This document provides an overview of social selling fundamentals on LinkedIn. It discusses how the buying process has changed and become more social, with more people involved earlier in the process. It then outlines the key pillars of social selling: building a professional brand through your LinkedIn profile; finding the right people using LinkedIn search and your network; and engaging prospects through insights and content. Specific tactics are provided under each pillar to help sellers get started with social selling.

1. #SalesConnect
Social Selling 101
STARTING SOON

2. Type questions into the Q&A panel
Housekeeping

3. Social Selling 101
​ Vivian Chan
​ LinkedIn Sales Solutions

4. The Buying Process Has Changed
The State of Sales
Corporate Executive Board 2013 – Winning The Consensus Purchase
Corporate Executive Board 2012 – New Decision Timeline
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
people are involved in the
average B2B buying decision
5.4
of typical purchase
decisiosn are made before a
customer talks to sales
57%
of decision makers
ignore cold outreach
90%
How will you
find them?
How will you
intercept them?
How will you
engage them?

5. #SalesConnect

6. 6
Social Selling (v.)
Using social cues to identify and connect
with prospects, build real relationships and
influence the buying decision

7. 7
LinkedIn is Here to Help
400M+
Members
2B+
Updates
Billions
Relationships

8. Today:
your personal
network
All that LinkedIn
has to offer
YOU
Just what
you need
for sales
LinkedIn Can Help You Expand Your Reach

9. Get More Out of LinkedIn with LinkedIn Sales Navigator

10. 10
Sell Through Relationships
Create a Professional Brand
Find the Right People
Engage with Insights
Start with the Building Blocks
Fundamentals of Social Selling with LinkedIn

11. 11
Sell Through Relationships
Create a Professional Brand
Find the Right People
Engage with Insights
Start with the Building Blocks
Fundamentals of Social Selling with LinkedIn

12. 12

13. Start with Your Profile
13
Build a Professional Brand

14. 1
Professional Photo
your first
impression
Media
should illustrate
your story
Summary
should describe
your passions
Tagline
should be
action oriented,
not just a title
​ Inform & Inspire
Build a Professional Brand

15. Become a Thought Leader
Build a Professional Brand
• Comment in group discussions
• Share important news
• Ask clients for recommendations
• Leverage existing marketing content
• Publish content
LinkedIn Global Survey of 1500 B2B buyers and decision-makers, May 2014

16. 16
Start social selling today
Build a Professional Brand
2
Say Cheese
Bring in a professional
photographer for profile
headshots
3
Share Content
Ask marketing for
existing content so you
can leverage what’s
already available
Peer Review
Schedule time on a Friday
for your team to update
LinkedIn profiles together
1
Fast Tips

17. 17
Sell Through Relationships
Create a Professional Brand
Find the Right People
Engage with Insights
Start with the Building Blocks
Fundamentals of Social Selling with LinkedIn

18. AccountPotential
Likelihood to Buy
Finding the Right People
Time is Money

19. ​ Prioritize by Size and Industry
Finding the Right People

20. Build and Save Lead Lists with Lead Builder
20
Finding the Right People

21. Leverage Your Team Network
21
Finding the Right People

22. 22
Start social selling today
Finding the Right People
2
Research
Go beyond just your target
lead at an account – look
up their Director+ peers
and identify your entire
buyer panel
3
Train
Teach new employees
your process from the
start and invest in
training your more
experienced team
members.
Connect
Have your sales team
connect to one another on
LinkedIn to start unlocking
the power of your
combined networks
1
Fast Tips

23. 23
Sell Through Relationships
Create a Professional Brand
Find the Right People
Engage with Insights
Start with the Building Blocks
Fundamentals of Social Selling with LinkedIn

24. Leverage Your Team Network
24
Sell Through Relationships

25. Ask for Permission
Request intros when they will
have the most impact
Make it easy
Offer to ghost-write
the intro email
Follow-through
Close the loop with
the introducer
The Cold Call is Dead
Sell Through Relationships
Warm Introduction Name Drop

26. 26
Start social selling today
Sell Through Relationships
2
Network Internally
Incorporate into your
regular team meetings –
formalize the serendipitous
‘water cooler’ moments
3
Use Templates
Create a network
introduction email
template so people
have a gold standard
Lead by example
Encourage your sales
team to approach you for
introductions to prospects
connected to you.
1
Fast Tips
NOTE: Make sure they have
done their due diligence, your
reputation is on the line too

27. 27
Sell Through Relationships
Create a Professional Brand
Find the Right People
Engage with Insights
Start with the Building Blocks
Fundamentals of Social Selling with LinkedIn

28. 28
Even if it’s cold, keep it personal
Engage with Insights

29. …Before challenging the logical
(left) side of the brain
• Insights
• Data
• Rankings
2
Engage with Insights
Appeal to Both Sides of the Brain
Appeal first to emotional
(right) side of the brain…
• Personal interests
• School pride
• Articles and posts
• Recommendations
1

30. 30
Start social selling today
Engage with InsightsFast Tips
2
Follow Target
Companies
Watch for marketing
materials and press
releases related to your
target companies and
products.
3
Look for Openings
Pay attention to key
moments for your leads or
accounts: job changes,
promotions, news
mentions, etc.
Start Small
Start simply by sharing,
liking and commenting on
others’ content. You can
start engaging without any
of your own original
content!
1

31. 31
Sell Through Relationships
Create a Professional Brand
Find the Right People
Engage with Insights
You have the fundamentals
Next Steps: Start Social Selling
For more on LinkedIn Sales Navigator, visit sales.linkedin.com
Polish Your LinkedIn Profile
Search 400M+ Members
Leverage Warm Introductions
Keep Up with Your Accounts