Research Suggests That LinkedIn Could Put Pay To The Cold Call Once & For All

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Research By Sales Training Specialists MTD Training Shows That Social Media Is Becoming More Effective Than Cold Calling

Learn how to use LinkedIn to prospect and generate more sales opportunities for your business

LinkedIn is a goldmine for new sales opportunities - sales people and business owners just need to learn how to use the platform in the right way.

Research conducted over the last few years has shown just how drastically the sales landscape has changed. In fact, an interesting survey by Market Transformations showed that 73% of decision makers won’t accept an inbound cold call.

More recent research by Hot To Trot Marketing supported this idea, as a survey of 20 UK telemarketing agencies found that in 2006 it only took 4 calls to get through to the decision maker, whereas it now takes over 40 calls to get through to a key decision maker.

This research suggests that it is now 10% more difficult to get through to a decision maker on the telephone than it was five years ago, which gives a great amount of validation to the idea that cold calling is a dying art – and makes it easy to see why so many businesses are now looking for a better way to prospect and sell.

It’s no surprise to realise that in today’s modern Internet-driven marketplace, more and more sales people are turning to social media as a way of prospecting and generating new leads for their business.

LinkedIn, in particular, is fast becoming the most popular social media platform for B2B leads, as more sales professionals and business owners start to realise the potential that the site offers for networking, connecting and engaging with the key decision makers who many sales pros otherwise wouldn’t get the chance to speak to. LinkedIn has grown significantly since its launch in 2003 and now has over 10 million users in the UK alone.

Sales training specialists MTD Training conducted a very interesting case study on social prospecting through LinkedIn, where they compared the amount of responses they got to a prospecting email campaign in comparison to the amount of response they got to a social prospecting email sent via LinkedIn. The results spoke for themselves, as only 0.5% - 2% of decision makers responded to a prospecting email they received, but a huge 14%-16% of decision makers responded to a social prospecting message via LinkedIn.

LinkedIn does have the potential to be a goldmine of B2B leads for any UK business, but the problem that most sales people are facing is that they have never been shown how to use LinkedIn as a business tool and will struggle to get any real value out of the site.

This demand for LinkedIn training has prompted MTD Sales Training to create a LinkedIn For Sales Professionals course. The 1-day workshop - which is specifically designed for sales professionals and business owners - teaches delegates how to create an effective LinkedIn profile for themselves and their company, shows them how to develop an influential network on the platform and helps them to prospect and engage with their key decision makers on the site.

The course is a hands-on, interactive workshop where delegates are encouraged to bring their laptops along so that they can actually update their profiles and prospect for new sales opportunities on the course day with the help of their trainer.

MD of MTD Sales Training, Sean McPheat, says:

“We’ve been getting a lot of requests for LinkedIn training from our current clients, as many sales people are hearing that they need to be using LinkedIn but haven’t got a clue where to start!

Most of the delegates who come on the LinkedIn For Sales Professionals course already have a profile and are familiar with the platform but they are simply wasting their time on the site as their profiles are not doing them justice and they are not using LinkedIn to its full potential.

As soon as they see how easy and effective it is to use LinkedIn as a B2B prospecting tool they’re sold. Most of them are kicking themselves for not seeing the sites true potential sooner, as they’re now closing so many more deals because of interactions they’ve had on LinkedIn.”

For more information about the LinkedIn For Sales Professionals course and for a list of upcoming dates please visit: Alternatively, you can contact MTD’s Training Manager Lesley Hastings directly on 0800 849 6732 to enquire today.

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Sean McPheat

Louise Denny
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