In sales, you need to demonstrate credibility and establish trust before you can get a “Yes.” According to a 2014 study on B2B social buying habits conducted by market intelligence firm International Data Corporation and sponsored by LinkedIn:
- 75% of the B2B buyers use Social Media to make buying decisions.
- 50% of B2B buyers use LinkedIn as a source for making purchase decisions.
- 76% of B2B buyers prefer to work with recommendations from their professional network.
You can increase your chances even more if you can sincerely communicate that your solutions are relevant and valuable to prospects. In the digital age, that means connecting on social media. Even long-standing organizations such as sports teams are looking toward social media as a way of increasing sales. LinkedIn Sales Navigator gives you an opportunity to build a relationship with your prospects before you even make your pitch. With these social media tools, you can increase your leads and sales pipeline, close more deals and increase your sales. To have the most success, you need to employ the LinkedIn Sales Navigator functions the right way.
This feature allows your sales team to leverage the power of your entire organization’s LinkedIn network. Not only can you see who all of your colleagues are connected to, you can see how they’re connected to your leads. This can shorten your sales cycle by letting you map out the best course to approach prospects. It also solves one of the key Social Selling challenges by warming up cold leads by way of common connections.
To get the most out of this feature, use the TeamLink connections search filter to identify possible prospects. Integrate keywords and Boolean operators into your search to narrow results down to the most relevant prospects. For example, if you’re selling financial reporting software to CFOs in the petroleum industry, you could search for, “title: (CFO OR “Chief Financial Officer”) AND industry: (“natural gas” OR oil).
You can use this tool to manage and synchronize prospecting and other Social Selling activities across LinkedIn and your Salesforce CRM. This is especially useful to management as it increases their visibility into online sales activity which allows for more in depth reporting. This will make projections and measuring ROI of your team’s efforts easier.
Maximize the power of this function by utilizing the Sales Navigator insights to gather information, such as key changes in roles or employment and recent activity, regarding your leads and existing accounts. This allows you to make more informed decisions on when and how to engage, and offer more personalized service when you do.
This final feature is one of the most effective tools you can use to enhance your social sales prospecting strategy. LeadBuilder not only allows you to create multiple lead lists each with their own custom criteria, but also up-to-the-minute information about their work history and activities, even before you make a connection. It then uses these same preferences to provide customized lead recommendations that you may have missed.
LeadBuilder provides increased insight into your prospect’s profiles, such as information about their work history and other professional activity, as well as membership in LinkedIn groups. This, in turn, aggregates important trigger events happening in the prospect’s world that can be used for better timing of engagement and communication.
This function is also a good way to increase organization in your Social Selling campaign. You can save profiles into categories organized by industry, account, or a custom label. You can also add notes to each profile so you can keep track of information and interactions with your leads.
Once you’ve got the a prospect list built in LeadBuilder you can take full advantage of this tool by learning as much as you can about your leads before you reach out. Follow their profile updates. Delve into their profile and see if they’re active in any groups and if so, read their postings to gain insight about their needs. Pay attention to who they interact with to see if you have connections in common so you can mention them when you make contact.