Optimizing Your Use Of LinkedIn Can Increase Your Sales By 5-10%

Some search tools are better than others.

I thought that headline would get your attention, but a 5-10% increase is actually a pretty modest expectation.

How good is LinkedIn as a prospect database for B2B? For starters, I think I can find ALL the prospects for almost any B2B company using LinkedIn. Let me use some real life examples to show you what I mean.

A few years ago I was working with an electronics manufacturer based in the northwest. I was telling them how good Linkedin was. They were sceptical. So I challenged them to test me. And they did. They asked me to find all the companies in their city involved in designing and building prototypes that used their type of electronics. I asked them some questions to get a handle on these target companies and then I went to work. The next day I sent them a list of eleven companies in their city. It matched their list. Exactly. They had compiled their list from years of building a network in their hometown. I compiled my list in two hours using LinkedIn from three thousand miles away.

I had another company tell me that they had “talked to every prospect in North America for their products, and they had exhausted all the possible prospect avenues.” Needless to say I thought their pants were on fire so I put it to the test. I told them I would compile a list of prospects for their products in the State of Arizona. They had a sales team in Arizona, so I thought this was fair. The next time we talked we compared lists. Their Arizona list had a little over sixty companies on it. Mine had a hundred and five. When they looked at my list there were lots of comments like “The rep said that company had moved!” and “I thought these guys were about to go out of business two years ago” but in the end they grudgingly admitted that there was a lot of  ground – and opportunities – that they were not covering in their own backyard. And when I mentioned in passing that I thought the total market for their products in North America was 17,000 prospect companies their jaws hit the floor. But as I like to say, LinkedIn is a database that updates itself and the database doesn’t lie.

Here is a final example: I was contracted by a company to find prospects for them. I was talking to their sales rep in Denver. I asked him if he had been to see a company that had a major presence in Denver.

“Yeah, I’ve been to see them.”

Me: “Which facility?”

“What do you mean which facility? They are in Aurora.”

Me: “I know. But they also have a small R&D group in Englewood.” And I told him what they were working on – it was on their LinkedIn profiles – and what appeared to be the division name so he could look them up online.

He called me the next day.

“You were right! I have lived here for twelve years and I have made sales calls on the company in Aurora for over half of that time. I never knew of this other group. They are a legit prospect. Thanks. And don’t tell my manager about this, okay?”

With respect to B2B, if you can articulate who you want to find, you can find them on LinkedIn. You can find virtually every prospect in your market. Now, to be fair, there are jobs where you know all your prospects – if you sell commercial jets, it’s not hard to figure out who all the airlines and cargo companies are. But for most of us, we don’t know who all of our prospective customers are and that’s where LinkedIn comes in.

If you’re in sales, you should always think of LinkedIn as a prospect database, first, second and third. Most companies should be able to find a lot more prospects just through intelligent use of LinkedIn search. But as I alluded to, search is only half the story. The second, and often overlooked part, is research.

I see this scenario play out over and over on LinkedIn: I will be working with someone and once we find a prospect, they get all excited about sending them an Email or an InMail and hitting them up, which usually fails, and they blame LinkedIn.

Well I am sorry, but if your painting didn’t turn out that well, it usually isn’t the paintbrush’s fault.

What these people miss is the opportunity to use LinkedIn for research. There is often a ton of information available on LinkedIn, really useful stuff they can use. They should be taking advantage of this including asking themselves:

What does that person’s profile say about them?

  • What do they emphasize and what do they de-emphasize?
  • What are their accomplishments?
  • Where else have they worked?
  • What is their career path like?
  • And in particular: What are they proud of? (for example, sometimes the way someone lists their skills on their profile – and in what order – can tell you a lot.)

We are looking to obtain information we can use in our outreach, and also in that important first conversation, whenever that does occur.

Is this overkill? Not if it works. And it does work.

But what if they have a “profile lite” – just headings for example? Easy. Look at their peers and look at…well, let me illustrate with another story.

I was interviewing for a contract job as a Sales Consultant about ten years ago and when I went for my interview they gave me a tour of the plant. After we got back from the tour I told them that based on what I had seen on the plant floor that I figured their sales were somewhere in the neighborhood of $22-24M a year. I could tell from their looks of semi-astonishment that I had scored pretty close to the mark. They could see I had a finely trained eye for manufacturing and operations.

Of course all my finely trained eye had done was research them on LinkedIn, where I found their recently departed ex-VP of Sales – and you should see this coming by now – and he listed as one of his accomplishments getting their sales up to…$23M a year.

So look at ex-employees too.

Your prospects are researching you and your company. Research them right back. I can’t tell you the number of times that LinkedIn profiles and people’s behavior on LinkedIn has given me or my clients the clues we needed to put together dynamite outreach messages.

Two other things: doing your research separates you from your competitors who just send a cookie cutter message, and it shows your prospect the respect they deserve.

So if you optimize your LinkedIn search skills and find more prospects, and you can use LinkedIn to research those prospects resulting in more effective outreach messages and more initial conversations, how can your sales not go up by five or ten percent?

Obligatory boilerplate: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month. And as you may have gathered from today’s newsletter, I make really, really good use of it.

Want more like this? (the newsletter I mean, not the boilerplate) I publish a weekly email newsletter on using LinkedIn effectively for Sales and Marketing. Each newsletter typically contains two to four articles, it’s free, and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/