Many people don’t realise it, but LinkedIn is probably one of the most underused and undervalued resources for bringing in a steady and compounding list of prospects who are potentially interested in buying your products or services.

With around 500 million people who run or who are involved at a senior level within businesses worldwide the potential is enormous. Why not start by asking yourself these questions:

Do you sell mid to high priced ticket products or services predominantly in the B to B sectors?

Would you like to find new potential partners, sponsors, donors, advocates or even new team members for  your business?

Are you clear who your target clients are?

Have you determined which type of clients or market segments are “low hanging fruit”?

If the answer to these questions is Yes, then potentially you have a massive opportunity to grow your business through increased sales.

Here are some top tips to get more business

  1. Make sure that your profile picture is professionally taken and presents you as a warm and inviting person who they may want to engage with.
  2. Use your profile to present you and your products and services in the best possible light. The Introduction should be written in the first person, the rest should be written in a “you and your” type context. Rough framework should be:
    •    Introduction: as a short paragraph
    •    Bulleted list: Identify 4 key pain points
    •    Short intro sentence then:
    Bulleted list: Offer 5 key benefits
    •    Closing paragraph: Offer something of real value FREE, include a strong call for action with your phone number and email address.
  3. Build your presence on line as a trusted person who wants to share value and offer considerable value and authority. Blogs, Posts and interacting in Groups are great for building credibility.
  4. Upgrade to Sales Navigator on LinkedIn. Don’t quibble about the cost – this provides you with LinkedIn’s most powerful features.
  5. Think about your best engagement strategy and use LinkedIn Advanced Search to find your ideal leads and prospects.

I’ve upgraded, what should I do next?

Ten point action plan to generate more sales

  1. Use Advanced Search to find your ideal clients. Eg, Industry Sector, Location by distance, Seniority, Company Size by Number of Employees. Also use keyword search – this is very powerful. You can also save these searches for use again later.
  2. Use InMail or if you have some connection with the person, then use your Saved Searches above and start by connecting with your prospects.
  3. Never use the standard LinkedIn Connection Request message, always personalise it. Trying to find some common area of interest in which you both may have an interest.
  4. Never sell or self promote when sending the Connection Request. This is very poor etiquette and you could get your account restricted or banned.
  5. If the person accepts your request and replies – show a personal interest and ask questions, don’t at this stage try and sell. If the person then comes back and answers your questions, then engage with that person, sharing the information that you feel that they would be interested in. What you are trying to do is to sell that phone call or meeting not your product or service.
  6. If the person accepts your Connection Request but does not reply don’t assume that they are not interested. It is probably a case that they “don’t know what they don’t know”. So at that point, send them a personal message asking them some questions. Should they then respond, answer those questions and offer a phone call or a meeting.
  7. Look out for anniversary or birthday notifications or for who has viewed your profile. Engage with those people, congratulate them and show interest.
  8. Treat people as individuals – always with respect and out of real interest.
  9. Remember the “devil is in the follow up”. Most people fail, because to manage the follow up correctly takes time and patience.
  10. Use the phone. This is a forgotten skill but if used in association with the above, it is immensely powerful. The trick is to get people to the point where they are asking to have that conversation.

The Integrated Marketing Bureau have helped many company directors and charities to grow their businesses using similar techniques. There is always a trade off with time versus spending money. If you are on a very limited budget you can of course do this yourself.

They would urge you to seriously consider finding a service provider to take care of most of this for you who can offer a systemised process. In my experience many directors or even sales managers are spending time on the wrong aspects of their business. This encourages you to focus on your business rather than working in it.

Rupert Honywood
Integrated Marketing Bureau


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