Coinciding with its Q3 2022 release, LinkedIn is positioning Sales Navigator as a facilitator of Deep Selling. Deep Sales positions LinkedIn as a new way to sell that addresses many of the current problems faced by sales teams (e.g., The Great Reshuffle, increased deal complexity following COVID, the digitization of communications, and an increase in SPAM). This new positioning was announced in the Wall Street Journal.
“Too many sales professionals are stuck in what we’ve come to call “shallow selling” – an endless, frustrating loop of contacting more and more potential buyers in ways that no longer work,” posted LinkedIn Sales Solutions’ Marketing VP Gail Moody-Byrd. “I’ve felt the pain of sales in my professional life. I’ve consoled colleagues who were at risk of getting fired because they weren’t hitting their numbers or seen them committing “unnatural acts” to get a deal closed. I’ve been on endless, painful pipeline review calls, looking at leads that will never materialize into a closed/won deal. And I feel it daily in my personal life, as I try to dodge intrusive emails, texts, and phone calls that keep coming at me to purchase MarTech software.”
Moody-Byrd argued that shallow selling doesn’t work, but reps can employ deep learning software to support “deep sales.”
“Think of deep learning, where software learns from enormous amounts of reliable data to get to a meaningful answer. Deep sales relies on that kind of data to deeply understand buyers and their context. It helps sellers approach buyers in the way that is welcomed, at a time in the buying process that makes sense. It helps develop deep relationships with buyers, based on understanding them – the opposite of shallow spray-and-pray tactics.”
LinkedIn claims that Sales Navigator customers enjoy a 38% increase in pipeline generated, a six percent increase in win rates, and a 47% increase in deal size. The firm is positioning the combination of Sales Navigator and Sales Insights as its Deep Sales solution set.
“It’s good to see LinkedIn working on new ways to utilize machine learning to sort its various data inputs and provide a better experience,” stated SocialMediaToday Head of Content Andrew Hutchinson. “Thus far, LinkedIn hasn’t really been able to tap into its unmatched database of professional insights, but maybe, through advanced machine learning on its huge dataset, it’s moving towards the next stage of becoming a critical companion for all HR and business professionals, by facilitating guidance on various fronts that can lead to smarter decisions.”