Lecture Notes: Social Selling with LinkedIn and Sales Navigator

Introduction

• The session is a training event on social selling via LinkedIn with no upsells.
• Conducted by Dean Seden, founder of Maverick, a social selling training company.
• Maverick aims to help a million businesses grow, regardless of whether they are customers.
• Event is focused on using LinkedIn's Sales Navigator effectively.

Session Format

• Interactive training session with Q&A.
• Poll results on challenges with Sales Navigator will guide the session topics.

Maverick Company Overview

• Major focus on training/consulting for social selling.
• Uses platforms: LinkedIn, Facebook, and email for selling.
• Mission to help businesses grow.

Sales Navigator Overview

• Sales Navigator vs Free/Premium LinkedIn:
  • Free: Limited search capabilities and engagement.
  • Premium: Enhanced version of free with limited additional value.
  • Sales Navigator: Provides extensive sales and marketing tools, allowing more precise targeting.
• Costs approximately £59/month (UK).

Sales Navigator Features

• Search: Allows targeting of companies and individuals by criteria.
• Lists: Track specific people or companies (e.g., training companies, CEOs in specific areas).
• Account & Lead Lists: Save companies as targets and track their activity.
• Filtering: Based on sector, location, company growth, technologies, and connections.

Finding Prospects

• Use Sales Navigator to create account and lead lists.
• Save searches and receive updates on new prospects matching criteria.
• Engage with prospects by interacting with their content to build relationships.

Engaging with Prospects

• Strategies differ based on the activity level of the prospects (active, less active, dormant).
• Importance of engaging with prospect content to build familiarity and break the ice.
• Use of content bias to ensure target prospects see your posts regularly.

Process of Engagement

• Follow a structured process to engage (seven steps model).
• Objective: Move from stranger to trusted contact to business conversation.

Messaging Strategies

• InMail and Messaging: Effective only with two-way conversations.
• Personalized messaging is crucial; avoid repetitive or spam-like communications.
• Use of voice and video messages for more personal engagement.
• Keep messages conversational and engaging.

Building Relationships

• Interact with prospects' content to open lines of communication.
• Ensure messaging feels personalized and relevant to the recipient.

Closing Notes

• Maverick offers resources and further guidance without sales pitches.
• Provides contact details for additional support and resources.
• Encourages participants to follow Maverick on social media platforms.