Linkedin and Miller Heiman group came up with a research study to derive way of optimizing use of sales navigator. This presentation is adapted from that study/ebook, in context to my organization's selling perspective.

1. THE WAY TO SELL
A short presentation on
Optimizing LinkedIn Sales Navigator
- Pooja SOOD -

2. CONTEXT
Based on experience and research of Miller Heiman
Group.
Disruption
in Sales
Buyers
Expectation
Ballooning
More
decision
influencers
Scientific
Tadka
“The Art of
Selling”

3. What entails in the Art of Selling?
Few questions to answer..
Who’s
involved in
the buying
circles?
How to find
Buying
Influences ?
What to do
before you
reach out?
ICE BREAKING
A BUSINESS
CONVERSATION
– How to find a
valid business
reason to start
a conversation
?
What’s the
best way to
reach out to a
prospect for
the first time ?

4. WHO’S INVOLVED IN THE
BUYING CIRCLES?
No matter how many people are involved in a buying decision and no matter what official functions they play in
their organisation, the same four buying roles are present in every complex sale.
“…focus on roles rather than comfort level, past contacts or job titles…”
The
Sidekick
The End User
TheBOSSMAN

5. Technical BI – “The Gate Keepers”
o Screen proposals
o Judge measurable,
quantifiable aspects of
your proposal
o Can’t give final approval
o Can say no based on
specs or technicalities
“Does this meet the buying criteria/specifications?”
Focused on ~ Matching Specification to area of expertise

6. USER BI – The “Real Users”
o They identified “THE
NEED” for function of
your product
o They WILL be judging
whether your product
performs as per
business requirements
“How will this product work for me in my job or department?”
Focused on ~ The job to be done

7. ECONOMIC BI – The “BOSS MAN”
. Give final approval to buy .
“What return on investment can I expect on this purchase?” “How will this impact our organisation?”
Focused on ~ Bottom line and impact on organisation

8. COACH BI – The “Sidekick”
Will act as a guide for the sale; provide and
interpret information about the:
o Validity of your sales proposal
o Buying influences you need to
uncover/work with to increase the
probability of closing the sale
o Elements of your strategic analysis
“How can we ensure this deal closes?”
Focused on ~ Your success with this proposal

9. HOW TO FIND THE
BUYING INFLUENCES?
Ask common connections directly,
or maybe “Optimize how you use your Sales Navigator”

10. OPTIMISE YOUR APPROACH
• Seniority,
• Geography,
• Function and more.
Profile Filter
• Seniority level,
• Years in current
position,
• Years at current
company
• Years of experience.
Role and
Tenure Filters • Lead
Recommendations
Others
Once you’ve identified all the possible Buying Influences, you can then connect or save them as
leads in Sales Navigator to ensure you stay up-to-date with their news.

11. WHAT TO DO BEFORE
YOU REACH OUT?

12. Find a Valid Business
Reason [VBR]
Understand the “Win-
Result” Concept
Contact Customer!
Ask yourself –
“WHAT IS THE REASON THAT
THIS PERSON IS MEETING?”
A VBR accomplishes two major
goals:
1) It gives the potential customer
information he needs in order to
understand exactly who you are
and why you want to meet.
2) Context Setting - It establishes a
common foundation, so that
when you do meet you can
concentrate on understanding
the customer’s Win-Result
Concern

13. IF YOU CAN IDENTIFY POSSIBLE PERSONAL WINS AND BUSINESS RESULTS BEFORE YOU REACH OUT...

14. HOW TO FIND A VALID
BUSINESS REASON TO START
THE CONVERSATION?
Lead
Updates
Shares
Company
Updates
In the
News
Potential
Leads

15. WHAT’S THE BEST WAY TO
REACH OUT TO A PROSPECT
FOR THE FIRST TIME?

17. HOW SALES NAVIGATOR CAN
HELP YOU IDENTIFY AND GET A
PERSONAL INTRODUCTION?
Don’t reach out COLD, get a cover  have mutual connections.
>>Team Link to the Rescue<<

18. “The Four Response Modes” of Buying Influences, can
help you gauge the best time and manner to approach.
IDENTIFYING THE CUSTOMER MODE
PEOPLE BUY WHEN, AND ONLY WHEN, THEY PERCEIVE A DISCREPANCY BETWEEN REALITY AND THEIR DESIRED RESULT.”
For NurturingFor Action

19. THE MILLER HEIMAN
GROUP AND SALES
NAVIGATOR
PROSPECTING
CHECKLIST:
■ HAVE YOU IDENTIFIED ALL THE BUYING
INFLUENCES IN YOUR SALES OPPORTUNITY?
– Use Sales Navigator’s Advanced Search. Try
filters like function and years at the company
and save them as leads.
■ DO YOU HAVE A VALID BUSINESS REASON TO
MEET?
– Use your Sales Navigator feed to stay on top of
news about your leads and their businesses.
■ WHAT’S THE BEST WAY TO REACH OUT?
– Use Sales Navigator’s TeamLink to see if you
have any connections in common.
■ WHAT BUYING MODE ARE THEY LIKELY TO BE IN?
– Use Advanced Search and your Sales
Navigator feed to check for job changes,
promotions or news that suggest the
organization and the individual is in growth or
trouble mode.
Target
•the right
buyers and
companies
Understand
•what buyers
value
Engage
•buyers with
personalized
outreach

20. Takeaway: Start with a “WHY”
Because emotions are stronger than rationale.
■ PHASE 1: Find YOUR “Why”
– Build precise Target List – Based on
YOUR personal Win Situation
– Invest on building trust within target
prospect
• Recommendations, “Likes”,
establish thought leadership
■ PHASE 2: Find the Prospect’s “WHY”
– For all the unanswered SNIPER
Messaging/Ignored connection
request
o Filter and Categorize reachouts
basis:
o Socially Active – Mutually
Connected prospects
o Buying Influence Vs Response
Mode of prospects
o Change your approach to
conversations with these prospects
The “HOW”
■ Pre-connected people
■ Connect to Learn than to Sell
■ Special Invites to
influencers/decision makers
■ Differentiated messages for every
stakeholder in buying circle

21. THANK YOU !