The document outlines a 12-component "Sales Playbook" for leveraging LinkedIn to generate sales. It discusses developing your profile, adding recommendations and applications, joining groups, posting updates, following prospects, adding connections, developing a sales strategy, establishing thought leadership, creating your own group, engaging in discussions, creating and promoting events, and converting attendees into sales. Executing this full system is presented as an effective way to generate quality leads and increase sales through LinkedIn.

1. 2012 LinkedIn – “Sales Playbook”
How To Leverage LinkedIn To Generate Sales
Following the 3 Stage LinkedIn “Sales Playbook”
Maximizes your Ability to Leverage LinkedIn to Generate New Sales.
1. Developing Your
12. Converting Event Attendees Profile
Into Sales Opportunities
2. Adding Applications
11. Creating and Promoting
Events
3. Joining Groups
10. Engaging In Group Linked 4. Posting Updates
Discussions
Lead Generation
Roadmap
9. Creating Your Own 5. Following Prospects
Linkedin Group
8. Establishing Yourself
6. Adding Connections
As A thought Leader
7. Developing A Sales Strategy
Stage 3 Stage 2 Stage 1
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2. How To Leverage LinkedIn To Generate Sales
There are “12 Key Components” to a LinkedIn Sales Strategy and Each Component Is
Critical To The System’s Ability To Generate Sales
LinkedIn – Lead – Sales Playbook - Components
2012 LinkedIn Generation System- Components
1 Developing Your Profile 7 Developing A Sales Strategy
2 Adding Applications 8 Establishing Thought Leadership
3 Joining Groups 9 Creating Your Own Group
4 Posting Updates 10 Engaging In Group Discussions
5 Following Prospects 11 Creating and Promoting Events
6 Adding Connections 12 Converting Attendees Into Sales
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3. LinkedIn Lead Generation - Processes
Within each LinkedIn Lead Generation System Component is a
“Set of Processes” that Maximize the Overall Lead Generation System’s
– Effectiveness and Efficiency
Business Value of Executing the Key Benefits:
LinkedIn Lead Generation Roadmap:
 Increased Lead Generation
 LinkedIn provides a unique and highly
 Faster Speed
effective method to quickly generate and
maintain a steady flow of new leads  Higher Quality
 Executing the OE – LinkedIn Lead  Improved Effectiveness
Generation System provides a proven
 Increased Efficiency
method to generate new leads quickly and
effectively and with maximum efficiency  Grow Sales
 Provides a sustainable competitive edge  Increase Profits
and increases sales, profit and customer
 Attract and Retain More Customers
growth capabilities
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4. 1. Developing Your LinkedIn Profile
Setting Up Your LinkedIn Profile Is The Foundation Of Leveraging LinkedIn
To Identify New Prospects and Generate New Leads.
Business Value of Setting Up Your Key LinkedIn Profile Components:
LinkedIn Profile:
 Image and headline
 LinkedIn is the foundation stone in
 Connections and recommendations
leveraging social media to generate new
business to business sales leads  Website links
 The quality in which you set up your  Summary and specialties
profile will play a significant role in your
 Applications
ability to leverage LinkedIn to identify new
prospects and generate new leads  Experience
 Skills
 Interests / associations / awards
 Contact information
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5. 2A. Adding LinkedIn Recommendations
Adding Recommendations To Your LinkedIn Profile Is A Key Factor
For LinkedIn Members In Determining Credibility and Value
Business Value of Adding Key Benefits:
Recommendations:
 Eliminates prospect doubt
 Many professional business people use
 Establishes credibility
LinkedIn as a primary tool to gather
intelligence in making business decisions  Adds value
 There are a small number of people that  Increases profile views
use LinkedIn to mine data and then spam
 Increases inquiries
members with non pertinent information
 Increases new lead opportunities
 As a result, the number of
recommendations a LinkedIn member has
on their profile is often a quick and
effective method for establishing the
credibility of the profile owner
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6. 2B. Adding LinkedIn Applications
Adding LinkedIn Applications Increases The Ability To Market Your Offering
Through Various, Effective Multimedia Formats
Business Value of Adding LinkedIn Key Benefits:
Applications:
 Multimedia marketing presentations
 LinkedIn’s application function allows
you to add Powerpoint, Video, Audio,  Video presentations
PDF and event collateral to your profile
 Testimonials
 This allows you to convey product and  Sales sheets
service introductions, case studies,
testimonials, industry studies and other  Technical data sheets
key thought knowledge information in  Podcasts and webcasts
multimedia formats that are significantly
more effective than standard emails that
would be primary marketing and
communication tools outside of the
LinkedIn site
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7. 3. Joining LinkedIn Groups
Joining LinkedIn Groups extends your network further to help identify
new prospects and generate new leads.
Business Value of Joining LinkedIn Key Benefits:
Groups:  Maximizes target prospect visibility
 Provides you with the ability to directly and increases contact capability
access and communicate with key target  Extends market reach
prospects through multiple and highly
effective internal LinkedIn communication Optimizes lead generation
channels.
 Provides the ability to post your
marketing messages and events in view
of large blocks of key decision makers
increasing event attendance and lead
generation opportunities.
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8. 4. Posting LinkedIn Updates
Posting LinkedIn Updates creates and maintains top of mind awareness,
creates greater interest and increases lead generation opportunities
Business Value of Posting LinkedIn Key Benefits:
Updates:
 Establishes and maintains
 LinkedIn provides you with the ability to – Thought Knowledge Leadership
post valuable information about your
 Increases event attendance
target industry and market segments
which establishes you as a thought leader  Generates inbound inquiries
and creates a competitive advantage in
 Provides leads w/ contact information
the minds of your prospects
 Provides the ability to post your
marketing messages and events in view
of target prospects which increases event
attendance and new lead generation
opportunities.
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9. 5. Following Prospects: Companies and Contacts
Following companies and contacts on LinkedIn provides you with key business
intelligence on target prospects that identifies new potential lead generation
opportunities within target prospect accounts
Business Value of Following Key Benefits:
Companies / Contacts:
 Acquire key business intelligence
 LinkedIn provides you with the ability to
 Identify valid business reasons
set up filters that allow you to identify
companies and contacts that meet your  Notification of key decision maker
ideal customer profile. changes
 Following companies and contacts Generates new lead generation
provides you with up to date key business opportunities
intelligence that can be leveraged to build
and maintain new business relationships
and generate new lead opportunities
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10. 6. Adding LinkedIn Connections
Adding LinkedIn Connections extends the network of target prospects that you can
market and communicate with directly through LinkedIn
Business Value of Adding LinkedIn Key Benefit
Connections:
 Increases target prospect visibility
 LinkedIn is full of professionals who use
 Increases contact capability
the site for business purposes
 In order for you to communicate directly Rules Governing – Adding Connections
with LinkedIn members that meet your  How many you can invite
ideal customer profile they must first be a  Who you can invite
connection in your LinkedIn network.
 How you can invite
 Once connected you can market and
 What if you violate
communicate directly through LinkedIn
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11. 7. Developing Your LinkedIn Sales Strategy
Maximizes the Speed, Effectiveness and Efficiency in Generating New Leads
Business Value: Key Benefits:
 The LinkedIn platform has many  Increase reach
options, functions and capabilities
 Improve prospect awareness
 This provides increased opportunities to
 Increase brand awareness
increase branding and awareness and
generate new leads  Establish credibility
 It also can result in a significant waste of  Improve perceived value
time, energy and focus from other key
 Improve inbound inquires
business
 Increase lead opportunities
 Executing a proven system for
developing a marketing / branding system  Increase revenue
on LinkedIn increases the ability to
improve employee & company ROI
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12. 8. Establishing Yourself As A Thought Leader
Increases Ability to Achieve and Maintain Thought Knowledge Leadership
Which Is The Key To Generating Social Media Leads
Business Value: Key Benefits:
 Establishing and maintaining thought  Thought knowledge leadership
knowledge leadership in your area of
 Quickly and effectively
expertise is the key to earning new leads
 Increase prospect network
 Establishing thought knowledge
leadership means demonstrating and  Competitive differentiator
conveying key business intelligence on
 Increase event attendance
industry trends and challenges, pain,
problems and opportunities  Increase inbound inquiries
 RSS feeds are the key to quickly and  Increase lead opportunities
effectively obtaining key industry and
market intelligence and establishing
thought knowledge leadership
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13. 9. Creating Your LinkedIn Group
Creating your LinkedIn group extends your ability to establish yourself
as a thought leader and establish the value of your offerings.
Business Value of Creating Your Key Benefits:
LinkedIn Group:
 Establishes thought knowledge
 Provides you with the ability to directly leadership
access and communicate your thought
 Creates competitive advantage
knowledge leadership with your key target
prospects without competition  Increases value
 Establishing thought knowledge  Increases event attendance
leadership through your LinkedIn group
Increases new sales opportunities
establishes credibility and trust as well as
leads to new inbound inquiries and new
sales opportunities
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14. 10. Promoting Events
Increases Event Attendance and New Lead Opportunities
Business Value: Key Benefits:
 LinkedIn provides one of the most  Increase event attendance
effective social media channels available
 Proven system of success
to increase the number of target contacts
that attend key target industry events  Minimize efforts
 Many companies spend a great deal of  Maximize effectiveness
time, money and energy to promote
 Generate new leads
events via social media and yet their
efforts result in a minimal increase in
event attendance
 This strategy has established a track
record of significantly increasing event
attendance as well as new leads
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15. 11. Researching Event Attendees
Maximizes Effectiveness of Converting Event Attendees Into New Leads
Business Value: Key Benefits:
 Event attendance and other inbound  Increased business intelligence
inquires vary significantly in their match
 Eliminate non target attendees
against your ideal prospect opportunity
 Identify target opportunities
 LinkedIn’s built-in business intelligence
system allows you to quickly eliminate  Obtain key business intelligence
vendor viewings and non target inquiries
 Increases attendee contact
 LinkedIn also allows you to quickly and
 Increases attendee qualification
effectively identify event attendees that fit
your ideal customer profile as well as  Increases lead generation
identify valid business reasons that
 Increases sales opportunities
increase your ability to reach and engage
event attendees in qualification
discussions
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16. 12. Converting Event Attendees Into Sales Opportunities
Ensures Maximum ROI of Converting LinkedIn Contacts Into New Leads
Business Value: Key Benefits:
 Social Media is a marketing tool  Multiple valid contact reasons
 Marketing moves people  Multiple contact methods
 Sales move products  Maintain branding and awareness
 There is a proven 3 step follow-up
 Increase new lead contacts
process that will maximize the probability
that contacts will convert to prospects and  Increase lead qualification
prospects will convert to sales
 Increase revenue opportunities
• LinkedIn InMail
• Follow-Up eMail
• Follow-Up Call
• Ensure Network Connection
• Thought Knowledge Drip
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17. Outbound Excellence
2012 LinkedIn “Sales Playbook” Offering
Product: Service:
 13 Power Point Training Modules Develop Complete Automated LinkedIn
- Step-by-Step Processes Sales System in 3 Business Days
 13 Video “How To” Modules  LinkedIn + Twitter + Facebook
 1 Hr. Tailored Training Session
 Integrate SM Sites & Automate Posts
 Video of Tailored Training Session
 RSS Feeds / Thought Leadership
 Unlimited eMail and Phone Support
 Create LinkedIn Group / Discussions
 $295
 Create & Promote Webcast Event
 Dave Kalstrom: 602-770-0012
 Create eMail Invite & Send 10k eMails
 davekalstrom@outboundexcellence
.com  30 Days Consulting & Training
 $795 SMB (3) / $1495 Team (12)
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18. Outbound Excellence
Designing & Implementing Your 2012 LinkedIn “Sales Playbook”
“LinkedIn Sales Growth System”
Outbound Excellence
David Kalstrom
602-770-0012
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