LinkedIn, the online business networking site, connects over 17 million experienced professionals from over 150 countries. Yikes! That's so many that it makes my head spin. I'd love to fantasize that a few of these people would stumble onto my profile, be suitably impressed and initiate contact. But so far, it hasn't turned out that way.
Yet many sellers have learned how to leverage LinkedIn to drive more sales. They're not sitting around waiting for their phone to ring. Instead, they're using it as an additional resource that supports their prospecting efforts.
Here's how your peers are using LinkedIn to grow their business. True stories. Real results.
Launching Account Entry Campaigns
Kent Speakman of Suitcase Interactive says: We're very deliberate in
pursuing certain targeted accounts. LinkedIn is a tool that allows our
business development department to look for connections or contacts
within their network they already know.
For example, when creating an account entry campaign for larger organizations, my team generates a list of people within the organization to be contacted to discuss our value proposition. By spending a short time span looking at the contacts they have, and who their contacts know, we can then ask for introductions to people at the target account. We usually have a much warmer response if we do it this way.
Connecting with CxOs
Stu Garrow, Managing Director of Software Traction Pty, Ltd adds: I've
used Linked-In a few times to discover that the CxO who I was trying to
meet with was a contact of one of my direct contacts. It certainly
opened some doors when I needed it, but it isn't a replacement for
proper research. Accessing second level contacts works, but 3rd, 4th
and 5th level contacts would be a very long shot at success.
Inside Information
From Nick Ehrman, Director of New Business Development for Voltaggio Johnson: I
always look everyone up. You can glean all sorts of info this way. You
can learn where someone has worked, where they went to school, hobbies
and more. You can also find out who they're linked to. Knowing "who
knows who" is powerful. Plus, the idea is to become a subject matter
expert, right? Well, LinkedIn is a cool tool to help that along.
Replacing Cold Calling
John-Erich Mantius, Director of Business Development at Arvato Digital
Services offers this advice: While not everyone you'd like to know is
in LinkedIn and the database is only as reliable as those users who
keep their profiles updated, I find that it's an indispensable part of
my sales tool kit.
I'm pretty methodical about using it regularly to determine if anyone in my network "knows somebody who knows somebody." I'd prefer not cold-calling. Even if my network comes up empty, I'm sure to find someone at the company I was going to cold call who can help me navigate into an organization.
An example: At a conference last month, I was looking for the head of supply chain at one of the leading headset manufacturers in the US. I got the name, but the person was not sure of the spelling. Back in the office, I tried a few different ways of spelling his name on LinkedIn and voila ... confirmed I had the right person. Alas, his profile was out of date. A quick Google search eliminated any doubt who I needed to call as a press release confirmed he'd left and where he was working now.
Sure, a Google search could have eliminated LinkedIn altogether, but what it could not do is tell me who within my network could connect me to my targeted contact. Continuing my search within LinkedIn, I found additional relevant contacts at this manufacturer. Now that I had the e-mail protocol, I could add their names to my contact manager and begin strategizing my sales approach.
Assessing Interest
Dan Coates, Co-Founder of SurveyU - The Voice of the American Student
writes: I recently started a company that provides marketing data on
the college student population. We're a new entrant within a new space.
It's tough identifying prospects as not all marketers have an interest
in collegians.
Sending InMails via LinkedIn is a great way to qualify interest. Rather than cold calling into an organization and pestering people, we simply send InMails that ask if the target knows of anyone within their organization who would be interested in knowing more about college students. It's easy for someone to ignore an InMail if they aren't interested.
Three out of ten InMails result in a response. One out of three responses lead to an actual conversation with an interested party. Results like this simply can't be achieved via telephone.
Making a Connection
The managing partner of a consulting firm adds: We needed to reach the
VP of Sales of a larger company. Repeated attempts to connect had
failed. I used LinkedIn to find the individual and found 5 different
paths that connected with her. I sent different messages through 2nd,
3rd and 4th level connections to get to her. I sent out my requests to
have people forward my request to talk with her on Thursday. Tuesday
she called me and asked why four different people suggested she call me
and ask me the question I had posed to all five connections.
Finding the Decision Maker
Silvia Quintanilla of Industry Gems contributes: I use LinkedIn as a "people finder." For
example, I wanted to get into technology company in my area. I typed
their name into the company search field. Then I perused who came up. I
found a guy who was Director of Financial Services.
I then "cold" emailed him using their corporate email pattern. He wrote
back and told me he was leaving, but I should contact his replacement.
He then gave me the replacement's email address, I wrote him an email
and was successful in getting an appointment. This lead to an initial
project of $35,000 with more to come. I've done this before with
similar results at other companies.
Research & Relationships
Rennie Filler, an account exec from Austin shares: I use LinkedIn to
research the background and career experience of my customer. LinkedIn
tells me where they went to college and their major. It details their
past career experience and positions held, and it reveals their
specific personal interests and unique expertise.
Through LinkedIn, I've discovered that my customers and I share the same interests or know the same people. I leverage those interests and connections in my rapport/trust building phase of the relationship. Even better, I'm now aware of how they got to their current position, how long they've been in that position, and what their job responsibilities are at their current company. I leverage that knowledge to help me understand my customer's role in the organization and his/her role in the final decision-making process.
Most importantly, after the deal is won, I invite my new customer to
join my LinkedIn network. This helps me keep in touch with them for
up-selling opportunities and to keep an eye on their network for
referral selling. And, if my customer leaves the company I am able to
find out where they are going. This enables me to continue to engage
with them and sell to them throughout the rest of their career. My
success comes from building lasting friendships with my customers.
LinkedIn provides an excellent platform that assists me in this success.
In Summary
Savvy sellers are using LinkedIn to research their prospects, find
decision makers, assess interest and build relationships. They're
leveraging this information and their connections to crack into
corporate accounts and win big contracts.
LinkedIn is a tool that augments your business development efforts. It
also can shorten the time it takes to get your foot in the door.
Finally, it's a great way to keep in touch with your customers when
they move on. Hopefully you're starting to see the potential in this
online network - because it's there, waiting for us to embrace it.
___
Missed Part I? Click here to read it now.
Coming in 2 weeks: Part III, Can LinkedIn Increase Your Sales?
Comments