Archive | Lead generation

Outbound lead generation – overlap with social prospecting

Key Account Sales – developing multiple relationships using LinkedIn

Key Account Sales, Account-Based Marketing, Target Accounts, and other terms are used when selling to larger organisations. Deal values are usually larger, deals are complex, and usually involve several decision-makers.

Starting and developing multiple sales relationships per company is an essential part of the process.  And this is where LinkedIn is very powerful. It helps us identify who is likely to be part of the decision-making process. And then who we know who also knows each of them.

Wurlwind Social Selling - Sales Relationships
If you’re reading this because you want to win major deals with large companies, or you have a real live sales opportunity in a major organisation and want to increase your chances of winning, then you’re in the right place.

You may be wondering how you can use LinkedIn to improve your sales conversions and win rate.

There are several ways you can use LinkedIn to support your sales efforts and increase your success in key account sales.

LinkedIn and Social Selling is not just about prospecting and lead generation for single decision-maker deals. For larger more complex sales it’s a valuable resource to use during larger and longer account-based marketing campaigns.

Quick start tips for Key Account Sales using LinkedIn

Pick your best prospect, one that you’re currently bidding or proposing to, and apply the tips and steps below to increase your probability of winning and to develop effective Social Selling habits.

  • Connect with your main contacts in your prospect, if you haven’t already done so.
  • See who you are both connected with – your shared contacts – and identify someone who could give you insight into what’s going on.
  • Write down 5 actions you’ll take that will build those relationships – Like, Share, Comment, Connect, Talk to… etc.

Now repeat for your second best prospect, then the third, and fourth. I’m sure you’ll be getting quicker at this by now, and building a positive habit.

Download our LinkedIn Lead Generation Pocket Guide for a Summary of 7 Strategies and other tips.

LinkedIn Tips for creating Key Account Sales opportunities

1. Qualify the opportunity

Use LinkedIn as one of your research sources to find out more about the company and the prime contact. If it’s an enquiry that’s come in via your website, a phone call or even from a lead nurture sequence, LinkedIn can be a good source of information.

  • From their LinkedIn Company Page, does the company meet your criteria, based on size, sector, location, and any other criteria you may use?
  • From the LinkedIn Profile of the person contacting you, are they in a role that you typically deal with, as decision-maker or as recommender?
  • How closely connected are you to the person contacting you, and again LinkedIn can identify who you have as shared connections.

With this information you’re much better prepared for that initial phone call, and you can show that you have done your homework, or ask for missing information on the call.

2. Who else is likely to be involved in the decision?

If there are typically several people involved in deciding to purchase what you offer then some additional research will put you in a stronger position.

  • From the employees listed on the Company Page, can you identify the people with the job titles you’d expect to be involved in the decision.
  • Can you identify shared connections with any of them, and identify someone (a trusted third party) who could provide insight about the business.
  • Have those key people shared Articles and Status Updates on LinkedIn that would give you a chance to reach out and maybe connect with them?

Quickly identifying and making contact with the right people will provide a firm foundation for your sales campaign

3. Keeping in touch during the campaign and after the proposal

Some purchases can take a long time to close, and keeping in touch with key people can be tricky, without seeming to chase the deal.

  • Share relevant articles, either from your company like case studies or from reliable third parties, via LinkedIn Message to individuals
  • Share news and articles to groups of buyers as a LinkedIn Email/Message Broadcast to a small TAG group of people.
  • Comment on Status Updates and Articles posted by decision-makers on LinkedIn

Building relationships, becoming a trusted advisor and guiding prospects through the buying process is a route to sales success. This will happen through many channels including face to face meetings, phone calls, emails and other activities. LinkedIn can be a great source of insight and also an additional communications channel to use.

And if you’ve established your personal brand at a senior level you may well be able to gain access to the project sponsor early on, and steal a march on your competitors if they only have access at a junior level.

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Social Prospecting – how to build a list of prospects using LinkedIn

Social Prospecting is all about using Search in LinkedIn to build a list of potential customers, and then reaching out to them and starting a sales related conversation.

Wurlwind Social Selling - Social Prospecting

You probably know that LinkedIn is a great place to start, but you may be unaware of just how powerful it is.

So let’s go through some of the ways you can use LinkedIn to start sales conversations.

And let’s start at the tactical level – to get in touch with a segment of say 20-40 people who meet your criteria as potential customers.

Once you’ve go the ball rolling quickly with a small batch like this you may then want to repeat the process, or go deeper or wider – the choice is yours.

Quick start tips

This isn’t rocket science, but for new business sales and business development, this is the fast-path to creating a prospect list. And there are several other techniques that spin off once this level of social prospecting is mastered.

  • It starts with a Search on LinkedIn – which might be for job titles by location, companies by size etc or people within groups
  • Having found relevant people you Save and Tag people to lists within LinkedIn – which is a good approach if you don’t have your own CRM
  • Then you work through the list to research them, contact them, qualify them, get them interested and excited and prepared to commit time to you.

What this gets you is a list of people who meet your profile, through a process of outreach and elimination. Done well you end up with a list of people who know they have a problem to solve or an opportunity to reach for, that you can help them with.

It doesn’t indicate that they have an interest in buying what you offer at this point in time. That’s the next stage.

LinkedIn Tips to start sales conversations through social prospecting

1. Start with a Search in LinkedIn

The likelihood is that you’ve a pretty good idea of the parameters that define your ideal customer. If not reflect on the most recent wins you and your colleagues have had, or start with a blank sheet of paper and write down the criteria.

  • If Job Title and Location is primary, search the People section of LinkedIn – refining the criteria of location, choose 2nd connection, and sector, as a starting point
  • If Company size is most important – neither too small or too large – search the Company section and look at the Employee section of relevant companies
  • If Interests are the primary determinant – for example users of a particular software package, then find relevant LinkedIn Groups, Join and then search within members of that group.

By focusing on small batches, of 20-40 people, you can make good progress in an hour or two, be laser focused, and feel a sense of achievement once you’ve made initial contact with several people in the Tag group.

2. Save and Tag relevant people

Tags are a useful way to manage contacts within LinkedIn for prospecting purposes, especially if the objective is to connect with them.

  • Save relevant people from the Search results – 2nd connections especially, using the drop-down box to the left of Number of Connections (unless LinkedIn has moved it)
  • Having Saved 30-50 people on a specific criteria, go into Connections area
  • Change the Filters to New and Saved and you should see the names of the people you just saved
  • Select one record, Create a New Tag for the search, and then Checkbox all those you just saved.

And now you have a list of prospects (or suspects depending on your terminology) of people who meet certain criteria as your ‘ideal customers’.

3. Make initial contact

Decide what form of contact is best – and this will be influenced by your market, skills, proposition, and the amount of time you can put into each contact.

  • You might want to send them a Connection request, in which case personalise it, and give a valid reason to increase chances of take-up
  • You might want to message them, perhaps highlighting an article you or a colleague wrote, as a conversation starter
  • Or maybe you will try by phone as the next step, and use LinkedIn and other routes as a back-up if you’re unable to make phone contact quickly.

Having made contact in one of these ways with a reasonable number of people on your Tag list it’s time to move to developing sales relationships with them, while maybe trying to contact a few stragglers on the list, and maybe also initiating another search for another 20-40 people.

NOTE: If you’re doing this regularly you’ll quickly find that managing this through/within LinkedIn and/or on a spreadsheet becomes unsustainable. The way we manage this is using a CRM system from Nimble, which has many excellent productivity features for prospecting as well as for subsequent sales activity.

LinkedIn Lead Generation – Essential Strategies for B2B Business Development

If you sell to other businesses and want to increase sales and grow your business you’ll want to find out all about these Seven LinkedIn Lead Generation Strategies.

Using LinkedIn for lead generation, business development, marketing, selling and customer loyalty processes is incredibly beneficial. By connecting with your clients you’re a huge step closer to your next customer.

To grow your business you almost certainly need one or more of these lead generation strategies.

But it’s also easy to waste time in unproductive activity, following the wrong strategy, or failing to execute effectively.

Many business owners, independent consultants and sales professionals use LinkedIn to find new clients. They know LinkedIn isn’t just for job-seekers and recruitment.

These strategies have been developed and refined through the training I’ve developed and delivered over since 2011, and overhauled after the LinkedIn changes early in 2017.

Which of these strategies will create new opportunities and add new clients to your business?

SEVEN LinkedIn Lead Generation Training modules

Which is the best fit for what you need to achieve?

LinkedIn Lead Generation 7 Strategies Wurlwind

1. LinkedIn Lead Generation Foundations

This strategy covers using LinkedIn effectively to support online and offline marketing and selling activity.

When buyers are looking for and short-listing potential suppliers it’s important to be found and also to not to be eliminated for lack of presence.

It’s ideal for people starting out or needing a refresher for LinkedIn. This module underpins all other modules, because if this area is weak the other activities will be less effective.

This module reflects the LinkedIn Social Selling Index (SSI) as a solid and measurable foundation on which to build other lead generation campaigns and activities.

  • LinkedIn Introduction / Refresher –  what’s available in LinkedIn, and their value for business development.
  • Navigating around LinkedIn – key areas in LinkedIn and what function is available where (especially in the new UI).
  • Profile – completing the essential areas of your LinkedIn Profile and optimising for skills, keywords and customer focus.
  • Network – finding and connecting with the right mix of people to support lead generation and other goals
  • Content – what to share on a regular basis to build profile, visibility, reputation and trigger conversations.
  • Conversations – how to engage with people on Linkedin and develop sales related conversations.
  • Processes – developing effective routines, systems and using tools for sales productivity.

Takeaway – LinkedIn Foundations Checklist and Activity Planner for daily, weekly, monthly and quarterly activity.

2. Social Prospecting using LinkedIn

This LinkedIn strategy focuses on finding and making contact with new people to build a prospect list at scale.

Most Consultants, Business Owners and Salespeople will need to do this to boost their sales pipeline at some time or another.

It’s about identifying and reaching out to say 100 people, connecting and starting sales conversations with 15-30 of them. Then rinse and repeat with another 100!

  • Search – Smart ways to use LinkedIn Search to find people and companies
  • Engage – 7 ways to reach out to people and contact them
  • Positioning – Profile update tips to improve engagement and conversations
  • Follow-up – Tips for organising and following up contacts and list building

Take-away – LinkedIn Prospecting Campaign Planner

3. Account-based Marketing (ABM) Growing Key Accounts

How to use LinkedIn to go wider and deeper in larger and higher value client and prospect companies.

Opening and growing Key Accounts can create very large rewards, but it takes careful planning to get the strategy right.

It’s about expanding into a major company through LinkedIn, identifying multiple entry points and engaging with purpose. Then rinse and repeat with another major company!

  • Research & Listening – using LinkedIn to build up a comprehensive understanding of major businesses
  • Relationships – getting closer to key people through LinkedIn
  • Account Penetration – gaining introductions to the right people via existing contacts
  • Complex sales – using LinkedIn through an extended sale/purchase cycle to improve win rates.

Take-away – LinkedIn Key Account Planner

4. Advanced Personal Branding through LinkedIn

Raising our profiles and growing our networks by being more active in focused ways creates more enquiries and opportunities to follow-up.

Ideal for Subject Matter Experts (Consultants, Business Owners, Salespeople) with a specialist skill or in a niche.

It’s about attracting buyers and prospects by building authority and visibility, becoming a go-to person in your sector or niche.

Key techniques covered include:

  • Being Distinctive – with Advanced Positioning and Profile techniques
  • Boosting Credibility – building social proof and a powerful network presence
  • Increasing Visibility – Curating, sharing and creating content to develop your specialist positioning.
  • Building Relationships – Joining discussions, starting conversations, generating interest.

Take-away – LinkedIn Personal Branding Planner

5. Developing Referrals through LinkedIn

Word of Mouth, and Word of Mouse, are important sources of business that many people overlook, or could be more structured about.

Whether the referral and partner channel is informal or formal the development techniques are similar, even if the reward structures differ.

This module focuses on tips and techniques to develop an effective referral channel through LinkedIn

  • Identifying – people who could become referral partners, formally or informally
  • Recruiting – How to approach people who you’d like to refer and introduce you
  • Educating  – Making it easy for people to refer you, and reminding them regularly
  • Rewarding – Identifying, offering and delivering appropriate rewards to referrers.

Take-away – LinkedIn Referral Campaign Planner

6. Article and content-based lead generation

Writing Blog posts and Articles is not only good for credibility but, with the right structure, promotion and distribution can also be great for lead generation.

A good lead generation article will engage the emotions of the reader, provide learning and rational proof, and lead them towards wanting to take action.

This module focuses on using Articles on your LinkedIn Personal Profile for Lead Generation

  • How to design the Customer Journey to increase lead generation through your profile.
  • Key elements to include in your Lead Generation Article
  • How to promote your article to increase views
  • The Call to Action and your response – What to offer beyond the article.

Take-away – LinkedIn Article based Campaign Planner

7. Using your LinkedIn Company Page to generate leads

For those in a position to create and develop a LinkedIn Company Page there are several ways to use it to generate leads and enquiries.

This LinkedIn Training module focuses on using the LinkedIn Company Page to generate leads

  • Company Page optimisation – for keywords, call to action etc.
  • Status Updates and sharing of news and educational content
  • Sponsoring Updates and how to use them effectively
  • How to get more Followers – ways to organically grow the number of page followers
  • Ways to increase engagement – encouraging people to like, comment and share your content
  • How to generate leads through the Company Page – different lead generation techniques

Take-away – LinkedIn Company Page Promotion and Campaign Planner

Hopefully at least one of those will be relevant and attractive to you.

Which LinkedIn Lead Generation Strategy is top of your priority list?

If you’re not sure (and it’s a difficult choice to make) let’s have a chat.

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The “Mix of SIX” LinkedIn Status Updates for Social Selling Success

Mix-of-Six-LinkedIn-Status-Updates-for-Social-Selling-SuccessIf you’re struggling to work out what Status Updates to post on LinkedIn this article is for you.

The “Mix of Six” LinkedIn Status Updates will help you to get much more from LinkedIn, whether you are an entrepreneur or business owner working on your own, whether you head up a business or a sales team, or if you are a sales person working for a company.

The Benefits of the “Mix of Six” LinkedIn Status Updates

If you follow this plan for 20 business days ie. a month, I’m confident that you will notice a big difference in the results you get from LinkedIn, in several ways:

  • More profile views and connection requests
  • More traffic to your website landing pages and blog articles
  • Better sales relationships with customers
  • More sales conversations with prospects.

Once you get into the swing of this it should take you about 15 minutes a day to post these SIX updates.

The following sections cover the six elements in the graphics, with an explanation about WHY, WHAT and HOW to build them into a plan and into your daily and weekly LinkedIn activity.

Landing Page Links

While it’s great to have many connections on LinkedIn and be posting and sharing lots of great stuff it can feel very unrewarding unless there are specific results in terms of leads. From a sales perspective it’s important to identify who is moving forward in their buying process. Unless you put in place the mechanism to generate and capture leads it’s likely that your results will be disappointing.

Sure, there are other ways that people can express interest in what you do. But having an online lead capture mechanism in place is a solid foundation. It can also be a great sales productivity tool too, as you can send an email to people to download an information sheet, ebook or toolkit after you’ve had a phone call with them, for example.

Offering some ‘free’ information, such as a toolkit or report, in exchange for their email details is an effective way to capture their details. To achieve this you need suitable landing pages and ‘bait’ on your website, and ideally an email nurture sequence behind it to follow them up automatically.

Then you create Status Updates that you post in LinkedIn with an attractive message inviting them to access the tool/report. These Status Updates can be pre-scheduled in Hootsuite or other apps so you don’t need to remember to do them every day.

Tip: Think of what questions or problems your prospects have, and how you can create a valuable Checklist or Tool to help them. Then create the lead capture page. Then create a range of Status Updates, and Tweets as well, to bring visitors to the page.

Advanced Tip: Set up Google Analytics Goals against the Thank-you pages beyond the Sales pages to monitor results. Include Campaign codes in the URLs as you get more sophisticated.

Note: These Status Updates may well be shareable, if your Info offer or Toolkit is good. Show appreciation to those who do share them as this is hugely valuable to you.

Blog Article Links

Articles that are educational are the bedrock of content marketing and social selling. Articles of 600 words+, with a strong headline, images and maybe video, do take time to create (say 2-4 hours). Therefore, pick evergreen topics that have a long shelf-life, and which are very applicable to your prospects and your personal branding. They should be written so they are very shareable, so not too salesy and promotional.

Now that LinkedIn has introduced Pulse and opened it up to everyone this allows individuals to write long-form articles within LinkedIn. This is a powerful alternative to having to have a separate blog or a blog as part of a website.

Tip: If you’ve not written a post in LinkedIn yet, write one. Then write a second, then a third, perhaps a month apart. You can pre-schedule Status Updates to attract readers to them using Hootsuite or equivalent. Check regularly for who has Liked and Commented as these are prime opportunities to engage with them, thank them, connect with them and start a sales conversation. LinkedIn has also updated the analytics and stats on articles to make this even more powerful and easy to do.

Advanced Tip: Ask your colleagues, power group, advocates, key customers etc. to Like and Comment on them. Send them a request by Email within LinkedIn to a small distribution list is a good option. Be prepared to reciprocate – see later.

Industry News

As an expert in your subject you should be reading articles by respected industry sources. It may actually be worthwhile reviewing your sources and tracking down new ones. Having done that, pick an article a day, in your area of expertise, to share with your connections. Add some insight to it, highlighting an important element of the story, for example.

Tip: Email newsletters from trade associations, research bodies and similar authority sources are a great source of articles.

Advanced Tip: Install the Hootsuite Hootlet in your Browser and connect it to your various social media accounts. This is a very quick way to share a web page to LinkedIn, and to Twitter and other social media too.

Sector Leaders

Who are the people in your specialist area who have created a powerful presence for themselves on LinkedIn? Not only can you learn from them about the subject area you can also learn how they are using LinkedIn.

More importantly, by commenting on and sharing their material you are raising your profile with them, and also with the people who follow them. This has the potential to increase the number of people who visit your profile and accelerate your ability to reach out to others to connect.

Tip: Search for your keywords in LinkedIn Pulse and see who is writing articles about your area. Choose to follow a couple of specialist Channels within Linkedin Pulse. Take a few minutes to look at their LinkedIn Profile and Activity. Like and Comment on 2-3 of their Status Updates and Posts. Follow them and also send a personal invitation to connect with them.

Advanced Tip: Have a look at their Connections, and see which Connections you Share. This may indicate people in your network who are actively researching a topic on LinkedIn, and an opportunity to re-engage with them. Alternatively, it may indicate peers who could become part of your power group, where you can actively support each other on LinkedIn, by sharing on a reciprocal basis.

Super-Advanced Tip: Becoming an Industry Leader whose content is shared by many people is an aspiration that some people are able to turn into reality. It takes dedication and commitment to achieve, and infrastructure to monetize it as well. What is amazing is that LinkedIn provides the vehicle, for those who want to make this journey.

Customer Content

Sharing content created by your customers has many benefits. This includes maintaining your relationship with them for repeat business, as well as testimonials, referrals and other sales related pay-back.

The other side is that you are actively raising the profile of their business to your connections. The more successful your customers are the more likely they are to refer you and give you more business.

Tip: Take care to share quality material that is reasonably consistent with your personal brand and relationship. You may need to visit their website, LinkedIn Page or the profiles of senior executives to find suitable pieces. If you add the name of the author into the status update you create your contact will be alerted to the mention, giving you kudos.

Advanced Tip: Create a Tag Group within Contacts for your prime customer contacts – and ideally they will be 1st connections. Now set a reminder in LinkedIn in the Relationship Tab for each contact for 1 month and recurring. And check the ‘Keep in touch’ area regularly! You can also send an email within LinkedIn to this group, perhaps asking them to Like one of you articles.

Prospect Content

If your target list is senior executives, business owners, or other hard-to-reach people, you can improve your chances of getting through by sharing their content on LinkedIn. It helps if your target people are present and reasonably active on LinkedIn, otherwise you may need to look for alternative strategies.

Tip: Search the Internet for Press Releases by your prospect, case studies, senior people being quoted in the news, etc. When you find one, create a positive status update highlighting the ‘good news’ and giving the key person a name-check. If they see it, or pick up the email notification, then it could start a conversation. If they don’t see it there’s no harm done. Doing a “I found this article and thought you’d find it interesting…@mention  “ type of message could well be seen as intrusive, and doesn’t look good in your own Recent Activity stream either.

Warning: Do this in moderation, otherwise every other connection you have will be flooded with random status updates if you share say 50-100 items a day in an attempt to get noticed by prospects. On the 1:6 basis, be very strategic about choosing which prospect you are trying to get through to before sharing their content on LinkedIn. The alternative, for higher numbers of shares is Twitter, if they are active there.

Check your LinkedIn Settings so people can see your Updates

Before you start ramping up your activity in LinkedIn it’s worth check that people can see your Recent Activity and can Follow you.

Go Into Settings / Profile and Privacy Controls.

  • The Second Line is “Select who can see your activity feed” – I suggest you select Everyone or Your Network.
  • The Sixth line is “Choose who can follow your updates” – I suggest you select “Everyone”.

Ask a colleague to view your profile to double-check.

What not to share on LinkedIn:

LinkedIn is a professional network and a place to build a positive business brand for ourselves and for our companies, businesses and organisations. Therefore be very careful before Liking and Commenting or Creating content that has any of the following characteristics:

  • Confidential – an HR department or lawyers may be straight onto you
  • Commercially sensitive – competitors may well pick up on this
  • Critical – there are private ways to get things off our chests
  • Complaining – being negative in public can have unforeseen consequences
  • Condemning – personal attacks in public are not pretty
  • Cats and other whimsical content – belong on other networks
  • Mathematical challenges – even if you know the answer you risk looking a fool
  • Personal material, about you or others – belongs within a family & friends network

How long will all this take?

To be fair, planning, sourcing and developing some of these elements if you don’t already have them will take time. However consider it to be an investment as it will have a long term payback. Monitoring and following upon the sales conversations that this starts, through LinkedIn, by email, over the phone etc. is then part of regular sales activity.

I suggest, set yourself an activity based goal over a 20 day period, to research, set-up and run with this plan.

  • Set aside half a day to re-read this article and to work through the planning worksheet which you can get below.
  • Then set aside 30 minutes a day – and be focused about finding and posting suitable articles, and not wandering off on interesting thought lines, triggered by what you find during your activity.
  • Creating a Worksheet, like the one I have that you can download below, may take you an hour or so.
  • Writing articles takes longest, and is the most frequent activity, so prepare ahead. This article, and graphic, and the Linkedin Post to go with it has taken 6 hours. However, if it generates half a dozen inquiries and 3 sales, and saves me time repeating myself, and raises my profile, it’ll be time well spent.

Sales people working in small, medium or large businesses may well be able to use articles written by the business owner or other specialists in their business rather than writing their own articles, at least initially.

LinkedIn Status Update Planning Worksheet

To help you research and organise the websites and pages you need I’ve prepared a short worksheet. Work through the SIX sections, find and record website URLs on the sheet, so you have them all in one place, to use and to add to.

Then use the document to work through day by day to write and post status updates, and record your progress.

Until I get a Form set up you can request the Worksheet by emailing me: Mark Stonham here.

And Finally:

If you’ve found this useful please Like and Share this page.

Ten Tips to Connect LinkedIn with Sales

If you’re looking for a roadmap or playbook to Connect LinkedIn with Sales you’re in the right place.

What follows will pull together the various strands of Sales for Sales and Social Selling and join them up into a cohesive framework.

This is not a 5 minute Quick Fix – but individual steps it have produced results for others pretty quickly.

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Sign up below to receive regular tips by email.

And click on the buttons to go Forward and Backwards through the series.

 

 

 

LinkedIn Company Page – outbound and inbound Lead Generation strategies

As vendors and buyers do more research online so the relative importance of the LinkedIn Company Page rises. Business Owners and Sales Leaders can take advantage of this opportunity for outbound prospecting and inbound lead generation to get ahead of competitors. Outbound lead generation and prospecting techniques – the first strategy below highlights how you […]

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LinkedIn Lead Generation – develop the ‘Y’ and find new customers

LinkedWin - LinkedIn Lead generationLinkedIn lead generation is a way to use LinkedIn for far more than a professional directory and somewhere to put a brief profile or your CV.

If you’re responsible for sales and personal lead generation, then LinkedIn has so much more potential for you.

If your role or job title resembles these then read on to find out how to make much more of LinkedIn.

  • sales person
  • account manager
  • business development manager
  • business owner
  • entrepreneur
  • sales manager
  • sales director
  • VP sales

 

LinkedIn Lead Generation – develop the ‘Y’

Our experience with hundreds of people in training sessions, consultancy assignments and more have been distilled into a pragmatic approach to developing Lead Generation within LinkedIn.

Some would call it a LinkedIn Lead Generation Framework, a LinkedIn Blueprint or LinkedIn Sales Playbook.

Our name for the framework is LinkedWin

We’ve designed LinkedWin to help busy sales focused people progressively develop their skill and results from LinkedIn.

Graphically, the approach looks like this:

 

Linkedin Lead Generation - 5 Areas for Success

LinkedIn lead generation key areas

The 5 areas of the Wurlwind LinkedWin approach – and links to more information- are:

Find contacts and opportunities in LinkedIn

There are several techniques where you can search for and find opportunities. Think of it as seeing someone across the room, and making a b-line for them. For example you can search for companies or people or find opportunities to reach out to people. Ad-hoc inquiries is one way, and saving advanced searches is another.  View the ‘Find’ section for more ideas and tips.

Get Found within LinkedIn for your expertise

There are  several ways to pro-actively put yourself in the right places to get found by people who are looking for what you offer. This is rather like having your 60 seconds to introduce yourself to the room, or taking an exhibition booth and getting into the program. Take a look at the ‘Get Found’ section for more techniques and strategies.

Engage and make a connection with people

A bland and unemotional connection will achieve very little. Making a positive impression, and engaging with head and heart are part of being memorable and making a strong first impression. Discover techniques to raise your game, and really engage in a memorable way with people you Find and people who Find you, as well as in other areas. Discover ways to be pro-active when you ‘Engage’, here.

Categorise your contacts and new connections

Qualification is such an important part of effective selling, so decide up-front which categorise you want to put people into. You’ll have a way to categorise leads as A, B or C, Hot, Warm or Cold, and put similar contacts together so you can treat them as a group or cluste. TAG groups are the way to do this withing LinkedIn, you just need to decide what the groups are. Learn ways to organise your contacts, and techniques to review them, in the ‘Categorise’ section here.

Nurture relationships with Customers and New Contacts

LinkedIn provides various means to pro-actively build relationships, and also to be triggered or to find opportunities to reach out on an ah-hoc basis. Follow-up is what generates returns from networking events, trade-shows and inquiries, and it’s no different in LinkedIn. Get some ideas in our ‘Nurture’ section so you stay top-of mind.

Five sources of leads from LinkedIn.

Of course, not all leads will stay within LinkedIn. Some people may find you in LinkedIn and then phone you up. You may decide to call someone having sees a tasty tip in their social profile that you’d like to explore in a phone call. In some ways it would be simpler if there was just one path to success for LinkedIn Lead Generation. In reality LinkedIn is a powerful tool, but it does need to be understood, and used in ways that help you achieve your goals, and stay close to your customers and prospects and how they buy now.

Download our Pocket Guide to LinkedIn for Lead Generation today

Three easy ways a sales person can generate leads with LinkedIn

Three easy ways a sales person can generate leads with LinkedIn

prepared and presented by Mark Stonham – LinkedIn Trainer and Social Selling Consultant

The Sales Challenge if you’re to make quota

Cold Calling sucks … right. Warm calling is much more effective.

Leads from Marketing won’t Fill your Funnel. Treat these as a bonus.

You need to take the initiative. Create your own lead-generation system.

There’s no time for ‘Social’ fluff. You and your buyers are Crazy Busy.

You want to minimise delay and effort. It has to be simple.

You really want quick results. Leads the next day would be brilliant.

Then Pick and Apply one of these 3 techniques today

… and generate leads with LinkedIn now

… and start new sales conversations tomorrow

Turn your LinkedIn Profile into your Lead Capture Landing Page

  1. Outline your Value Proposition to your Prospects
  2. Create a clear opening sentence: Who, What, How
  3. Make it engaging, distinctive and memorable
  4. Introduce example trigger events that initiate research
  5. Highlight problems solved including your contribution
  6. Add proof about impact, outcomes and testimonials
  7. Add skills about your Customer Sector specialisation
  8. Include a clear Call to Action – to Connect with You!
  9. Include Introducers – ‘If you know someone who…
  10. AND Your Picture and Headline need to grab attention!

Use Slideshare for your simple ‘Lead Generation’ bait

  1. Pick a topic that is a priority for your prospects
  2. Make the front slide really clear and bold
  3. Engage rapidly with your audience (slide 2)
  4. Deliver value on next slides (slides 3-5)
  5. Add clear Call to Action and Incentive (slide 6)
  6. Add your contact details
  7. Upload the Slides to www.slideshare.net
  8. Add the Presentation to your LinkedIn profile

Email Groups of your LinkedIn contacts with Useful Information

  1. Nurture Relationships regularly with Valuable Content
  2. You can email up to 50 contacts a time within LinkedIn
  3. LinkedIn groups contacts by Company, Title or Location
  4. Or you can create Tag Groups for different interests
  5. Create your ‘News’ content incl. URLs in a Text Editor
  6. Get into ‘Message’ contacts and paste in your text
  7. Add an attractive and intriguing Subject line
  8. NOTE: Uncheck the ‘Allow recipients to see other’s email address.’
  9. Double check content and recipients, then Send
  10. Repeat for additional groups as appropriate

For more details and other ways to generate leads with LinkedIn…

If we’re not already connected on Linkedin then…

INVITE ME TO CONNECT ON LINKEDIN NOW

Invite me, Mark Stonham, to connect on LinkedIn
and in your Invite include
‘Please send me ‘Lead Generation for Sales People’ details’

OR send your request by email to me,
Mark Stonham at Mark@Wurlwind.co.uk

I look forward to helping you
GET MUCH MORE FROM LINKEDIN
very soon.

Mark.

Wealth creation strategy – don’t chase the money – build a garden!

A wealth creation strategy enables you to continuously attract money and opportunities in the same way that growing a garden enables you to continuously attract the birds and butterflies. The following article is based on ideas by Roger James Hamilton, the creator of Wealth Dynamics, someone whose fundamental approach to business success I have a great admiration for. Wealth […]

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