Don’t Sweat The Short Term Results, Focus on Your LinkedIn Process 

(this is a reprint of a post from the Spring of 2021. It was valid then, it is still valid now)

I read a really good book over the Christmas / New Years break, “The Biggest Bluff” by Maria Konnikova. She uses poker to talk about making better decisions. Highly recommended for sales people. I liked it so much, I have already re-read it once, highlighting it like crazy, and have bought her other two books. Great stuff on the psychology of sales. 

One of her ideas is the basis behind today’s newsletter. In essence, she talks about not sweating the results of individual poker hands, but to focus on your process. Sometimes you are going to have a pair of kings, play the hand absolutely correctly, and have someone fluke a better hand and beat you. You did everything right, but still lost. The problem is many people will focus on that hand and that loss, how unfair it was, how they should have won. This is a waste of time. Instead, if you focus on your process, over time you will win your share of the hands played, and overcome the odd bit of bad luck.

There are two applications of this in our work in sales. The first is the obvious one in sales itself. You are going to get beaten by competitors, and sometimes that will be due to luck. I had a sale that I thought I had nailed down last year. Everything was in place. I especially had the key decision maker who had access to the funds on board. He was a big fan of using me to help his company. I was a couple weeks away from signing the deal and…that key guy jumped to another company, and everything he was working on became associated with the guy who left. I lost the sale. But I did everything right. What was I going to do, make him stay there? 

So when you lose a sale, don’t focus on the result, focus on the process. Is your process sound? Did you follow it? If the answer is yes, chalk up the loss to bad luck, and don’t think of it again. Over time, you will luck into a few too, and they will tend to even out. 

The second application is with LinkedIn. The same holds true for LinkedIn that holds true for sales in general. If you follow your process, you will be successful. Except that there are two problems with this idea:

  1. Most people and companies don’t have a “LinkedIn process”
  2. And even when they do, they don’t follow it. 

Most LinkedIn users have a vague idea of what they want to accomplish, but don’t articulate it very well (or at all), and then the activities they pursue on LinkedIn don’t necessarily fit with what their goals are. 

For those of us in sales there are four basic things that LinkedIn is good for: 

  • LinkedIn can increase our reach, making more people aware of us
  • LinkedIn can increase our credibility, having us seen as a viable alternative for our prospective customers
  • LinkedIn research can give us info to build better outreach strategies and messages, increasing our hit rate with new prospects
  • LinkedIn can be an extremely effective place to send those initial outreach messages. 

So my message for today is this: when you use LinkedIn, have a reason to do so. Know what you are trying to achieve. Have a plan for what activities or tasks will accomplish your goals. Have a process. Follow the process. Test the process if necessary. And you will make better use of the time you invest in LinkedIn.