Within the galaxy of social networks, LinkedIn has carved out its own specific space thanks to the possibility of being used as a sounding board , both to sponsor your company, and to sell products and services of various kinds . Each professional figure has their own goals, their own targets and, consequently, specific strategies to be adopted so that their presence on LinkedIn is optimal. And sellers are no exception, far from it: in addition to the usual “face to face” activity, every good seller knows that to sell , by now, it is necessary to make the most of one’s activity on social networks through accurate personal branding, which constantly makes use of the help provided by the online support of the sales network . In a nutshell, a complete and winning sales strategy cannot be separated from effective social selling , i.e. an activity oriented towards the search for new contacts and aimed at interacting with potential customers through the platforms made available by web 2.0. But what should a salesperson pay attention to when doing social selling on LinkedIn? Let’s see it together.
# COMMUNICATES PROFESSIONALLY
The care in creating your LinkedIn profile is valid for any professional figure. A complete profile, a suitable photo and appropriate content are the basis to start from. Anyhow. However, for those on LinkedIn with a specific purpose, that is to increase sales, there are very specific precautions to be respected in the communication field. According to a survey carried out by LinkedIn itself, for example, about 1/3 of salespeople derive enormous benefits by frequently sharing their work and goals achieved , or by producing updated and targeted content , which is interesting and / or useful for the type of customer they intend. to attract. Making a good impression is key, especially when, as is the case with LinkedIn,it is very often potential buyers who visit the profiles of those who sell something they are interested in.
# SEARCH AND FOLLOW YOUR CUSTOMERS, ACTUAL OR POTENTIAL
As we have just seen, it is often potential customers who inquire about sellers and, at the same time, expect a seller to conduct research on their behalf before contacting them. For this reason, the best sellers use LinkedIn as if it were a personal database , through which they can reach and follow in real time all the customers already acquired or the profiles that may be interested in the product or service offered.
The identification of a specific target increases the chances of success and, in this respect, LinkedIn is a tool that allows you to view and evaluate a number of profiles otherwise unattainable , providing the possibility ofseek out the best prospects before establishing direct contact and learning as much as possible about the people (or businesses) you intend to contact or meet in person.
# FOCUSED ON THE CUSTOMER AND THE PRODUCTS YOU OFFER
Obviously, research alone cannot suffice. You need careful use of what you find, correct behavior and intelligent information management . What do you have to offer to the customer? What image do you want to offer of yourself on the outside? What kind of salesperson are you? What approach do you use in promoting your products or your business services? Your presence and activity on LinkedIn needs to be calibrated to answer these questions across the board. For example, an approximate or not very present salesperson will not be taken into consideration, while an overly aggressive or intrusive attitude could reject potentially interested customers.
An unavoidable point is to always keep the focus on the type of subject that you want to approach, producing content that is interesting to him. Therefore, focus on what you sell and on how you, in the first person, can take action to explain its qualities to the customer by helping him in the choice and promoting the results you have achieved.
# USE COMMON LINKS WITH OTHER CONTACTS
How to reach as many potential customers as possible? Leveraging links. You can search for connections to new customers using the contacts of your acquaintances on LinkedIn such as, for example, existing customers, colleagues, other sellers, companies or businesses who have viewed your profile, etc. Above all, pay attention to the details of the profiles you find most interesting : you can use links to blogs, facebook pages, twitter, status updates and any other information to produce perfectly centered and targeted content .
Another tip in this regard is not to neglect old customers: it is a very common mistake but to be avoided at all costs. Staying in touch with them and maintaining a connection on LinkedIn is just as good as researching yourself. Who viewed their profile? Have they updated their status? Have they added any new contacts? It is a mine of possibilities that you cannot afford to overlook.
# PARTICIPATION AND INTERACTION ARE FUNDAMENTAL
For a salesperson, LinkedIn doesn’t have to be just a list of profiles to consult. To emerge in this social network you need perseverance and commitment, you need to dedicate a few minutes daily to taking care of your profile and interactions with others, showing that you are active and doing it professionally.
Making the most of all the possibilities that LinkedIn offers is a matter of patiencebut it fully repays the efforts made. Of course, the paid version allows you to take full advantage of the various tools offered (such as better management of emails and more advanced search possibilities) but also the standard version provides excellent access to the goal. Whether you are a premium user or not, ask colleagues, employers or old customers to provide you with a recommendation ; check the groups in which potential new customers are inserted and join them; join group discussions to promote your views, comment, share experiences, animate discussions, share your skills, and in the meantime use these groups as further scouting resource to expand your list of profiles to contact… unless they are the first to do it!
