Prospecting Digitally Workbook FINAL

Prospecting
Digitally
A Sales Development Company
Agenda
How to warm up leads

Power down
Breaks
How to get known for
what you do
Workbooks
How to create creditability
Participation
How to build awareness
with the
customers you want to work with
Copyright 2009 Performance Group
How Buyers Buy
How We Have Traditionally Prospected
Performance Group www.pmgllc.net

1
The New Buyer
Juggling conflicting priorities

Under-staffed
Time deprived
Wants information on their terms
They Get Information Off The Internet

2
Digital Immigrants
Digital Natives
The Digital Affect On How Buyers Buy
It is no long a
question of if
It a question of
how much in
your industry

3
The Sale Before The Sale
Why should
your prospects
spend their
time with you?
Most Of Us Think Social Media
For B2B Sales

4
Why LinkedIn
Total Number of US users: 84 million
Unique visitors monthly: 184 million
Percentage of users that check in daily:
40%
Total number of LinkedIn Groups: 2.1
million
Growth in web traffic referrals
Sept 2012-Sept 2013 34.51%
Slideshare monthly page views: 159
million
Source: By the Numbers: 48 Amazing LinkedIn Statistics by Craig Smith for Digital
Marketing Ramblings
Why LinkedIn
LinkedIn generates more leads for B2B companies

than Facebook, Twitter or blogs.
Yet only 47% of B2B marketers say they are actively
using LinkedIn v. 90% on Facebook.
One-third of global B2B buyers use social media to
engage with their vendors.
And 75% expect to use social media in future
purchases processes.
-Source Social Media B2B 2012
3 Steps to Digitally Prospect
1. Profile
2. Reach
3. Referrals

5
Your LinkedIn Profile
Get The Headline Right
What Not To Do

6
Good Profile Headline
Option #1 Your Expert Status

Expert status headline formula:
1. {Keyword/subject matter expert area}
2. Who {does what}
3. for {client, company, audience, project}.
4. {Proof point}

7
Examples of Expert Headlines

Personal Chef specializing in gluten-free
diets. Winner Seattle Personal Chef of the
Year 2012.
Social Media Expert driving successful
campaigns on a shoestring budget. 800%+
ROI in the past 12 months.
Bestselling Author and Professional Speaker
energizing audiences to overcome limiting
beliefs. 90%+ sat ratings.
Option #2 Define Your Niche

Niche Headline Examples:
Six Sigma Master Black Belt | Dedicated to
process excellence in auto manufacturing
Tax Accountant CPA | Specialist in familyowned businesses with revenues of $1-$5
million
Childhood Autism Psychiatrist | Specializing
in diagnosing, treating and supporting
families with autistic children
Option #3: Direct to Your Customer

Best of you are in business development,
sales or marketing your own company
Direct to customer headline formula:
1. {Attention-grabbing question}
2. {Who you are}
3. {who you help}
4. {Proof point}
OR {Attention-grabbing question}
5. {Free resource}

8
Option #3: Direct to Your Customer

Examples:
Need capital? Banker for early-stage
technology growth companies. Clients include
XYZ and ABC.
Need talent? Exec Recruiter helping mid-size
manufacturing companies find top talent.
Clients include LMN and OPQ companies.
Need to recharge your career? Join my FREE
webinar on 5 things you MUST do before you
search: {short bitly.com link}
Recent Example
Write A
Good
Summary

9
Meet Boring Bob Smith
Expand Your Reach
Quantity
Quality
Groups and Following

10
Referral
Customers
First Degree
Connections
Second
Degree
Connections
Build your Referral Pipeline
How Not To Connect

11
How I Do It With 2nd & 3rd Degree Contacts

(First name), we don't know each other
and at the same time, we know a lot of
the same people.
I work with your company recruiting
sales and application engineers coast-tocoast.
Because of that, I thought you and I
should connect.
This enables us to get exposure to the
best talent available.
Cultivate Your
After YouSources
Build
Referral
Your Network
Start Reaching
Out To It
How Not To Prospect

Hello,
I'd love to connect and introduce you to our service. SlideJar
Conference is a turnkey solution for making speaker
presentations available to your attendees on a Google-Style
'keyword' search basis. Our Site and Mobile App returns search
results on an individual Slide basis, your attendees will love this
service!
Our solution also provides your conference with exposure to
new attendees and can potentially generate ancillary revenue
for your event.
Given your role and influence. I'd love to setup a quick 10
minute demo to introduce you to Slidejar, Any interest? Let me
know!
Thanks,
Alice

12
How To Prospect
How to Get Known For What You Do
Publish Daily
Post
Information

13
When To Post
__________
__________
__________
What To Publish
Industry Trends
_________
Whitepapers
Links to any ___________you provide
Promoting a company event
Anything that addresses issues your
customers may be facing

14
Check On Who Is Viewing You
Find Out Who

Is Finding
You
How Are You Trending

15
You Cant Build Relationships With

Keyboard Clicks
It is Just Another Tool
Pick up the ________

Get out in the _____ in
front of customers
________ information
Know your customers
________

16
What Happens in Vegas Stays in Vegas

Unfortunately, That is True with Most Training!
Only Dead Fish Swim With The Current

17
Free Resources

18
How Social Sellers Build Their Pipeline with LinkedIn

Posted by Dan Bernoske on Sun, Feb 03, 2013
How Social Sellers Succeed with LinkedIn

A few weeks ago I had dinner with my friend, Jim. Hes a sales rep at Oracle. He described the widespread misuse of
LinkedIn like this: Reps use their profile like a resume. They simply repackage a dead document with new
technology. Theyre missing the real value of the platform: its a sales tool. ItsTHE way to make connections.
Cold calling is ineffective because no one answers their phone. Your customers are too smart to respond to SPAM or
generic emails. Instead, todays successful Sales Reps excel with LinkedIn on several fronts:
They position themselves to win the deal theyre working on now.

They understand the individuals who compete for their business.
They expand their personal network to fill their sales pipeline through customer referrals.
Why LinkedIn is Ideal for Referrals

Large scale targeting. LinkedIn currently has 200 million members worldwide. 65.1% have held director-level or above
positions (source: LinkedIn Ad Platform, 2012). These are the decision-makers you need to access. Here is where you can
connect with almost anyone.
Referral-based connecting. Tell me who your friends are, and Ill tell you who you are. Successful people tend to work
together. So a referral from a successful customer legitimizes you. For reference, our sales efforts average a 63% win rate
on referrals. LinkedIn is the ideal platform to aid referral-based interactions.
Social Debt economics. LinkedIn provides tools that facilitate social gifting. Endorsements, recommendations, mentions,
and idea sharing are the currency in social debt economics. When you give, others are more inclined to give back. Asking
for and getting referrals and connections is a natural part of the process.
3 Steps to Use LinkedIn to Build your Referral Pipeline

This approach starts with an anchor account. A customer that stands by you and your product is ideal. After that, its your
effective use of LinkedIn that will build your pipeline.
1. Position yourself as a thought leader. Your LinkedIn profile represents your personal brand. This is where Content
Marketing meets Social Selling. You cannot afford to simply digitize your resume. Demonstrate thought leadership through
your connections and your profile content. My posts on Social Selling here and here provide more detail on this topic.
2. Connect to your customer. Customer connections are an absolute must. This is where the social debt economics can
pay dividends. If you are good at your job, your customer will facilitate introductions. This entire strategy hinges on these
customer relationships and virtual connections.
3. Expand your personal network. Build your customer-centric pipeline around the referrals from your customer. Use their
profile as your window into their connected world. Research your customers entire network to find the decision-makers.
The Customer decision-makers. Identify all the decision-makers within the account. Look at their LinkedIn
profiles to understand how influential they are. Are they connected to potential prospects? Are they
respected thought leaders?
Your customers competitors. Chances are someone within your customers organization has worked for
their competitor. Find the link.
Supplier, vendors, channel partners. Explore the partners of your customer. A good partner may be
willing to collaborate with you. As mentioned earlier, a referral from a successful partner will legitimize
you. Look at partner profiles to find common connections. (see Figure 1)
Associations (both national and local). These are the industry watering holes. To find future customers
like the one you have, look at association memberships. Then find the contacts within the organizations
that can help you most. (see Figure 2)
Example of A Good LinkedkIN INmail
www.biztalkradioshow.com
Listen to Jim Lobaitos interview with Wayne Breitbarh, a

leading LinkedIn consultant and best Selling Author of The
Power Formula For LinkedIn Success
PODCAST
How to Use LinkedIn for Business
Development: The 5 things every salesperson
should know about using LinkedIn for business
development
FREE RESOURCE
Click Here For a Free Resource From Wayne:
LinkedIn Essentials Tool Kit
Jim Lobaito is creator and host of the weekly show BizTalk on WHO Radio.
Topics covered with guest experts are recruiting, leadership, marketing,
performance management, sales, sales management, company growth, and
personal development.
Podcasts of the BizTalk show can be heard at www.biztalkradioshow.com
Jim Lobaito has spent his entire professional career in sales. Starting at age 19, he
went from Account Representative to Sales Manager in three years. He has held
positions as Director of Sales, VP of Sales, and General Manager. Throughout his
career, he has pursued and perfected how to identify top sales talent, develop
salespeople, and create a winning sales culture. These pursuits have resulted in Jim
developing sales teams that were not only the largest revenue producers in their
market but also possessed the most competent salespeople.
Jim is a member of the National Speakers Association and has been a featured
speaker at national sales conferences. His articles have been published in national
magazines.
Jim is known for his ability to take what appears to be complex issues around sales, marketing, and personnel
performance and give easily executable real world solutions on how to improve performance, processes, and profits.
He authors two blogs, Sales Quick Coach for salespeople and sales managers and Hire the Best for company
Presidents and hiring managers. He also produces a weekly radio show, BizTalk, where he interviews leading
business experts. These activities give him unique insight on how to effectively address the day-to-day challenges
business leaders face.
He is the founder and President of Performance Group. Founded in 2000, the company is a sales recruiting and
consulting company located in West Des Moines, Iowa. It offers sales and sales leadership recruiting, onboarding,
and sales consulting services.
Performance Group aligns itself with corporations that value their sales force and invest in the success of their people
because they understand that sales drive the bus. These sales organizations are recognized amongst their peers as
companies that invest in the success of their salespeople and dont accept mediocrity.
Jim is creator and host of the weekly show BizTalk on WHO Radio. Topics covered with
guest experts are recruiting, leadership, marketing, performance management, sales,
sales management, company growth, and personal development. Podcasts of the BizTalk
show can be heard at www.biztalkradioshow.com
Written for salespeople and sales managers, this weekly blog is based on
real world selling situations where Jim provides practical advice for todays
toughest sales challenges. It can be found at www.pmgllc.net
Addressing talent acquisition challenges that Presidents and Hiring Managers face, each
week Jim covers topics in identifying, finding, screening and recruiting top people. It can be
found at www.pmgllc.net.
Performance Group, 4401 Westown Parkway, Suite 102, West Des Moines, IA 50266
800.550.9509 pmgllc.net jlobaito@pmgllc.net
2013 Performance Group

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Prospecting

A Sales Development Company

How to warm up leads

Copyright 2009 Performance Group

How Buyers Buy

Copyright 2009 Performance Group

How We Have Traditionally Prospected

Copyright 2009 Performance Group

Performance Group www.pmgllc.net

The New Buyer

Copyright 2009 Performance Group

Juggling conflicting priorities

Copyright 2009 Performance Group

They Get Information Off The Internet

Copyright 2009 Performance Group

Performance Group www.pmgllc.net

Copyright 2009 Performance Group

Copyright 2009 Performance Group

The Digital Affect On How Buyers Buy

Copyright 2009 Performance Group

Performance Group www.pmgllc.net

The Sale Before The Sale

Copyright 2009 Performance Group

Most Of Us Think Social Media

Copyright 2009 Performance Group

For B2B Sales

Copyright 2009 Performance Group

Performance Group www.pmgllc.net

Copyright 2009 Performance Group

LinkedIn generates more leads for B2B companies

-Source Social Media B2B 2012

Copyright 2009 Performance Group

3 Steps to Digitally Prospect

Copyright 2009 Performance Group

Performance Group www.pmgllc.net

Your LinkedIn Profile

Copyright 2009 Performance Group

Get The Headline Right

Copyright 2009 Performance Group

Copyright 2009 Performance Group

Performance Group www.pmgllc.net

Good Profile Headline

Copyright 2009 Performance Group

Copyright 2009 Performance Group

Option #1 Your Expert Status

Copyright 2009 Performance Group

Performance Group www.pmgllc.net

Examples of Expert Headlines

Copyright 2009 Performance Group

Option #2 Define Your Niche

Copyright 2009 Performance Group

Option #3: Direct to Your Customer

Performance Group www.pmgllc.net

Option #3: Direct to Your Customer

Copyright 2009 Performance Group

Copyright 2009 Performance Group

Copyright 2009 Performance Group

Performance Group www.pmgllc.net

Meet Boring Bob Smith

Copyright 2009 Performance Group

Expand Your Reach

Copyright 2009 Performance Group

Groups and Following

Copyright 2009 Performance Group