The Ultimate LinkedIn Sales Guide

How to Use Digital and Social Selling to Turn LinkedIn into a Lead, Sales and Revenue Generating Machine

Daniel Disney

• Publisher: Wiley
• Year: 2021
• ISBN:
  9781119787891
• Edition: 1
• Topic: Business
• Subtopic: Sales
• Index: Business

Become a LinkedIn power user and harness the potential of social selling

With the impact of COVID, remote working has become big, and so has the use of digital/virtual sales tools. More sales teams want and need to understand how to use social media platforms like LinkedIn to sell, and most do not use it properly. The Ultimate LinkedIn Sales Guide is the go-to book and guide for utilizing LinkedIn to sell. It coversall aspects of social and digital selling, includingbuilding the ultimate LinkedIn profile, using the searching functions to find customers, sending effective LinkedIn messages (written, audio & video), creating great content that generates sales, andall the latest tips and tricks, strategiesand tools.With the right LinkedIn knowledge, you can attract customers and generate leads, improving your sales numbers from the comfort and safety of your computer.

No matter what you are selling, LinkedIn can connect you to buyers. If you're savvy, you can stay in touch with clients and generate more repeat sales, build trust, and create engaging content that will spread by word-of-mouth—the most powerful sales strategy around. This book will teach you how to do all that and more. In TheUltimate LinkedIn Sales Guide you will learnhow to:

• Use theproven4 Pillars of Social Selling Successto improve your existing LinkedIn activities or get started on a firm footing
• Createthe Ultimate LinkedIn Profile, complete with a strong personal brand that could catapult you to industry leader status
• Generate leadsusingLinkedIn, then build and manage relationships with connected accounts to turn those leads into customers
• Utilize little-known LinkedIn "power tools" to grow your network, send effective messages, and write successful LinkedIn articles
• And so much more!

The Ultimate LinkedIn Sales Guide is a must read for anyone wishing to utilise LinkedIn to improve sales.

PART 1
ABOUT LINKEDIN

‘Reading gives you knowledge; applying that knowledge is how you get results’.

CHAPTER 1
THE HISTORY OF LINKEDIN

LinkedIn has well over 600,000,000 members and is growing every single day.

The network started off in the living room of co‐founder Reid Hoffman (previously on the board of Google, eBay and PayPal). LinkedIn's founders were Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly and Jean‐Luc Vaillant.

Launched officially on 5th May 2003 it was mainly used for professional networking and connecting job seekers with employers. At the end of its first month of operating it had just 4,500 members. In 2004 they added a key new feature, the ability to upload your address book and invite people to connect with you. This helped boost membership to 1,217,647 members.

In 2005, they launched jobs and also paid subscriptions. As the team and platform grew, so did members, growing to just over 4,000,000. The year 2006 was the first year that LinkedIn turned a profit and was also the year that they added the recommendations feature (one of my personal favourites) and also the ‘People you may know’ function.

Between 2007 and 2008 membership continued to grow and reached over 33 million members. Then, in 2009, as membership grew past 55 million, Jeff Weiner joined as President and CEO. After settling in, moving into 2010 saw LinkedIn grow past 85,000,000 members, 10 office sites and over 1,000 staff.

In 2011 things started to get very serious as LinkedIn got listed on the New York Stock Exchange at a value of $45 per share. They had now grown to over 135,000,000 members. The years 2012 and 2013 saw the professional network grow even more, jumping to 186 million and then to 225 million members. When it got to 2014, they had 5,400 staff and over 300 million members.

Jumping to 2016, Microsoft acquired LinkedIn in a deal worth $26 billion with the following year seeing LinkedIn grow to 500,000,000 members.

LinkedIn is now used by job seekers looking to secure their next role, by employers searching for the best talent, salespeople trying to reach their prospects, businesses looking to reach their target audience, marketers sharing content and entrepreneurs building their brands.

It's become THE professional social network, the place where professionals can share, engage and do business. It's like attending a physical networking event, but with over 600,000,000 attendees. It allows anyone in the world access to so much opportunity through their laptop, PC or even their phone.

CHAPTER 2
LINKEDIN FREE VERSUS PREMIUM/SALES NAVIGATOR

One of the biggest questions many companies, sales leaders and salespeople ask me when using LinkedIn is: Do I need LinkedIn Sales Navigator to be good at social selling?

LinkedIn Sales Navigator, for those who don't know, is LinkedIn's premium upgraded sales option. You pay a monthly or yearly subscription fee and get access to a whole host of additional features that aren't available on the standard free LinkedIn account.

There are actually two questions that you need to ask with two very important answers:

Do you have to have LinkedIn Premium or Sales Navigator to be successful on LinkedIn in generating leads and sales?

The answer is a very strong no. No, you do not need to pay to upgrade to a premium LinkedIn account to generate leads and sales from LinkedIn.

The second question that you should ask is: Is LinkedIn Premium/Sales Navigator valuable?

The answer to this is a very strong yes. Yes, because these platforms are packed with features that offer an immense amount of value.

The key is knowing whether they are right for you and when it's the right time to use them.

This might surprise you, but most of what I have achieved over my years using LinkedIn has been done on the free account. When I say most, I mean literally 95% of what I have achieved. The huge number of followers, the sales, the revenue, the personal brand, all done without upgrading and paying for Sales Navigator.

I'll show you exactly how I've done that in this book, and how you can use LinkedIn to its full potential with a free LinkedIn account.

As my business has grown, I utilise LinkedIn Sales Navigator (and have done for over two years now) as it helps me significantly.

Sales Navigator for many is the next step you take when you're using all of the free functions to their full potential and are ready to take it to the next stage. Sales Navigator helps make LinkedIn considerably more efficient and effective when you know what you're doing and are using it regularly and properly.

Think about it in this way …

Most people can get fit at home; you don't need to go to a gym. You can exercise at home or in your local community and achieve great fitness goals. You can lose weight, you can build muscle, all without paying to go to the gym.

However, the gym offers many benefits. The gym has all of the great equipment to enhance that process and help you take it to the next level.

Where many people get it wrong with gym membership is they pay it, use it for a month and then never go back! They just keep paying their membership fee. The other common mistake people make is that they pay their membership and actually go to the gym, but they don't know what they're doing (I did this for many years). They jump on the variety of machines doing what they think is right, but then never seem to get as fit as the other people in the gym.

This is where the value of a personal trainer comes in, and to relate it back to LinkedIn, this is where the value in getting proper training on LinkedIn and Sales Navigator is extremely important (you've clearly got the right mindset here as you're reading this book to learn how to use LinkedIn in the best way).

After years of going to the gym but never getting the results I wanted, I started to use a personal trainer. The results I achieved in the first month were better than the results I achieved myself in nearly 10 years of going to the gym on my own.

Sales Navigator and LinkedIn Premium work when you know what you're doing and you're using all of the features (regularly and consistently).

The big mistake a lot of people make is thinking that just by clicking upgrade and paying the monthly cost, their inbox is suddenly going to burst with amazing sales leads! Sales Navigator works when YOU use it properly, and it works best when you leverage all of the free stuff first.

Personally, some of the best features that LinkedIn's Sales Navigator offers include:

1. – View EVERYONE who views your profile
2. – Perform way more searches
3. – Utilise advanced searching filters
4. – Save searches and add notes

And that's only scratching the surface; it's full of amazing features.

My advice?

Work through this book and spend the next few months mastering LinkedIn's free features. When LinkedIn and social selling become a regular part of your sales and business routine, and when you are starting to hit some of the free limits, that's a good time to look at whether upgrading is valuable to you.

At the end of the book there will be a bonus chapter on Sales Navigator where I will share some of my top tips and some of the best ways you can leverage it, so if you're not using it now and would like to...