Achieving Success with Account Based Selling
- 1. Achieving Success with Account Based Selling Katie Baudler Account Executive Manager LinkedIn Sales Solutions
- 2. Agenda • What is account based selling (ABS)? • 4 Effective ABS Tactics • Q&A
- 3. After this webinar, you will be able to... • Determine if ABS is right for your business • Share specific tactics with your team
- 4. FACT: The buying landscape is changing
- 5. The Changing Landscape 77% Of buyers don’t believe that sales understands their business and don’t think they can help Demanding Credibility Decision makers change roles every year. 20% Changing Roles ??? People on average are involved in the buying decision 6.8 More critical players
- 6. Conventional Sales Tactics Are Losing Deals
- 7. Generic OutreachCold Calling Conventional Sales Tactics
- 8. Cold Calling Of B2B buyers view a company less favorably when their sales reps reach out cold 53%
- 10. The Result
- 12. Account Based Selling Modern Selling
- 13. What is account based selling? Researched Personalized IntegratedTimely
- 15. Who is it for?
- 16. 4 Account Based Selling Tactics
- 17. 4 Tactics TARGET UNDERSTAND ENGAGE 1 Select Target Accounts 2 Investigate & Identify 3 Personalized Value 4 Outreach ● Multithreading ● C-Level Outreach
- 18. Select Target Accounts Questions: • Who do you sell to? • Do you segment by industry, company size, type of sale? • How do you ID accounts for territories? Other considerations: • Lowest hanging fruit • Size of prize 1
- 19. Investigate & Identify After selecting accounts, determine... • Buyers • Decision makers • Influencers ...likely 5+ people Other considerations • Research Pain points • Treat company as whole vs one person 2
- 20. Personalized Value Create value: • How do pain points align with value prop? • Develop content for industry and role • Tailor messaging to specific account • Build storylines of success to share with similar accounts * Do NOT send exact same message to everyone 3
- 21. Outreach • Multithreading • C-Level Outreach •Groundswell: Emerging markets •Call High Utilize: • Multi-channel approach: InMail, Email, Phone, Direct, Social 4
- 22. Tips for increasing response rates • Use insights • Tailored messaging 3 Key Elements: • Social • Business • Call to Action
- 23. RE: LinkedIn Sales Solution and Company ABC George Thomas CEO, Company ABC July 24 2015 3:59PM Social Business Value Call to Action
- 24. Tech for Scaling Respond to engagement real time Tracking Automation Set strategic cadences - Use with caution -
- 25. Key Takeaways
- 26. Outreach4 Personalized Value3 Investigate & Identify2 Most attractive prospects (best fit for product & size of prize) Scan social, company website, & tap into connections to gather insights Create tailored messaging/resources specific to industry & role Use multi-channel approach to engage DMs at all levels 4 Tactics Select Target Accounts1 *Utilize technology to scale - remember to maintain a personal touch
- 27. Q&A
- 28. Achieving Success with Account Based Selling Katie Baudler Account Executive Manager LinkedIn Sales Solutions