Targeting a major account on LinkedIn

Darren McKee outlines a tactical approach to booking meetings with major tech accounts like Chevron by focusing on the CISO or technology leads.

His 15-step process emphasizes research, LinkedIn Sales Navigator, and intentional engagement.

Here’s a breakdown:

1. Get in the right mindset

   ↳ Stop at a Chevron for motivation and connection to the target brand.

2. Research trending news

   ↳ Use Google to find recent news on Chevron to understand relevant issues.

3. Dive into chevron’s reports

   ↳ Search their sustainability report for keywords (e.g., “compliance”) to identify focus areas.

4. Explore insights

   ↳ Review findings in the reports and match them to Chevron’s potential technology or compliance needs.

5. Identify your entry point

   ↳ Use LinkedIn Sales Navigator to explore “best paths” into Chevron, such as team links or recent activity.

6. Examine connection paths

   ↳ Leverage paths like “posted recently,” “follows your company,” or any link that makes the outreach warmer.

7. Ask internally for connections

   ↳ Post in your company’s Slack or Teams to see if anyone has contacts at Chevron.

8. Refine search criteria

   ↳ Use LinkedIn filters to target recent posters in relevant roles (Director, CXO, VP).

9. Apply your targeted search

   ↳ Enter keywords like “Information Technology” with filters for connections, role tenure, and activity.

10. Review the profiles

    ↳ Browse the profiles of relevant Chevron contacts to assess connection potential.

11. Engage authentically

    ↳ Genuinely engage with their content, leaving helpful, thoughtful comments.

12. Share relevant content

    ↳ Post an ICP-related message on your own feed. Since you’ve interacted with their content, they’re likely to see yours.

13. Send a connection request

    ↳ Send a blank request as a second-degree contact. You’ve done the prep, so it’ll feel natural.

14. Monitor their activity:

    ↳ If they accept your request and are active, they’re online and ready to engage.

15. Make your pitch

    ↳ Send a direct message with a solid pitch. Whether text, video, or audio, ensure it’s polished and purposeful.
    

Mastering storytelling for social selling on LinkedIn

In this Making Sales Social Podcast episode, Brynne Tillman, Stan Robinson Jr., and Bob Woods explain how storytelling on LinkedIn drives authentic client engagement, focusing on creating narratives that build trust and encourage offline conversations.

Key points:

1. Authenticity through storytelling: Personal stories stand out more than standard pitches, making interactions more genuine and memorable.

2. LinkedIn profiles as narrative tools: The ‘About’ section should address client challenges and demonstrate your unique value to prospects.

3. Recommendations as stories: Use LinkedIn recommendations to tell real stories tied to specific roles, which adds credibility.

4. Video stories on LinkedIn: Videos featuring client testimonials or behind-the-scenes glimpses can attract engagement and open dialogue in comments.

5. Client as the hero in posts: Structure LinkedIn posts with the client as the main character, highlighting the client’s journey and successes.

6. In-depth articles for SEO: LinkedIn articles provide detailed storytelling that boosts visibility on Google, bringing in outside traffic.

7. ChatGPT for case study writing: ChatGPT can help draft case studies where the client is central, balancing detail with authenticity.

8. Effective case story structure: A strong case story should include the client’s challenges, the solutions offered, and impactful results.

9. Conflict to build compelling stories: Emphasize what’s at stake for the client if no action is taken, building suspense and engagement.

10. Discovery for tailored stories: Understand the client’s specific issues during discovery to shape an impactful and relevant story.

“How I closed a 9-figure deal using LinkedIn”

In his LinkedIn article, Carson V. Heady shares practical sales insights from his experience closing a major deal.

His approach breaks down like this:

• Intentional prospecting: On his second day in a new role, Heady prioritized reaching executives. He sent out 100 LinkedIn requests weekly, leading to a meeting with a key executive that helped him break into the organization.

• Building relationships: By forming strong connections with executives and identifying an internal "champion," he kept the deal alive despite challenges, including leadership changes and a pandemic. Regularly connecting with people across different departments helped him gain allies who pushed the project forward.

• Clear milestones & cadences: He created a “living document” with project milestones that he shared with the customer’s team. They reviewed it together every two weeks, ensuring alignment and adapting priorities as they went.

• Leveraging resources: Heady introduced his organization’s senior leaders to the customer’s executives, strengthening the partnership and fast-tracking approvals. Having an engaged "executive sponsor" within his team was crucial for navigating internal hurdles.

• Persistent follow-up: Despite setbacks and even internal opposition, he maintained focus, continued adding value, and stayed close to his customer’s needs. Eventually, he achieved the nine-figure deal, illustrating that relationship-building combined with consistent outreach and internal support can secure transformational partnerships.

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