brett wallace - how top sales teams leverage linkedin for social media engagement
DESCRIPTION
Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/brett-wallace Session Overview Research by the Corporate Executive Board (CEB) shows that social media engagement is the number one driver of B2B sales rep performance, and a changing buyer landscape ensures that social selling is here to stay. In this session, Brett Wallace, Director of North American Sales for LinkedIn Sales Solutions, will demonstrate how top sales performers are utilizing networking sites such as LinkedIn to increase pipeline and shift away from the dreaded cold call. Find out how your company’s Social Selling Index is calculated—and how your team’s social activity stacks up against your competitors’.TRANSCRIPT
How Top Sales Teams Leverage LinkedIn for Social Selling
Brett Wallace, Director of SalesLinkedIn Sales Solutions
March 13, 2014
©2014 LinkedIn Corporation. All Rights Reserved.
@brett_wallace#SalesSummit
Earliest Adopter
Craig Elias
Most Popular
Jill (Brewbaker) Rowley
LinkedIn Icebreaker
Most Connected
Peter Bambridge
Most Endorsed
Pat Licata
has
the world
As a result, the way the world
has changed
We rely on our networks more than ever
to make better, more informed decisions
Marketing in a world full of noise
Nobody likes a
Cold Call
These challenges are becoming
harder over time
With more than 260M members
updating their profiles
sharing insightssharing insights
following thought leaders
and making billions of connections
All of this activity
is connecting professionals to help them be more productive and successful
It is also creating the world’s first economic graph
This data can be used to the way we SELL
Social sellers establish a professional brand,
find the right people, engage them with
insights, and build relationships.
What is social selling?
23
Source: CEB
Social Media: #1 Factor for Driving High Rep Performance
12.81%
SSI leaders create 45% more opportunities per quarter
than SSI laggards.
SSI leaders are 51% more likely to hit quota
than SSI laggards.
45%more opportunities
51%more likely to hit quota
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
Why is social selling important?
There are four key components to successful social selling
Establish a professional presence on LinkedIn with a complete profileCreate a professional brand
Prospect efficiently with powerful search and research capabilitiesFind the right people
Discover and share valuable information to initiate or maintain a relationshipEngage with insights
Expand your network to reach prospects and those who can introduce you to prospectsBuild strong relationships
our professional brand
Create a Professional Brand
Create a Professional Brand: Top Tips
Add rich content Slideshare deck, presentation video, etc.
Showcase your skills Add skills and generate endorsements
Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story.
Complete your profile Aim for 100% profile completeness
Find the right PEOPLE
30
Find the Right People: Top Tips
Expand your viewingView details of potential prospects in your 1st, 2nd, and
3rd degree networks, alumni networks, etc.
Visit company pages See how you’re connected to that company
Proactively searchUse advanced search to pinpoint people more
efficiently
Check who viewed youYour activity drives views of your profile. Engage
with relevant people who look at you.
Build trust with our target audience at scale
Engage with Insights: Top Tips
EngageShare, like, and comment on content posted from
your network
Stay in the knowJoin groups and follow your accounts and their
competitors to keep up to date
Share contentShare relevant content that can help you become a
“mini-marketer”
Get to know your prospects
Read profiles in depth to understand what prospects are all about
Build Strong Relationships: Top Tips
Focus on decision makers
Focus on connecting to senior level people at your prospects and customers
Connect internallyYour colleagues will be able to provide you warm
introductions
Connect with contactsConnect with former colleagues and offer
introductions
Find warm introductionsLeverage your network to go in warm. Don’t cold
call.
Introducing the LinkedIn Social Selling IndexHow well does your team embrace social selling?
1000
LeadersLaggards
Create a professional brand
Performance on four key dimensions, each worth 25 points
Find the right people
Engage with insights
Build strong relationships
16
15
8
18
Social Selling Index 57
ABC co
LinkedIn’s Social Selling Index measures adoption of social selling practices on a 0-100 scale
Who is social selling?Top SSI Scores
41
Get your LinkedIn Social Selling Index: http://sales.linkedin.com/social-selling-index/
Thank you!Brett Wallacewww.linkedin.com/in/brettwallace@brett_wallaceSales.linkedin.com
#SalesSummit