Prospecting Digitally

Transcription

1 Prospecting Digitally A Sales Development Company

2 Agenda How to warm up leads Power down How to get known for Breaks what you do How to create creditability Workbooks How to build awareness Participation with the customers you want to work with How Buyers Buy How We Have Traditionally Prospected 1

3 The New Buyer Juggling conflicting priorities Under-staffed Time deprived Wants information on their terms They Get Information Off The Internet 2

4 Digital Immigrants Digital Natives The Digital Affect On How Buyers Buy It is no long a question of if It a question of how much in your industry 3

5 The Sale Before The Sale Why should your prospects spend their time with you? Most Of Us Think Social Media For B2B Sales 4

6 Why LinkedIn Total Number of US users: 84 million Unique visitors monthly: 184 million Percentage of users that check in daily: 40% Total number of LinkedIn Groups: 2.1 million Growth in web traffic referrals Sept 2012-Sept % Slideshare monthly page views: 159 million Source: By the Numbers: 48 Amazing LinkedIn Statistics by Craig Smith for Digital Marketing Ramblings Why LinkedIn LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs. Yet only 47% of B2B marketers say they are actively using LinkedIn v. 90% on Facebook. One-third of global B2B buyers use social media to engage with their vendors. And 75% expect to use social media in future purchases processes. -Source Social Media B2B Steps to Digitally Prospect 1. Profile 2. Reach 3. Referrals 5

7 Your LinkedIn Profile Get The Headline Right What Not To Do 6

8 Good Profile Headline Option #1 Your Expert Status Expert status headline formula: 1. {Keyword/subject matter expert area} 2. Who {does what} 3. for {client, company, audience, project}. 4. {Proof point} 7

9 Examples of Expert Headlines Personal Chef specializing in gluten-free diets. Winner Seattle Personal Chef of the Year Social Media Expert driving successful campaigns on a shoestring budget. 800%+ ROI in the past 12 months. Bestselling Author and Professional Speaker energizing audiences to overcome limiting beliefs. 90%+ sat ratings. Option #2 Define Your Niche Niche Headline Examples: Six Sigma Master Black Belt Dedicated to process excellence in auto manufacturing Tax Accountant CPA Specialist in familyowned businesses with revenues of $1-$5 million Childhood Autism Psychiatrist Specializing in diagnosing, treating and supporting families with autistic children Option #3: Direct to Your Customer Best of you are in business development, sales or marketing your own company Direct to customer headline formula: 1. {Attention-grabbing question} 2. {Who you are} 3. {who you help} 4. {Proof point} OR {Attention-grabbing question} 5. {Free resource} 8

10 Option #3: Direct to Your Customer Examples: Need capital? Banker for early-stage technology growth companies. Clients include XYZ and ABC. Need talent? Exec Recruiter helping mid-size manufacturing companies find top talent. Clients include LMN and OPQ companies. Need to recharge your career? Join my FREE webinar on 5 things you MUST do before you search: {short bitly.com link} Recent Example Write A Good Summary 9

11 Meet Boring Bob Smith Expand Your Reach Quantity Quality Groups and Following 10

12 Referral Customers First Degree Connections Second Degree Connections Build your Referral Pipeline How Not To Connect 11

13 How I Do It With 2 nd & 3 rd Degree Contacts (First name), we don't know each other and at the same time, we know a lot of the same people. I work with your company recruiting sales and application engineers coast-tocoast. Because of that, I thought you and I should connect. This enables us to get exposure to the best talent available. Cultivate Your Referral After You Sources Build Your Network Start Reaching Out To It Hello, How Not To Prospect I'd love to connect and introduce you to our service. SlideJar Conference is a turnkey solution for making speaker presentations available to your attendees on a Google-Style 'keyword' search basis. Our Site and Mobile App returns search results on an individual Slide basis, your attendees will love this service! Our solution also provides your conference with exposure to new attendees and can potentially generate ancillary revenue for your event. Given your role and influence. I'd love to setup a quick 10 minute demo to introduce you to Slidejar, Any interest? Let me know! Thanks, Alice 12

14 How To Prospect How to Get Known For What You Do Publish Daily Post Information 13

15 When To Post What To Publish Industry Trends Whitepapers Links to any you provide Promoting a company event Anything that addresses issues your customers may be facing 14

16 Check On Who Is Viewing You Find Out Who Is Finding You How Are You Trending 15

17 You Can t Build Relationships With Keyboard Clicks It is Just Another Tool Pick up the Get out in the in front of customers information Know your customers 16

18 What Happens in Vegas Stays in Vegas Unfortunately, That is True with Most Training! Only Dead Fish Swim With The Current 17

19 Free Resources 18

20 How Social Sellers Build Their Pipeline with LinkedIn Posted by Dan Bernoske on Sun, Feb 03, 2013 How Social Sellers Succeed with LinkedIn A few weeks ago I had dinner with my friend, Jim. He s a sales rep at Oracle. He described the widespread misuse of LinkedIn like this: Reps use their profile like a resume. They simply repackage a dead document with new technology. They re missing the real value of the platform: it s a sales tool. It sthe way to make connections. Cold calling is ineffective because no one answers their phone. Your customers are too smart to respond to SPAM or generic s. Instead, today s successful Sales Reps excel with LinkedIn on several fronts: They position themselves to win the deal they re working on now. They understand the individuals who compete for their business. They expand their personal network to fill their sales pipeline through customer referrals. Why LinkedIn is Ideal for Referrals Large scale targeting. LinkedIn currently has 200 million members worldwide. 65.1% have held director-level or above positions (source: LinkedIn Ad Platform, 2012). These are the decision-makers you need to access. Here is where you can connect with almost anyone. Referral-based connecting. Tell me who your friends are, and I ll tell you who you are. Successful people tend to work together. So a referral from a successful customer legitimizes you. For reference, our sales efforts average a 63% win rate on referrals. LinkedIn is the ideal platform to aid referral-based interactions. Social Debt economics. LinkedIn provides tools that facilitate social gifting. Endorsements, recommendations, mentions, and idea sharing are the currency in social debt economics. When you give, others are more inclined to give back. Asking for and getting referrals and connections is a natural part of the process. 3 Steps to Use LinkedIn to Build your Referral Pipeline This approach starts with an anchor account. A customer that stands by you and your product is ideal. After that, it s your effective use of LinkedIn that will build your pipeline.

21 1. Position yourself as a thought leader. Your LinkedIn profile represents your personal brand. This is where Content Marketing meets Social Selling. You cannot afford to simply digitize your resume. Demonstrate thought leadership through your connections and your profile content. My posts on Social Selling here and here provide more detail on this topic. 2. Connect to your customer. Customer connections are an absolute must. This is where the social debt economics can pay dividends. If you are good at your job, your customer will facilitate introductions. This entire strategy hinges on these customer relationships and virtual connections. 3. Expand your personal network. Build your customer-centric pipeline around the referrals from your customer. Use their profile as your window into their connected world. Research your customer s entire network to find the decision-makers. The Customer decision-makers. Identify all the decision-makers within the account. Look at their LinkedIn profiles to understand how influential they are. Are they connected to potential prospects? Are they respected thought leaders? Your customer s competitors. Chances are someone within your customer s organization has worked for their competitor. Find the link. Supplier, vendors, channel partners. Explore the partners of your customer. A good partner may be willing to collaborate with you. As mentioned earlier, a referral from a successful partner will legitimize you. Look at partner profiles to find common connections. (see Figure 1) Associations (both national and local). These are the industry watering holes. To find future customers like the one you have, look at association memberships. Then find the contacts within the organizations that can help you most. (see Figure 2)

22 Example of A Good LinkedkIN INmail

23 Listen to Jim Lobaito s interview with Wayne Breitbarh, a leading LinkedIn consultant and best Selling Author of The Power Formula For LinkedIn Success PODCAST How to Use LinkedIn for Business Development: The 5 things every salesperson should know about using LinkedIn for business development FREE RESOURCE Click Here For a Free Resource From Wayne: LinkedIn Essentials Tool Kit Jim Lobaito is creator and host of the weekly show BizTalk on WHO Radio. Topics covered with guest experts are recruiting, leadership, marketing, performance management, sales, sales management, company growth, and personal development. Podcasts of the BizTalk show can be heard at

24 Jim Lobaito has spent his entire professional career in sales. Starting at age 19, he went from Account Representative to Sales Manager in three years. He has held positions as Director of Sales, VP of Sales, and General Manager. Throughout his career, he has pursued and perfected how to identify top sales talent, develop salespeople, and create a winning sales culture. These pursuits have resulted in Jim developing sales teams that were not only the largest revenue producers in their market but also possessed the most competent salespeople. Jim is a member of the National Speakers Association and has been a featured speaker at national sales conferences. His articles have been published in national magazines. Jim is known for his ability to take what appears to be complex issues around sales, marketing, and personnel performance and give easily executable real world solutions on how to improve performance, processes, and profits. He authors two blogs, Sales Quick Coach for salespeople and sales managers and Hire the Best for company Presidents and hiring managers. He also produces a weekly radio show, BizTalk, where he interviews leading business experts. These activities give him unique insight on how to effectively address the day-to-day challenges business leaders face. He is the founder and President of Performance Group. Founded in 2000, the company is a sales recruiting and consulting company located in West Des Moines, Iowa. It offers sales and sales leadership recruiting, onboarding, and sales consulting services. Performance Group aligns itself with corporations that value their sales force and invest in the success of their people because they understand that sales drive the bus. These sales organizations are recognized amongst their peers as companies that invest in the success of their salespeople and don t accept mediocrity. show can be heard at Jim is creator and host of the weekly show BizTalk on WHO Radio. Topics covered with guest experts are recruiting, leadership, marketing, performance management, sales, sales management, company growth, and personal development. Podcasts of the BizTalk Written for salespeople and sales managers, this weekly blog is based on real world selling situations where Jim provides practical advice for today s toughest sales challenges. It can be found at Addressing talent acquisition challenges that Presidents and Hiring Managers face, each week Jim covers topics in identifying, finding, screening and recruiting top people. It can be found at Performance Group, 4401 Westown Parkway, Suite 102, West Des Moines, IA pmgllc.net jlobaito@pmgllc.net 2013 Performance Group