Since its popularity exploded in the late 2000s, LinkedIn has been used by millions of professionals for more than a decade to connect with colleagues, connect with potential employers and recruit new candidates.
LinkedIn now has more than 90 million senior influencers and 63 million decision-makers using the platform. With all these people in one place, it’s a food court for salespeople.
But there is a problem with the way the stands are made: accept the connection, get a generic point of sale … Does it look familiar?
After all, there is no denying that LinkedIn is a fantastic sales tool. But in a world where everyone sends fake emails, salespeople must create unique and valuable messages that eliminate mess and make a real impression.
Here are four tips for overcoming naive sales and being more personal on LinkedIn.
- Teach me something
I asked a salesperson to sign up while talking about my website. The result took 30 minutes. He shared many excellent tips and areas for improvement that I hadn’t thought of myself. Meeting accepted.
Another vendor shared specific conversion statistics with me, based on their best estimate of the size of our business and comparisons with other B2B technology companies. Meeting accepted.
I’m sure your company has great press releases and great customers, but I care about mine. Specifically, tell me how you can increase our reserves. If you can, the meeting will be accepted.
- Show your value by sharing content
Of LinkedIn’s 610 million users, only 3 million LinkedIn users share content weekly, 99firms said. This is shocking.
Everyone, regardless of role or role, must share relevant business content with their potential customers. Increase your credibility on the platform. Post-non-personalized information about your company’s performance in your feed, not people’s inboxes. While latent, you can “spread” more naturally by posting, rather than immediately damaging the connection with a spam message.
By constantly sharing content on your profile that reflects the interests and needs of your potential customers, you are in a better position when it comes time to send an InMail, which is a reason for me to connect and accept the contact.
- Make yourself visible
Follow potential companies on LinkedIn if you want to be honest. I encourage salespeople to comment or communicate the results of a potential business, as long as they have something informative to say. By adding to the conversation that your potential companies are having on LinkedIn, you will become visible and lay the groundwork for more real interaction later.
If salespeople make the same effort and can refer to a specific message on a general basis, I’m more likely to accept your connection request or even have a conversation.
- Personalize your communications
Based on the previous point, salespeople must ensure that their communications are about me and my company, not about them. I can’t say how many emails I receive that are clearly just a copy and paste from the same source that the providers use to bombard.
Instead, look at what I shared about my industry or company. See where I studied, my interests, my preferences. Everything is there and ready for salespeople to consult when making contact.