Post on 23-Jan-2017
transcript
LinkedIn for Sales & Acquisition
LinkedIn Accounts
Be Aware! – Selling is moving in a new direction
2013 LinkedIn Numbers
• Daily interactions - 15,000,000,000
• Searches - 5,000,000,000
• 200,000,000 users world wide
• 182,000 new members on a daily basis• 182,000 new members on a daily basis
• In Ireland – 680,000 registered users approx
Source factbrowser.com – as at 9/5/2013
More magic numbers
• 90% use the free account version
• 40% - Manager plus
• 79% of users are 35 years of age or older
• 44.2 years is average age of LinkedIn user• 44.2 years is average age of LinkedIn user
• 83% of B2B users use LinkedIn as primary business networking site
• 35% access LinkedIn daily
Source factbrowser.com – as at 9/5/2013
Where is your sales world at?
What do you want to do
on LinkedIn?
Be StrategicStrategic
What is your business objective for using LinkedIn?
Remote customers?Visibility?Visibility?
Research?
Thought Leadership?
Inside Sales Process?
Must Understand where your offering best fits
Rifle
notnot
Machine Gun
You can’t be all things to all people!
• Clearly define target market
– 1. Vertical
– 2. Organisation type
– 3. Size – 3. Size
– 4.Function
– 5. Buyer type
• Understanding your stakeholders– 1. Companies 2. Buyers - Executive / Technical / User
What is your value proposition?
Be Clear - if you don’t know why
people buy from you – how can
you position yourself on LinkedIn!
Be Informed
1st Tier connections
• Can see full profile
• Can email
• Can recommend
• Can send messages (up to 50)• Can send messages (up to 50)
• Can tag
• Can search their 1st degree connections
• Make notes on their profile (in my account)
2nd Tier connections
Example: Key word search to target someone
• Can see headline summary within profile
• Can’t see personal contact details
• Can send invite to connect – can’t sent a • Can send invite to connect – can’t sent a
message
• Can’t see their connections
• Can see summary of experience / company
website etc
3rd Tier connections
Example: Key word search to target someone
• Can’t see full name
• Can see headline & high level summary
• Can’t send invite to connect• Can’t send invite to connect
• Can’t see connections
• Can’t see full profile (even background)*** Fellow group members have same level of visibility as Tier 3
Your Profile
Be Noticed
STOP!!
• Think ..... Who are you writing the profile for?
Profile: Most common mistakes
• Blank profile
• No photo
• CV type summary
• List of job responsibilities .. • List of job responsibilities .. “I was sales team leader
for EMEA sales office managing 30 people with turnover of
600 million annually”
• Being overly self indulgent
• Sweet heart recommendations!
1) Professional
Headshot photo:
business clothing
3) The Summary:
• Restate the benefit of working with you
• Expand on what they get (Results / value)
2) Headline: Type of people you work with and
how they benefit / can benefit from your input
• Expand on what they get (Results / value)
• Testimonial / case study
• Evidence: Explain what / makes you different
• WIIFM: - Must have potential results included
• Call to action: link to presentation to website etc
• Consider sharing something personable
Be Creative
As a prospecting tool
Research & target
• Target– 1st Tier
– 2nd
– Groups
• Search– Names– Names
– Titles
• Look for (In their experience)– Mutual contacts
– Previous clients
– Similarity
• Seek introductions
• Consider ‘In-mail’ – last resort
Target 2/3 per company
You can always move laterally
towards the correct buyer
regardless of which of the five
targets you initially meet with!targets you initially meet with!
Follow their
• Comments
• Groups
• And watch out for mutual contacts
• Answering of questions
• Create your own visibility in their groups -post resources, articles and answer questions
50 % of the decision to purchase
has been made before you meet
Tip
Invite them to connect with Invite them to connect with
you via LinkedIn once you
agree to meet
Be Active
TipIt’s a good idea to follow
your sales targets on
LinkedIn and twitter in LinkedIn and twitter in
advance of ever speaking
with them.- Comment on their activity if appropriate
- Be sincere
Develop relationships with
representative organizations
in that sector
A Professional body
Or Or
A trade association(Example: If you sell to Retail - Retail Excellence Ireland)
(Example: If you sell to HR Managers - Chartered Institute of Personal Development –C.I.P.D.)
Leverage Client relationships – where
those clients are well networkedthose clients are well networked
How can you find out how well
networked they are?
• Check their LinkedIn account for your sales targets
• Ask them who they know!• Ask them who they know!
• Remember, most of your clients (if they rate you) will be delighted to introduce you to their contacts – Just ask them!
Target & connect with
Complimentary Solution ProvidersComplimentary Solution Providers
A complimentary solution provider
Is a supplier who
� Targets the same people you do
�Is not the competition
�Compliments your offering�Compliments your offering
�Is well networked
�Will share information
�Will swop introductions
CSP’s
• For example, if you sell Security services to
Facility Directors - a CSP ,might be environmental
monitoring equipment providers
• Have 3/4 CSP’s on the go, meet , chat once a
month and swop two prospects with each one
each time you meet.
Thought Leadership & Blogging
• Shares ideas
• Writes articles
• Answers questions
• Share ideas• Share ideas
• Provides insight
• Anticipates new trends
Rules for blogging
• Be very clear who you want to find you
• Be clear on what you want to be known for
• Join groups where you already have credibility
• Join groups where you already have existing relationshipsrelationships
• Don’t spam
• Give opinion … be original
• Show judgment
• Position re-posts
• No advertorial
Be Sales Process Driven
Integrate into sales process
• Make it a formal part of prospecting process
• Insist on identifying people not just target
companies
• Connect with existing clients• Connect with existing clients
• Make it part of follow up from networking events
• Measure the movement
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