Softcat Builds Its Sales Tool Stack Centered Around LinkedIn Sales Navigator
Softcat is a UK-based company providing IT infrastructure services. They needed to find a virtual selling solution that could act as the backbone to their sales tool stack. A purposeful implementation of Sales Navigator led to extremely high adoption rates, with usage and results so impressive that other stakeholders in the organisation began inquiring about getting their own licenses.
How to enable virtual selling
When the pandemic accelerated the shift to virtual selling, IT infrastructure services company Softcat knew they needed to be more strategic about how they approached their customers.
The shift to working from home was another factor that made this recommitment to the sales tool stack necessary. “It was really challenging for our salespeople to get a hold of customers remotely,” says Luke Herridge, Customer Insights Manager.
Traditional routes for digital communication were suddenly saturated with everyone in the industry vying for attention. Herridge explains, “With the number of emails that are going into people's inboxes, it was even more difficult to get noticed.”
A tool to increase productivity
The suite of features and broad integration possibilities made LinkedIn Sales Navigator the right solution for Softcat. Gareth Price, Head of Corporate Sales at Softcat, explains how they built out their sales tool stack using Sales Navigator as a centralized hub: “When we’re considering new sales tools, we ask if they integrate with LinkedIn Sales Navigator. If they do, it’s a big check on the box and we carry on with the assessment.”
The full Softcat sales tool stack is now seamlessly powered by Sales Navigator. “The tools we adopted complement each other really nicely,” explains Herridge. “When somebody is using one tool, they're also utilizing Navigator."
A conversation starter
Sales Navigator helps spark conversations that convert to sales. Herridge shares one standout example: “An account manager used LinkedIn Sales Navigator to find an account that wasn't previously in our CRM system. He then used LinkedIn to identify the key contacts that he had to engage with, reached out to them via InMail, and started a conversation with those individuals. Through LinkedIn he kept the conversation going, set up some meetings, and that account is now a great customer of ours.”
Virtual selling made simple
The dashboard features in LinkedIn Sales Navigator make it an excellent launch point for Softcat’s sales activities. Herridge goes into more detail: “The dashboard offers the most up-to-date information,” Herridge says. “Every day you can log in to see what's most relevant or what key accounts have done over the last 24 hours.”
InMail helps sales teams garner attention without getting lost in the shuffle of a traditional inbox. Herridge explains, “Being able to actually have another avenue to engage with the customer directly is a significant advantage.” Price agrees: “The InMail piece is one of the best features. It integrates well into other existing sales tools and strategies.”
Search functionality has also been a powerful feature to help teams pinpoint the right members of the buying committee at their target accounts. Herridge illustrates: “Over the first six months there have been an average of 730 searches per individual. This is an astonishing amount!”
Empowered sales team
When sales teams are empowered to do their best work, they produce results. “We've always invested in our salespeople,” says Herridge. “At Softcat we’re focused on doing as much as we can for them to be successful, and rolling out our LinkedIn Sales Navigator program showed our sales team we are really invested in enabling their work.”
Sales Navigator was quickly adopted by the Softcat sales team, and the usage stats speak for themselves. “300,000 profiles viewed, and 20,000 leads saved show that LinkedIn Sales Navigator is being used well and thoroughly, and our salespeople are integrating it into their role,” says Price.
Herridge speaks to how the tool is embedded in the sales team’s practice, “People are using it. They understand what they're using it for and promote those success stories to the wider audience. It has become a natural part of everyone's day-to-day routine.”
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“The customer is at the heart of everything Softcat does, so having a tool like LinkedIn Sales Navigator really enables us to build deeper relationships with our customers.”Gareth PriceHead of Corporate Sales - North
"For any B2B company out there, I couldn't recommend Sales Navigator enough. Any sales person not using it is definitely missing out"Luke HerridgeCustomer Insights Manager
Softcat is a leading provider of technology solutions and services to organizations in both private companies and public sector organizations in the UK and Ireland. They provide: asset management, business intelligence & analytics, collaboration, commodity sourcing, datacenter, end user computing & mobility, networking & security, software licensing and IT services.
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Marlow, Buckinghamshire, UK