Biggest Mistake?

Using LinkedIn as

a (passive) billboard

instead of

a (proactive) tool

3 Biggest Problems

Not having clear goals

Not knowing who the people in the best position are

to help you reach those goals

Not measuring activity or knowing how to?

5 Step Success Strategy

1. Define a specific goal

2. Think of the people in the best position to help you reach your goal

3. Use “Advanced Search”

4. Look at the list for common contacts

5. Ask the person you have the best relationship with for a Magic Mail

Results you can expect

Old vs new school of sales

5 step strategy to be successful on LinkedIn

3 fundamental principles of (online) networking

LinkedIn Strategy Matrix© for Organizations

Passive: Tips for an attractive LinkedIn Profile

Active: 3 strategies to build a high quality network

Company Profile

Proactive: 10 ways to find new clients via LinkedIn

7 Stages of rolling out a Social Selling Strategy

Agenda

Fundamental Principle 1

the REAL Power is in the 2nd Degree

1st Degree: everyone knows 250 people

2nd Degree: those 250 know 125 = 31.250

3rd Degree: 31.250 * 125 = 3.906.250

4th Degree: 3.906.250 * 125 = 488.281.250

5th Degree: 488.281.250 * 125 = 61.035.156.250

Fundamental Principle 1

the REAL Power is in the 2nd Degree

Fundamental Principle 2

the Networking Attitude

Networking Attitude

= sharing information in a reactive and proactive way

without expecting anything immediately in return

“Give and Receive”

Fundamental Principle 3

the “Know, Like & Trust” Factor

“All things being equal people do business with

– and refer business to – people they know, like and trust.”

Bob Burg (USA), Networking Expert

LinkedIn Strategy Matrix© for OrganisationsPASSIVE

STRATEGIESACTIVE STRATEGIES PROACTIVE STRATEGIES

Organisation Branding, Job

Openings, Products

& Services

- Company Profile

Branding, Ads, Job Posts, Interaction

- Advertising Solutions (fee)

- Talent & Sales Solutions (fee)

- Company Status Updates

Find:

- Talent Solutions (fee)

- Sales Solutions (fee)

CEO,

Managers

Branding & Lead

Generation

- Personal Profile

- Rich Media

Branding, Visibility, Interaction

- Status Updates

See below (all co-workers)

All Co-

workers

Branding & Lead

Generation

- Personal Profile

- Rich Media

Branding, Visibility, Interaction

- Group Managers of internal and alumni

Groups or external Groups

- Active member of internal and external

Groups

- Status Updates

- Share information & use Polls

- Attend events and use (Sub)Groups

Find:

- New customers

- New employees

- New partners

- New suppliers

- Project members

- Internal and

external expertise

Fundamental Networking Principles

Old vs new school of sales

5 step strategy to be successful on LinkedIn

3 fundamental principles of (online) networking

LinkedIn Strategy Matrix© for Organizations

Passive: Tips for an attractive LinkedIn Profile

Active: 3 strategies to build a high quality network

Company Profile

Proactive: 10 ways to find new clients via LinkedIn

7 Stages of rolling out a Social Selling Strategy

Agenda

Attractive Profile?

1st Impressions

How important are 1st Impressions?

Where is the1st Impression taken others have of you?

3 Active Strategies

Build a Quality Network

Build Your Network

5 Ways to Build Your Network

Colleagues

Alumni

People You May Know

Add Connections

Clients, Suppliers, Friends, Partners…

1. Build out your network

1. Manage your network

2. Status Updates – Thought Leader

Active Strategies…

Become a Thought Leader

Sharing updates with your Connections or the Public

Include Twitter (or not?)

Add value with what you share

Inform your network

Facilitate others in doing the same (e.g. colleagues)

Personal Status Updates

Old vs new school of sales

5 step strategy to be successful on LinkedIn

3 fundamental principles of (online) networking

LinkedIn Strategy Matrix© for Organizations

Passive: Tips for an attractive LinkedIn Profile

Active: 3 strategies to build a high quality network

Company Profile

Proactive: 10 ways to find new clients via LinkedIn

7 Stages of rolling out a Social Selling Strategy

Agenda

Company Page

How to use Company Profiles?

Visibility

Overview

Products & Services

Followers

Recommendations

Status Updates

Careers

Job openings

Banners, movie clips…

Metrics

Showcase Pages

How to use Showcase Pages?

Extend your Company Profile

For a brand, a product or service, a business unit or a company initiative

Maximum 10 Showcase Pages

Build a long term relationship with Showcase Page Followers

Status Updates to a targeted audience

Analytics, Sponsored Updates & Featured Groups

Sharing updates with your Followers or the Public

Targeted updates?

Add value with what you share

Inform your Followers

Facilitate others in social sharing (e.g. colleagues)

Company Status Updates

Company Status Updates

10 Ways to Find the Right People

Success Story - >£150,000 in sales

“Through applying the Really Connect LinkedIn strategies, I’ve

put more than £400,000 into my pipeline and closed

>£150,000 in sales in the past year alone!”

10 Ways to Find the Right People1. Search Name

2. Advanced Search

3. Browsing in the network of your network

4. Searching in the network of your network

5. Using Groups where potential clients are active

6. “Who’s viewed this Profile”

7. “Viewers of this Profile also viewed”

8. “People similar to…”

9. Companies

10. Look at “Network Updates”

10 Ways to Find New Clients1. Search Name

2. Advanced Search

3. Browsing in the network of your network

4. Searching in the network of your network

5. Using Groups where potential clients are active

6. “Who’s viewed this Profile”

7. “Viewers of this Profile also viewed”

8. “People similar to…”

9. Companies

10. Look at “Network Updates”

11

#11: SAVE

SEARCH

In-Company Training & Consulting – Strategy Session

Starting with a complimentary consultation

Hand in your business card to receive a free digital

copy of our book & set an appointment

How can we continue to help you?

What are the 7 steps on your journey?

Awareness

Interest

Fears

Concerns

Insight

Inspiration

1 2

Aspiration

Goals

Objectives

Roles

Duty

Sponsoring

3

Strategy

Content

Rollout

Budget

Support

4

Content

Plan

Approval

Execution

5

Rollout

Training

Coaching

Webinars

Blended

6

Metrics

Tracking

Tracing

Scoring

Adapt

7

Scale up

Next Level

Location

Language

Best

Practices

How to roll out a Social Selling Strategy?

Training for passive profiles

Training for active profiles

Strategic session

with management team

Tactical session

(Part 1 & Part 2) with management of marketing, sales & recruiting

Pilot

Training & Evaluation with “Ambassadors”

Awareness session

for all co-workers

Classroom Training for proactive profiles

TrainingLinkedIn 1

Training LinkedIn 2

Training LinkedIn 3

Home StudyCourses

Webinars

11

12 13

14 15

16

17

18

19

In-Company Training & Consulting – Strategy Session

Starting with a complimentary consultation

Hand in your business card to receive a free digital

copy of our book & set an appointment

How can we continue to help you?

Michael (Mike) Clark

@ReallyConnect @MikeClark03

company/really-connect

groups/ReallyConnect

Reallyconnect.com