Sales Navigator: The secret weapon for social selling on LinkedIn
Social selling is a sales approach that relies on the use of social media to build meaningful relationships with potential customers and drive the sales process more effectively.
Unlike traditional sales techniques, social selling focuses on creating value, sharing relevant content and interacting directly with the target audience.
Social platforms therefore become the main means through which to identify, connect and engage prospects.
In this article we will see how to use LinkedIn, the largest professional network in the world, to implement a social selling strategy. We will focus specifically on Sales Navigator, a tool specifically designed to manage this activity in an organized and efficient way.
With more than 900 million active users, 58.4 million registered companies and a range of tools specifically designed for job posting, job hunting and professional networking, LinkedIn offers a huge audience and allows you to make connections with targeted professionals.
Inside it fits Sales Navigator: a paid tool (it’s a Premium subscription), designed specifically for sales professionals.
Thanks to its advanced features, it is possible to perform very specific searches, divide the results into saved lists and monitor the conversations that are established with the acquired connections.
As highlighted in our previous article, although it is a specific platform for business, LinkedIn is based on exchanges between people and not between companies.
Even Sales Navigator, regardless of the purpose for which you use it, must take into account a human approach.
For this reason, the Sales Navigator account is associated with the personal LinkedIn account and not with a company page: it is the person (who acts on behalf of the company) who dialogues with the interlocutors, not the brand itself.
The primary objective that drives people to use SN for commercial purposes is lead generation. Unlike Lead Ads campaigns, however, here the work is done by hand, making the selection of contacts even more targeted.
Here are some questions to ask yourself before setting up your social selling strategy.
On Sales Navigator you can search by lead (people) or by account (company). For each category there are special filters, and based on the search setting, a list will be generated from which to start skimming the most interesting contacts.
Searches are saveable and periodically updated with new people (or companies).
Contacts can be saved in one or more lists (e.g. division by country or by sector) and processed at any time.
The flow depends on many factors: sales objectives, reference sector, degree of knowledge of the target.
The first step is to ask for the link to the contacts saved in the list (if you are not already a 1st degree link), accompanying the request with an introductory note.
After the person accepts the connection, you can start with a flow of personalized messages, with the ultimate goal of scheduling a phone call or arranging a meeting.
The best practices for an effective social selling activity are:
Bottom line: the benefits of using Sales Navigator