LinkedIn has now passed the 225 million mark of users, with
40% being in the
North America. It has become
the number one business social media site by a large margin. It is one of the
best, up to date and most compelling databases of individuals known in the business
world.
If you are not using it as a Salesman to find leads, qualify
prospects and promote yourself, you are missing out. For B2B, LinkedIn is the
critical tool that can make your prospecting faster, smoother and, ultimately,
more profitable.
So how do you turn LinkedIn’s vast database into a steady
stream of leads that can negate the need for you ever to cold call again?
Get Your Profile
Right – Your online Business Card.
More and more, business professionals will view your profile
on LinkedIn prior to a meeting to gain a better insight into whom they are
having a discussion with. What you have on view is a dynamic and involved
business card; it tells who you are, what solutions your company offers and
what makes you stand out. Make sure your profile is professional and
informative and will impress. Photo, Headline, Summary, Contact and details of
your experience.
Photo: Make sure
you have a solid, business-like picture of yourself up. It’s nice that you are
proud of your kid’s baseball team or your partner, but this isn’t Facebook.
Ensure that it is good shot of head and shoulders and you are dressed
appropriately; after all a picture tells a thousand words.
Headline: Your
headline should be a summary of who you are. Imagine you are at a party and
someone asks what you do. In one short line tell them. That’s the Headline.
LinkedIn will automatically define this as your job title at your company name
– not that inspiring and not too informative. Rather than “Salesman at Acme”,
what about “Solution provider for Packaging Lines” or “Custom Systems
specialist for B2B Cloud Service”.
Summary: Still at
that same party, but now you are going to give them a little more information.
Get out your Elevator Speech. Who you are, what you do for you company, what
your company offers customers; one paragraph and punchy.
Contact: If you
are a salesman you want people to contact you, so make it easy. Make sure you
have phone numbers and email address. By the way, you may have signed up for
LinkedIn using a personal email address, make sure your contact information
reflects your business email. Nothing worse than seeing John@ILikePonies.com (unless you work
for that company of course!)
Experience: If
you are promoting yourself as a provider of solutions for your customers,
rather than just a seller of goods, then this can reflect your skills and
capabilities. Keep it brief and pertinent (unless of course you are looking for
jobs, then more is needed) OK, so you’ve set your profile up and you look like a
professional solution provider that is trustworthy. So how can you use LinkedIn
to your advantage?
Connections – the Heart
of LinkedIn
Connections breed connections. Your first level contacts
open up a route to a wide range of second and third level connections. This is
how you scale your network. Whenever you meet anyone (online or off) always
follow up quickly with a connection request while you are still fresh in their
minds.
Having said that, there is a common mistake made by lots of
people on LinkedIn and that is to make a connection with everyone. The more
names you have the more successful you are. Wrong! Choose your connections
wisely. Your realtor or hairdresser is not a connection you need frankly
(unless you are in that business). Keep your personal and business lives
separated. Remember that LinkedIn is for helping you connect with the right
people to further your sales career. I have seen too many people with
connections that are out of control and don’t assist them in doing business.
Groups are Critical
As a sales professional this can be your lifeblood; a great
place to go fishing for new leads. Ask yourself why anybody joins a specific
group? Because it is relevant to their needs and interests. One of the standard
ways of finding leads is to profile a specific customer who you have sold to
and then go out and find individuals and companies similar to them. That can be
very time consuming. However with LinkedIn, just look at the Groups that your
customer belongs to and search within that Group for more like them (only
possible if you pay for a premium LinkedIn account). It is a great way to
pre-qualify prospects.
Follow Companies and
Find out More
Similar to making connections with individuals, you can make
a connection with a company by Following them. It’s a good way to stay in touch
and find out what they are doing. Many companies will constantly refresh their company
pages with information on new products, events, news jobs and more. It is an
automated way to keep informed provided the company has an active policy of
making changes on an ongoing basis.
Pay for It for Success
Simple logic here – LinkedIn is a business. If you want to
release the full potential, you have to pay. A Business Premium account is
going to set you back a miserly $20 a month. If you can’t afford that for the
benefits that it provides then you are destined never to be a successful
salesman and you need to focus your career aspiration a little different.
So what are the benefits?
- Expanded
Who viewed your profile
- Full
Profiles available
- InMails
- OpenLink
- Premium
Search
Of these, the two most important are InMails and Premium
Search.
InMails – Connect with
Ease
InMail is LinkedIn’s internal email system and allows you to
send an email to any LinkedIn user without requiring an introduction. It is
especially useful for 3rd degree and out of Network connections. Basically,
it ensures your email gets through to their inbox.
I have heard all sorts of statistics on the effectiveness of
InMails from 30 to 50 times more successful than a cold call or a standard email
contact in getting through but I would claim much higher in my experience.
InMails are only available on paid accounts. The higher
level the account you have, the more you get. On Business Premium account
you’ll get three InMails each month. This means you’ll want to reserve them for
when everything else fails. But the good news is that if you do not get a
response to an InMail within seven days, your credits are refunded.
Search – the Power
Tool
The key for LinkedIn in finding new prospects. You only get
out what effort you put in so you need to be sensible about how you search.
This is no different to working with Google or Bing – you have to be smart with
your search keywords and methods.
With LinkedIn’s advanced search you can find people by
title, company, location or keyword. If you have a paid account the you can add
company size, type, and seniority level too and most importantly search by
Group. By intelligently mixing the different filters you can get really deep
and identify key individuals quickly and easily. You can also save your search
criteria and get a weekly report listing anyone new who matches the customers
you’re looking for.
Who’s viewed You –
New ways to Connect
With LinkedIn, you can see who’s looked at your profile.
Unless visitors have set their profiles to anonymous, you can click on the
“Who’s viewed your profile?” link and see a list of them.
This can work for you as a method for contacting people.
The fact that someone looked at your profile is a good
excuse to reach out with a connection request. Furthermore, if you look at
other people’s profiles, a certain proportion will always look back
Even when you get visitors described as “Procurement
Professional from the Pharmaceutical Industry” you can still click on them.
LinkedIn will then give you a list which will include the actual visitor. It
then takes just minutes to quickly visit each profile to show you’ve looked
back.
Use Google as an
Additional Tool
So you’ve done a search and you have found some interesting
people to contact and you want to know more. If the person is a 3rd Degree
connection often you will get a picture and then a name that is just “Linda W.”
and the only way to connect with them is via a precious InMail credit. How do
you overcome this? Simple, use Google.
You know some basic information – a first name, a company
they work for and a job title. Put it all into Google and hit search. Hey
presto a URL link to that person on LinkedIn. Click on it and now you are
seeing the full details of the individual plus you can now just “Connect” to
them saving your InMails for others. Get used to using LinkedIn together with Google to find out more on
a potential prospect.
Steal from your
Competition
I wrote about this in a previous Blog (Stealing Customers though LinkedIn).
This is a critical part of using LinkedIn’s ‘hidden’ capabilities. There is
nothing wrong with it and you should use this tactic ruthlessly. You will be
surprised how much information you can gain and how many more leads you can
garner using this technique. As the blog details, just don’t let it happen to
you.
You will be surprised how many sales people are totally
ignorant on LinkedIn and how to use it effectively. Make sure you are aware of
the power of this important sales tools and how to use it to find and qualify
prospects, Investigate contacts, find out what customers and companies are
doing and most importantly generate leads and sales.
Happy Hunting!