Welcome to the first edition of Savvy Selling for 2021. I’m Karina, here to share what’s top of mind in the world of B2B sales today.
In this video, we go over:
● Why a continued deep understanding of your buyer is critical to success
● The importance of establishing the complete buyer committee
● How the new Sales Navigator feature of Account Mapping helps get you there
In December’s edition of Savvy Selling, we looked at how you can find success in a changing market by becoming “Buyer First”, and doing so by using the tools already in your Sales Navigator tool kit — in case you missed it, you can check it out here.
Today, we continue our look at the evolving best practices of virtual selling. Although the road ahead may look different for each of you in 2021, one thing remains consistent: it continues to be all about the buyer.
Make time to Learn, then Define.
The key to standing out is finding a deeper understanding of each buyer’s unique situation, and learning the nuances of the challenges facing their business. Then, using your own expertise, defining a solution and the right buying process to co-create a path to success, together.
Great news! A recent Sales Navigator update can help you understand your accounts even better — you now have access to key buyer data you need, all in one place, in your newly designed Account Pages:
1) View new account Alerts & Trends, helping you receive real-time alerts and reliable insights at a glance.
2) Growth Insights allow you leverage LinkedIn company data to identify to identify further opportunity at growing accounts, like headcount trends and leadership role changes.
3) Access the new interactive Account Map to help you easily multithread, better understand the buying committee, and deliver value to key stakeholders with customized content for their specific goals.
Account Mapping How-To
Let's briefly go over how you can start Account Mapping in Sales Navigator today:
Step 1: Navigate to any Account Page by searching for an account or clicking on an account from anywhere within Sales Navigator (ex. Homepage, Account List).
Step 2: Scroll down to the first section, “People”, where you can find the Account Map. You can also click the “People” icon to get to the Account Map directly from the sub-navigation bar. The Account Map will be pre-populated with profile cards of Recommended Leads from LinkedIn (based on your LinkedIn activity), and you can choose to save any of these Leads to your own Lists, or remove them from the Account Map if not relevant to your needs. Alternatively, you can also save any of the pre-populated suggested leads from the Account Map by clicking “Save” on their profile card.
Account Mapping — Adding Leads
The left-hand panel will allow you to choose between Saved Leads and Lead recommendations views, from which you can select new Leads to add to the Account Map. Add your selected Saved Leads or Recommended Leads by clicking the “Add to map” button under each of their names. Adding a Recommended Lead to the Account Map will automatically save the lead for you, turning on automated alerts about that person’s job changes, LinkedIn posts, and more.
The Account Map will also automatically add the Lead to the correct corresponding tier based on seniority.
Tier 1 represents senior executives, tier 2 represents middle management, and tier 3 represents individual contributors. Note that you can also drag-and-drop the profile card to the tier of your choice if needed.
Account Mapping — Removing Leads
Remove Leads from the Account Map by clicking the “Remove” link on the profile card.
If removing a Saved Lead, a prompt will appear, asking you to confirm whether you want to either 1) remove the lead from the Account Map, or 2) remove the lead from the Account Map and also unsave the lead at the same time. You can also remove any unsaved leads or the pre-populated ones without that additional prompt. Once removed, the profile card will be deleted from the Account Map but you can still find it in the left-hand panel under ‘Recommended Leads’ if you change your mind later.
Ready to master Account Mapping?
Here’s your quick Tip Sheet on how to start mapping your buying committee in Sales Navigator today:
When you truly understand your buyers’ needs, you can build foundational trust that you and your customers can grow on, together.
Get ahead of the competition and try Account Mapping today via the link below, using all the great features already available to you with your Sales Navigator access.