1.
The Art of Selling with LinkedIn
Patrick Burke
Global Onboarding
Senior Sales Productivity Consultant
LinkedIn Sales Solutions

2.
Today’s
Agenda
9:00 Registration & Networking
9:30 The Art of Selling with LinkedIn
Break: 10 Minutes
12:00 OPTIONAL | Demos & Networking

3.
Each of you come away understanding the value
of modern selling and specific implementation
tactics to improve your sales process.
This session will be successful if…

4.
Global State of Sales Survey
4

5.
Conventional SalesTactics Are Losing Deals

6.
Conventional SalesWisdom
Call High Lead with
GreatQuestions
Touch 7Times

7.
Call High Lead with
GreatQuestions
Touch 7Times
Conventional SalesWisdom
Complex
Buying
Committees
Heightened
Buyer
Expectations
Conventional
TacticsDon’t
Deliver+ =

8.
6.8 57done with the buying process
before you know they ever
started
% 90of decision makers say
they never respond to cold
outreach
%
people are now involved
in the average B2B buying
decision
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
The buying process is changing

9.
Modern Selling
Targetthe full
buyingcommittee
Understand
beforeyou ask
Engagefrom1st
contactto final
contract

10.
What &Why Modern Selling?
10

11.
5 minutes
1. In 2 or 3
sentences
please
describe your
definition of
Social Selling
2. Log on to
Slido.com
3. Enter M865
4. Type in your
answer
Modern Selling
What is your definition of Social
Selling?
In 2 or 3 sentences please describe your definition of Social Selling

12.
OneWord:
Relationships
12

13.
Reach more of the right
customers
Strengthening our
relationships with
customers
Modern Selling can help

14.
Billions of Members,Trillions of Data Points
World’s Largest
Social Network
World’s Largest
Professional Network
World’s Largest
Presidential Megaphone
Share
Ideas
Provide
Updates
Follow
Influencers
Get
Advice
Learn
Skills

15.
How we do we define modern
selling?Is it a resource, a methodology,
or a blend?
15

16.
-The Framework -
Social Prospecting & Outreach

17.
5 minutes
1. List 2 or 3 of
the most
critical
competencie
s of
prospecting
2. Log on to
Slido.com
3. Enter M865
4. Type in your
answer
Modern Selling
What are the most critical
components when prospecting?
List 2 or 3 of the most critical competencies of prospecting

18.
Social Outreach Framework
Target Understand Engage
Why Social Prospecting or Outreach?
• More Strategic
• Better Customer Experience
• Better Results

19.
Social Outreach Framework
Target Understand Engage
45%
Increase in Pipeline
13%
Larger Average Sales
Price
51%
Higher Probability of
Reps Making Quota

20.
Target
The practice of identifying & prioritizing the right
prospects or individuals through social insights
Who do you currently target?
How are you targeting them?

21.
TargetTarget – Prioritize & Identify
Strategic Core
Emerging Transactional
High
Propensity to
Buy
Low
Propensity to
Buy
High Size of Prize
Low Size of Prize

22.
What is Multi-Threading?
Having a relationship with 5+ influential
individuals within an organization.
Target

23.
Target
6.8Average number involved in
the buying decision
20%Of decision makers
change roles every year
24%Forecasted deals go dark
Why should we Multi-Thread?

24.
EXAMPLE:Target
Function
• Sales
• Marketing
• Operations
• Sales Enablement
• Finance
Seniority Level
• C-Level
• Partner
• VP
• Director
Who are the “right people” for your
business?
DISCUSS

25.
| ACTIVITY |
Function
• __________
• __________
• __________
• __________
• __________
Seniority Level
• __________
• __________
• __________
• __________
• __________
Instructions:Think of your line of business and what seniority level

26.
Understand
How important are “referrals” to your
business?

27.
Understand
The practice of identifying the warmest path
of introduction and utilizing insights to
create a compelling reason to connect or to
maintain and grow the relationship.

28.
Understand
1. Can you identify a first
degree connection or
second degree
connection?
Warmest Path
2. If not, then send out a
compelling outreach
(Inmail, email, etc.)
leading with insights

29.
Understand
Warm Introductions
12%
20%
22%
41%
51%
53%
10
20
30
40
50
60
Have similar
skills
Follow the same
group
Worked at the
same company
Attend the same
school
Common
connections
Attend the same
school at the
same time
(%)

30.
Social contract
• Remember you’re asking a
favor of someone
Make it easy
• Offer to ghost-write
the note
Engage
Common courtesy
• Say please & thank you
• Keep them in the loop
* Follow-through is Key!!!
Warm Introductions

31.
From: Sally Sales
Sent: Tuesday, August 01, 2017 8:53 AM
To: Jim VP of Sales
Subject: Allison VP of Sales at XYZ Communications - Insight?
Hi Jim,
While using LinkedIn Sales Navigator, I was able to identify that you are a TeamLink connection with Allison VP of Sales at XYZ
Communications. Given your relationship, do you think it would make sense to leverage an introduction to Allison?
To provide some context, I noticed that there their sales organization is fairly average in some key social metrics with regards to
their industry peers. For example, they rank second to last in people searches on LinkedIn and they also rank considerably low
on profile page views, with 17% versus their peers high of 51%. Typically this is a strong indicator that there may be value in
discussing how LinkedIn Sales Solutions can benefit their business.
Let me know if you’d be open to providing an introduction, and if not, no worries at all. **GIVE INSIGHT WHY – Looks like XY
Communications already has high engagement with 20 seats, etc** I can certainly always try and find another way in!
Thanks in advance for your consideration,
Sally
From: Jim VP of Sales
Sent: Wednesday, August 02, 2017 1:02 AM
To: Allison@xyccommunications.com'
Subject: Allison VP of Sales at XYZ Communications - Insight?
Hi Allison,
Hope you’ve been well.
Please see below… one of my reps asked me for an introduction to you. It looks like XYZ is lagging their peers in social selling
according to our data. Please let me know if you’d like an introduction to Sally so she can share more with you.
Thanks, Jim

32.
Engage
Why was that a great intro request?
1. Connection doesn’t have to pitch product – already included in
email
2. References how you use your own product
3. Provides insights
4. Requires little work on connection’s part
Warm Introductions

33.
Engage
Name Drops
• Fast & Lightweight
• Ask unwilling connections if they are comfortable with the name drop
• It’s usually appropriate to namedrop without permission
Warm Introductions

34.
Engage
Right-side, Left-side Outreach
Appeal first to emotional
(right) side of the brain…
• Personal interests
• School pride
• Articles and posts
• Recommendations
…Before challenging the
logical (left) side of the brain
• Insights
• Data
• Rankings
When not starting with an intro, the most effective personalized outbound
messaging follows a simple two step formula:
1 2
Compelling Outreach Leading with Insights

35.
- 10 Minutes -
BREAK

36.
How to Engage & Understand

37.
It’s not personal…it’s business
It’s all personal

38.
Messaging -Yesterday vs.Tomorrow
Yesterday Tomorrow

39.
ACTION OUTCOME
Lead with Problem
Insights:
Acknowledges
a problem
Understands that Product is
Adoptable and Affordable
Adoption will be high
Impact will be high
Call to Action &
Sequence of Events
Motivated to take the next
steps
Messaging: 4 Stages
Problem
Solution
Beliefs
Close
Recognize Value Prop
is the best solution to
the problem
Teaching Learning
1
Understand
2
3
4
Target Engage
Speed
1
2
3
4

40.
Jumping In!

41.
Be Credible:
Do your Homework before the call first!
1. Person
2. Company
3. Industry
4. Market Conditions

42.
The Who, What, Where,Why of Selling
Hypothesis
of a buyerWho
What
Where
Why

43.
Teach
Set the stage for the call and gain agreement
• Time Frame
• Objective of the call for the seller as well as objective for the buyer
• Agenda
• Agree to move forward

44.
Teach
Cause
2
Bigges
t
Cause
Cause
1
Cause
3
Cause
4
LEARN
What is the impact if we don’t solve the problem?
What would success look like?

45.
| EXAMPLE |
Industry: Marketing
Overarching Problem: Traditional advertising is less
effective and increasing in costs.
Key Causes of Problem:
1. Consumers can tune out more ads
2. Difficult to target leading to irrelevant
impression
3. Cant effectively track a true ROI
Gain
Agreement
on Problem
Review Cause
and uncover
which one or
ones are most
relevant pain
* Use this as a trigger to Learn
and go into discovery *

46.
Complete worksheet about your own organization:
| ACTIVITY |
46

47.
LEARN
- AKA Discovery –

48.
Goals of Discovery
Uncover critical Information
• Learn key Priorities for
business and individual
• Understand challenges
holding them back from
achieving priorities.
• Qualify there is a need
• Quantify the impact of not
taking action

49.
Be a Legendary Storyteller!

50.
SELLING VALUE +
ESTABLISHING
ROI
Tailored to client’s
use case
Quantified End
Result
Opportunity Cost of
Not Having Feature
Story-Telling Framework
1. Point – before you tell your story, make your point…
start by answering the question or making your key statement.
2. Person – the story MUST be about a person. That is
what brings the story to life. It’s important to introduce the
person and share a bit about them. It’s also effective to just ask
the listener to imagine a story where they are the key character.
3. Problem – this is where you set up the pain point
that must be solved. It’s important to not just describe the pain
point, but to explain how it impacts the main character. How
does it make them feel or how does it impact them personally?
4. Solution – your product solves the person’s
problem. Make sure you’re communicating how it does so.
5. Takeaway – What is the lesson they should
remember?

51.
• Highlight Value of Feature to Establish
ROI
• Tailored to use case of client
• Quantified end result
• Opportunity cost of not having
feature
Storytelling Best Practices

52.
Take 5 minutes to create a story of how the feature used
in the last activity solves for the overarching problem
| ACTIVITY |

53.
What Does Success Look Like?
 Established with the
customer a need to change
 Prescriptively closing the
call
Closing the First Call

54.
The Pre-Close & SOE:Your Upfront Contract
What does pre-closing sound like?
o “If” & “Then” statements, & “When?” & “Who”
 i.e. “If we were able to prove that this solution can solve for the
challenges we discussed, then how do you envision the buying
process play out? Would it require consensus buy in, who,
when?”
 “If things were to align, then when would you be looking to
implement?”
o Prescriptive & Compassionate
o Gaining agreement along the way

55.
Confirm It
In Writing!
Sending a written
follow up is
imperative & will
drastically reduce:
 Dark deals
 No shows
 Forecasting
uncertainty
 “We’ll talk about it
internally and get
back to you…”
Thanks Ed - pleasure connecting this morning. Below is a summary of what we discussed, and what we will be
addressing in our next meeting Thursday, specific to your Sales Navigator use case. Attached as well is the
pricing sheet and recommendations below on next steps, per our typical sales process. (Please feel free to add
or modify if necessary.)
Goals:
Increased revenue (2x growth plan) through hunting business
Challenges:
• Selling to large prospect pool, hard to identify the right opportunities
• Low prospect engagement; need to differentiate against big players in market
• Long deal cycles; stuck at mid level (need to get to C -level)
Tentative Evaluation Timeline
• Thurs 6/9: Next meeting to review the recommended Sales Navigator proposal
• Attendees: You, John, and Peter in Marketing
• Thurs/Mon 6/9- 6/13: Decision on proposal
• If yes, identify any additional internal sign off required (does Marketing/Finance need to approve or
a PO required?)
• 6/14: Contract generated and signed
• 6/15: Intro to relationship manager, Alice Smith - Success plan put in place.
• 6/16: LinkedIn customized kick-off training session with the team - Best practice sharing.
If all looks right, please just reply “Ok.” and respond to the question above.
Please let me know if you have any questions.

56.
Modern Selling is Inevitable

57.
Thank you!