Perry van Beek - LinkedIn Sales Navigator For Dummies

LinkedIn Sales Navigator For Dummies

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Copyright 2018 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2018949882

ISBN 978-1-119-42768-1 (pbk); ISBN 978-1-119-42775-9 (ebk); ISBN 978-1-119-42776-6 (ebk)

Salespeople need leads. Thats nothing new. What has changed though, is the way in which salespeople get new leads. In 1995, cold-calling was hot, no pun intended. You just bought yourself a list of leads and started calling everyone on that list. Or you ripped a few pages out of the telephone directory in your hotel room and started knocking on doors. Thats something I used to do successfully, too!

Would that still work today? Of course not! For starters, there are no telephone directories in hotel rooms anymore. I suppose you could go online to find and print a list of leads and then start knocking on doors. But if you can go online, so can your buyers. And they do!

Your buyers are not just relying on Google to find what they are looking for, either. In fact, a 2014 study by IBM revealed that 75 percent of customers use social media as part of their buying process ( www.nancypekala.com/wp-content/uploads/2012/06/ibm-social-selling.pdf ). An even bigger challenge for salespeople is that according to a study by HubSpot, only 29 percent of people want to talk to a salesperson to learn more about a product or service, while 62 percent will consult a search engine ( www.hubspot.com/marketing-statistics ).

This is why many salespeople rank prospecting as one of the most difficult parts of the sales process.

LinkedIn recognized this rapid change in the world of sales and introduced Sales Navigator in 2012 to help salespeople with their social-selling efforts. LinkedIn Sales Navigator is a premium subscription service designed to help salespeople identify, follow, and connect with decision-makers. At the time, it was still part of the main LinkedIn professional networking site. In 2014, around the time LinkedIn attained 300 million users, LinkedIn Sales Navigator was introduced as a stand-alone tool.

LinkedIn Sales Navigator For Dummies is your comprehensive guide to using Sales Navigator for social selling on LinkedIn. I introduce you to all the features of LinkedIn Sales Navigator and even show you how to sign up, if you havent done that already. This book is useful whether youre just starting out with social selling or youre an experienced social seller already. In addition to showing you how to map the buyers journey, identify and connect with leads, and become top-of-mind with your leads, it addresses what techniques are effective on LinkedIn Sales Navigator, helping you determine your own successful social-selling strategy.

This book is divided into the following five parts:

In this part of the book I show you how to plan your roadmap for social-selling success and identify your ideal buying personas. I start our journey by taking a deeper look at the definition of social selling and how social selling can help you increase your sales results.

In the previous part, you identified your ideal buying personas. Now that you know who to look for, in this show you how to find them with Sales Navigator. I also show you how to save your searches, leads, and accounts.

Youve now added a bunch of leads and accounts. Now what? Well, these people you are now following may not even know that you exist. In this part, we look at how you can get on their radar in a non-pushy manner. In this also show you how to reach out to your leads using connection requests and InMail messages.

Fifty percent of identified sales leads are still not ready to buy. One of the first sales lessons I learned was that when a potential client says no, he or she usually means not now. Therefore, its important that when potential clients say no, you dont just forget about them and move on to the next. In this show you how to encourage the people youre following to think of you first when theyre ready to buy.