SUAFI LINKEDIN TRAINING

Transcript

1. Start Up and Fly
   LinkedIn Training
   

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2. Agenda
   Wednesday 11th - 2 hours
   LinkedIn for Account-Based
   B2B Sales
   Thursday 12th - 2 hours
   Non-salesy Messaging and
   Appointment Setting Best Practices
   

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3. 8/11: LinkedIn for account-based B2B sales
   1) About SUAFI
   2) LinkedIn ABC
   3) LI Profile Makeover
   4) LI Navigator for Prospecting
   5) Limits & Tricks
   6) Multi-touch, Omni-channel Approach
   7) Social Selling
   8) LI for Account-Based Sales
   9) Some Creative Ideas
   10) SUAFI approach
   11) Q&A
   

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4. 1
   Presenter
   2010s: Russia’s TOP level corporate international sales
   2015 - 2017, USA: Country Manager and Shareholder
   2017, San Francisco (USA): Start Up and Fly Inc. was founded
   Sergey Krivochurov,
   Founder & CEO
   

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5. Your LinkedIn profile
   Why it’s important:
   - It’s your online business card
   - People get the first impression of you / the brand you represent
   - You can change the way people perceive you
   

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6. Profile picture: first thing your prospects see
   Picture recommendations:
   - Smile J
   - Have a clear one-color background
   - Use a professional shot
   Intervals:
   - Your headline – 2nd thing they see (adding hobby is a GOOD idea)
   - Location
   - First line in your work experience
   - Sometimes summary and education
   

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7. Bonus
   - Use a custom URL for your public profile
   

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8. GOAL is to generate more meetings > new business
   LinkedIn Navigator
   is a MUST
   Why:
   - Extra layer of security
   - Great leads sourcing tool
   - Fancy little logo on your profile
   Segmentation
   Targeting
   

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9. LinkedIn Limits and Tricks
   Limits:
   - < 100 invites a day
   - BUT < 50 invites a day if your account has < 1000 connections
   - SPECIAL: send invites from a mobile browser
   Tricks:
   - Stand out from bots: put a delay btw an accepted invite and your 1st touch
   - Withdraw unaccepted invites every 2 weeks
   

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10. Multi-touch, omni-channel road to success
    

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11. Your LinkedIn profile makeover
    LinkedIn is a content platform and social media network
    Social selling: ENGAGE WITH INSIGHTS
    - Post relevant content weekly
    - Like and comment on your prospects’ pages
    - Become a subject matter expert
    - Stay up-to-date with prospect news
    

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12. Account-based B2B sales
    

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13. Your LinkedIn profile makeover
    Traditional vs Account-based Approach
    Traditional B2B Sales Strategy
    - Wide targeting: e.g. SAAS
    brands with > 500 employees
    - Generic messages
    - Low-hanging fruit strategy
    Account-based B2B Approach
    - A list of MOST WANTED
    specific accounts
    - Custom (account-tailored)
    message gets more responses
    - Experiment with creative ideas*
    

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14. Your LinkedIn profile makeover
    Some creative ideas
    1) You just signed a new deal with a big brand X (in one country/state)
    and want to scale this project
    Option 1 – ask your Champion to make introductions (takes time, sometimes it’s distractive)
    Option 2 - make some new connections yourself on LinkedIN
    - Connect with as many people from company X as possible: it’s easier when you
    share a common network,
    - Make a test with a custom outreach e.g.: “Guys, we just signed a contract with
    your UK office. [some specifics like: The project is going really well…]. Would
    like to invite you on a virtual coffee and share what we’re working on”
    

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15. Your LinkedIn profile makeover
    Some creative ideas
    2) You have a new inbound request
    - Connect with him and his peers who are in charge of events (maybe even with his
    boss?)
    - Say “Hi, and thanks for sending us a request via the website. Look forward to
    chatting soon! You can reach me here on LinkedIn as well, should you need
    anything in futureJ ”
    - Your advanced profile and regular posts will help additionally warm up the lead,
    while the data that you collect on the profile help qualify this lead & enrich the CRM
    - Send a follow up LI message if the lead is not responsive on email
    

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16. Your LinkedIn profile makeover
    Some creative ideas
    3) Upsell your existing client
    - When traditional messages look boring, why not to experiment?
    - You may go with something like:
    “Hi Jim, and thanks for connecting. The reason I reach out is that we’re working with
    the US branch of Sony on {…}. We’re setting up a group demo for event managers
    across different offices, and I plan to present what we’re working on with your peers
    in California. Would you like to take part? We’re gathering a group of <10 and thinking
    about the end of September for the demo day. Look forward, thanks!”
    

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17. Be creative
    proactive
    and don’t manipulate –
    instead, try to surprise
    your prospects
    

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18. Lead Gen
    SUAFI
    Client
    SpatialChat
    SDR
    SUAFI
    TL
    SUAFI
    One Pot
    Your LinkedIn profile makeover
    SUAFI Approach
    Maria - Data Analyst Sophie – Outbound SDR Alina – Team Lead
    

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19. Q&A
    

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20. 1) A Concept of Smart (non-salesy) Messaging
    2) Bad Sequence vs Good Sequence
    3) A/B Testing, Conversions, Stats
    4) Listen to Your Client: Transcribe Your Web Calls
    5) The Art of the Follow-ups
    6) How to Reanimate Old Leads or Kicking Tires
    7) How to Book a Call When a Prospect is 90% Ready (Calendly?)
    8) Library of Best Practices and Objections
    9) Pipeline Management
    10) Workshop: Let’s Improve Your Own Templates
    11) SDR specific: best tools for prospecting (Alina Penkina is a presenter)
    12) Q&A
    8/12: Appointment setting best practices
    

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21. Your LinkedIn profile makeover
    SUAFI Approach
    

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22. How not to sound salesy:
    - Convey positive energy
    - Avoid cliche phrases
    - Experiment with your call to action
    - Don’t aim to close a prospect for a call from the first touch
    Smart Messaging
    

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23. Some examples
    

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24. Some examples
    0% - 4.5%
    

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25. Some examples
    

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26. Some examples
    ~10%
    

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27. Some examples
    

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28. Some examples
    19% !!!
    

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29. Bad sequence
    Bad sequences are the ones where you:
    - Remind about your previous message directly
    - Use expressions such as “You’re probably busy”
    - Try to put the question bluntly – YES/NO?
    - Show any signs of impatience
    

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30. Good sequence
    Good sequences are the ones where you:
    - Each time give a prospect some value in your message
    - Adhere to adequate intervals between touchpoints
    - Always positive, patient, client-friendly
    - Sound more like an expert rather than a sales-person
    - Industry news, large events, new plans, new features, new signed clients
    

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31. Examples how to sound more like an expert
    

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32. Examples how to sound more like an expert
    

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33. Track your weekly progress
    Stats on the meetings completed
    5-10 booked appointments per week
    500+ leads found and engaged
    20-50 positive responses a week
    20-30% of LI invites accepted
    Plus 50-100 emails sent per day
    DQ Nurture SQL
    

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34. Excel Spreadsheet
    

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35. Listen to your clients and transcribe the calls
    ~15%
    

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36. Follow ups
    The recommendations are:
    - Be persistent: minimum 5 follow ups with adequate gaps
    - Try different angles and styles and message length
    - Be ready that your prospect is BUSY or OOO or ON A SICK LEAVE …
    - Always use task reminders until you get a prospect on the call
    

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37. How to reanimate OLD leads
    The recommendations are:
    - Try to avoid situations where you have old (untouched) leads: CRM & tasks
    - Lifecycle of a lead ends where it opts out or become a client
    - Use the same approach: no pressure, no blaming, only positive vibes
    - Play with intervals
    - Try to time your message to an important event/news for your client
    - Referral approach
    

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38. CALENDLY?
    Hi, John, sounds like a plan!
    Please book a comfortable time
    using my Calendly: link. Thanks!
    Hi, John, sounds like a plan!
    How about beginning of the next
    week for a call? Say Tuesday at
    11am or 3pm ET. Let me know
    what works better for you.
    Thanks, and look forward!
    

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39. Library of best practices
    

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40. Pipeline
    management
    Hubspot CRM
    

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41. Workshop
    YOUR MESSAGES
    

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42. Useful tools for
    prospecting
    (Alina Penkina)
    

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43. Q&A
    

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