LinkedIn is a must-be-on social network if you're in sales. It is a fantastic sales tool. Lead generation can be a treacherous task in the sales cycle, and it is very common that sales teams are on the hunt for techniques to generate leads other than cold calling. With so many annoying tele-sales being used, no one likes to be interrupted on their phone by someone trying to sell them something. This is where and how LinkedIn is one of the most effective way to establish a relationship with a prospect without rejection.
If you do not have customers on your CRM and you need to identify new prospects, I recommend that you join LinkedIn groups, that are of relevance to your industry, or target market. Once you have joined these groups, join in on the conversation taking place. Answer questions, or ask questions. Suggest blogs for the group members to read, or books that you found informative. Keep an eye out for members that may influence your buyer personas. You can find some information here on how to use LinkedIn to build your buyer personas. You will be amazed how many new companies and decision makers you can get to meet in these groups. Once you have engaged in a conversation with someone, send them a connection request. One of the most irritating things I find is when people send me a request and do not take the time to make it a personal one. Depending on the default “I’d like to add you to my professional network” message gives off a lazy impression. Get personal. Use names. Write a personal note. It is much more professional and you open the door to leaving a great impression if your connection request message is unique.
2. How To Understand Your Prospect
Now that you have connected with your prospect after engaging in a conversation with them in one of the LinkedIn groups, it is time to understand your prospect. You can learn a lot about your prospect from their LinkedIn profile. Go through their profile thoroughly, and pick up areas that you can help them in, and how you relate to what they do. Things in common are a great way to get the ball rolling. This can be groups you are both in, or certifications you both have, or industries you both work in, or previous jobs you shared that were similar. You can also get to see who they are connected to. Look out for people in common as you can message them to ask for more information if needed, or an introduction if you are not already connected to the prospect directly.
If you aren’t connected with your prospect after having a conversation in one of the LinkedIn groups, you can always send your common connection asking for some insight about your prospect if you couldn't find it by researching. You may also be able to get an introduction to the prospect.
3. How To Approach Your ProspectNow that you are connected to your prospect directly or through an introduction via a common connection, it is time to fire the arrow. Use the information that you have gathered about the prospect, their industry, position etc… to put together a message. In this message stay straight to the point. Briefly explain who you are, what you do, and request to schedule a ten minute call during which you can learn more about their company, and how you can help them. The key is, why you, and why now?
4. How To Attract Your ProspectNow that the eyes are all on you from your prospect, you need to keep them attracted to you. The best way to do this is by producing informative, compelling content that suits your buyer persona, in the different stage of the buyer journey. Here is some information on Types Of Content Every Marketer Should Try. Once you have created this valuable content, go ahead and share it in the groups that you know your prospects are in. Not only will this attract your prospect to you, but it will also position you as an industry leader. Note that it is essential that the content that you create is not sales content. You do not want to be pushing direct sales. You want to be creating content that your prospects can resonate with. You want to build a trust bond between you two. You want them to feel that they can count on you. You want them to feel that you are there to help then. Sales related content will only turn them off. The head honchos at LinkedIn said: “We want LinkedIn to be the place where people are creating and delivering the content you want to do your job today.”
5. How To Nurture Your ProspectNow that you have found the prospect, connected with them, researched them, and attracted them, it is time to nurture them. A great way to do this on Linkedin is when you post your compelling content in the groups, include a Call To Action (CTA) which leads them to a landing page. Once your prospect has filled in the information on the landing page, you are then able to nurture the lead, and turn them into a customer. At this point, you need to get in touch via phone. This is done on a one-on-one basis according to the stage of the buyer journey your prospect is in.
With these 5 simple tips and tricks on how to generate leads for your business using LinkedIn, you now know how to attract prospects using LinkedIn by standing out, and how to nurture your leads on LinkedIn turning them into customers.
Have a go with these techniques, and please do let me know how it goes. I would love to hear your feedback. Did it work our for you? Please feel free to get in touch by leaving a comment below.