achieving success with account based selling
TRANSCRIPT
Achieving Success
with Account Based Selling
Katie Baudler
Account Executive Manager
LinkedIn Sales Solutions
After this webinar, you will be able to...
• Determine if ABS is right for your business
• Share specific tactics with your team
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
4 Tactics
TARGET UNDERSTAND ENGAGE
1Select Target Accounts 2
Investigate & Identify
3Personalized Value
4Outreach
● Multithreading
● C-Level Outreach
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
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
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
Outreach
• Multithreading• C-Level Outreach
•Groundswell: Emerging markets•Call High
Utilize:
• Multi-channel approach: InMail, Email, Phone, Direct, Social
4
Tips for increasing response rates
• Use insights• Tailored messaging
3 Key Elements:• Social• Business• Call to Action
RE: LinkedIn Sales Solution and Company ABCGeorge Thomas CEO, Company ABCJuly 24 2015 3:59PM Social
BusinessValue
Call to Action
Tech for Scaling
Respond to engagement
real time
Tracking Automation
Set strategic cadences
- Use with caution -
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