How to sell in a Work-From-Home world

As a sales leader at LinkedIn, many of the sales motions that have made the sellers on my team successful throughout their careers are no longer possible. Face-to-face meetings, coffees, conferences, meetups, lunches and visiting our clients' offices - are all gone in the immediate future.

Despite the many hardships of a mass plunge into remote work, I'm encouraging my team to view this as an opportunity to learn new skills and improve themselves. I strongly believe that the sales people who anticipate the changes and adapt the fastest, will exit this period in history, stronger than when they went in. Face-to-face meetings will come back in time, but using digital channels to find, relate and engage your customers is here to stay.

Face-to-face meetings will come back in time, but using digital channels to find, relate and engage your customers is here to stay.

In order to help sellers thrive in this new world, I asked the best modern sellers I know to share their top tips. (Note. All these actions are available to any LinkedIn member. LinkedIn has premium solutions, however my intention for this post is not to sell. My intention is to shine a light on the path to help any client-facing person be productive and successful in this new world)

Here is what they told me...

...On relationship management (/ protecting existing business)

Everyone's strategies have shifted dramatically over the last two months. For many sellers, being a key partner to your customer's business through COVID-19, may be the difference between maintaining the relationship and losing the client.

Great Relationship Management starts with listening. In order to relate to your customer's shifting needs, desires and challenges, you first need to understand what is happening in their world. You can do this by:

Step 1: Setting up Google alerts on your customers. Be the first to know when your customer is mentioned in the news and learn what is happening in their industry. Visit https://www.google.com.au/alerts, enter the company name, your email address and click 'Create Alert'.

Step 2: See what is trending on LinkedIn (Today's News and Views) LinkedIn has an editorial team who deliver the business insights you need to stay informed (and they are bloody good!). See what is happening in the industries your client operates in. Simply look to the top right hand corner of your LinkedIn home page.

Step 3: Visit their company page on LinkedIn. A lot of valuable information can be gleaned from a company's LinkedIn page. For top sales people, the company page provides a deeper perspective on the client. The goal is to feel like an insider when you speak to your client. Reading the various sub-pages (i.e. About, Life, Jobs, People) and viewing their company photos could be the edge you need to stand out in the crowd. Ask yourself the following questions:

What is it like working there? How do they articulate their vision and mission? What do they value? Are they hiring or launching in new regions? If so, who and where?

Step 4: Visit your contacts' professional profile pages (i.e. LinkedIn & Twitter). If step 3 was about understanding the business, step 4 is about understanding the people. To be a true partner to your customers, you need to understand the people behind their products and services. When viewing their professional online profiles, ask yourself the following questions:

What content are they liking? What posts have they shared? How do they describe themselves? What interests them? Who have they recommended? What are they most proud of? What are their professional goals?

... On staying top of mind

Great sales people stay relevant by repeatably creating value for their clients. The trick to staying 'top of mind' is to put yourself in the shoes of your customer and ask what would be most helpful this week. Timing here is really important. For instance, this week a lot of sales leaders are thinking: How can I help my sellers work effectively from home? (hence the timing of this article). Three months ago, this post wouldn't have cut through. When it comes to building relationships, play the long game. Deliver new value over time as your customers' needs and desires change according to their environment.

Here is how LinkedIn can help you on this journey:

Step 1: Reach all your client contacts from one view. Keeping track of people is a full time job. Rest easy, you can outsource this job to LinkedIn. To see all your client contacts in one spot. Simply: 1. Go to their company page on LinkedIn, 2. Click 'See all employees', and 3. Filter for your '1st' degree connections. This view will show you everyone you've connected with at that company and give you the opportunity to send them a direct message.

Step 2: Personalise your message. To be seen as a trusted advisor, you need communicate from the beginning that you know their situation, needs and challenges. You also need to bring something unique and relevant to the table. You can use the following digital clues to bring you closer to an answer:

• Company news: Major organisation-level changes like acquisitions, cutting costs, and a new strategic direction.
• Job changes: When potential buyers change jobs, it might mean you need to find a new champion or sponsor for a purchase. Or it could open doors to new opportunities as you follow them into their new roles.
• Status updates: Updates reveal prospects’ top concerns and priorities, providing invaluable insight into what can spark engaging discussions.
• Blog posts: Add insightful comments or link to a prospect’s LinkedIn long-form post, or reference or comment on a prospect’s ideas in your own posts.

Tricks for new players. Don't let the need to personalise slow you up. I've seen top sales people reach 50+ clients in a morning by batching interesting articles or insights to likeminded contacts. The key is to know what is important to your clients and use this knowledge to personalise at scale. Below are two examples:

---

Example 1:

Hi Amanda,

I thought of you this morning while reading this Harvard Business Review Report. A lot of what we discussed as being important to your team's success this year; specifically, smarter targeting and improved rep productivity, are reflected in this post. 

Hope you find it valuable,

Andrew

---

Example 2:

Hi Simon – I hope you and your family are well.

With lots of teams working from home and upcoming events being cancelled, I thought I would share 3 resources that I have found valuable:

• Harvard Business Review Article on What It Takes to Run a Great Virtual Meeting
• 16 Free Linkedin Learning Courses where you can learn everything from how to master productivity to managing remote team members.
• Linkedin Article on Staying Informed and Connected: Resources to Help Navigate Work and Coronavirus 

Hope you find this helpful. Please let me know if I can be of any assistance at this time.   

Sincere regards, Tim 

---

• Protip 1: Multi-thread like your life depends on it. During downturns, companies often restructure their workforce. Don’t be the rep who only has one relationship in the client account - the risk is just too high! Look for new people to build relationships with, preferably in a multitude of divisions. Leveraging your company connections is an amazing place to start. LinkedIn data tells us that buyers are 5X more likely to engage if your outreach is through a mutual connection.
• Protip 2: Understand what channels your customer responds to. Have you ever noticed that some people never respond to your email, but always respond to a text. Understanding what channels your customers prefer is a great way to increase your response rate. One of my reps noticed that a specific client would text her at 9am on a weekday. If she ever wanted to share something, she would text him at 8:50am on a weekday.

... On New Business Prospecting

New business is the growth engine of any company. This said, at times like this, it's important to understand that while some organisations are looking for new ways to grow and invest; other organisations are laying people off and trying to make sure they make the most of the cash they have. As amazing as your product is, some decision-makers will not have the bandwidth to evaluate anything new. This is not you, just timing. My advice is to enter any new business conversation with compassion and humility - particularly at the moment.

Step 1: Know what is happening in the industries you service. COVID-19 has turned entire industries on their head. Industries like travel, hospitality, luxury and events have been hit really hard. While, industries that help connect people digitally, work from home, or stay clean, have entered a period of unprecedented growth. To deeply understand how your prospective customer is fairing, I'd recommend you research the following three industries: 1. What is happening in their industry, 2. What is happening to their customers industries. 3. What is happening to their suppliers industries.

For example, you may view IT as a growth segment. However, if the IT company you are approaching generates most of its revenue from Travel and Events, maybe business isn't so rosy after all. This doesn't mean you shouldn't approach, your product or service could help them in a difficult time. It's just important to know what is most likely taking up their headspace before you reach out.

Personally, I've been keeping a close eye on two data sources.

1. Job movements and hiring reports: LinkedIn's Hiring Report on the Impact COVID-19 is having on the Australian economy is a great start. The report details how hiring rates in industries like Education are down -25.6%; while Healthcare is up +12.6%.
2. Growth numbers by industry: Stackline's Fastest Growing and Declining eCommerce Categories report from last week is a perfect example. A quick scan of the below will help you understand what is happening in the categories your prospective customers care about.

Step 2: Know what is happening in the specific company. After you understand the industry, start to take a deeper look at specific companies. Who has recently joined? What roles did they take? Who has been recently promoted? Where did they come from?

For any new contract to be executed, you need to find a change-maker or 'champion' inside the client. We found that the people who have been hired to tackle a specific challenge or have been promoted into a new role are a great place to start. New Hires often have budgets that they can spend and the ear of other decision-makers who want to see them succeed in the new role.

Step 3: Prioritise accounts and find that warm path in. Once you understand the industries and companies that will be most receptive, it's time to create your target list and find the warm path in. Neilsen found that 92% of buyers trust referrals from people they know. In today's climate, the inferred trust you will receive from a warm introduction may be the difference between getting in warm and being stuck out in the cold.

Once you find the referral opportunity, here are two templates to help you ask for the introduction

---

Introduction Request Template 1

Hi Pam,

I noticed on LinkedIn that you are connected to Peter McCarthy at Proctor and Gamble.

P&G are a strategic partner of ours on the Talent Acquisition side and I was wondering if they might be interested in exploring our Client Acquisition solutions. Peter is one of the most actively engaged on LinkedIn at P&G and has a key client facing role, so I thought he might be a great place to start the conversation. 

Do you feel comfortable introducing me to Peter? Absolutely no problem if this is not appropriate. If it is, I can send over a draft written note.

Thanks for your help!

--- 

Introduction Request Template 1

Hi LaRon - hope you and the family are well.

I saw on LinkedIn your connection to Amelia McCarthy. As Regional Vice President, I understand Amelia would be responsible for sales growth and team attainment. As we have recently helped Company A and Company B grow sales revenue by 18%. I thought a discussion about our new rep productivity tools might provide value to her.

Would you feel comfortable introducing me to her? If so, I can send over a draft written intro. 

Thanks mate,

---

• Protip 3: Offer to connect your prospects to people in your network. Business is about people, good karma and good will can go a long way. Give first.

... On your digital handshake

I want you to imagine that you are standing at the entrance to the biggest conference of the year. All of your key clients are there, so too are many potential customers. Your suppliers are there, you spotted them on the way in talking to your competitors. Your boss arrived early, she has asked you to meet her for lunch. How do you enter that room?

The most successful sales people I know would bring their authentic, confident, professional self to that conference room. They'd stand up straight, look people in the eye, listen to their perspective, bring unique insights and smile the whole way along.

You should approach LinkedIn profile in the same way. LinkedIn is your digital handshake. When it comes to your profile, it's time to start thinking like a marketer, not a job seeker.

Step 1: The anatomy of a sales professional's LinkedIn profile

Step 2: Join and start interesting conversations. Similar to joining a conversation at a work conference, the initial jump in can often feel daunting. My best advice here is to be authentic and share the things you find most interesting. If something interests you, it will undoubtably interest other people in your industry.

• Protip 4: To boost rankings on Google, include words in your summary that your prospects use when searching. You can base these on your own discussions with customers or your marketing team’s insights.
• Protip 5: Source content from your marketing team, then use your ongoing conversations with customers to add assets that will resonate with your particular target audience.

I hope this article plays a small part in helping you succeed and thrive in this new 'work-from-home' world. As always, I'd love to hear any feedback or perspectives you have. Together we'll come out of this stronger than when we went in.

Special thanks to Georgia McCarthy, Jesse Rothstein, Alana Brittain, Tim Lloyd, Emilie Davis, Ed Hunter, Ben Brown, Viktoria Sjodin, Leanne Naber, Rob Willoughby, Charith Moonesinghe and Kimon Tellidis for your input.