how to generate new business through linkedin - social selling
TRANSCRIPT
Michael (Mike) Clark
@ReallyConnect @MikeClark03
company/really-connect
groups/ReallyConnect
Reallyconnect.com
Old vs new school of sales
5 step strategy to be successful on LinkedIn
3 fundamental principles of (online) networking
LinkedIn Strategy Matrix© for Organizations
Passive: Tips for an attractive LinkedIn Profile
Active: 3 strategies to build a high quality network
Company Profile
Proactive: 10 ways to find new clients via LinkedIn
7 Stages of rolling out a Social Selling Strategy
Agenda
Who are we?
+ 500 other corporates & 1000’s of SMEs
How has LinkedIn changed business?
How much of the decision making process is complete
before someone reaches out to a sales person?
60%! (IBM)
What does this mean for you, your sales, marketing and
company?
Largest professional social network in the world
313 million globally
16+ million UK
75+ million Europe
Why LinkedIn?
Old vs New School
Old ways of Business New ways of Business
Flyers, Billboards, Advertising and Direct Mail
Online Searching & PersonalRecommendations
One Way Marketing Two Way Marketing
Cold Calling Personal Introductions
Information Gathering Research, Create, Target & Distribute Relevant Content
Manual Automated
Seller Controls Sale Buyer Controls Sale
Unconsciously
IncompetentConsciously
Competent
Unconsciously
Competent
Consciously
Incompetent
P
T
Why don’t people get results from training?
What it takes to make it work…
Embracing a new mindset
New behaviours
Organisation-wide strategy
1 off training sessions are a thing of the past
Biggest Mistake?
Using LinkedIn as
a (passive) billboard
instead of
a (proactive) tool
3 Biggest Problems
Not having clear goals
Not knowing who the people in the best position are
to help you reach those goals
Not measuring activity or knowing how to?
5 Step Success Strategy
1. Define a specific goal
2. Think of the people in the best position to help you reach your goal
3. Use “Advanced Search”
4. Look at the list for common contacts
5. Ask the person you have the best relationship with for a Magic Mail
Results you can expect
Old vs new school of sales
5 step strategy to be successful on LinkedIn
3 fundamental principles of (online) networking
LinkedIn Strategy Matrix© for Organizations
Passive: Tips for an attractive LinkedIn Profile
Active: 3 strategies to build a high quality network
Company Profile
Proactive: 10 ways to find new clients via LinkedIn
7 Stages of rolling out a Social Selling Strategy
Agenda
Fundamental Principle 1
the REAL Power is in the 2nd Degree
1st Degree: everyone knows 250 people
2nd Degree: those 250 know 125 = 31.250
3rd Degree: 31.250 * 125 = 3.906.250
4th Degree: 3.906.250 * 125 = 488.281.250
5th Degree: 488.281.250 * 125 = 61.035.156.250
Fundamental Principle 1
the REAL Power is in the 2nd Degree
Fundamental Principle 2
the Networking Attitude
Networking Attitude
= sharing information in a reactive and proactive way
without expecting anything immediately in return
“Give and Receive”
Fundamental Principle 3
the “Know, Like & Trust” Factor
“All things being equal people do business with
– and refer business to – people they know, like and trust.”
Bob Burg (USA), Networking Expert
LinkedIn Strategy Matrix© for OrganisationsPASSIVE
STRATEGIESACTIVE STRATEGIES PROACTIVE STRATEGIES
Organisation Branding, Job
Openings, Products
& Services
- Company Profile
Branding, Ads, Job Posts, Interaction
- Advertising Solutions (fee)
- Talent & Sales Solutions (fee)
- Company Status Updates
Find:
- Talent Solutions (fee)
- Sales Solutions (fee)
CEO,
Managers
Branding & Lead
Generation
- Personal Profile
- Rich Media
Branding, Visibility, Interaction
- Status Updates
See below (all co-workers)
All Co-
workers
Branding & Lead
Generation
- Personal Profile
- Rich Media
Branding, Visibility, Interaction
- Group Managers of internal and alumni
Groups or external Groups
- Active member of internal and external
Groups
- Status Updates
- Share information & use Polls
- Attend events and use (Sub)Groups
Find:
- New customers
- New employees
- New partners
- New suppliers
- Project members
- Internal and
external expertise
Fundamental Networking Principles
Old vs new school of sales
5 step strategy to be successful on LinkedIn
3 fundamental principles of (online) networking
LinkedIn Strategy Matrix© for Organizations
Passive: Tips for an attractive LinkedIn Profile
Active: 3 strategies to build a high quality network
Company Profile
Proactive: 10 ways to find new clients via LinkedIn
7 Stages of rolling out a Social Selling Strategy
Agenda
Attractive Profile?
1st Impressions
How important are 1st Impressions?
Where is the1st Impression taken others have of you?
3 Active Strategies
Build a Quality Network
Build Your Network
5 Ways to Build Your Network
Colleagues
Alumni
People You May Know
Add Connections
Clients, Suppliers, Friends, Partners…
1. Build out your network
1. Manage your network
2. Status Updates – Thought Leader
Active Strategies…
Become a Thought Leader
Sharing updates with your Connections or the Public
Include Twitter (or not?)
Add value with what you share
Inform your network
Facilitate others in doing the same (e.g. colleagues)
Personal Status Updates
Old vs new school of sales
5 step strategy to be successful on LinkedIn
3 fundamental principles of (online) networking
LinkedIn Strategy Matrix© for Organizations
Passive: Tips for an attractive LinkedIn Profile
Active: 3 strategies to build a high quality network
Company Profile
Proactive: 10 ways to find new clients via LinkedIn
7 Stages of rolling out a Social Selling Strategy
Agenda
Company Page
How to use Company Profiles?
Visibility
Overview
Products & Services
Followers
Recommendations
Status Updates
Careers
Job openings
Banners, movie clips…
Metrics
Showcase Pages
How to use Showcase Pages?
Extend your Company Profile
For a brand, a product or service, a business unit or a company initiative
Maximum 10 Showcase Pages
Build a long term relationship with Showcase Page Followers
Status Updates to a targeted audience
Analytics, Sponsored Updates & Featured Groups
Sharing updates with your Followers or the Public
Targeted updates?
Add value with what you share
Inform your Followers
Facilitate others in social sharing (e.g. colleagues)
Company Status Updates
Company Status Updates
10 Ways to Find the Right People
Success Story - >£150,000 in sales
“Through applying the Really Connect LinkedIn strategies, I’ve
put more than £400,000 into my pipeline and closed
>£150,000 in sales in the past year alone!”
10 Ways to Find the Right People1. Search Name
2. Advanced Search
3. Browsing in the network of your network
4. Searching in the network of your network
5. Using Groups where potential clients are active
6. “Who’s viewed this Profile”
7. “Viewers of this Profile also viewed”
8. “People similar to…”
9. Companies
10. Look at “Network Updates”
10 Ways to Find New Clients1. Search Name
2. Advanced Search
3. Browsing in the network of your network
4. Searching in the network of your network
5. Using Groups where potential clients are active
6. “Who’s viewed this Profile”
7. “Viewers of this Profile also viewed”
8. “People similar to…”
9. Companies
10. Look at “Network Updates”
11
#11: SAVE
SEARCH
In-Company Training & Consulting – Strategy Session
Starting with a complimentary consultation
Hand in your business card to receive a free digital
copy of our book & set an appointment
How can we continue to help you?
What are the 7 steps on your journey?
Awareness
Interest
Fears
Concerns
Insight
Inspiration
1 2
Aspiration
Goals
Objectives
Roles
Duty
Sponsoring
3
Strategy
Content
Rollout
Budget
Support
4
Content
Plan
Approval
Execution
5
Rollout
Training
Coaching
Webinars
Blended
6
Metrics
Tracking
Tracing
Scoring
Adapt
7
Scale up
Next Level
Location
Language
Best
Practices
How to roll out a Social Selling Strategy?
Training for passive profiles
Training for active profiles
Strategic session
with management team
Tactical session
(Part 1 & Part 2) with management of marketing, sales & recruiting
Pilot
Training & Evaluation with “Ambassadors”
Awareness session
for all co-workers
Classroom Training for proactive profiles
TrainingLinkedIn 1
Training LinkedIn 2
Training LinkedIn 3
Home StudyCourses
Webinars
11
12 13
14 15
16
17
18
19
In-Company Training & Consulting – Strategy Session
Starting with a complimentary consultation
Hand in your business card to receive a free digital
copy of our book & set an appointment
How can we continue to help you?
Michael (Mike) Clark
@ReallyConnect @MikeClark03
company/really-connect
groups/ReallyConnect
Reallyconnect.com