Achieving Success with Account Based Selling

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Learn the LinkedIn sales team's Account Based Selling process to garner results and stay ahead of the curve. Get specific, go-to-market tactics, beginning with selecting and breaking into strategic accounts to providing highly-customized information to close key deals. Featuring Katie Baudler, Account Executive Manager

Sales

Agenda
• What is account based selling (ABS)?
• 4 Effective ABS Tactics
• Q&A

After this webinar,
you will be able to...
• Determine if ABS is right for your
business
• Share specific tactics with your team

The Changing Landscape
77%
Of buyers don’t believe that
sales understands their
business and don’t think
they can help
Demanding Credibility
Decision makers change
roles every year.
20%
Changing Roles
???
People on average are
involved in the buying
decision
6.8
More critical players

Conventional Sales Tactics Are Losing
Deals

Generic OutreachCold Calling
Conventional Sales Tactics

Cold Calling
Of B2B buyers view a company less favorably
when their sales reps reach out cold
53%

What is account based selling?
Researched Personalized IntegratedTimely

4 Tactics
TARGET UNDERSTAND ENGAGE
1
Select Target
Accounts 2
Investigate
& Identify
3
Personalized
Value
4
Outreach
● Multithreading
● C-Level Outreach

Select Target Accounts
Questions:
• Who do you sell to?
• Do you segment by industry, company size, type of sale?
• How do you ID accounts for territories?
Other considerations:
• Lowest hanging fruit
• Size of prize
1

Investigate & Identify
After selecting accounts, determine...
• Buyers
• Decision makers
• Influencers
...likely 5+ people
Other considerations
• Research Pain points
• Treat company as whole vs one person
2

Personalized Value
Create value:
• How do pain points align with value prop?
• Develop content for industry and role
• Tailor messaging to specific account
• Build storylines of success to share with similar accounts
* Do NOT send exact same message to everyone
3

Outreach
• Multithreading
• C-Level Outreach
•Groundswell: Emerging markets
•Call High
Utilize:
• Multi-channel approach: InMail, Email, Phone, Direct, Social
4

Tips for increasing response rates
• Use insights
• Tailored messaging
3 Key Elements:
• Social
• Business
• Call to Action

RE: LinkedIn Sales Solution and Company ABC
George Thomas CEO, Company ABC
July 24 2015 3:59PM Social
Business
Value
Call to Action

Tech for Scaling
Respond to engagement
real time
Tracking Automation
Set strategic cadences
- Use with caution -

Outreach4
Personalized Value3
Investigate & Identify2
Most attractive prospects
(best fit for product & size of prize)
Scan social, company website, &
tap into connections to gather insights
Create tailored messaging/resources
specific to industry & role
Use multi-channel approach
to engage DMs at all levels
4 Tactics
Select Target Accounts1
*Utilize technology to scale - remember to maintain a personal touch

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