A Day in the Life: Leveraging Social in Building Relationships in Financial Services

Today’s Speakers

Craig Paris Head of Enterprise Sales,

Financial Services

Ross Gordon Senior Sales Development

Consultant, Financial Services

Kayla Wills Account Executive,

Financial Services

Craig Paris Head of Enterprise Sales, Financial Services LinkedIn Sales Solutions

A Day in the Life: Leveraging Social in Building Relationships in Financial Services

What We’ll Cover Today: • B2B sales with Sales Navigator

• Account Exec & Sales Dev.Partnership

• Closing Thoughts

• Q&A

Account rep

Change in roles and turn over

Multi-threaded

7%

Single-threaded

65%

Sales deals at North American companies

What percentage of sales deals in North America are multi-threaded?

6+ connections 1 connection

Source: LinkedIn Insights

1 in 5 What is the likelihood a decision-maker leaves their position within a year?

To tap into the power of LinkedIn as revenue producer, you need to expand your access and tailor your experience

Today: your personal

network

All that LinkedIn has to offer

YOU

Purpose-built platform

Social Selling can help. Relationship Building Behaviors on LinkedIn

Create a professional brand

Find the right people

Engage with insights

Build strong relationships

AE/SD Partnership

Kayla Wills Account Executive, Financial Services LinkedIn Sales Solutions

Account Prioritization •  Which companies make sense for me to work on •  Which companies should the SD work on •  Plan approach

Prospect Prioritization •  Who are we reaching out to? •  With what message? •  Division of Labor

Building Pipeline

Find the right people Lead Builder is critical in preventing leads from slipping through the cracks

Reach out at the right time Listen for social triggers to help you engage

PlatinumINSURANCE

PlatinumINSURANCE

Platinum Insurance Financial Services

Platinum Insurance Financial Services

Platinum Insurance celebrates 50 years of services at headquarters and branch offices.

Carl Simmons VP of Operations Platinum Insurance

Anna Wong Sales Manager Platinum Insurance

prwire.com Earthquake fundraising efforts sponsored by Platinum Insurance

Leverage the power of relationships to boost win rates A decision maker is 5x more likely to talk to me if I’m introduced to them

Lead recommendations at Platinum Insurance

Noah Gold Chief Business Development Officer at Platinum Insurance Yuma, Arizona Area Financial Services

If no relationship is there, use insight Every other salesperson has a name and a title—how is your outreach unique?

Chief Business Development Officer Last contacted: 3 weeks ago

Platinum Insurance shared updates

Your leads at Platinum Insurance shared updates

See all leads at Platinum Insurance

Platinum Insurance

Platinum Insurance elects new board member

Top 10 insurance firms by customer approval rating.

Reach out to multiple stakeholders The average deal includes 6.8 people whose opinions dictate buying or not buying

Noah Gold Chief Lending Officer at Community Bank Yuma, Arizona Area Financial Services Previous positions Financial Assets Inc., Wealth Owners Ltd.

Lead recommendations at Platinum Insurance See your saved leads at Platinum Insurance

Noah Gold Chief Business Development Officer, Platinum Insurance Yuma, Arizona Area Financial Services

Tips for increasing response rates •  Use insights about the prospect’s company

to personalize the InMail •  Mention:

•  Prospect’s experience •  Items from their profile •  What you know of their company,

industry or a recent post

•  Keep to a relatively informal tone offering a conversation, not a hard sales message

RE: LinkedIn Sales Solution and Company ABC George Thomas CEO, Company ABC July 24 2015 3:59PM

Growing Deals & Mid-stage Deals

Tips for increasing win rates and deal size Use Lead Recommendations and Saved Searches •  Are there other buying centers? •  Are there higher-ups that can be a supporter? •  Are there new hires who are potential buyers? Be agile, there’s more than one way to skin a cat •  Decision makers aren’t always signers •  Use social insights to weave into your messages •  Transparency is your friend

Aim to provide insight and context in each conversation •  Don’t let connections go cold, keep leaders who you’ve engaged with

updated of what’s happening

SD Workflow Engaging prospects & building relationships

Ross Gordon Senior Sales Development Consultant, Financial Services LinkedIn Sales Solutions

The Challenge for SDs •  How do we produce a high volume of outreach while maintaining

great quality? •  How is Sales Navigator the best solution to solve this problem?

Partnership with AE •  How do I ensure my AE overachieves her quota? •  Division of Labor (account level, prospect level, etc.) •  Collaboration (insights, alerts, groundswell, C-level buy in, etc.)

Inbound & Outbound •  Find the Right People Quickly (buying committee) •  Engage With Insights (business & personal) •  Build Strong Relationships (uncover warm introductions)

Inbound Example

Community Bank Financial Services

Community Bank Financial Services

Chief Lending Officer, Community Bank Previous Job: SVP, Community Bank

Noah Gold has a new job Chief Lending Officer, Community Bank Yuma, Arizona Area Financial Services

Community Bank

Noah Gold Chief Lending Officer at Community Bank Yuma, Arizona Area Financial Services Previous positions SVP, Community Bank VP, Community Bank


Noah Gold Chief Lending Officer, Community Bank Scottsdale, Arizona Financial Services

30

Multithread

Outbound: Timing Example

Joan Smith Chief Business Development Officer at Platinum Insurance

New Potential Lead at Platinum Insurance

Top 25 Insurance Leaders Share the Best Business Advice They’ve Ever Gotten

Stacy Rains

TeamLink (serendipity) Engage through your company’s network

Noah Gold Chief Lending Officer at Community Bank Yuma, Arizona Area Financial Services Previous positions Financial Assets Inc., Wealth Owners Ltd.


Joan Smith Chief Business Development Officer, Platinum Insurance Yuma, Arizona Area Financial Services

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Who’s Viewed Your Profile Quickly see prospects who view your profile


Personalization

Ross

Hi Joan, First off, see you just started your new role at Platinum Insurance! How’s it going so far – transitioning companies is always a hectic and exciting time. Couldn’t help but notice we have a mutual connection – Sarah Tran. Know her from an old project we worked on back in the day. Do you both keep in touch after college? My team here at LinkedIn works with insurance and claims firms to enable a more effective and efficient client/referral origination process and I help support the Platinum Insurance relationship. Would be great to share with you how we've helped peer firms quickly build relationships with adjusters, case managers and insurance professionals by better leveraging LinkedIn. Do you have some time later this week to further discuss for 20 mins? Best, Ross


Sales Navigator helps build pipeline •  Make multithreading easy •  Provide reps with timely information •  Helps reps balance high volume of activity •  Enhance outreach with relevant talking points

Closing Thoughts

Craig Paris Head of Enterprise Sales, Financial Services LinkedIn Sales Solutions

When Closing Business Relationships Are Key!

Important to:

Multithread to reach the whole buying panel

Lead with relevant information

Leverage social signals to stay engaged

Drive revenue and achieve goals

Social Sellers See More Success

45% 51% 78% Create more opportunities

More likely to achieve quota

Outsell peers who don’t use social media

Questions?

Kayla Wills Account Executive

linkedin.com/in/kaylawills

Craig Paris Head of Enterprise Sales linkedin.com/in/craigparis

Ross Gordon Senior Sales Consultant

linkedin.com/in/rosscgordon

lnkd.in/letschat

A Day in the Life: Leveraging Social in Building Relationships in Financial Services

Social Media

Transcript of A Day in the Life: Leveraging Social in Building Relationships in Financial Services