Cheat Sheet

LinkedIn Sales Navigator For Dummies Cheat Sheet

From LinkedIn Sales Navigator For Dummies

By Perry van Beek

Many companies are making the switch to start incorporating social selling into their daily sales routines. This handy Cheat Sheet will help you do that by giving you practical social-selling tips and well-tested strategies that you can start embracing today.

7 Successful Social-Selling Strategies

The most effective way to engage with your customer now is through social selling online, and LinkedIn Sales Navigator is one of the most powerful tools available to help you do just that. The following strategies offer tangible steps you can take today to start incorporating social selling into your daily sales routine.

1. Create a customer-centric LinkedIn profile.

As a sales professional, you need to build a professional-looking LinkedIn profile and company page. It is the first impression your prospects get — did you raise their interest or did you turn them off? Most LinkedIn profiles are written in an employer-centric manner, meaning they were written to raise the interest of a potential new employer. This can be a huge turn-off for potential clients. Think about what your potential clients want and write your profile in a customer-centric manner. It’s simple: Your LinkedIn profile is not about you! It’s about what you can do for your prospect. If that prospect lands on your profile and understands how you can help him or her, you’re half-way through the door.

2. Determine who you want to help.

Have you precisely identified your target group? I’ve heard too many entrepreneurs tell me that “everyone is a potential customer.” That’s seven billion people — wow! Well, if you work in a B2B environment, then no, you don’t have seven billion prospects. You need to know exactly who you love to help the most so that you can address their specific needs in your communications. Whether they are financial professionals, graphic designers or commercial directors, make sure you mention that. Don’t say “I help people achieve…”, say “I help commercial directors achieve…”. If I’m a commercial director then it’s your job to make me feel welcome, to make me feel special, show me that you’re there to help me!

Pro Tip: Your headline is often the first thing people read. Think of it like a newspaper headline. In a newspaper you’re only going to read articles with headlines that raise your interest. Make your LinkedIn headline attractive for potential clients.

3. Build a strong network.

The old saying “it’s not what you know, it’s who you know” is not quite accurate. You can have a network of 5,000 LinkedIn connections, but if they don’t know who you are, they’ll never become your ambassador. The saying should be: “It’s not what you know, it’s who knows you.” So, get active on LinkedIn and Sales Navigator. Engage with your top and recent updates and post relevant, helpful content to stay top of mind.

Pro Tip: If you’re a sales professional or an entrepreneur, I’ve discovered that the most powerful and manageable network size is between 1,500 and 2,500 connections. Slightly dependent on which industry you work in, this will give you access to about 1 million people with whom you share at least one mutual connection with. Can you see the power in that?

4. Become A.T.O.M.I.C.

Now that you have started to create a strong and professional LinkedIn profile, you know who you want help and know how to build a solid network, the next step is to ensure that you become A.T.O.M.I.C. or Always Top Of Mind In your Community. Every day, spend some time on LinkedIn to do some social listening, engage with your network, and provide value. Make sure to connect with influencers in your industry and regularly tag them or reach out to them with relevant content. They can potentially send massive amounts of traffic your way.

Pro Tip: If I myself tell you that I’m the very best in my industry, you’ll be skeptical, and rightfully so! But if someone you know tells you I’m the best person for the job, you’re nine times more likely to believe him or her. So, invest in your network; it is filled with your very best salespeople.

5. Collect, connect, and convert.

Once you have your systems in place and you’re becoming A.T.O.M.I.C., it’s time to actively start finding new clients on LinkedIn. How do you do that? It’s a simple three-step process. First, collect (find) your prospects on LinkedIn and actively start following and engaging with them. Then connect with them using mutual connections or interests. The final step is to convert the relationship into one that they know, like, and trust. That’s the easy part really. Just make sure you help first and sell later.

Pro Tip: Although you don’t need LinkedIn Sales Navigator to do this per se, using this tool will save you at least 30 minutes a day in your lead generation activities. That’s 10 hours a month! If you’re in B2B sales, there isn’t a more powerful tool on the market today.

6. Become an online influencer.

Without realizing it or admitting it, most people are experts in their line of work. They just feel uncomfortable using the term “expert” or “specialist” in their online communications. However, if you’re afraid to position yourself as an expert or specialist, you’re effectively choosing to under-represent yourself. Tell me, why should I choose you if you yourself do not believe in your own set of skills? Make the decision that you have something to bring, that you can enrich peoples’ lives, that you can make a difference. Put yourself in the buyer’s shoes. Would you hire you?

Pro Tip: Being an expert does not yet make you an online influencer. That’s a whole new level and isn’t for everyone. But if you want to start attracting prospects on a daily basis, becoming an online influencer is one of the best ways. If you work in a B2B environment, start publishing articles on LinkedIn. A LinkedIn status update disappears quickly, whereas your articles are featured prominently on your LinkedIn profile forever. People can and will find your articles even a year later! Just make sure the content in your articles is valuable to your readers. Don’t be afraid to share your best tips; most competitors will be afraid to do so and that’s what makes you stand out as the go-to-person.

7. Be persistent.

Don’t put it off any longer! Jump on the bandwagon and start implementing these strategies. And be persistent! More sales are won by those who refuse to give up early. Be creative in your efforts and balance social selling, phone calls, emails, direct mail, and face-to-face selling. Start today!

3 Tips for Lead Generation on LinkedIn

Are you struggling to make meaningful connections with your target audience? Have all your website optimization efforts left you with a marginal spike in traffic and an even smaller boost in lead generation? If this sounds at all familiar to you, then perhaps you should focus your marketing attention on LinkedIn. A lot of businesses and business people have a LinkedIn profile. However, they are far from optimizing it for what it’s best at: generating leads.

Here are three areas of lead generation that you need to prioritize if you want to see measurable results:

1. Specify your audience.

From a marketing perspective, perhaps the most impressive feature of LinkedIn is its specificity. You can segment your audience down to micro-signifiers that are not possible with other social media platforms. For example, let’s say you own an educational app designed for university campuses. Your target market would be IT administrators at colleges and universities across the world. Through LinkedIn Search, you can target only those people who work in IT positions at all the different schools of your choice. No matter your outreach approach, you will benefit from connecting with highly informed and influential decision makers off-the-top. For instance, if you have a product demo as a sales magnet, you can make a pitch right then and there!

2. Make better use of InMail.

Once you have a strong list of prospects, it’s time to use InMail to reach out. With InMail, you can write personalized messages to targeted individuals and easily track the responses. In crafting your message, be sure to follow these general guidelines:

  • Focus on the recipient. Write from an objective position that frames your recipients needs as the principal theme. Do not focus on what you can do for them. This conversion will happen if your recipient shows interest.
  • Don’t be overly professional. It is effortless for a recipient to discard an email because it’s excessively professional or technical. Keep it light, keep it informal, and just be personable.
  • Be swift. Try and keep your message to around 150 words. Within a couple of sentences, you should have given your pitch and given the recipient plenty to think about.

Also, remember that you can send free InMail messages to Premium LinkedIn users. That means that even if you don’t have a Premium account or even a Sales Navigator account, you can still reach out to Premium LinkedIn users for free.

3. Publish content with precision and consistency.

There is nothing glamorous about creating a content schedule and sticking to it. However, it has been proven time and again that publishing articles on industry topics will increase customer trust in your voice and generate new leads. And if you want to reach new leads, you have to write about topics that appeal to them. That means the following four things for your content strategy:

  • Researching top industry trends
  • Crafting informative articles on those topics
  • Writing catchy headlines that stand out
  • Cross-promoting your post on your website, Facebook, and Instagram

5 LinkedIn Sales Navigator Tips for Successful Prospecting

With 500 million active members, LinkedIn is the ideal platform for researching your target audience, and LinkedIn Sales Navigator is a handy tool for segmenting and tracking your outreach efforts. Here are five tips to help improve your prospecting — the process of filtering through reams of individual and information to isolate the most relevant prospects for your business — using Sales Navigator:

1. CRM integration is a must.

Does your company use customer relationship management (CRM) technology? Sales Navigator has been designed to integrate with HubSpot, Salesforce, Microsoft Dynamics, and other popular CRMs. Syncing customer data is an absolute must if you want to succeed in your prospecting efforts.

2. TeamLink is a built-in prospecting network.

LinkedIn is a disparate collection of industry hubs, and each industry has its subset of influencer nodes. It can be hard to make direct connections with second- and third-degree connections in your industry. With TeamLink, you don’t have to worry about that anymore — simply take a glance through your entire team’s network and reach out to viable prospects with ease!

3. Log TeamLink connections effectively.

Keeping up with connections in your network through TeamLink is essential. You probably want to know if someone in your company has reached out to a contact you were planning to target. Rather than performing a manual search to check every time, you can save search parameters for a group of connections in your network. Then, if another salesperson has reached out to individuals or companies in that particular group, you will be notified.

4. Make the most of your Social Selling Index (SSI).

You may have noticed the SSI circle on the right-hand side of the Sales Navigator home page. Sure, it offers a gauge of how successful your social selling tactics are but offering just a number often leads to more questions than answers. For example, you might be thinking: how do I know which parts of my approach are working, and which need a re-think? Glad you asked! If you click on the % sign, it will break down your performance in precisely those terms. For areas of your strategy that need a re-think, Sales Navigator will offer some suggestions.

5. Target users with open profiles.

There is a limit to the number of InMail messages you can send each month, depending on which account package you have. While LinkedIn is unlikely to change this function any time soon, there is a cheeky way around the limitation. Sending mail to users with “open profiles” does not count against your InMail allocation. Premium members have the option to open their profile and accept messaging from anyone at no cost. The bonus is that Open Profile recipients are usually quite receptive to outreach efforts.

Also, it used to be so that InMail messages that didn’t receive a response got credited back. Since January 2015 LinkedIn has reversed that and now, you get an InMail credit for every InMail message that receives a response within 90 days of the send date. So, make sure to write good InMail messages!