LinkedIn for The Modern Day Sales Professional

linkedin-911794_960_720That Company recently gave a presentation on how sales professionals can proactively use LinkedIn. Below is what we discussed:

Slide 1: Intro

Introduction of the topic / presenter Michael Knorr





Slide 2: Agenda

  1. LinkedIn Stats (Story behind the stats)
  2. LinkedIn Perception Issue
  3. Sales Professional Etiquette
  4. Best Practices – For Lead Generation
  5. Know Your Audience Before The First Presentation

– 2 Tips on how to ensure you can.

  1. LinkedIn Data Mining / 3rd Party Tools
  2. Q & A (If you have any questions please feel free to email mknorr(at)thatcompany(dot)com.

Slide 3: LinkedIn Stats

Complete break-down of the 400+ million users LinkedIn has and where they are located around the world.


Slide 4: LinkedIn Intriguing Facts:


  1. The average LinkedIn user only spends 17 minutes on LinkedIn. (What this tells us is that you need to make the most out of those 17 minutes. They aren’t reading tons of content you’re posting. They’re checking their messages, connection requests, updating their profiles, and that’s about it).


  1. 42% of users update their profiles regularly – This means that you, as a sales professional, have access to accurate information about your prospects.


  1. 35% of LinkedIn users access the site daily (These are the ones driving up the average, meaning that everyone else is on the site even less! As a sales professional I’m on LinkedIn every day scoping out my prospects before each meeting.)


  1. 39% OF LinkedIn users pay for it (Not me. I’ve found work-arounds to most of the functionality that they try to make you pay for. I’ll show you that later.)


Slide 5: LinkedIn Stats

LinkedIn Revenue – 18% subscription, 18% marketing solutions, 64% talent solutions (meaning the people on the site are largely job seekers, and many keep it as their professional hub demonstrating who they are / what they’ve done.)


Slide 6: Interesting LinkedIn Facts


  1. 11X more views occur for LinkedIn profile’s that have pictures that compared to profiles that don’t (If you don’t have a picture then get one).


  1. 1 out every 3 professionals is on Linkedin (It’s likely the person you want to talk with is on LinkedIn).


  1. 2 new members join LinkedIn every second!


Slide 7:  LinkedIn Perception Issue


-People add connections

-They make postings

-They link to relevant content and articles

-They make updates to their profiles

-They link to their website





I’ll show you how to use it for lead generation.


Slide 8: Not a magic bullet

It’s not a magic bullet. You have to be purposeful about how you use LinkedIn. If you want new business then you have to seek it out.


Slide 9: What Does LinkedIn Offer?


LinkedIn is a Tool to make your current sales efforts more efficient / effective. It’s not going to replace them.


You’re still going to have to put in the calls, emails, send proposals / paperwork, etc. It will just allow you to be more prepared for those presentations / get you in front of the right people.


People buy from People. More specifically People buy from People they trust. (So everything you do should be focused on building trust.)


Take a look at your profile are you building trust with your prospect as someone who helps their clients solve problems, or does it demonstrate that you’re the greatest salesperson that ever lived?


Don’t put your prospect on the defense before your first conversation. Write your profile for your purpose. If it’s to generate new business then demonstrate how you help people (not sell them).



Slide 10: Sales Professional Etiquette



  1. Personalize Connection Requests
  2. Have a Profile Picture
  3. Personalize Your Recommendation Requests
  4. Keep It Professional at All Times
  5. Send a Welcome Message That Provides Value
  6. Regularly Nurture Relationships
  7. Introduce Your Connections to Each Other
  8. Respond Promptly To Messages



Slide 11: Sales Professional Etiquette



  1. Do Not Send Spammy Messages
  2. Do Not Over Post
  3. Do Not Ask People You Don’t Know For Recommendations / Endorsements
  4. Do Not Criticize or Comment Negatively In Groups
  5. Do Not Post Self-Serving Content in Groups
  6. Do Not Send Messages with, “I see you viewed my profile…”
  7. Do Not Treat LinkedIn Like Facebook or Twitter


Slide 12: Best Practices for Lead Generation on LinkedIn


Step 1: Establish your target market?


Where are they? – Location (Country / Major DMA’s / Zip codes)


What do they do? – Title


– Augment with “keywords” not all marketing professionals focus on the same things for instance (do you want the traditional media buyer, the digital marketer, the marketer that’s in charge of events, but doesn’t have an “events” title?


What does the company do? – Industry


How many fellow co-workers do they have? – employees*


* This is a premium search feature (I don’t have a work around for this)



Slide 13:  Advanced Search Image

This is the advanced search in LinkedIn. Type in your target market info, and see who you should be talking with.


Slide 14: Best Practice for LinkedIn Lead Generation


Step 2: Understand your customer’s challenges / needs. What’s in it for them?


Everybody wants their time. So understand their specific challenge and how you help with that.


Step 3: Create your “hook” – Find a way you can address their problems in a way that starts the conversation, is valuable, but won’t take tremendous resources on your end.


For example we put together complimentary industry research on our prospects to show what they’re doing, what their competitors are doing, and what they can do better (yes it takes time on our end, but the investment is well worth it)


Finally if you simply can’t think of a hook then invite them out to lunch! Or if they’re not locate nearby offer to have lunch catered to them, so long as they have a phone call with you. Everybody likes free lunch. 🙂


Slide 15: Best Practice for LinkedIn Lead Generation


Step 4: Develop your messaging & integrate your hook.


What’s message 1? Message 2? Message 5? Build it.


Step 5: A/B Test your messaging (measure your response rate, positive/negative/etc.).


Never use 1 message and think that’s it. Measure the results, and evolve it. You should build 2 different messages from the beginning to see which works better over the course of approximately 100 contacts.



Slide 16: Truly Know Your Audience Before Your First Meeting


Always review your prospect’s LinkedIn Profile before having your first meeting. It give you an edge! It allows you to speak their language!


Slide 17: Truly Know Your Audience Before Your First Meeting


Every good sales professional knows that you’re selling to 4 primary personality types:

  1. Assertive (aka Driver)
  2. Amiable
  3. Expressive
  4. Analytic


You can try to make some guesses from their LinkedIn Profile as to what personality type they are. Is it judging a book by its cover yes, but I’d say I’m right 80% of the time after doing this for a while.


If their page filled with numbers / statistics of “x” revenue and “y” growth, then you’re probably talking to an Analyic personality type.


Do they have a stern look in their profile picture? Good chance they’re the assertive type.


Do they have colorful hair / use words you’ve never heard of before in their summary? Likely they’re the expressive type.


Do they not fit one of the above, but have a general warm feeling to them? Very likely they’re Amiable.


You can use this to your benefit. Talk their language in their presentation. Be assertive, Be amiable, Be expressive, Be analytical. If you can mirror them effectively then you’re 50% of the way there.


Slide 18: Headline


How do they present themselves? Who are they? Are they smiling in their profile picture? Are they young? Old? Who do they say they are in 1 sentence?


Slide 19: Summary What Do They Really Care About?


This is where they tell you everything that is important in their professional lives (and in the case of a workaholic their lives in general)


Where do they focus their attention? What are they proud of?


Slide 20: Skills


What are their strengths? How do you complement those strengths? What’s not listed? Are their weaknesses you can help make stronger?


Slide 21: But what if you can’t see their profile?


What if LinkedIn wants you to upgrade to see a 3rd connections profile?


Slide 22: The Google Search work around


At bare minimum search the person’s name, title, company name, and title + the word “LinkedIn” click on the result and it should show you the entire profile (some report logging out is needed, but I’ve been able to do this logged in just fine) If that doesn’t work copy / paste their entire front facing profile information.


Slide 23: What If all I see is “LinkedIn Member”


If you’re seeing this then you’re not connected well enough.

  1. Connect with more people that you know.
  2. Join lots of relevant groups (this is an easy way to connect with lots more people).
  3. Try connecting with the most connected people on Linkedin (URLin PDF to top 10).


All of this helps you become 3 degrees away from anyone on LinkedIn.


Slide 24: Data Mining Tools


Enter (a relatively new chrome extension that helps you get the email address for any person on LinkedIn). It automatically puts a button on the page. When you push it their email is generated with an accuracy confidence score.


Slide 25: Data Mining Tools


Example of output scrubbed. 🙂


Slide 26: Data Mining Tool #2


Now that you have their email a great place to find a corporate number fairly easily is You can sign up for a free account. Type in the website URL and it will give you the corporate number on most occasions. This beats looking around a website, or getting service lines.


Of course, I recommend checking out the company’s LinkedIn page first to see if that works first.


Slide 27: Note


I’m not encouraging spam with these recommendations. Simply better salesmanship.


Slide 28: That Company Blog


This was to inform the attendees where to download the slides


Slide 29: Questions


Have questions email me mknorr(at)thatcompany(dot)com


Slide 30: References


Because there are lots of other smart people out there too, and they deserve credit. 🙂


–Mike Knorr, Director of Sales