How You Can Re-Approach LinkedIn as a Real Sales Channel

Episode #113

Building Relationships and Landing Clients by Leveraging LinkedIn Differently

Remember the days when a cold call was your best shot at landing a new client? Those days are long gone, and the ever-evolving landscape of sales and marketing demands a different approach. Gone are the days of aggressive tactics and generic messages; today’s buyers crave genuine connections and value-driven engagement. This is where platforms like LinkedIn step in, offering a unique opportunity to cultivate meaningful relationships and transform your sales strategy. Re-approach LinkedIn as a Sales Channel!

We had the pleasure of sitting down with Brandon Lee, a renowned expert in sales and a passionate advocate for utilizing LinkedIn as a powerful sales channel. As we discussed the evolution of buyer behavior and the challenges it presents, Brandon offered valuable insights and a fresh perspective on how to reframe your approach on this dynamic platform.

 

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LinkedIn: From Digital Resume to Dynamic Networking Hub

Before we delve into Brandon’s insights, let’s rewind. LinkedIn, launched in 2003, has transcended its origins as a digital resume graveyard. Today, it’s a thriving online community for professionals across industries, fostering connections, knowledge sharing, and career advancement.

This shift is crucial because it mirrors a significant change in buyer behavior. Today’s buyers are empowered and tech-savvy. They actively research solutions, leverage alternative platforms like LinkedIn for information, and have erected strong defenses against unsolicited marketing tactics. This necessitates a shift in sales strategies, requiring a move away from forceful tactics and towards building trust and rapport.

The Buyer Behavior Evolution and the Rise of the “Fist Bump” Approach

Brandon emphasizes the importance of understanding the Buyer Behavior Evolution. This evolution highlights the futility of traditional sales methods and the need for building trust. “Think of it this way,” Brandon explains, “imagine attending a tradeshow. Do you see people walking around silently, handing out business cards to everyone they come across?”

He elaborates on the concept of the “Fist Bump” approach, which emphasizes genuine engagement and fostering familiarity over forceful tactics. It’s about building relationships and establishing trust before diving into the sales pitch. Just like a friendly “fist bump” at a conference breaks the ice and creates a positive first impression, genuine engagement on LinkedIn paves the way for future interactions and fosters long-term connections.

Imagine two attendees at a tradeshow. One walks the aisles, collecting business cards without initiating conversations. The other actively seeks out individuals and companies of interest, engages in conversation, asks questions, and shares insights. Who do you think is more likely to build meaningful connections and generate leads?

The same principle applies to LinkedIn. Passive scrolling and generic messages won’t cut it. You need to be proactive, engaging, and provide value. This is the essence of the “Fist Bump” approach – building genuine connections one interaction at a time.

Transforming LinkedIn into Your Always-Open Virtual Conference

Brandon proposes a compelling and innovative way to reframe your mindset when approaching LinkedIn: imagine it as your own 24/7, 365-day virtual conference dedicated to building relationships and establishing yourself as a thought leader within your industry.

Think about it. A well-run conference offers valuable content, opportunities for networking, and the chance to connect with industry experts. Similarly, your LinkedIn profile should be a hub of engaging content, meaningful interactions, and demonstrations of your expertise.

Here are some key strategies to turn your LinkedIn presence into a thriving virtual conference:

  • Be the Keynote Speaker: Share your knowledge and expertise by creating informative and engaging content. Publish articles, participate in discussions, and offer insights that resonate with your target audience.
  • Host Breakout Sessions: Participate in relevant group discussions, engage in thoughtful conversations, and answer questions with valuable insights. This allows you to connect with individuals on a deeper level and showcase your expertise.
  • Network in the LinkedIn “Exhibit Hall”: Actively connect with individuals and companies of interest. Engage in genuine conversations, offer value, and build relationships that extend beyond the platform.

By consistently providing valuable content, actively engaging in relevant conversations, and connecting with individuals with genuine interest, you can establish yourself as a trusted resource and thought leader within your industry, paving the way for long-term business success.

” We just listen to the customer – It is the best source of information

Dan Ratterman

Expert Tips from Your “Fist Bump” 

We have seen countless businesses unlock the potential of LinkedIn as a sales channel. Here are our top tips for success:

  • Be Patient & Persistent: Building trust takes time. Don’t expect immediate results and stay committed to continuous engagement.
  • Provide Value Above All Else:  Focus on offering valuable content and insights that genuinely benefit your audience. Share your expertise, answer their questions, and help them solve their problems. Don’t just talk about yourself; focus on how your solutions can benefit them.
  • Personalize Your Approach: Generic messages go unnoticed. Take the time to personalize your interactions and tailor your content to specific individuals and groups. This demonstrates genuine interest and helps you stand out from the crowd.
  • Become a Conversation Starter: Don’t wait for others to initiate conversations. Actively participate in relevant discussions, ask thought-provoking questions, and offer insightful comments. This positions you as a thought leader and fosters meaningful connections.
  • Utilize Technology Strategically: Leverage AI tools to personalize comments and streamline engagement, but remember, authenticity is key. Don’t let automation replace genuine interaction.
  • Curate Your Newsfeed: Follow industry influencers, thought leaders, and potential clients. Engage with their content, stay informed about industry trends, and spark meaningful conversations.
  • Capture and Nurture: Utilize CRM integration tools to capture valuable comments and insights from your interactions. This information can be used to personalize future communications and nurture relationships.
  • Celebrate Milestones: Acknowledge and celebrate the achievements of your connections. This strengthens relationships and fosters goodwill.
  • Track Your Progress: Use LinkedIn analytics to track your progress, measure engagement, and identify areas for improvement. This helps you refine your strategy and achieve your goals.

Embrace the “Fist Bump” Approach and Build a Thriving Network

By shifting your mindset and embracing the “Fist Bump” approach, you can transform LinkedIn from a static online profile into a dynamic virtual conference that fuels your sales engine. Remember, success doesn’t come overnight. Consistent effort, valuable content, and genuine engagement are the cornerstones of building trust and establishing lasting relationships on LinkedIn. So, put yourself out there, engage authentically, and watch your virtual conference come alive with valuable connections and potential clients.

Call to Action: Take the first step towards building your thriving virtual conference on LinkedIn. Share your thoughts and questions about the “Fist Bump” approach in the comments below, and let’s start a conversation!

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