A Powerful Social Selling FIx For Speeding Up B2B Sales


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There’s a crazy thing happening with bagels in New York City.

In his book, “The Trust Edge,” David Horsager writes about an über popular street stand that consistently sells out of bagels in the middle of New York City.

The secret to the bagel seller’s operating speed is that every person is trusted to make their own change from a big bucket the seller keeps at the side of the stand. People throw their payment in and take their change out.

This level of trust sounds unthinkable given what we may encounter in daily life

-The delivery truck with the sign, “Driver Carries No Cash.”
-The “Smile, You’re On Camera” signs adorning many public buildings, stores, and parking lots.
-The armed guard walking in and out of your local coffee shop with the day’s earnings in hand.

Regardless of these perceptions, the bagel seller does exceedingly well, financially.

By extending trust to his clientele, he can serve more people, make more money, plus save money on the extra equipment and staff it would take to manage the change operation.

Trust speeds up sales

Trust makes things move a lot faster.

It is the same in B2B sales, so much so that boutique consulting expert and “Millionaire Consultant” Alan Weiss calls the ability to increase revenue through the increase of initial trust with prospects, “the Accelerant Curve.”

More trust equals more customers that are willing to spend money with you — and at a faster clip.

You’ve had this experience in your own life, if you’ve ever read a book, visited a restaurant, or enlisted a specific hairstylist for help based on a friend’s recommendation.

That information from a trusted source saved the business a lot of time — and you a lot of research.

Video social selling encourages trust

While it is obvious to most marketers that well-planned email marketing campaigns allow for increased trust and performance, we can also encourage greater trust during social selling via video.

Consider that

People “just browsing“ are 6X more likely to convert into a paying customer when video is used (Motion Source, Video Retention Rates)

72% of businesses are seeing improved conversion rates with video
(Wyzowl, Video Marketing Statistics)

Reps on video calls are 41 percent more likely to close deals
(Gong, “If You’re Selling Without Video You’re Doing It Wrong”)

Why the improved trust? Videos are a dynamic medium that allow for more human communication, incorporating

-Body language
-Tone of voice
-Spoken words

How To Generate B2B LinkedIn Leads In 24 Hours

I never thought I would be able to generate leads with busy vice presidents of sales traveling internationally just by using this method — but that’s what’s awesome about business — sometimes you can be pleasantly surprised.

To accomplish this result, I

1) Downloaded the Loom app for Chrome

This plugin allows you to start a recorded screenshare with a live webcam. The BIG reason I use Loom is because they automatically host your video and make the link easy to access once you’ve completed your recording.

I used to do all this via other apps plus YouTube and am elated to have this alternative.

2) Navigate to the prospect’s LinkedIn profile

Don’t negate this step, this serves 3 important functions
It allows you to track who’s viewed your video (as you’ll get notified that “someone” watched the “Jeremiah Strum | LinkedIn” video — hmm — wonder who that was 🙂
It adds intrigue since prospects can see their face in the background
It adds the prospect’s name to the video link automatically, since that’s the page you’re recording on

3) Record a quick pitch in the following winning format

Introduce yourself and how they know you
Quickly explain why you’re reaching out
Reiterate, why it matters to them (or de-risk)
Tell them what you’d like them to do
Closing and sign-off

Sample video pitch template

Note: Enthusiasm is key and sells your connection on taking the next step!

Hey, this is [Your Name].

I’m the CEO of [Company].
You and I just connected on LinkedIn. Thanks for connecting!

I’m reaching out because I notice [ What We Have In Common Or Value Prop-Based Line] and I’d like to see if you’d be interested in [Doing What You’d Like Them To Do].

[Quickly Explain Why This Matters To Them]

If that sounds good to you, you can click the button in the top right hand corner.

I look forward to talking with you soon. Bye.

Jean-Marc Saint Laurent
Jean-Marc Saint Laurent is the Founder of Saint313, a B2B Lead Generation Consulting firm helping companies get on the phone with future clients. He’s gotten people valuable sales calls and opportunities with decision-makers at top companies such as Zillow, Hyundai, AT&T, Wells Fargo and more using LinkedIn.


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