LinkediI for Social Selling

The Ultimate Guide
How to Use LinkedIn for Social
Selling

"

"

s SOCIAL SELLING UNIVERSITY
Powered by InsideView
!"#"$ % & ' "
""""""""""""""""""""""""""""""""""""""""""" www.socialsellingu.com @SOCIALSELLINGU
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

s
"

Koka Sexton
Founder of Social Selling
University and Director of
Social Media Strategy at
InsideView.
@kokasexton

Kevin Baldacci
Provost of Social Selling
University and Social
Marketing Strategist at
InsideView.
@kevinbaldacci7

>"#"$ % & ' "
""""""""""""""""""""""""""""""""""""""""""" www.socialsellingu.com
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

The mission of the Social Selling University (SSU) is to educate
sales and marketing professionals on emerging social media best
practices for increasing sales and marketing productivity – with
the ultimate objective of driving revenue.
" A word from Social Selling University’s Faculty

“Social Selling University is the first program to teach salespeople how to use Facebook, Twitter
and other social tools to generate ready-to-buy leads and build relationships with customers
that result in long-term business growth."
Dan Schwabel, Founder of Personal Branding Blog

“Social Selling University levels the playing field by teaching sales executives, managers and
reps how to interact with and sell to the modern consumer. These social sales practices breed
relationships and eliminate the need for cold calling.”
Barbara Giamanco, President at Social Centered Selling LLC

“Salespeople who fail to leverage social media do so at their own peril. The problem is, many
don't know how. Social Selling University is a great place to start and continue learning what's
possible through in the new world of social selling.”
Jill Konrath; Author, Speaker, Sales Strategist at SNAP Selling

Distinguished Members of Social Selling University’s Faculty

Koka Sexton Anneke Seley Joanne Black Barbara Giamanco Kent Gregoire

WEBINARS BLOG CONTENT
Read blog posts from the top
" Increase ROI by " " Be the first to
sales professionals
learning from receive our new
the best in the Social Selling
business LIVE books

@"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

"

"

“After Implementing InsideView, we’ve gone from dialing for dollars to targeted social selling. Our
team now spends most of their time learning about and understanding their prospects and how to
best leverage relationships. As a result, our meeting acceptance rates have gone from 15% to
around 60%.”

MICHAEL LODATO, SENIOR VICE PRESIDENT, SALES AND MARKETING, NHR

!"#$%&'()"*("+$,-..! B8/71"<'5'"+)"-''"/4";)C"
<%D'"*<%+"/+"+%1'-"+)"
!"#$%&'%(
" !"#$%&'&%("$' E'7)F'"%"-)7/%8"-'88/0&"
" 'G:'5+"
!"#$!%%&'(&#$
!""#$%&'!
"#$%$&'!!"#$%&'(!!"#
(%)*#+%)%((!)*+!!"#
,$*-%(#,.$-#%$,-.%$+!

A"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Table of Contents
30+5)2C7+/)0IIIIIIJIIIIIIJIIIIIIJIIIIIIIIJIIJIIJJK"
"
Chapter 1: Building Your Personal BrandIIIIIIJIIIIIIIJJJJIL"
"" 6'++/0&",:"M)C5"./01'230"$5)4/8'IIIIIIJIIIIIIJIIIIIIJIJJN"
" $5)4/8'"O)-"%02"O)0P+-IIIIIIJIIIIIIJIIIIJIIIIIIIJJIJ!@"
"
Chapter 2: 5 Essential LinkedIn Plug-In Applications for Sales
ProfessionalsIIIIJIIIIIIJIIIIIJIIIIIIIIIIIIIIIIJIJ!H"
" Q)52$5'--IIIIJIIIIIIJIIIIIJIIIIIIIIIIIJIIIIIJ!R"
" 68/2'6<%5'IIIIJIIIIIIJIIIIIJIIIIIIJIIIIIIIIIIJJ!R"
" S)GJ0'+IJIIIIJIIIIIIJIIIIIJIIIIIIIIIIIJJIIIIIJJ!K"
T5/:3+IIIIJIIIIIIJIIIIIJIIIIIIJIIIIIIIIJIIIIJJJJ!K"
./01'230"UD'0+-JIIIIIJIIIIIIJIIIIIIIIIIIIIIIIII!L"
"
Chapter 3: Building Your Network on LinkedInIIIIIIIIIJJIJJ>!"
" .'D'5%&/0&"M)C5"V'+*)51IIIIIJIIIIJIIJIIIIIIIIJJJIII>>"
" ()*".%5&'"6<)C82"M)C5"V'+*)51"S'WJIIIJIIIIIIIIIIIJJII>A"
X/02/0&"=%8C%E8'"B)00'7+/)0-")0"./01'230IJIIJIIIIIIIIJJII>H"
6'02/0&"$'5-)0%8/Y'2"B)00'7+/)0-"Z'[C'-+-IJIIIIIIIJJIIII>H"
"
Chapter 4: LinkedIn Groups for Social Selling
ExcellenceIIIIIIIIIIIIIIIIIIIIIIIIIJIIIIIIJJJIJJJ>K"
" H"5)C:-"M)C"V''2"+)"S'8)0&"T)IIIIIIIIIIJIIIIIIJJIIJ>L"
" T):"H"./01'230"5)C:-"4)5"6%8'-"$5)4'--/)0%8-IIIIIIIIIIJIJJ@?"
"
Chapter 5: Prospecting and PreparingIIIIIIIIIIIIIJIJIJJ@>"
" $5)-:'7+/0&"*/+<"6'%57<IIIIIIIIIIIIIIIJIIIIJJIIJJIJJ@@"
" $5':%5']"$5':%5']"$5':%5'JJIIIIIIIIIIIIIJIIIIIJJIIJJJJ@H"
"
Chapter 6: Social Selling Case Studies Using LinkedInIIIJIJIJ@K
"

H"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

#
/(#(""'#010#-.2&#("#$*.,3#(3*#4%$&(#
)%++%"!#)*)5*$&6#.!-#!"76#"!#.8*$.9*6#
.#!*7#)*)5*$#:"%!&#*8*$2#&*,"!-#"4#
*8*$2#-.26#"$#.;;$"<%).(*+2#"!*#
)%++%"!#*8*$2#=>#-.2&?
"

R"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Introduction
^0;)0'"/0"-%8'-"10)*-"%E)C+"./01'230_"+<';"%5'"+<'"8%5&'-+":5)4'--/)0%8"-)7/%8"
0'+*)51/0&"-/+'"E)%-+/0&"F)5'"+<%0"!"#$%&''&()$%*%+*,-"/0")D'5">??"7)C0+5/'-"
%5)C02"+<'"&8)E'J"..$%&''&()$/*(/'*$0&-&1$12*$3&)4*56)$2(%*/78*$*0*,9$579"%02"
E%-'2")0"-)F'"-+%+-]"+<'5'"/-"%"-+5)0&"7)55'8%+/)0"E'+*''0":'5-)0%8"/07)F'"%02"
./01'230"C-%&'J":2*$70*,78*$;%*,&<7)$-/*)5-$!=$%&)>1*-$()$12*$-&1*$*0*,9579J"34"
;)C"%5'"%"-%8'-":5)4'--/)0%8"%02"2)"0)+"<%D'"%"./01'230"%77)C0+]"-+):"5'%2/0&"%02"
&)"+)"<++:`aaa***J./01'230J7)F"0)*"%02"&'+"-/&0'2"C:J""

?271$9(>$7,*$8(&)8$1($'*7,)$&)$12&-$8>&5*$@&''$%74*$9(>$%(,*$-(<&7''9$
-7009$7)5$@&''$-2(@$9(>$2(@$1($1>,)$12&-$/(/>'7,$-(<&7'$)*1@(,4$&)1($7$
'*75$8*)*,71&()$7)5$(//(,1>)&19$A&)5*,B$
M)C"-<)C82"E'"7)07'50'2"*/+<"%02"<;:'5%*%5'")4"*<%+";)C5"./01'230":5)4/8'"-%;-"
%E)C+";)CJ"6%8'-":'):8'"C-'"./01'230"%-"%"2/-7)D'5;"+))8")0"0'*"8'%2-"+)"&'+"F)5'"
/04)5F%+/)0"+<%0"/-"+;:/7%88;"%D%/8%E8'"/0"%"8'%2"4)5FJ"M)C"7%0"&'+"%"E'++'5"/2'%")4"
*<)"+<'":5)-:'7+"/-"%02"&'+"F)5'"2'+%/8'2"/04)5F%+/)0"%E)C+":%-+":)-/+/)0-"%02"
*%;-";)C"%5'"7)00'7+'2"*/+<"+<'":'5-)0J"T</-"/-"%88"&5'%+"/04)5F%+/)0"+<%+"
7)F:8'+'-"+<'":/7+C5'")4";)C5":5)-:'7+"%02"&/D'-"-)F'"/0/+/%8"+%81/0&":)/0+-";)C"
7%0"25%*"45)FJ"T<'/5":5)4/8']"/4"7)F:8'+'2"F%;"E'"+<'"E'-+"/02/7%+/)0-")4"+<'/5"
2'7/-/)0"F%1/0&"%02"E%71&5)C02J""

M)C5"./01'230":5)4/8'"0''2-"+)"-+%02")C+J"3+P-"&)/0&"+)"E'")0']"/4"0)+"+<'"4/5-+":8%7'-"
;)C5":5)-:'7+-"&)"+)"4/02")C+"%E)C+";)CJ"bC-+"%-";)C"C-'"./01'230"+)"&'+"%":/7+C5'"
)4";)C5":5)-:'7+-]";)C5":5)-:'7+-"%5'"2)/0&"+<'"-%F'J"Q<%+"2)'-"9(>,"./01'230"
:5)4/8'"-%;"+)";)C5":5)-:'7+-W"^5'";)C"%":5)4'--/)0%8]")5"cC-+"%0)+<'5"-%8'-":'5-)0"
+5;/0&"+)"F''+";)C5"[C%5+'58;"&)%8-W"S'8/'D'"/+")5"0)+]";)C5"./01'230":5)4/8'"*/88"E'"
%0"/F:)5+%0+"/F:5'--/)0"+<%+";)C"&'+"+)"F%1'")0";)C5":5)-:'7+J"

$

K"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Chapter 1

s
Building Your Personal Brand

"

"

“Combine your picture with active online participation
and you gain important visibility. Crucial to success in
this new social world is being seen. You have to put the
effort into participating so that when your buyer is ready
– they think of you!”
Barbara Giamanco; EVP Sales and Social Media at Social
Centered Selling LLC

L"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

LinkedIn Checklist
C*,*$7,*$12*$12&)8-$9(>$@&''$)**5$1($
<(%/'*1*$+*A(,*$270&)8$!##D$/,(A&'*$
<(%/'*1*)*--B$

! ,:8)%2"%":/7+C5'"
! ./-+"%88"+<'"c)E-")5":)-/+/)0-";)CPD'"<'82]"
%8)0&"*/+<"2'-75/:+/)0-")4";)C5"5)8'-"
! (%D'"H")5"F)5'"-1/88-")0";)C5":5)4/8'"
! ^22"%0"'G'7C+/D'"-CFF%5;"
! ^22";)C5"'2C7%+/)0"
! (%D'"H?")5"F)5'"7)00'7+/)0-""
! ^22"@"Z'7)FF'02%+/)0-"45)F";)C5"
0'+*)51J"
!

$
N"#"$ % & ' "

" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Setting Up Your LinkedIn $
profile

$

1 Choosing Your Profile Picture
"
d%1'"-C5'";)C5":5)4/8'":/7+C5'"/-"
EFGHIJJ6GK;3J"M)C"<%D'">JK"
-'7)02-"+)"-<)*"%":)+'0+/%8"
:5)-:'7+"+<%+";)C5"./01'230":%&'"
/-"*)5+<"+<'/5"+/F'J"O)"0)+"F%1'"/+"
4%5"%*%;]"*/+<"-C0&8%--'-]")0"%"
4/-</0&"+5/:J"d%1'"/+":5)4'--/)0%8"
%02"D/-/E8'J"T</01")4"+</-":/7+C5'"%-"<)*";)C"*)C82"*%0+"+)"25'--"%02"8))1"2C5/0&"
%0"/0+'5D/'*")5"EC-/0'--"F''+/0&J""

!?"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

2 Customize your LinkedIn Headline
"
;)(12*,$8,*71$/'7<*$1($&)<,*7-*$9(>,$<27)<*-$(A$+*&)8$5&-<(0*,*5$()$3&)4*56)$+9$
/(1*)1&7'$<>-1(%*,-$&-$1($<>-1(%&L*$9(>,$/,(A*--&()7'$2*75'&)*B$

S;"2'4%C8+]";)C5"./01'230":5)4/8'"<'%28/0'"/-"75'%+'2"E;";)C5"7C55'0+":)-/+/)0J"6/07'"
;)C5"7C55'0+":)-/+/)0"/-"%85'%2;"%"-'%57<%E8'"%5'%"/0"./01'230]"/+"2)'-0P+"F%1'"-'0-'"
+)"<%D'"+</-"/04)5F%+/)0"%-";)C5"<'%28/0'J",-'";)C5"<'%28/0'"%-";)C5":'5-)0%8"
7%88/0&"7%52"4)5":'):8'"2)/0&"E8%01'+"-'%57<'-")0"./01'230"+)"4/02"0'*"7)0+%7+-"%02"
EC-/0'--"*/+<"*</7<"+)"*)51J"

"
B8/71/0&"e!"#$f")0";)C5":5)4/8'"*/88"E5/0&";)C"+)";)C5"E%-/7"/04)5F%+/)0":%&'"*<'5'"
;)C"7%0"7C-+)F/Y'";)C5"g('%28/0'Jh"b)E"+/+8'"/-"0/7'"EC+";)C"-<)C82"%22"/0"-)F'"
1';*)52-"+<%+"%--)7/%+'";)C5"'G:'5/'07'"%02"/02C-+5;"e/'J"6)7/%8"d'2/%]"S>S"6%8'-]"
B8)C2"B)F:C+/0&]"'+7JfJ"M)C"-<)C82"10)*"*<%+"1';*)52-";)C5"7)F:%0;"*%0+-"+)"
E'"10)*0"4)5"%02"'D'0"-)F'"+<%+";)C"*%0+"+)"7%55;J"$C+"+<'-'"1';*)52-"/0";)C5"
<'%28/0'"+)"E'"4)C02"F)5'"'%-/8;"E;":'):8'"2)/0&":'):8'"-'%57<'-J"

3 Utilizing Status Updates
"
6+%+C-"C:2%+'-"%5'";)C5"7<%07'"+)"2'D'8):"+<)C&<+"
J(<&7'$J*''&)8$:&/M"./01'230"
8'%2'5-</:"%02"5'F%/0")0";)C5":5)-:'7+P-"5%2%5J" T)2%;"/-"%"&5'%+"-)C57'"4)5"
SC;'5-"*%0+"+)"EC;"45)F"-)F')0'"+<';"7%0"+5C-+" %5+/78'-")0"EC-/0'--"%02"
'D'5;+</0&"'8-'"+5'02/0&")0"+<'"
%02"8'%50"45)FJ"6:'02"+/F'"8))1/0&"%+"E8)&":)-+-")5"
30+'50'+"
%5+/78'-"%02"-<%5/0&"+<'F")0"./01'230J"3+P-"%8F)-+"
D/5+C%88;"/F:)--/E8'"+)"'-7%:'"-<%5/0&"EC++)0-")0"E8)&-"%02"0'*-"%5+/78'-"+<'-'"
2%;-"9"F%1'"+<'"'G+5%"'44)5+J":&/M$:,9$>/571&)8$7+(>1$.NO$1&%*-$7$579B"

!!"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

""

4 Building a Search Engine Trifecta
"

./01'230"%88)*-";)C"+)"%22"+<5''"8/01-"+)";)C5":5)4/8'"+<%+"&'+"-)F'"))&8'"6Ui"
cC/7'J"30";)C5":5)4/8']"C02'5"7)00'7+/)0-]";)C"7%0"%22"+<'-'"+<5''"8/01-"+<%+"7%0"
:)/0+"+)"%0;+</0&";)C"*%0+J"3"-C&&'-+";)C"7<))-'"*/-'8;"%02";)C"%8*%;-"-'8'7+"+<'"
g)+<'5h"):+/)0]"*</7<"*/88"%88)*";)C"+)"+;:'"/0"+<'"0%F'")4"+<'"8/01"-)";)C"2)0P+"
<%D'"+<'"&'0'5/7"g:'5-)0%8"E8)&h"8/-+/0&J"M)C"-<)C82"%22"-)F'"+;:'")4"%07<)5"+'G+"
4)5"6Ui"cC-+"%-";)C"2/2"/0";)C5":'5-)0%8"<'%28/0'J""

"

5 Add Your Twitter Profile
"
^22";)C5"T*/++'5"<%028'"+)";)C5"./01'230":5)4/8'J"./01'230"%02"T*/++'5"%5'"+/&<+8;"
/0+'&5%+'2J""

JGP6;3$JI336KQ$:6E""M)C"7%0"-<%5'"./01'230"-+%+C-"C:2%+'-"%-"+*''+-J"
^22"%#&'$)"+<'"'02")4"-:'7/4/7"+*''+-"5%+<'5"+<%0"7<))-/0&"+)"-'02"%88"+*''+-"+)"
./01'230""

6 Customize Your Public Profile
$
i0'")4"+<'"-/F:8'-+"%02"F)-+"*)5+<*</8'"+</0&-";)C"7%0"2)"*/+<";)C"./01'230"
:5)4/8'"/-"+)"7C-+)F/Y'";)C5":CE8/7":5)4/8'"8/01J"S;"2'4%C8+"+</-"/-"%"-;-+'Fj
&'0'5%+'2"-'5/'-")4"0CFE'5-")5")+<'5"&/EE'5/-<"+<%+"2)'-";)C"0)"&))2J"S;"
7C-+)F/Y/0&";)C5":CE8/7":5)4/8'"8/01]";)C"/075'%-'"))&8'"bC/7'"+)";)C5"./01'230"
!>"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

:5)4/8'":5)4/8'"%02";)C"<%D'"%"8/01"+<%+";)C"7%0"-<%5'"%75)--")+<'5"0'+*)51-"+<%+"
%8-)"/2'0+/4/'-"*<)";)C"%5'J"T</01")4"%"7C-+)F/Y'2"8/01`"
***J8/01'230J7)Fa/0ac)<02)'J"

"
?271$5($9(>$<>-1(%&L*$9(>,$3&)4*56)$/,(A&'*$)7%*$1($+*R"T<'5'"%5'"%"7)C:8'"
+5%/0-")4"+<)C&<+"%E)C+"7C-+)F/Y/0&";)C5"./01'230k":5)4/8'J"O)";)C"C-'";)C5"4C88"
0%F'W"^"D%5/%+/)0")4";)C5"0%F'W"i5"-)F'+</0&"F)5'"7C-+)F/Y'2"8/1'"%"-:'7/%8"
1';*)52W""

3"-C&&'-+"C08'--";)C"%5'"*'88"'-+%E8/-<'2"/0"-)F'"4/'82")5":8%0")0"E'/0&"'G+5%"
)52/0%5;]"&)"*/+<";)C5"4C88"0%F'J"^-";)C"7)0+/0C'"+)"EC/82")C+";)C5":'5-)0%8"
E5%02]";)C"%5'"&)/0&"+)"*%0+"-)F'+</0&"*/+<"%-"FC7<"8/01"cC/7'"%-"./01'230k"
<%D/0&";)C5"0%F'":/71'2"C:"E;"-'%57<"'0&/0'-J"

Profile dos and don’ts
X/88/0&")C+";)C5"./01'230":5)4/8'"-<)C820P+"E'"%":%/04C8":5)7'--J"X)5":'):8'"0'*"+)"
+<'":5)4'--/)0%8"*)582]";)C"F%;"-+5C&&8'"*/+<"*<%+"+)"%22J"T<'"+5C+<"/-]"'D'0"4)5"
:'):8'"+<%+"<%D'"E''0"/0"+<'":5)4'--/)0%8"-:%7'"4)5"F%0;";'%5-]"*<%+";)C":C+"/0"
:CE8/7"D/'*"4)5"%0;)0'"+<%+"8))1-"%+";)C5":5)4/8'"0''2-"+)"E'"+):")4"F/02J"

"3+"-<)C82"&)"*/+<)C+"-%;/0&]"EC+"0'D'5"-%;";)C"*)51'2"
-)F'*<'5'")5"F/-5':5'-'0+"*<%+";)C"2/2"*/+<"%0"'F:8);'5J"
./01'230"<%-"+<'"%E/8/+;"+)"<%D'")+<'5"8'&/+/F%+'"'F:8);''-"48%&"
;)C5":5)4/8'"%02";)C"7)C82"E'"-C-:'02'2"45)F"C-/0&"+<'"
%::8/7%+/)0")5"+%1'0")C+")4"+<'"-;-+'F"4)5"&))2J"

"

!@"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

"
Setup Your LinkedIn profile to be discovered

./01'230"-<)C82"0)+"E'"%":8%7'"+<%+";)C"EC/82"%"*%88"%5)C02J".'%D'"+<'"F%--/D'"
-'7C5/+;"-'++/0&"+)";)C5"X%7'E))1":5)4/8'J",-/0&"./01'230"4)5"-)7/%8"-'88/0&"F'%0-"
F%1/0&"/+"D'5;"'%-;"+)"E'"4)C02"E;":'):8'"8))1/0&"4)5"/04)5F%+/)0"%E)C+";)C5"
:5)2C7+"-:'7/4/7%88;")5"&'0'5%8"-'%57<"+'5F-";)C"7)F:%0;"7%0"E'"%"4/+"4)5J"

Be visible to other people

30";)C5":5/D%7;"-'++/0&-"78/71")0"g$5)4/8'"
=/'*-]h"F%1'"-C5'";)C"<%D'"+<'"):+/)0"
7<'71'2"+)"-<)*"0%F'"%02"<'%28/0'J"S(>$
7,*$'&-1*5$7-$7)()9%(>-$+9$5*A7>'1J"T<'5'"
F%;"E'"5'%-)0-"4)5"+</-"EC+"%-"%"-)7/%8"
-'88/0&":5)4'--/)0%8";)C"*%0+"+)"E'"-''0"
E;"+<'":'):8'";)C"*%0+"+)"7)00'7+"*/+<J""

$

!A"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Chapter 2

s
5 Essential LinkedIn Plug-In
Applications for Sales Professionals

"

"

“Up to 95% of qualified prospects looking at a company’s
website are there to research and are not yet ready to talk with
a sales rep, but an overwhelming majority of them intend to
make an eventual purchase from you (or your competitors).”

Brian Carroll, CEO of InTouch and author of Lead Generation for
the Complex Sale$

!H"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

5 Essential LinkedIn Plug-In Applications for
Sales Professionals
./01'230"&/D'-";)C"+<'"%E/8/+;"+)"+C50";)C5":5)4/8'"/0+)"%"-'84j-'5D/7']"8'%2"
&'0'5%+/)0":8%+4)5FJ"T<'5'"%5'"4/D'":8C&j/0-"+<%+"-%8'-":'):8'"-<)C82"</&<8;"
7)0-/2'5"%22/0&"+)"+<'/5":5)4/8'J"T<'":C5:)-'")4"+<'-'"/-"+)"<'8:":5)-:'7+-"%02"
7C-+)F'5-"&'+"+<'"/04)5F%+/)0"+<';"*%0+"%-"*'88"%-"2/5'7+"+<'F"+)";)C5"E'-+"
7)88%+'5%8J$$

1 WordPress

g($')*+',)-./&01'/2)*$'345')6')*+'27)8'$+/66#,'
,)-9:'6)+-')*+':/79:'$9/-'*:#&8'!"#$%"&&';#&<9"=&'
/..>?"""""l)1%"6'G+)0]"30-/2'=/'*"
?(,5E,*--"/-")0'")4"+<'"E'-+"*%;-"+)":CE8/-<";)C5"
D)/7'")0"./01'230J"34";)C"<%D'"%":'5-)0%8"E8)&]"-<)*":)+'0+/%8":5)-:'7+-";)C"%5'"%"
+<)C&<+j8'%2'5"/0";)C5"/02C-+5;J"$5)-:'7+-"%5'"8))1/0&"4)5":'):8'"*<)"10)*"*<%+"
+<';"%5'"+%81/0&"%E)C+"9"-)"/4";)C"2)]"-<)*"/+"/0"%0;"*%;";)C"7%0J"

V)+")08;"2)'-"/+"&/D'";)C":5)4'--/)0%8"75'2/E/8/+;]"EC+"+<%+"+5%44/7"+)";)C5"7)F:%0;"
-/+'"7%0"E'7)F'"%"0'*"-'+")4"-%8'-"8'%2-J"

2 SlideShare "
J'&5*J27,*"/-"+<'"*)582P-"8%5&'-+"7)FFC0/+;"4)5"
-<%5/0&":5'-'0+%+/)0-J"^-";)C"&'+"F)5'"/0E)C02"+5%44/7"
45)F":5)-:'7+-]";)C"*%0+"+)"F%1'"-C5'"+<%+":'):8'"
7%0"*%81"%*%;"*/+<"-)F'+</0&"45)F";)C"5'&%52/0&"
;)C5":5)2C7+J",-'"68/2'6<%5'"%-"%"D/-C%8"5':5'-'0+%+/)0"
)4";)C5":5)2C7+"%02"+<'"D%8C'"/+"7%0"E5/0&"+)":)+'0+/%8":5)-:'7+-J""

!R"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

G)*$(A$12*$2&55*)$-*<,*1-$(A$J'&5*J27,*$@&12$
3&)4*56)$&-$12*$7+&'&19$1($>/'(75$0&5*(-B"T</-"/-"%"
+5'F'02)C-")::)5+C0/+;"4)5";)C"+)"F%1'"%":'5-)0%8"
F'--%&'"+)"'D'5;)0'"D/'*/0&";)C5":5)4/8']"F)5'"
/F:)5+%0+8;]"9(>$@&''$-17)5$(>1$A,(%$12*$<,(@5B"
S%5E%5%"/%F%07)")4"6)7/%8"B'0+'5'2"6'88/0&"..B"
e5/&<+f"/-"%"&5'%+"'G%F:8'J""

JGP6;3$JI336KQ$:6E""B<'71")C+")C5"D/2')`"C(@$1($;55$7$
V&5*($:($S(>,$3&)4*56)$E,(A&'*"

3 Box.net "
,-'"T(UB)*1"4)5"2%+%-<''+-]"7%-'"-+C2/'-]"*</+':%:'5-]"
%02")+<'5"2)7CF'0+-"+<%+"7%0"%8-)"E'"7C-+)F/Y'2"4)5"
;)C5")08/0'"/2'0+/+;J"T</-"*%;";)C":C+"F%51'+/0&"
F%+'5/%8"/0":5)-:'7+-"<%02-"%02"%8-)"&/D'"+<'F"'%-;"
%77'--"+)";)C5"2/5'7+"7)0+%7+"/04)5F%+/)0J""

T</01")4"/+"%-"45''"-+)5%&'"-:%7'"cC-+"4)5";)C5"E'-+"-%8'-"7)0+'0+J"^-"+<'"-+%5+/0&"
:)/0+"4)5"%":)+'0+/%8"-%8'-"8'%2]";)C5":5)-:'7+"7%0"&'+"/0+)"+<'"0/++;"&5/++;")4";)C5"
7)F:%0;"5/&<+"+<5)C&<";)C5"./01'230":5)4/8'J"

4 TripIt "
g'%()*+@:':$+/#8A$6)+B/+"'/..+)/,A'-/<9:'#$'
/""#,$#C9>>>h"9"Q%8+"d)--E'5&"6)8C+/)0]"Q%88"6+5''+"
b)C50%8""

!K"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

34";)CP5'"%8*%;-")0"+<'"5)%2]"-<%5'"*<'5'";)CP5'"<'%2/0&m":,&/61"F%1'-"/+"'%-;"+)"
-''"*<'5'";)C5"'0+/5'":5)4'--/)0%8"0'+*)51"/-"+5%D'8/0&"%02"*<'0";)C"*/88"E'"/0"
+<'"-%F'"7/+;"%-";)C5"7)88'%&C'-J""

Q</8'"+<'"*'E"<%-"F%2'"/+"'%-/'5"+<%0"'D'5"+)"'-+%E8/-<"5'8%+/)0-</:-]"+<'5'P-"
0)+</0&"8/1'"E'/0&"%E8'"+)"&5%E"7)44''")5"8C07<"*/+<"%"EC-/0'--":5)-:'7+"4%7'j+)j
4%7'"*<'0";)CP5'"/0"+<'"-%F'"7/+;J"

5 LinkedIn Events "
O)'-";)C5"7)F:%0;"%++'02"+5%2'-<)*-W"O)"
;)C"+5%D'8"%+"%88"4)5"*)51W"34";)C"%0-*'5'2";'-"
+)"'/+<'5")4"+<'-'"[C'-+/)0-";)C"-<)C82"<%D'"
+<'"I0*)1-"%::8/7%+/)0"5C00/0&"/0";)C5":5)4/8'J""

How to Use LinkedIn Events for Promotion
and Lead Generation
T</-"8/++8'"*/2&'+"-<)*7%-'-"+<'"'D'0+-";)C"%5'"%++'02/0&"4)5";)C5"0'+*)51"+)"-''J"
$'):8'"C-'2"./01'230"'D'0+-"%-"%"*%;"+)"8'+"+<'/5"7)00'7+/)0-"10)*"*<'5'"+<';"
%5'"&)/0&"+)"E'"%02":)--/E8;"7)00'7+"/4"+<';"%5'"%+"+<'"-%F'"'D'0+")5"/0"+<'"-%F'"
%5'%"%-"'%7<")+<'5J"6''"l'D/0"V/7<)8-P-"7%-'"-+C2;")4"<)*"<'"8'D'5%&'-"./01'230"
UD'0+-J"

T</-"<'8:-";)C5"4)88)*'5-"%02":5)-:'7+-"
10)*"*<%+";)C"%5'"/0+'5'-+'2"/0"%02"*<%+"
'D'0+-";)C"*/88"E'"%++'02/0&J"SC+"E'-/2'-"
+<'")ED/)C-"g8))1"%+"*<%+"3PF"2)/0&h"4%7+)5"
)4"./01'230"'D'0+-]"+<'5'"/-"%"*'%8+<")4"
/04)5F%+/)0";)C"7%0"&'+"45)F":%-+"'D'0+-J"

^-"%"-%8'-":'5-)0";)C"-<)C82"%8*%;-"E'")0"+<'"8))1")C+"4)5":'):8'"+<%+":8%0")0"

!L"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

%++'02/0&")5"<%D'"%85'%2;"%++'02'2"%0"'D'0+J"M)C"-<)C82"8))1"%+"+<'"F%c)5"'D'0+-"
/0";)C5"-:%7'"%02"2/&"C:"-)F'"/04)5F%+/)0J""

;9$@:'*:9'/'+9,9&$'D/79:6)+,9>,)-'E+9/-6)+,9'9C9&$'/:'
/&'9F/-.79>'

6C5']"O5'%F4)57'"<%2"-'D'5%8"+<)C-%02":'):8'"
%++'02]"EC+"*<%+";)C"%5'"8))1/0&"4)5"/-"+<'"8)*"
<%0&/0&"./01'230"45C/+"+)"&5%E")0+)J""30"+<'"'D'0+-"
-'7+/)0";)C"%5'"%E8'"+)"8))1"%+"+<'"Z6=$"8/-+"%02"-7%0"
+<5)C&<"+<'"8/-+")4"0%F'-]"%02"+/+8'-")4":'):8'"*<)"
*'5'"/0+'5'-+'2"/0"&)/0&"+)"+<'"'D'0+J"T<'5'"/-"0)"*%;"
+)"10)*"4)5"-C5'"/4"+<';"%7+C%88;"%++'02'2"+<'"'D'0+"EC+"/4"+<';"8/-+'2"/+")0"+<'/5"
:5)4/8']"+<'5'"/-"%"&))2"7<%07'"+<';"2/2"%++'02")5"5'%88;"<%2"%"-+5)0&"/0+'0+"+)J""

i07'";)C"<%D'"+</-"Z6=$"8/-+")0"+<'"-75''0";)C"-<)C82"8'+";)C5"4/0&'5-"2)"+<'"
F%&/7J"i:'0"0'*"+%E-"4)5"%0;")4"+<'":'):8'";)C"%5'"/0+'5'-+'2"/0"10)*/0&"F)5'"
%E)C+J"M'-]"%-";)C"&)"+<5)C&<"L??"0%F'-";)C"F%;"*%0+"+)"7%88"/+"[C/+-"%4+'5"%E)C+"
KH"%02"+<%+P-"%85/&<+J"eF%1'"%"0)+'")4"*<'5'";)C"8'4+")44f"iC+")4"KH"0%F'-"+<%+";)C"
*'0+"+<5)C&<";)C"F%;"<%D'"):'0'2"/02/D/2C%8":5)4/8'-")4"%E)C+"!H":'):8'";)C"
*%0+"+)"+%1'"%"E'++'5"8))1"%+J"T<'"E'0'4/+")4"):'0/0&"+<'-'":5)4/8'-"/0"0'*"+%E-"/-`"

T*)*A&1-$(A$'((4&)8$71$&)5&0&5>7'$/,(A&'*-$
(A$/(1*)1&7'$/,(-/*<1-M$

! M)C"4/02"%22/+/)0%8"7)00'7+/)0-";)C"7%0"
C-'"+)"'0&%&'"-)F')0'"
! M)C"-<)*"C:"%-"%"D/-/+)5")0"%":'5-)0P-"
:5)4/8'"
! M)C"&'+"F)5'"2'+%/8-"%E)C+"%":'5-)0"
! M)C"/2'0+/4;")+<'5"-)7/%8"-+5'%F-")5"
7)0+%7+"/04)5F%+/)0"

!N"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

"
SC;'5"E'<%D/)5"<%-"7<%0&'2J"S;"+<'"+/F'";)C"5'%7<";)C5"7C-+)F'5-]"
" +<';":5)E%E8;"%85'%2;"10)*"F)5'"%E)C+";)C"+<%0";)C"10)*"%E)C+"
+<'FJ"T)2%;P-"EC;'5-"%5'"*'E"%02"-)7/%8"F'2/%"-%DD;]"+<';"%5'"
" /04)5F'2"%E)C+";)C5")44'5/0&"9"%02";)C5"7)F:'+/+)5-P"9"%02"+<';"
" %5'"-+%5+/0&"+<'"-%8'-":5)7'--"*/+<)C+";)CJ"

"
"
"
"

"

"

" Social Selling University
"
IBM surveyed over 1,000
" global buyers. They found 65% of a sales
75% of buyers will likely that 1/3 have already used representative’s time
is spent not selling –
use social media in the social media to engage with
" social selling can help
purchase process their vendors.
"

"

"

"

>?"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Chapter 3

s
$

Building Your Network on
LinkedIn
$

$

$

$

$ "

$ "

$

$

$

“You don’t close a sale, you open a relationship
if you want to build a long-term, successful
enterprise.”
Patricia Fripp
$

>!"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Building your network on LinkedIn
./01'230"/-"%"-:'7/%8/Y'2"0'+*)51"*<'5'";)C"*/88"E'"%E8'"+)"1/71-+%5+"%02"2'D'8):"%"
D'5;":)*'54C8"0'+*)51")4":'):8'"+<%+";)C"7%0"8'%50"45)F"%02"<'8:J"d)-+"-%8'-"
:'):8'"<%D'"%"E5)*-'5"+%E")4"./01'230"):'0"N?n")4"+<'"*)512%;"E'7%C-'"+<';"%5'"
7)0-+%0+8;"-'%57</0&"4)5"0%F'-")5"8))1/0&"4)5":'):8'"+<';"7%0"<'8:J"S'/0&"D/-/E8'"
)0"./01'230"%02"&5)*/0&";)C5"0'+*)51"*/88"<'8:";)C"+<5)C&<)C+";)C5"-%8'-"7%5''5J"

Leverage Your Existing Network"
T<'"1';"+)"E'&/0"EC/82/0&";)C5"0'+*)51"/-"+)"8'D'5%&'";)C5"'G/-+/0&"g0%+C5%8h"
0'+*)51"e45/'02-]"7)88'%&C'-]"-7<))8F%+'-]"'+7Jf"

$
Using your email for initial contacts
T</-"/-")0'"-+':"+<%+"<%-"&)++'0"%"4'*":'):8'"/0"<)+"*%+'5"*/+<"./01'230J""

^22/0&"7)00'7+/)0-"45)F";)C5"'F%/8"/-"%"&5'%+"*%;"+)"EC/82"%0"/0/+/%8"0'+*)51"/0"
./01'230]"cC-+"E'"-C5'";)C"%5'"%22/0&":'):8'"+<%+";)C"<%D'"%"&5'%+"7<%07'")4"
7)00'7+/0&"*/+<";)C")5"+<%+";)C"+</01"*)C82"E'"<%::;"+)"7)00'7+"*/+<";)C")0"
./01'230J""

"

>>"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Connect with Co-Workers
i0'")4"+<'"'%-/'-+"*%;-"+)"-+%5+"EC/82/0&";)C5"./01'230"0'+*)51"/-"7)00'7+/0&"*/+<"
:'):8'"+<%+";)C"%5'"*)51/0&"*/+<")5"<%D'"*)51'2"*/+<"/0"+<'":%-+J"M)C"7%0"4/02"
+<'F"/0"%"0CFE'5")4"*%;-]"+<'"-/F:8'-+"*%;"/-"+)"C-'";)C5")*0":5)4/8'"%02"25/88"
/0+)"7)F:%0/'-";)C"<%D'"8/-+'2J"

M)C"*/88"E'"%E8'"+)"-''"*<)";)C"%5'"
%85'%2;"7)00'7+'2"*/+<"%-"*'88"%-"%"
7)F:8'+'"8/-+/0&")4"'F:8);''-"+<%+"
<%D'";)C5"7)F:%0;"8/-+'2"/0"+<'/5"
:5)4/8'J"

T)"4/02":%-+"7)j*)51'5-]";)C"-<)C82"<)D'5";)C5"F)C-'")D'5"+<'"P()17<1-"+%E")0"
+<'"+):"E%5"%02"-'8'7+";55$P())*<1&()-J"M)C"7%0"+<'0"7<))-'"P(''*78>*-"45)F"
+<'"F'0C")5"cC-+"78/71"<'5'J"

M)C"-<)C82"4''8"45''"+)"%22"%0;)0'"/0"
;)C5"7)F:%0;"+<%+";)C"10)*J"T</-"*/88"8'+"
;)C"1'':"C:"+)"2%+'"*/+<"+<'"F)D'F'0+-"
)4";)C5":%-+"7)j*)51'5-"%02"%8-)"'0&%&'"
*/+<"+<'F"5'&%528'--")4"*<'5'"+<';"%5'J"

JGP6;3$JI336KQ$:6E""M)C"7%0"ViT"-'02":'5-)0%8/Y'2"
7)00'7+/)0"5'[C'-+-"45)F"+<'"^22"B)00'7+/)0-"E)GJ"T</-"4'%+C5'"
-<)C82")08;"E'"C-'2"+)"EC/82"+<'"4)C02%+/)0")4";)C5"0'+*)51"9"+%1'"
+<'"+/F'"+)":'5-)0%88;"%--'FE8'";)C5"7)00'7+/)0-""

>@"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Connecting with people you may know
^4+'5";)C"<%D'"7)F:8'+'2";)C5"./01'230":5)4/8'"%02"%22'2"-)F'"/0/+/%8"
7)00'7+/)0-]"./01'230"2)'-"-)F'")4"+<'"8'&"*)51"4)5";)C"%02"-7%0-"+<'/5"2%+%E%-'"
4)5"7)00'7+/)0-";)C"F%;"10)*J",-'"+</-"%-"%"*%;"+)"&5)*";)C5"7)00'7+/)0-"%02"
4/02":'):8'";)C"<%D'"'/+<'5"F'+"%+")0'":)/0+")5"F%;"<)82"-)F'"D%8C'"*/+<J"

"

How large should your network be?
T</-"[C'-+/)0"7)F'-"C:")4+'0"/0"/00'5")44/7'"2/-7C--/)0-"%-"*'88"%-"-:'%1/0&"
'0&%&'F'0+-"%E)C+"<)*"8%5&'"%"./01'230"0'+*)51"-<)C82"E'"%02"2)";)C"8/F/+"+<'"
%F)C0+")4"7)00'7+/)0-";)C"<%D'"+)"%"-'8'7+"&5)C:")4":'):8'J"T<'5'"<%-"E''0"
-)F'"2'E%+'")D'5"+<'"0''2")5"2'-/5'"+)"7)00'7+"*/+<"%-"F%0;":'):8'")0"./01'230"
%-":)--/E8'"9";)C"E'"+<'"cC2&'")4"+<%+J"SC/82";)C5"0'+*)51"*/+<":'):8'"+<%+";)C"
7%0"<'8:")5"+<%+"7%0"<'8:";)C"/0"+<'"8)0&"+'5FJ"(%D/0&"%"-+5)0&"0'+*)51")0"
./01'230"%02"-:'02/0&"-)F'"+/F'"'%7<"*''1"8'%50/0&"<)*"+)"C-'"./01'230"+)"o8/1'P"

>A"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

%02"7)FF'0+")0"+<'/5"C:2%+'-"*/88"&%/0"%"8)+")4"D/5+C%8"7C55'07;"*/+<"/048C'07'5-J"

Finding valuable connections on LinkedIn
,-/0&"./01'230P-"EC/8+j/0"-'%57<"4'%+C5'"7%0"<'8:";)C"4/02"0'*":'):8']"+<%+";)C"
<%D'"0)"7)00'7+/)0"*/+<]"+)"4)88)*J"6'%57<"E;"/02C-+5;]"8)7%+/)0]"1';*)52-"%02"
%E)C+"%"2)Y'0")+<'5"4/'82-"+)"-:'7/4;"%"&5)C:")4":'):8'";)C"*)C82"8/1'"+)"7)00'7+"
*/+<J"

"

Send Personalized Connections Requests
W($)(1$>-*$7>1(%71*5$&)0&1*-B""

Q<'0";)C"4/5-+"-'02"%":)--/E8'"7)0+%7+"%0"/0D/+%+/)0]"2)"/+"45)F"</-")5"<'5")*0"
:5)4/8'":%&'"E;"78/71/0&"+<'"P())*<1"8/01J""

^-"$%C8"B%-+%/0"-%;-`""

GHA#&<'/2)*$'$A9'.)B9+')6'6#+:$'#-.+9::#)&:'/&"'-)+9'
#-.)+$/&$701'$A9'.)B9+')6'29#&8'-9-)+/279>'I969+9&,9'
:)-9$A#&8'0)*'A/C9')2:9+C9"'/2)*$'$A9-'#&'$A9'8+)*.:1'/'
.)#&$'$A90'-/"91'$A9#+',)-./&01':)-9',)--)&'8+)*&">?'

T</-":%5%&5%:<"-<)C82"E5/'48;"2'-75/E'"*<)";)C"%5']"*<;";)C"*)C82"8/1'"+)"F%1'"%"
7)00'7+/)0"%02"*<;"+<';"-<)C82"7)00'7+"*/+<";)CJ"

>H"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

T<'":%5%&5%:<"/-")08;"%">HR"7<%5%7+'5"8/F/+J"@"6+':-"4)5";)C5"/0D/+%+/)0`"

!J ()*";)C"10)*"+<'":'5-)0"9"7)00'7+/)0]"&5)C:]"4'88)*"%8CF0/"
>J Q<;";)C"*%0+"+)"8/01"C:"
@J T<'"D%8C'")4";)C5"7)00'7+/)0"

.))1"%+"/+"45)F"+<'"5'7/:/'0+P-":'5-:'7+/D'`"JA/$'")'='89$')*$')6'$A#:KK'

'
Your goal should not be to '
…your goal should be to
make a sale… create a relationship
Z)E"^--7<'5/71"
"

" 30+5)2C7+/)0" $'5-)0%8"B/+%+/)0" =%8C'"$)/0+"

"

"

"
T)"75'%+'"D%8C%E8'"5'8%+/)0-</:-]";)C"0''2"
" +)"4/02"+<'"5/&<+":'5-)0]"75'%+'"+<'"5/&<+"
F'--%&']"%02"10)*"%+"+<'"5/&<+"+/F'J"
" 6)7/%8"6'88/0&"C-/0&"6%8'-"30+'88/&'07'"/-"
PFXP6;3"+)"+</-"-C77'--J"E>1$9(>,$-4&''-$1($
" 12*$1*-1$@&12$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$"

"

"

"

>R"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

s
Chapter 4 "

LinkedIn Groups for Social
Selling Excellence
"

"

"

"

"
"
"
"
“LinkedIn Groups offer us the ability to take strategic verticals, find the
discussions within those verticals and then demonstrate our expertise
by contributing. Do this enough times and people become intrigued by
your personal brand. Intrigue enough people and your opportunities
multiply!
LinkedIn Groups are totally useless - until you get off the sidelines and
get involved. Too many people show up to the groups with an
"entertain me" mentality. My suggestion would be to show up with
hammer and nails to help build the community. Give it a shot and note
the difference in your results!”

Paul Castain, Sales Coach and Author of Paul Castain’s Sales
Paybook

>K"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

LinkedIn Groups for Social Selling Excellence
"

"

i0'")4"+<'"F)-+"D%8C%E8'":8%7'-"%"-%8'-":5)4'--/)0%8"-<)C82"E'7)F'"%77C-+)F'2"
+)"/-"+<'"D%-+"2/5'7+)5;")4"./01'230"&5)C:-J"./01'230"<%-"!??P-")4"+<)C-%02-")4"
&5)C:-"4)5":'):8'"+)"E'"%":%5+")4J"6%8'-":5)4'--/)0%8-"-<)C82"E'7)F'"F'FE'5-")4"
&5)C:-"%--)7/%+'2"*/+<"+<'/5"-%8'-"4)7C-"%-"*'88"%-"%0;"/02C-+5;"5'8%+'2"&5)C:-"-)"
;)C"7%0"1'':"C:"*/+<"0'*"+5'02-"%02"2/-7C--/)0-J"

Here are 5 types of groups you need to belong to:
Z'4'5'07'`".!$?79-$1($Y7-1*,$3&)4*56)Z"E;"$%C8"B%-+%/0"
"

"
"
Industry Groups"e2)0P+")D'5"/02C8&'f"J"3+P-"%8*%;-"
&))2"+)"10)*"*<%+P-"&)/0&")0]":'5<%:-";)C"*%0+"+)"
E)C07'"+</0&-")44")4":''5-"'+7J"bC-+"10)*"+<%+"%+"+/F'-]"
+</-"7%0"E'"8/1'"+<%+"4%F/8/%5"4%7'";)C"78/0&"+)"%+"%"
0'+*)51/0&"'D'0+J"3+P-"-%4'"%02"7%0"E'7)F'"%"7)0D'0/'0+"
'G7C-'"4)5";)C"0)+"+)"E5%07<")C+J"O)0P+"-:'02"%88";)C5"
+/F'"<'5'm "

Vertical Groups";)C"*%0+"+)")*0J"^"='5+/7%8"5)C:"/-"%0"/02C-+5;"+<%+";)C"
>L"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

%5'"+%5&'+/0&J"X)5"'G%F:8'`"34"3"%F"+%5&'+/0&"3T]"3"*)C82"*%0+"+)"c)/0"%"&5)C:"45)F"
+<%+"/02C-+5;J"""

JGP6;3$JI336KQ$:6E"")"*<'5'"+<'"F)0';"/-m"T<'5'"%5'"7'5+%/0"/02C-+5/'-"+<%+"
%5'"+<5/D/0&"5/&<+"0)*"-C7<"%-"'2C7%+/)0]"<'%8+<7%5']"7)0-CF'5"4))2":5)2C7+-"
'+7J""S;"c)/0/0&"+<'-'"&5)C:-";)C"8'%50"8/0&)]"7<%88'0&'-]")::)5+C0/+/'-"'+7J"M)C"
%8-)"E'&/0"+)":)-/+/)0";)C5-'84"%-"%0"%C+<)5/+;"+)";)C5"+%5&'+"%C2/'07'J"
"
"
Local Groups & Groups in areas you want to build up."X)5"
'G%F:8']"3"8/D'"/0"VM"-)"/+"*)C82":5)E%E8;"F%1'"-'0-'"+<%+"3"E'8)0&"+)"%"4'*"8)7%8"
&5)C:-J"^+"+<'"-%F'"+/F']"3"+5%D'8"[C/+'"%"E/+"+)"()C-+)0]"<'07'"F;"F'FE'5-</:"/0"
+<'"30()C-+)0"&5)C:J"U%-;"'0)C&<m"

Professional Groups that help you hone your craft."^-"%0"
%-:/5/0&"-%8'-"5)71"-+%5"3"E'8)0&"+)"0CF'5)C-"-%8'-"&5)C:-]"F;"5'75C/+'5"45/'02-"
E'8)0&"+)"5'75C/+/0&"%02"(Z"5'8%+'2"&5)C:-J"d%1'"-C5'";)C"-C55)C02";)C5-'84"*/+<"
)+<'5":5)4'--/)0%8-"/0";)C5"7<)-'0"8/0'")4"*)51m "

A Note About Sales Groups:"3F:)5+%0+")0"F%0;"8'D'8-J"X/5-+]"/+"*/88"<'8:"
;)C"1'':";)C5"4/0&'5")0"+<'":C8-'"5/&<+"0)*"-/07'"-%8'-":'):8'"%5'":5'++;"FC7<"
)C+"+<'5'")0"+<'"45)0+"8/0'J"6'7)02]";)C"*/88":/71"C:"-)F'"&))2"E'-+":5%7+/7'-"%02"
8%-+8;]"-%8'-":'):8'"7%0"E'"%":)/0+")4"'0+5;")4+'0")D'58))1'2"/0"&'++/0&"/0"+<'"2))5J"

Parallel Groups:"T<'-'"%5'"&5)C:-"+<%+"-<%5'"+<'"-%F'"+%5&'+"%C2/'07'"%-"
;)C"EC+"%5'"/0"2/44'5'0+"/02C-+5/'-J"UG%F:8'`"Q<'0"3")*0'2"F;"-%8'-"+5%/0/0&"
EC-/0'--]"3"0'+*)51'2"*/+<"5'75C/+'5-"*<)":8%7'2"</&<"8'D'8"-'0/)5"-%8'-"8'%2'5-J"3"
E'0'4/+'2"E'7%C-'"3"<%2"%"0'*8;"%0)/0+'2"-%8'-"F%D'5/71"*<)"*%-"):'0"+)"F;"
b'2/"*%;-J"d;"5'75C/+'5"45/'02-"E'0'4/+'2"E'7%C-'"3"10'*"-%8'-"8'%2'5-"*<)"
0''2'2"+%8'0+'2"-%8'-"b'2/J"M)C"7%0"2)"+<'"-%F'"/0"EC/82/0&";)C5"0'+*)51"+<5)C&<"
+<'"D%5/)C-":%5%88'8"&5)C:-m"

"

>N"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

The Top 5 LinkedIn Groups for Sales Professionals

J(<&7'$J*''&)8$X)&0*,-&19$ 6)7/%8"6'88/0&",0/D'5-/+;"/-"0)+" G@)*,`"l)1%"6'G+)0"#"
" 8/1'"-)7/%8"F'2/%"7)C5-'-"
*</7<"%5'"+;:/7%88;"2'-/&0'2"
!]?@L"F'FE'5-$
)08;"4)5"F%51'+/0&"
2':%5+F'0+-J"T</-"/-"<)*"+)"
C-'"-)7/%8"F'2/%"+))8-"8/1'"
$ ./01'230"%02"T*/++'5"4)5"-%8'-"
:'):8'J"$
6)-&5*$J7'*-$IU/*,1-$ T<'")Ec'7+/D'")4")C5"30-/2'" G@)*,`"T5/-<"S'5+CYY/"#"
6%8'-"'G:'5+-"&5)C:"/-"+)"&/D'"
30-/2'"6%8'-"'G'7C+/D'-"%"
!H]A?A"F'FE'5-$
4)5CF"+)"-<%5'"/2'%-"%02"
$ /04)5F%+/)0J"
J7'*-$E'79+((4Z$ 6%8'-]"8'%2'5-</:]" G@)*,`"$%C8"B%-+%/0"#"
F%0%&'F'0+]"F%51'+/0&]"
BZd]"6%8'-4)57']"5'75C/+/0&]"
>N]?LA"F'FE'5-$
-'88/0&"+/:-]"8'%2"&'0'5%+/)0]" "
:5)-:'7+/0&]"+5%/0/0&]" "
0'+*)51/0&]"c)E-]"+'7<0)8)&;]" "
-)4+*%5']"-)7/%8"F'2/%]"
$ E8)&&/0&]"./01'230]"X%7'E))1" "
%02"T*/++'5J$ "
:2*$J7'*-$;--(<&71&()$ T<'"6%8'-"^--)7/%+/)0"/-"+<'" G@)*,`"T5);"O%D/-"#"
$ :5'F/'5"%--)7/%+/)0"4)5"-%8'-"
p"EC-/0'--"2'D'8):F'0+"
@>]HAR"F'FE'5-"
:5)4'--/)0%8-J"Q'":5)D/2'"
F'FE'5-"%":)*'54C8"F'%0-"
$
+)"7)00'7+"%+"'D'0+-"%02"
$
)08/0'J"BZd"%02"7%5''5-"

J7'*-$T*-1$E,7<1&<*-" T</-"&5)C:"/-"%E)C+"-<%5/0&" G@)*,`".%C5'0+"OCE)/-"#"
)C5"'G:'5/'07'-"%02"-)8C+/)0-" !?>]K?R"F'FE'5-$
%-"+<';"5'8%+'-"+)"6'88/0&]"
F%51'+/0&"%02"S'-+"$5%7+/7'-"
$ %02"Z'75C/+F'0+J$

@?"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Engaging in Groups"
Q<'0";)C"%5'"'0&%&/0&"*/+</0"
./01'230"5)C:-]"<()1*)1$&-$4&)8J"
5)C:-"-<)C82"E'"4C0"%02"
'2C7%+/)0%8J"34";)C"%5'"5'%88;"
8))1/0&"+)"<%D'"%0"'2&'")D'5"+<'"
7)F:'+/+/)0]"2)"0)+":5)D/2'"%":<)0'"0CFE'5")5"'F%/8"%225'--J"$5)D/2'"-)F'"1/02"
)4"8'%50/0&"7)0+'0+"eE8)&":)-+]"D/2')]"'E))1]"*</+':%:'5fJ""

$5)D/2/0&"7)0+'0+")5"%"'2C7%+/)0%8"%2D/7'"'-+%E8/-<'-"+<'"/F:5'--/)0"+<%+";)C"%5'"
7$1,>-1*5$750&-(,[$)(1$7)(12*,$-7'*-$,*/,*-*)171&0*J""M)C5":<)0'"0CFE'5"%02"
'F%/8"%225'--"-<)C82"E'":5)D/2'2"/0":5/D%+'"*<'0";)C"<%D'"'-+%E8/-<'2"%"
7)00'7+/)0")5"5'%7<'2")C+"+<5)C&<")+<'5"F'%0-J"O)"0)+"+C50"%"7)82"7%88"/0+)"%"
:CE8/7"2/-:8%;J"""

"
Example
"

"

" Educational, not promotional

"

"

"

"
Content provided Finishes with content, not a
" phone number of email address

@!"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

"

s
Chapter 5 "

Prospecting and Preparing
"

"

"

"

"

"
"
"
"

“84% of your prospects will respond to cold-
calls or emails when you leverage
connections.”
-Kenan-Flagler School of Business University of
Carolina

@>"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Prospecting with Search
,-/0&"./01'230"6'%57<"/-")0'")4"+<'"E'-+"
*%;-"+)":5)-:'7+"%02"EC/82";)C5"
0'+*)51J"$

,-/0&";507)<*5$J*7,<2";)C"7%0"-'%57<"+<'"./01'230"2%+%E%-'"+<5)C&<"4/5-+"%02"
8%-+"0%F']"8)7%+/)0]"7)C0+5;]"-7<))8]"+/+8'"%02"'D'0"/02C-+5;J""

$
./01'230"%88)*-";)C"+)"-%D'"-'%57<'-J"T<5)C&<"+<'"6+99"-'5D/7'";)C"7%0"-%D'"@"
-'%57<'-"%+")0'"+/F'J"i0'")4"+<'"&5'%+""%-:'7+-")4"75'%+/0&"%"-%D'2"8/-+"/-"+<%+";)C"
%5'"0)+/4/'2"D/%"'F%/8")4"%"0'*"F'FE'5")4";)C5"8/-+J""

"

,+/8/Y'"%88")5"F)-+")4"+<'"4/'82-"/0"+<'"^2D%07'2"
6'%57<":%&'J"O)0P+"<%D'"+<)C-%02-")4"5'-C8+-"9"+</-"
/-0P+"'44'7+/D'"/0"+<'"-8/&<+'-+J":2&)4$-%7,1[$)(1$+&8B"

"

"

"

@@"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Using Connections
T<5)C&<";)C5"^2D%07'2"6'%57<]"E'"-C5'"+)"0%55)*"/+"2)*0"
+<5)C&<"+<'"7)00'7+/)0-"+%E")0"+<'"5/&<+j<%02"-/2'")4";)C5"
-'%57<"E%5J"C*,*$&-$@29M"

,+/8/Y/0&"7)00'7+/)0-"/-"'%-/8;")0'")4"+<'"F)-+"'44'7+/D'"-'88/0&"+'7<0/[C'-J"Q<'0"
;)C"%5'"75'%+/0&"%"8/-+")4":5)-:'7+-"+<5)C&<"6'%57<]"&)"+<5)C&<"%02"7<'71")44"+<'"
7)00'7+/)0-"E)GJ"M)C"F/&<+"4/02"%":)+'0+/%8":5)-:'7+"*<)"10)*-"%"45/'02]"4'88)*"
%8CF0/")5"7)j*)51'5")4";)C5-J""

"

$

$

$

$
T<'"-%8'-"/0+'88/&'07'"%::8/7%+/)0]"6)-&5*V&*@]"C-'-"g6F%5+"B)00'7+/)0-"
$ +'7<0)8)&;h"+)"4/02"5'8%+/)0-</:-"+<5)C&<";)C5"7)88'%&C'-]":5'D/)C-"
'F:8);'5-]"%02"'G/-+/0&"7C-+)F'5-J"

P'&<4$2*,*$1($A&)5$(>1$%(,*$

$

@A"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

Prepare, Prepare, Prepare!
]:($,*'9$()$,>-1&<-$7)5$)(1$/,*/7,*$&-$12*$8,*71*-1$(A$<,&%*-^$1($+*$/,*/7,*5$
+*A(,*27)5$A(,$7)9$<()1&)8*)<9$&-$12*$8,*71*-1$(A$0&,1>*-B_$`J>)$:L>$

./01'230"<%-"%88)*'2"-%8'-":5)4'--/)0%8-"+)":5':%5'"4)5"F''+/0&-"8/1'"0'D'5"
E'4)5'J"30"+<'"N?P-]")0'"*)C82"2''F"+</-"+;:'")4"+'7<0)8)&;"%"gF/02j5'%2'5"45)F"
+<'"4C+C5'hJ"T<'"-%2"+5C+<"/-]"()'9$a"D$(A$3&)4*56)$>-*,-$C-'"/+"4)5":5':%5%+/)0")5"
-'%57<":C5:)-'-J"T</-"-<)C82"E'"!??nJ"$5':%5%+/)0"4)5"%"F''+/0&"&/D'-"+<'"
7)04/2'07'";)C"0''2"+)"7)F'")C+")0"+):J""

^-/2'"45)F"+<'")ED/)C-":5)4'--/)0%8"'G:'5/'07']"-CFF%5;"%02"5'7)FF'02%+/)0-]"
2*,*$7,*$"$2(1$/'7<*-$1($'((4$()$7$3&)4*56)$/,(A&'*$1($8*1$12*$*58*$9(>$)**5M"

1 Education
S'4)5'"%"-%8'-"7%88")5"EC-/0'--"F''+/0&]"7<'71")C+"
+<'"'2C7%+/)0")4";)C5":)+'0+/%8":5)-:'7+-J"
UD'5;)0'"<%-"%"-'0-'")4":5/2'"%E)C+"+<'"-7<))8"
+<';"%++'02'2"*<'0"+<';"*'5'";)C0&'5J"d%;E'"
;)C5":5)-:'7+"/-"+<'"%8CF")4"%"7)88'&'"+<%+"<%-"%"
&%F'"+<%+"7)F/0&"*''1'02J"d%1'"+<'"-%8'"
:'5-)0%8"%02"-<)*";)C5":5)-:'7+";)CPD'"2)0'";)C5"<)F'*)51J""

2 Twitter Profile
34";)C5":5)-:'7+-"%5'")0"T*/++'5]"/+"-<)C82"&)"
*/+<)C+"-%;/0&";)C"0''2"+)"4)88)*"+<'FJ"T*/++'5"
&/D'-";)C"%"*/02)*"/0+)"+<'/5"2%;j+)j2%;"
%7+/D/+/'-"%02"/0+'5'-+-J"B<'71")C+"+<'/5":5)4/8'-"%02"-''"/4";)C"7%0"5'8%+'"+)"%0;"
<)EE/'-")5"5'7'0+"'G:'5/'07'-"+<';"F/&<+"<%D'"<%2J""

@H"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

3 Industry Groups
O)0P+"cC-+"C-'"./01'230"&5)C:-"4)5";)C5"
)*0":'5-)0%8"10)*8'2&']"7<'71")C+"+<'"
&5)C:-";)C5"%77)C0+-"%5'"/0"%02"%-1"
[C'-+/)0-m"3+P-"%"&5'%+":8%7'"+)"cCF:"/0"
+<'"%7+/)0"%02"8'%50"%E)C+";)C5"
:5)-:'7+-P"/02C-+5;"%02"%88")4"+<'"4%07;"
+'5F/0)8)&;J""

4 LinkedIn Signal $
U%-/8;]")0'")4"+<'"</22'0"-'75'+-`"LinkedIn Signal"%88)*-";)C"+)"-'%57<"1';"
+'5F-"+<5)C&<)C+"./01'230J"X)5"'G%F:8'"/4";)C"+;:'"/0"g30-/2'=/'*h]";)C5"5'-C8+-"
*/88"7)F'"45)F"C:2%+'-]"+*''+-"%02"F'0+/)0-"/0"&5)C:-")4"g30-/2'=/'*Jh"6''"*<%+"
)+<'5":'):8'"%5'"-%;/0&"%E)C+";)C5"%77)C0+"%02"+<'"/02C-+5;"+<';"%5'"/0J"M)C"
F/&<+"E'"-C5:5/-'2"*<%+";)C"4/02I""

5 Profile Plug-Ins "
T</-"F/&<+"E'"2''F'2"%-")ED/)C-"EC+"+<'"./01'230"
$8C&j30-"2/-7C--'2"'%58/'5"%5'"%0"/075'2/E8'"5'-)C57'"
4)5":5':%5%+/)0J"T<';"%5'"+<'"D)/7'")4";)C5":5)-:'7+"
/0"F%0;"*%;-J"34"+<';"<%D'"7)0+'0+"+)"-<%5'"
e68/2'-<%5'-]"2)7CF'0+-")0"S)GJ0'+]"E8)&":)-+-"45)F"
Q)52:5'--f"2)0P+"<'-/+%+'"+)"+%1'"%"8))1"%02"-''"
*<%+"+<';"<%D'"+)")44'5J"d^lU"T(U"6^.U"
$UZ6iV^S.U"^6"QU.."^6"$ZiXU663iV^.J"
"

@R"#"$ % & ' "
" """""""""""""""""""""""""""""()*"+)",-'"./01'230"4)5"6)7/%8"6'88/0&"9"7):;5/&<+"30-/2'=/'*">?!>"

LinkediI for Social Selling

Recomendados

Recomendados

Más contenido relacionado

Similar a LinkediI for Social Selling

Similar a LinkediI for Social Selling (20)

LinkediI for Social Selling