As you already know, LinkedIn is the #1 BUSINESS network. This is the channel where professionals (including those with high net worth) aren’t wasting time, they are INVESTING time.
Members of LinkedIn are more likely to:
- Be decision-makers in an organization
- Have a higher household income
- 44% of Linked users earn more than $75,000/year
- 41% of millionaires use LinkedIn.
- use LinkedIn as a resource for making purchasing decisions (50% of B2B buyers use LinkedIn when making purchasing decisions)
So you may be wondering: “How do I tap into this resource to convert higher-paying clients?”
Let me start by saying that there isn’t one specific action item that is the silver bullet for success.
The answer include the same responses and tactics that you’ve likely been using for years:
- Find out if the prospect needs what you’re selling BEFORE you pitch them.
- Build rapport and trust through ongoing micro-moments and touch points.
- Be ‘of service’ and give value.
- Build thought leadership.
- Provide them with a fresh perspective or insights they’d never thought of before.
Here’s where the value of LinkedIn really kicks in: In the past, you’d never have access to be able to personalize your approach through icebreakers, mutual connections and finding money-in-motion.
Think of LinkedIn as attending a virtual networking event from behind your computer. You can actively connect with new people, look for opportunities and deepen your relationships to help convert higher paying clients.
Here’s how to get started.
STEP #1: Create a strong LinkedIn profile.
What’s one of the first steps when you’re researching someone? You Google them, right? LinkedIn is one of the highest ranked sites when someone Googles your name. Make sure you have a compelling first impression that builds trust from the start.
STEP #2: Proactively build a database of quality connections.
Define a list of keywords that help you to define your target audience. You can narrow down some of the filters to find people in your area who have a certain title/role (and more).
With this search, using the keywords that fit your ideal prospect, you’ll found a list of people who might be suitable to connect with. My #1 tip is to ALWAYS personalize the connection request. Look for icebreakers to build rapport; never pitch from the start.
Another way to leverage your network, is to filter and look through the connections some of your perfect clients to see if they have people in their network who might be suitable hot prospects. As the saying goes, “birds of a feather flock together”. If you can leverage your perfect client to help you facilitate an introduction to the hot prospect, you can turn a “cold call” into a “warm introduction” (aka referral).
STEP #3: Look for opportunities.
Perhaps you’re interested in targeting prospects who have moved into a new job/role. Often, people who move into a new role may be more open to changing suppliers. On LinkedIn, you can receive notifications when someone has moved roles. This is the perfect time to send them a congratulatory note or call them on the phone. If you’ve built rapport already with this person, they may be open to your sales pitch, “upsell” or you could simply provide them with an article that helps them to solve a problem (value first!).
- Step #1: CREATE a strong first impression for inbound leads.
- Step #2: CONNECT with a network of quality connections so you can proactively see opportunities and money-in-motion.
- Step #3: CONVERT higher-paying clients by providing them with what they want, when they want it.
This three-pronged approach is just the tip of the iceberg insofar as how you can use LinkedIn to increase your sales. To minimize your time, and maximize your output, it’s ideal to know what success looks like, and put together a comprehensive strategy so ensure you’re reaching the right people at the right time using the right messaging.
Let me know if I can help –> firstname.lastname@example.org
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Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Trainer, Principal of PUNCH!media and author of “CREATE. CONNECT. CONVERT”
Called a “Social Media Guru” by CBC Radio and featured on CTV’s “The Social” discussing how to manage your digital identity, Leslie has been working in digital marketing since 1997 and founded PUNCH!media in 2009. Leslie’s goal (and passion) is to help empower professionals to use channels like LinkedIn to build their brand and convert higher paying clients.
PUNCH!media clients include Investment Planning Counsel, Guardian Life Insurance Company of America and TVO.
**3D illustration by Quince Media: https://quincemedia.com