Social Selling: How to Connect with the Modern Buyer
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The buyer's journey has changed significantly in the past years, close to 60% is completed without input from your Sales Representatives. Influencing, thought leadership and social listening are more important than ever. In this session we will inspire you on the methodology we LinkedIn calls "Social Selling". Are you a social seller?, check your Social Selling Index at www.linkedin.com/sales/ssi.
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Social Selling: How to Connect with the Modern Buyer
- 1. #socialselling16 Alex Blaauboer Guiding Enterprises on the transformation to Social Selling LinkedIn Sales Solutions
- 4. +124M NAMER +132M EMEA +57M LATAM +85M APAC LinkedIn has 414 Million members across the world
- 5. LinkedIn has 414 Million members across the world 6M+ Netherlands
- 6. LinkedIn has 414 Million members across the world NETHERLANDS 6M+ 1.3M Decision makers on LinkedIn 177.1K Company Pages on LinkedIn 19% Enterprise 29% Mid-Market 52% SMB
- 8. Influence every relationship driven sale for our customers
- 9. The buyer’s process has changed 5.4 75of B2B buyers now use social media to be more informed on vendors % 90of decision makers say they never respond to cold outreach % people are now involved in the average B2B buying decision
- 15. Social SellingIndex (SSI) Create a professional brand Find the right people Engage with insights Build strong relationships www.linkedin.com/sales/ssi
- 16. SSI leaders create 45% more opportunities per quarter than SSI laggards. more opportunities SSI leaders are 51% more likely to hit quota than SSI laggards. 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?
- 17. Laggards 1000 20 40 60 80 Social Selling Index (SSI) Leaders
- 18. 1000 20 40 60 80 Social Selling Index (SSI) 28.5 2016 12.2 2012
- 19. 29.9 NAMER 21.0 LATAM 24.9 APAC 28.3 EMEA We can look at SSI by region 32.6 NETHERLANDS
- 20. The average Dutch SSI has increased 10% over the last year Source: LinkedIn Internal Data The charts above represents a regional view of SSI. Because the LinkedIn "Sales Defini8on" (who cons8tutes as a sales person) changes, we only display a 8me series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we are comparing apples to apples and are able to truly measure growth in SSI. +10% 29.6 30.3 30.3 30.4 30.7 31.3 30.3 30.8 32.0 32.3 32.4 31.2 32.6
- 21. Source: LinkedIn Internal Data – January & December 2016 1.4 2.1 3.5 2.7 3.2 2.7 2.6 2.8 1.9 4.1 0 20 40 60 Government/Educa8on/Non-profit Healthcare & Pharmaceu8cal Retail & Consumer Products Manufacturing/Industrial Aero/Auto/Engineering Oil & Energy Financial Services & Insurance Professional Services Staffing Tech, Telecom & Media Growth in SSI January ’15 – Dec’15 = Some sectors are adop8ng Social Selling faster than others
- 22. Educate • LinkedIn trains users & managers • Users select their Book of Business • Track usage / SSI / use insights in coaching • Best practices / successes • Pipeline, multi-level contacts, improved meetings • Revenue (net-new or upsell) Achieve KPI’s Measure & Adjust A Social Selling Journey Exec. alignment • Announce program • Set goals with Sales Management • Increase awareness • Display social ambassadorship (SSI)Build profiles
- 23. How can you seize the opportunity? MeasurementEducationExecutive Alignment
- 25. To be indispensable, focus on the right signals Signal Intent Interest Website visit Pages viewed Call to action (CTA) response Job change Hiring activity Content sharing Social comments People connections INTEREST INTENT Social Signals
- 26. 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