Sales Acceleration Technology

Social Selling 2014: Why LinkedIn is the Ultimate Sales Tool

Founder & Chief Strategy Officer InsideSales.com Head of Marketing

for Sales Solutions LinkedIn

• 2013 Cold Calling is Dead controversy • Social Selling 2014 • Lightning strikes twice-broken record! • 12 C’s of Social Media • Social nurturing - ACQUIRETM

• Social selling campaigns • Social Selling Defined by LinkedIn • Latest Research: Social Selling Index • Find Your Own Social Selling Index (SSI) • Q & A

History thread of the Cold Calling & LinkedIn events: • Steve Masters began with this article published on Business2Community (B2C):

• Ken Krogue replied on Forbes: • Article went viral over the weekend. • Ken Krogue hosted a live Google Hangout.

• Steve Masters replied to Ken Krogue's Forbes & Google

Subject Line

Social Selling Strategies in 2014 – Live Webinar

Cold Calling Using LinkedIn

Sent 36,687 9,383 Open 5,252 4,986 Click 557 558 Open Rate 14.32% 53.14% Click Rate 1.52% 5.95% Open Increase 271.2% Click Increase 291.7%

eBook Title

Cold Calling is Dead, Thanks to LinkedIn

Cold Calling with LinkedIn

Click Increase 36.9%

6 Basic Skills of Social Media 1.  Complete 2.  Content 3.  Community 4.  Connections 5.  Comment 6.  Converse

6 Stages of Social Media 1.  Campaigns 2.  Collaborator 3.  Curator 4.  Contributor 5.  Columnist 6.  Consultant

#1 Complete

• Purpose = Why? • Plan = What? • Prepare = How? • Platform = LinkedIn • Profile • Picture • Promote • Prioritize

• News • Networking • Followers • Influencers • Leads • Prospects • Customers • Clients

• 1000+ • 250-1000 • 5-250 • Campaign • Classmate • Customer • Employee • Friend • Hiring Candidate • Influencer

•  Inside Sales Function •  International •  Job Seeker •  Partner •  Potential Partner •  Potential Prospect •  Referral – Commit •  Referral – Target •  Salesforce Verified •  Scouter

#2 Content

• Bio • Beliefs • Background • Info  Picture  Audio  Video  Downloads  Links

A = Awareness C = Curiosity Q = Qualify U = Understand I = Interest R = Relevancy E = Engage

Much more on HOW to use ACQUIRETM in eBook

CONTENT LEVEL STRATEGY • Level 1 = Influencer • Level 2 = Industry • Level 3 = Company • Level 4 = Product • Level 5 = Product Proof • Level 6 = Sales Message • Level 7 = Client Message

Much more on HOW to use Content Levels in eBook

#3 Community

• Family • Friends • School • Military • Work • Groups • Events

#4 Connect

• Follow • Like / Comment / Share

#5 Comment

• Think! & Feel! • Share short experiences • No dumb comments • Brazen social • Understand Most Popular • Trigger Points • Job Change Alerts • Prime the Pump

#6 Converse

? or . or !

• Question • Make a Statement • Be Bold • Stir the pot • Exclaim • Endorse • Recommend • Mention / Share / Like • Let them know you did!

6 Basic Skills of Social Media

1.  Complete

2.  Content

3.  Community

4.  Connections

5.  Comment

6.  Converse

6 Stages of Social Media

1.  Campaigns

2.  Collaborator

3.  Curator

4.  Contributor

5.  Columnist

6.  Consultant Next Time!

At LinkedIn, we are focused on our “Members First” every day, helping each of you show the world who you are, make the most of who you know, and build upon what you know.

Leveraging your professional brand

to fill your pipeline with the right people, insights and relationships.

Social Selling Defined:

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?

Social selling leads to…

more likely to exceed quota

51%

more likely to go to club

3× faster to get

promoted to VP

1.6×

What’s LinkedIn’s Social Selling Index?

48

First-of-its kind measure that measures your own and your company’s adoption of social selling practices on LinkedIn

How is SSI calculated? Metrics included in SSI

Create a professional brand Establish a professional presence on LinkedIn with a complete profile

Profile completeness and length Rich content on profile (multimedia) Endorsements

Find the right people Prospect efficiently with powerful search and research capabilities

People searches Advanced people searches Profile views Prospecting profile views (third degree or out of network) Inbound profile views

Engage with insights Discover and share valuable information to initiate or maintain a relationship

Shares (updates) Engagements given and received (likes, comments, reshares) Messages sent (multiple types) Groups joined Companies followed

Build strong relationships Expand your network to reach prospects who can introduce you to prospects

Connections VP+ connections Internal connections (with other coworkers)

Earliest Adopter

Ed Bierdeman

Most Popular

Ammar Shami

LinkedIn Icebreaker

Most Connected

Andrea Venturato

Most Endorsed

Kelly Nugent

51

LinkedIn Social Selling Index for this Group InsideSales.com Virtual Summit

Today’s Webinar Attendees

Industry Average

46 45 21

100

52

Changes in SSI Score for 2014 Attendees  2014 attendees have increased their relationships and social brand scores

Right People

13 12 Relationships

11 13

Insights

7 6 Social Brand

14 17

2013 2014

Showcase your skills

professional brand

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

Add rich content Slideshare deck, presentation video, etc.

Add skills and generate endorsements

Check who viewed you

right people

View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks

Expand your viewing Use Lead Recommendations to find more prospects at your accounts

Your activity drives views of your profile. Engage with relevant people who look at you.

Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently

insights

Reach out to prospects

Share valuable information Post relevant content that can help you become a trusted source of insight

Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date

Engage with your network Share, like, and comment on content posted from your network

Reach your prospects with InMails, connection requests, and other messages

relationships

Focus on decision makers Focus on connecting to senior level people at your prospects and customers

Connect with contacts Connect with your network and with prospects after introductions

Connect internally Your colleagues will be able to provide you warm introductions

Founder & Chief Strategy Officer InsideSales.com Head of Marketing

for Sales Solutions LinkedIn