Social Selling Tools and Best Practices Arjen Soetekouw, LinkedIn Sales Solutions Tweede LinkedIn congres, 2 March 2015

1. Sales Solutions
©2014 LinkedIn Corporation. All Rights Reserved.
Arjen Soetekouw
LinkedIn Sales Solutions
Social Selling
Tools and Best Practices
Eindhoven, 2 maart ‘15

2. Social Selling in Business
Agenda
A different day in Sales
How Socially Adept are we Today?
Value of Social Selling

3. Value of Social Selling

4. Philip
What makes social sellers more successful?
4LSS©2013 LinkedIn Corporation. All Rights Reserved.
Lead
with insight
Use social media
as critical channel
Personally own
lead generation
Reps using this are 30-40% more successful
Sales Navigator
Targeted
Search
Social
Profile
Warm
Introduction

5. Social Selling leaders create
45% more opportunities per quarter
than Social Selling laggards.
Social Selling leaders are
51% more likely to hit quota
than Social Selling 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?

6. Focus on the
right people and
companies
Stay informed
on key updates at
your target accounts
Build trust with
your prospects
and customers
To build customer relationships with knowledge and
insight, You need to:

7. Relevant
news
LinkedIn’s
network data
Your accounts,
leads & preferences
Sales Navigator makes it simple to establish and grow
relationships with your prospects and customers
Sales
Navigator

8. A different day in the life of
a Sales Person

9. LinkedIn Sales Navigator

10. Lead Builder
Advanced search drop down
• Build an advanced search with
filters that mirror the way you
prospect
• Get real-time feedback on how
adding each filter narrows the
result count
• See recently used filters to
easily access the people that
matter to you
Lead Builder video

11. Save leads wherever you find a potential prospect
From a profile in Sales Navigator
From Who’s Viewed
Your Profile
From search results
From a Lead
Recommendation on a profile
From a Lead Recommendation
at a saved account
From a profile on LI.com
Save Leads

12. Qualify prospects by seeing the full name, profile
and activity for up to 3rd degree connections – and
save them if they seem like a good fit

13. TeamLink TeamLink automatically expands your
LinkedIn network, showing you which
colleagues can help connect you with
prospects and accounts
TeamLink video

14. Once you qualify a prospect, approach them in a
natural way by leveraging your TeamLink network to
get a warm introduction
Send Noah an InMail

15. If you don’t happen to have a warm introduction, you
can reach them directly and credibly with an InMail

16. Lead Recommendations
On the Account Page:
• Recommendations based on
your preferences and the types
of leads you’ve saved in the past
• Use the star to save a lead
• Click “Show more” to view more
recommendations
On a profile:
• Recommendations of similar
decision makers and influencers
at the same company of the
person you’re viewing
• Use the star to save a lead
• Click the right or left arrow to
view more recommendations

17. Account Pages
save accounts
save leads
map the DMU
never miss
an opportunity

18. stay up-to-date on what’s
happening with the people and
companies you’re interested in.
Your homepage and emails will
offer up four types of alerts
career updates
shares
in the news
connections
Sales Updates

19. Usage Reporting
Review trend graphs to gauge
adoption of your best practices
and proactively identify red flags
Quickly see who is
excelling and who
may need training
Filter reporting
down to specific
individuals or
groups
See average
usage per user
Change
date ranges

20. Build trust with
your prospects
and customers
Stay informed
on key updates
at your target
accounts
Find the right
people quickly and easily
Receive
recommendations on
leads to contact
Access more people at
your accounts
Focus on the
right people
and companies
Stay up-to-date on the
people you’re interested in
Be informed of what’s
happening at your
accounts
Research prospects
wherever you work
Engage with prospects
and customers through
your company
Build your
professional reputation
Reach prospects outside
of your network
Sales Navigator is your partner throughout every stage
of relationship development

21. Social Selling in business

22. “We use LinkedIn Sales Navigator for every single deal.
It dramatically reduced the length of time to acquire a merchant.”
Paul Weingarth
Head of Field Sales,
Before Sales Navigator
Acquiring rich data for sales leads was
expensive.
Plus, data scrubbing was
time consuming.
A New Approach
With LinkedIn Sales Navigator, PayPal’s sales
team was able to get more accurate sales leads
and speed up their sales cycle effortlessly and
inexpensively.
Success with LinkedIn
 Achieved almost 3000% ROI
 Reduced sales cycles by 25%
 Over $300,000 in revenue in
About the company
PayPal is the leading international e-commerce business that facilitates online payments and money transfers.
the first year.

23. “Sales Navigator has a direct impact on sales of financial products. The ROI on the meetings we’ve obtained by
using LinkedIn and the educational curriculum is 400%.”
Martin Gagnon
Senior VP of Intermediary Business Solutions
Before Sales Navigator
In a highly regulated industry, it was
challenging for NBC wholesalers to
differentiate themselves and establish new
business relationships.
A New Approach
With LinkedIn Sales Navigator, NBC wholesalers can
find and engage new prospects and share thought
leadership content.
Success with LinkedIn
About the company
National Bank of Canada (NBC) is the sixth largest commercial bank in Canada, and was ranked third in Bloomberg’s 2011 list of “The World’s Strongest Banks.”
 Over 500 Advisors participated in LinkedIn
Training with NBC
 400% ROI within 10 months
 36% average growth in Monthly Net Sales with
Sales Navigator

24. “Our team is securing prospect meetings, and valuable opportunities thanks to LinkedIn’s Sales Solutions.
Currently 18 deals sitting in
the pipeline were sourced by LinkedIn”
Jeremy Harpham
Product Marketing Manager
Before Sales Navigator
Outbound marketing and cold-calling were
losing effectiveness as IT buyers
conducted their own research on social
media.
A New Approach
Sales reps are using Sales Navigator’s Lead Builder
and TeamLink features to navigate complex buying
committees and generate warm introductions through
senior executives’ contacts.
Success with LinkedIn
 Shortened sales cycle, closing deals within 6
months
 In first 6 months, 18 pipeline deals attributable to
LinkedIn
 70% of Sales Team are Power Users (5+ days per
week)
About the company
The brand name Pitney Bowes is traditionally associated with mailing solutions and franking machines. However, the company is actually one of the world’s top 100
software providers and raising its profile in the space.

25. Social Selling capability
of a Dutchman <corr. Belgian>

26. How can you use LinkedIn to socially sell?
Establish a professional presence on
LinkedIn with a complete profile
Create a professional brand
Prospect efficiently with powerful
search and research capabilities
Find the right people
Discover and share valuable information to
initiate or maintain a relationship
Engage with insights
Expand your network to reach prospects and
those who can introduce you to prospects
Build strong relationships

27. NAMER
24.6
LATAM
15.3
EMEA
22.5
SE ASIA
19.9
ANZ
24.0
Benelux
23.8
NAMER
24.6
LATAM
15.3
EMEA
22.5
SE ASIA
19.9
ANZ
24.0
Find the right
people
Build strong
relationships
Create a
professional brand
Engage with
insights
Social Selling
Index
Netherland
s
Reps
10.7
5.7
1.9
6.5
24.8
Luxemburg
Reps
9.9
5.5
1.6
7.1
Belgium
Reps
9.9
4.5
1.5
5.7
21.7 24.2

28. Which attendees have adopted social selling the
most?
1
Johan van Helden
Manager Audi, Van den Udenhout 78
2
Michaël Melchior
Marketing Business Analyst, Van den Udenhout 67
3
Timo Bosma
Consultant, DMD Consulting 65
4
Naomi Janssen
Office Manager, NeVaP 60
5
Mariëlle Wieman
Directeur, NeVaP 58

29. Which experts have adopted social selling the
most?
1
Perry van Beek
Founder, Linked Into Results 86
2
Henk Meijer
Directeur, Koopplein.nl 77
3
Marjolein Bongers
Eigenaar, House of Social Media 76
4
Chris Herben
Consultant, lvengi.com 73
5
Sander Scholten
Social Business Trainer, Social Inc 66

30. Which attendees have adopted social selling the
most?
1
Stefaan Lammertyn
Social Media Evangelist & Owner, Pixular 78
2
Martijn Holtes
Social Business Consultant, Just Connecting 74
3
Mischa Coster
Chief Psychology Officer, Grey Matters 67
4
Hugo Stijnen
Branch Manager, ES Electro 62
5
Bert Schodts
Independent Cross Media Professional 42