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Sometimes a little controversy sparks amazing progress. When Ken Krogue, president of InsideSales.com, teamed up with LinkedIn’s Ralf VonSosen on a webinar about the death of cold calling in 2013, they had no idea how much impact it would have. Some in the industry expressed concerns over associating LinkedIn with cold calling. Professional sales teams use LinkedIn to do pre-call research and build relationships, but “cold calling” remains a popular term because nobody knows what else to call it. Krogue and VonSosen shared the social selling best practices that enable salespeople to stop cold calling and start connecting with more prospects and customers.

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Linkedin Social Selling Ebook 2016

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Linkedin social selling ebook 2016

HOW TO USE LINKEDIN AS THE

Ultimate Social Selling Tool

Ken Krogue

President & Founder

InsideSales.com

Ralf VonSosen

Former Head of Marketing

for LinkedIn Sales Solutions


Linkedin social selling ebook 2016

Page 2

Introduction

Sometimes a little controversy sparks

amazing progress.

The webinar generated so much buzz that

it broke the record for the biggest webinar

InsideSales.com had ever done with 5,648

registrants.

LinkedIn’s research shows that

sales professionals who use social

selling are:

When Ken Krogue, president of

InsideSales.com, teamed up with LinkedIn’s

Ralf VonSosen on a webinar about the

death of cold calling in 2013, they had

no idea how much impact it would have.

Some in the industry expressed concerns

over associating LinkedIn with cold calling.

• 51 percent more likely to

achieve quota

So, naturally, Krogue and VonSosen joined

forces again in 2014 on a new webinar

that revealed how you can use LinkedIn as

the ultimate social selling tool. This topic

clearly appeals to modern sales teams.

This webinar crushed the previous record,

reeling in 6,930 registrants. We’ve cap-

tured the highlights in this ebook for your

reading pleasure.

• 3 times more likely to go to

president’s club

• Promoted to VP 1.6 times faster

Professional sales teams use LinkedIn to

do pre-call research and build relation-

ships, but “cold calling” remains a popular

term because nobody knows what else to

call it. Krogue and VonSosen shared the

social selling best practices that enable

salespeople to stop cold calling and

start connecting with more prospects

and customers.

In this ebook, you’ll learn how to optimize

your LinkedIn profile to enhance your pro-

fessional brand, identify and nurture your

ideal prospects, measure and improve

your performance using LinkedIn’s Social

Selling Index, and close more deals with

less stress.

With more than 300 million profession-

als using its platform, LinkedIn is the

single most powerful tool ever invented

for sales. It is creating incredible economic

opportunity by connecting the world’s

business leaders.

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 5

The 6 Basic Skills

of Social Media

If you want to leverage LinkedIn for sales,

you must first master the basics. One of

Krogue’s most popular articles on Forbes

offers 27 LinkedIn tips, and that’s a good

place to start. Now we’re going to cover

the six basic skills of social media. This is

the foundation on which you should build

your LinkedIn social selling strategy.

Skill No. 1: Complete

Once you know your purpose, you can

complete your profile. Koka Sexton has

compiled The Epic List of LinkedIn Profile

Tips. It includes links to 36 articles with lots

of important dos and don’ts.

Before you begin using social media, ask

yourself a series of questions:

• What is my purpose?

• Why am I doing this?

• What is my plan?

• How am I going to go about doing it?

• Am I prepared?

• Do I know how to use the

LinkedIn platform?

One of the best tutorials for salespeople is

10 Tips to Help You Maximize Your LinkedIn

Sales Profile.

To avoid common mistakes, check out 22

LinkedIn Secrets LinkedIn Won’t Tell You

and The LinkedIn Settings Mistakes Most

People Still Make.

A lot of people just jump in and think,

“Well, it will be fun to follow a lot of famous

people. I’ll just follow Obama and Shakira

and see what’s going on.”

One of the most obvious LinkedIn profile

tips that many people overlook is simply to

upload a professional photo. Displaying a

picture of yourself will help you establish a

connection and develop trust with others

in your network.

If you don’t have a clearly defined purpose

and strategy, you won’t achieve a lot of

results. Make sure you answer the ques-

tion, “Why am I doing this?”

Profiles with photos receive a 40%

InMail response rate.

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 6

The 6 Basic Skills

of Social Media

Skill No. 2: Content

Here’s what it looks like when you add content to your profile:

LinkedIn allows you to share all kinds of

content that provides value to your net-

work. You can post audio, video, ebooks,

links and other types of media.

Find something cool that you want to

share about you and your company

and add it to your profile. Remember

that LinkedIn is no longer just a resume.

It’s a promotional tool where you can

offer important information and valu-

able insights.

Ken wrote the #1 eBook Used by LinkedIn: C…

42 LinkedIn Inside Sales Tips eBook done wi…

Krogue lists his two most popular ebooks

– “Cold Calling Is Dead, Thanks to LinkedIn”

and “42 LinkedIn Inside Sales Tips” – right

on his profile for everybody to see. When

people click on one of these images, it

takes them to a landing page on the

InsideSales.com website, where they can

download an ebook. It’s a great way to

generate highly qualified leads.

#2 on The Top 30 Social S…

Forbes Article Cold Calling…

#1 Forbes article on Twitter…

The best sales leads raise their hands and say they need what you offer.

LinkedIn gives you a place to promote content with calls-to-action. Take advantage of that.

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 7

The 6 Basic Skills

of Social Media

Use Shared Experiences

to Build Rapport.

frequency of your posts. You will experi-

ence more success if your network knows

what type of content to expect from you.

You can find networking, industry and

regional groups on LinkedIn. When you

meet new people at events, you can add

them to your network too.

You can also share content as updates

in your news feed. Gabe Villamizar, who

launched his career as the social media

guru at InsideSales.com, recommends the

4-1-1 formula.

Skill No. 3: Community

LinkedIn shows you groups, skills and

experiences you have in common with

your connections. For example, Krogue

and VonSosen discovered that they

attended the same university.

Once you have your content, you’ll need

to figure out how to deliver it to the right

people. You’ve probably developed some

natural communities over the years,

such as family, friends, classmates and

co-workers.

4: Share four pieces of content around

the core value that you offer.

1: Post one piece of content that reveals

who you are as a person.

1: Publish one piece of content that

promotes your company or gen-

erates leads.

Use shared experiences to build

rapport and engage in meaningful

conversations.

When Krogue started his sales career, he

used to go to breakfast clubs. A couple

dozen people would meet at a restaurant

to share leads. That’s pretty hard to do on

a regular basis. It takes a lot of time.

Popular Sales Groups on LinkedIn:

Inside Sales Experts

Association of Inside Sales Profession-

als (AA-ISP)

B2B Sales

Take some time and develop a content

strategy. Establish your identity so you can

provide value to your professional network.

Create consistency in your topics and the

LinkedIn groups are like breakfast

clubs on steroids. They make net-

working so much easier.

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 8

The 6 Basic Skills

of Social Media

Skill No. 4 Connections

Another cool feature is called “People Simi-

lar.” In the sidebar of a prospect’s profile,

LinkedIn shows you people who are similar.

So, for example, if you want to meet Ken

Krogue, you might be able to get an intro-

duction if you already know his business

partner, David Elkington.

Instructions for Tagging and Untagging

Your Contacts

With more than 300 million members,

LinkedIn has become the go-to place for

connecting with like-minded profession-

als. As you meet new people, you can turn

your connections into valuable relation-

ships that help you close more deals.

Instructions for Sorting and Filtering

Your Contacts

Identify opportunities to connect with

prospects using LinkedIn’s Connected app.

Strengthen your connections with others

by following their updates, liking and

commenting on their conversations, and

sharing their content.

The Connected app notifies you when

people in your network hit important mile-

stones like these:

People Similar to Ken

• Job changes

• Mentions in the news

• Work anniversaries

• Birthdays

PRO TIP: Follow the company first.

LinkedIn will highlight any of your existing

connections who work there.

David Elkington

CEO and Founder at InsideSales.com

View Profile •

1st

383

If you have LinkedIn Sales Navigator, you

can quickly discover prospects at your

target accounts using lead recommenda-

tions. When you visit a prospect’s profile,

LinkedIn automatically surfaces similar

decision makers to provide multiple paths

into the company.

This app sends you highly relevant and

timely push notifications for pre-meet-

ing intelligence. It’s a valuable tool for

sales reps.

Organize your connections with LinkedIn

tags. Tag people with keywords that

remind you how you met them or when

you might want to reach out.

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 9

The 6 Basic Skills

of Social Media

Skill No. 5: Comment

commenting on other thought leaders’

blogs, and they quickly reciprocated.

Treat your LinkedIn connections the

same way you would treat them if you

were at a cocktail party. You don’t want

to come across as inappropriate or phony.

If you normally wouldn’t wish someone

happy birthday, you probably shouldn’t do

it on LinkedIn.

Worthwhile connections on LinkedIn start

with effective communication. Believe it or

not, there is actually an art to commenting.

Use trigger events to find opportunities to

leave meaningful comments. Krogue loves

to reach out to people on their birthdays.

He spotted a LinkedIn birthday notification

for an old friend, who was one of the best

bosses he’s ever had. So Krogue quickly

left a heartfelt comment and an open invi-

tation for lunch.

PRO TIP: Avoid making meaningless drive-

by comments. Don’t make dumb, trite or

gushy comments you wouldn’t want to

read a week later. Invest some thought

and feeling. Share your insights and expe-

riences. Keep it real.

You can congratulate people when they

change jobs, receive a promotion, have a

work anniversary, or appear in the news.

Comments matter. Some websites track

the number of comments to help deter-

mine the most popular articles. For

example, on Forbes a comment is worth

the same as almost 450 views.

Commenting is about nurturing your exist-

ing networks. It’s about giving back. It’s

about being a net exporter of goodness.

Always remember to remain thoughtful. If

you automatically act on every alert, that

will probably lead to some disingenu-

ous comments.

Prime the pump by commenting

on other people’s posts and con-

tent. When Krogue launched his blog,

nobody ever commented. So he started

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 10

The 6 Basic Skills

of Social Media

Skill No. 6: Converse

things you might not be able to say face to

face. Give endorsements and recommen-

dations. This is the art of conversing.

Sales Acceleration

Platform

A comment is a one-way interaction. If you

want to build relationships and nurture

your network, what you really want is a

conversation. To spark conversations, you

need to encourage a two-way dialogue.

Nobody wants to be cold called. But we

all love getting information about some-

thing that really helps our business. We

all love connecting with somebody who

respects and understands the struggle

we’re going through and can help us with

it. We love participating in these valuable

conversations.

PRO TIP: Ask a question at the end of your

comment. It’s a surefire way to launch a

lively discussion.

Dialing, emailing and

motivating powered by

predictive analytics and

machine learning

Punctuation marks allow you to put your

foot on the accelerator with a question

mark or on the brakes with a period. You

can increase or decrease the tempo of

your interactions.  

LinkedIn provides a place for B2B mar-

keters, sellers and decision makers

to gather and engage in meaningful

conversations.

See a Demo

Ask a question. Make a statement. Be bold.

Stir the pot. Don’t be afraid to be a little

bit brazen on occasion. You can say some

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 11

ACQUIRE Model

Increases Engagement

InsideSales.com uses the ACQUIRE model for social nurturing. Social media is at the front

end of the nurturing cycle.

3 Stages of Content

You need different types of content

to guide your buyers through the

sales funnel.

Awareness

Understanding

First, people must be aware you exist.

Social and PR are brilliant catalysts.

Here you use content that appeals to a

broad audience: stuff that’s interesting,

useful and fun.

Educate your audience on what you do

and the problems you solve.

Stage 1: Identifies a common problem in

your industry.

Interest

Stage 2: Shows how you help people solve

this problem.

What you do must intrigue your prospects.

Curiosity

Relevance

Stage 3: Proves why you have the

best solution.

Krogue recommends using research to

pique curiosity. Research attracts a lot of

attention, especially if it answers a tough

question nobody has answered yet.

As soon as they realize that what you do is

relevant to them, they start to see a need.

Learn more about the ACQUIRE model of

social nurturing.

Engagement

Qualify

If you’re relevant to people, they will

engage. This is where good things

start to happen.

The qualify stage is where you start

sharing content designed for specific

buyer personas.

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 12

The Real Value of LinkedIn

Close More Deals, Earn

Promotions Faster.

LinkedIn’s research reveals that sales pro-

fessionals who use social selling achieve

greater success.

Social sellers:

The four categories are:

• Produce 45 percent more

opportunities.

• Are 51 percent more likely to hit quota.

• Are 3 times more likely to go to

president’s club.

• Get promoted to VP 1.6 times faster

than their peers.

1. Create a professional brand.

2. Find the right people.

3. Engage with insights.

4. Build strong relationships.

VonSosen points out that salespeople are

investing more time in building their pro-

fessional brands on LinkedIn. Attendees

at a recent InsideSales.com event had an

average Social Selling Index of 46, which

is more than twice the industry average.

But remember, the highest score is 100, so

there’s definitely room for growth.

Social Selling Index

If you’re wondering how effective you are

as a social seller, and how you can improve,

LinkedIn has a tool that will tell you. The

Social Selling Index measures your perfor-

mance in four categories and assigns you a

score from 0 to 100.

In the next section, you’ll learn three

keys to successful social selling

on LinkedIn.

InsideSales.com | LinkedIn

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Linkedin social selling ebook 2016

Page 13

3 Keys to LinkedIn Success

Invest in Your Identity,

Network and Knowledge.

Identity: Your professional brand. How do

you want people to perceive you?

know with connection requests. Make

sure you have a solid reason for reach-

ing out. Focus on quality relationships,

not quantity.

Your LinkedIn profile is not a resume. It’s a

place to build your brand. Include a profes-

sional picture of yourself. Display valuable

content. Write a summary that shows your

prospects and buyers why they should do

business with you.

LinkedIn’s mission is to create economic

opportunity by connecting the world’s

professionals. All of its products, services

and policies align with its “members first”

philosophy. The leaders at LinkedIn always

ask themselves, “Will this be good for

our members?”

Knowledge: What do you know? Where

can you add value?

Build your brand by establishing yourself

as an expert in your field. Share relevant

content. It doesn’t always have to be origi-

nal content. Post links to other people’s

insights and add your own analysis. Com-

ment in relevant groups and discussions.

Demonstrate that you understand your

buyers’ challenges and know how to

help them.

Network: Who do you know? How well do

you know them?

The LinkedIn experience revolves

around three core social sell-

ing concepts: identity, network

and knowledge.

LinkedIn empowers you to find your own

prospects. You don’t have to rely on the

marketing team to send you leads. Expand

your network by intelligently creating new

connections. Don’t spam people you don’t

InsideSales.com | LinkedIn

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