By John Nemo
LinkedIn just made a pair of moves that will supercharge your ability to engage with “warm” sales leads on the world’s largest B2B marketplace.
LinkedIn continues to listen to its users, which is good news for improving your sales and marketing efforts on the platform.
If there’s one thing I’ve found in teaching others how to use LinkedIn to generate new sales leads, it is how important personalized, 1-on-1 marketing is with LinkedIn.
LinkedIn recently announced several new features (including some previous features that are being brought back from retirement), which make it even easier to scale up and speed up your B2B sales process — from finding your ideal prospects to closing deals.
Here’s how to leverage what’s new.
Personalize Your Pitch with Expandable Profiles
Reviewing someone’s profile before you connect with them is priority #1.
Good news is that LinkedIn is bringing back expandable profiles, which you can use to better connect with prospects.
With this feature, “you’ll be able to more easily view details of a member’s profile, including information on past and present positions, Groups joined, and recommendations,” noted LinkedIn.
In fact in starting out my own business, with a quick view of a profile and a little personalization, I got a more than $10,000 in business from a guy who’d never heard of me before.
Before I invited him to connect, I spent about 14 seconds looking over his LinkedIn profile. I noticed he went to the University of Pittsburgh and graduated in the 1980s. I’m a huge sports fan, and I remember the Pitt Panthers having a nice run in college hoops during the mid-to-late 1980s with Jerome Lane, Sean Miller, Charles Smith and others.
And of course, the seminal moment in Pitt Panthers basketball became “Send it in, Jerome!”
(You don’t see that happen every day.)
So when I reached out to this prospect on LinkedIn, I personalized my invite and played up the Pittsburgh sports angle. Keep in mind, I had NO IDEA if this guy was a sports fan or not – I just figured it was worth a shot trying to connect a passion of mine (sports) with a thread of his story (his time at Pitt).
By taking 14 seconds to scan this prospect’s profile and personalize my invitation, I got an instant response:
I was at that game! You can’t believe what it was like inside the arena! Hey, did you know Dan Marino was among the group of athletes at Pitt who recruited me to go there on a scholarship? Oh yeah, and what is it you do again? Debt Collection Agency Marketing? Hey, you know, we’re looking at doing a company video, and maybe some Facebook marketing. We should really talk!
A couple of phone calls later, I had $10,000 in business secured. My new client told me, “You know what really sold it? Send it in, Jerome!”
Just like in real life, selling on LinkedIn requires an authentic connection. You have an ability to break the ice and strike up a conversation Go to the full article.