How Account Based Sales Professionals Leverage LinkedIn

Account Based Selling or (ABS) is not a new strategy, but it has seen a surge in enterprise sales efforts over the last couple of years. This is a more personalized long-term approach that, although is more work for the sales person, results in deeper relationships, stronger and more connections inside of an account and in many cases, converts to more business.

Often, when an organization is focused on ABS, their sales reps are given a list of companies in their territory that they are responsible to grow. In some cases there are internal *Champions or Coaches (also known as Mobilizers by CEB) that are willing to help the sales rep navigate their company, while in other cases the rep is going in blind. Leveraging LinkedIn will help you gain access to the stakeholders within these accounts and will also reduce the sale cycle and close more business, really. Let's get started:

• Targeted Buyer Titles - by evaluating and noting all the possible titles of those that will be involved before, during and after the sale, it will make identifying the right stakeholders in an account simple.
• Identify the Stakeholders - by leveraging LinkedIn's company pages while researching an account, you'll be able to quickly find many of the right decision makers and influencers that will be involved in the purchase of your products or services. Here is how:

1. From the top search bar, type the name of the account and select it from the drop down bar
2. Click on all the employees listed on the right-hand side under “How You’re Connected”
3. Click on the Advanced > button on the top left-hand side
4. Under title, type in your criteria (Learn how to develop Boolean searches)
5. Make your list

• If you don’t have a Coach or Champion – you will need to find one and begin to build a relationship.  This is where content and commercial insights begin to engage interested parties. Share eBooks, webinars, blog posts or other relevant content that will pique their interest and get them curious about your perspective on issues that matter to them. Connect with them on LinkedIn, start meaningful conversations and when the time is right, convert these connections to phone calls. The Coach, Champion or Mobilizer will surface.
• If you already have a Coach or Champion – mine their connections and the titles you have identified from the company pages and bring them the list of all the stakeholders that you’d like to meet. Together you can work on getting a meeting with everyone to get consensus on not just your solution, but on the problem they have right now that you solve. Here is how:

1. Visit your Coach's profile (connect to them on LinkedIn if you aren't yet)
2. Click on the 500+ or scroll down to the connections section
3. Click on the magnify glass
4. Type in the titles and keywords that describe the stakeholders
5. Click on the Advanced button on the top left of that box
6. Use the filters on the left to drill down further
7. Make your list and bring it to your Coach

• Have your Coach make internal introductions with a note that provides value not your pitch. Connect with the stakeholders and send commercial insights that get them curious and thinking differently about their current situation, company or industry. Nurture the relationship, and when it is time, let each of them know that you are engaging with others in their organization. Once you have built credibility among them individually bring them all together for a meeting. Have your Coach set up the time (often they have access to everyone’s calendar) and simply let them know that you are looping them in on the conversation and wanted to make sure they are involved. This process takes time, patience and a commitment for offering insights and value long before you schedule a meeting.

This is just one of the ways successful Account Based Sellers are leveraging LinkedIn to gain access to decision makers and stand out as the subject matter expert that is worth talking with.

*Champions or Coaches (also known as Mobilizers by CEB) are individuals inside of a targeted account that believes in you and your solution(s) and is willing to make internal introductions on your behalf.

Looking to learn more about how LinkedIn can help Account Based Sellers?

Join PeopleLinx Webinar: 5 Ways Challenger Sales Reps are Leveraging LinkedIn - (Live Tuesday October 11th and then available On-Demand.)