Key Account Sales – developing multiple relationships using LinkedIn

Key Account Sales, Account-Based Marketing, Target Accounts, and other terms are used when selling to larger organisations. Deal values are usually larger, deals are complex, and usually involve several decision-makers.

Starting and developing multiple sales relationships per company is an essential part of the process.  And this is where LinkedIn is very powerful. It helps us identify who is likely to be part of the decision-making process. And then who we know who also knows each of them.

Wurlwind Social Selling - Sales Relationships
If you’re reading this because you want to win major deals with large companies, or you have a real live sales opportunity in a major organisation and want to increase your chances of winning, then you’re in the right place.

You may be wondering how you can use LinkedIn to improve your sales conversions and win rate.

There are several ways you can use LinkedIn to support your sales efforts and increase your success in key account sales.

LinkedIn and Social Selling is not just about prospecting and lead generation for single decision-maker deals. For larger more complex sales it’s a valuable resource to use during larger and longer account-based marketing campaigns.

Quick start tips for Key Account Sales using LinkedIn

Pick your best prospect, one that you’re currently bidding or proposing to, and apply the tips and steps below to increase your probability of winning and to develop effective Social Selling habits.

  • Connect with your main contacts in your prospect, if you haven’t already done so.
  • See who you are both connected with – your shared contacts – and identify someone who could give you insight into what’s going on.
  • Write down 5 actions you’ll take that will build those relationships – Like, Share, Comment, Connect, Talk to… etc.

Now repeat for your second best prospect, then the third, and fourth. I’m sure you’ll be getting quicker at this by now, and building a positive habit.

Download our LinkedIn Lead Generation Pocket Guide for a Summary of 7 Strategies and other tips.

LinkedIn Tips for creating Key Account Sales opportunities

1. Qualify the opportunity

Use LinkedIn as one of your research sources to find out more about the company and the prime contact. If it’s an enquiry that’s come in via your website, a phone call or even from a lead nurture sequence, LinkedIn can be a good source of information.

  • From their LinkedIn Company Page, does the company meet your criteria, based on size, sector, location, and any other criteria you may use?
  • From the LinkedIn Profile of the person contacting you, are they in a role that you typically deal with, as decision-maker or as recommender?
  • How closely connected are you to the person contacting you, and again LinkedIn can identify who you have as shared connections.

With this information you’re much better prepared for that initial phone call, and you can show that you have done your homework, or ask for missing information on the call.

2. Who else is likely to be involved in the decision?

If there are typically several people involved in deciding to purchase what you offer then some additional research will put you in a stronger position.

  • From the employees listed on the Company Page, can you identify the people with the job titles you’d expect to be involved in the decision.
  • Can you identify shared connections with any of them, and identify someone (a trusted third party) who could provide insight about the business.
  • Have those key people shared Articles and Status Updates on LinkedIn that would give you a chance to reach out and maybe connect with them?

Quickly identifying and making contact with the right people will provide a firm foundation for your sales campaign

3. Keeping in touch during the campaign and after the proposal

Some purchases can take a long time to close, and keeping in touch with key people can be tricky, without seeming to chase the deal.

  • Share relevant articles, either from your company like case studies or from reliable third parties, via LinkedIn Message to individuals
  • Share news and articles to groups of buyers as a LinkedIn Email/Message Broadcast to a small TAG group of people.
  • Comment on Status Updates and Articles posted by decision-makers on LinkedIn

Building relationships, becoming a trusted advisor and guiding prospects through the buying process is a route to sales success. This will happen through many channels including face to face meetings, phone calls, emails and other activities. LinkedIn can be a great source of insight and also an additional communications channel to use.

And if you’ve established your personal brand at a senior level you may well be able to gain access to the project sponsor early on, and steal a march on your competitors if they only have access at a junior level.

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