Tailoring your profile is an important part of introducing yourself to your prospects. Aim to have a clear, concise, and powerful profile following a few simple steps.
- Like many business professionals, I get emails almost daily from sales reps trying to sell me products or services. One email I received recently caught my eye, so I looked the rep up on Linkedin, I got to his profile, and the first thing I noticed, was his profile picture was a picture of him skydiving. The second thing I noticed, is that on his profile, he described himself as a Quota Crusher. I dug around a little more, trying to find information on him or his company, but his profile didn't include much else, so I quickly got distracted, and moved on with my day.
This could be happening to you right now. There are opportunities that you could be leaving on the table, by not keeping your potential buyers attention when you're lucky enough to have gotten their attention in the first place. You may not realize it, but your social presence and profile, is your opportunity to control, your first and lasting impression. Your presence and profile represent more than just yourself. They represent the company you work for, and the product or services that you sell.
Therefore, the first step on your social selling journey, is to take a hard look at your own public profiles on Linkedin and other social networks. A mindset shift is needed to effectively use social to up level your sales process. It's time to start seeing yourself through your customers eyes. If you do that, you'll start to realize that your customer does not care that you went skydiving once, or you that you crush your quota. They care about how effectively and efficiently you help solve their problems.
How you are creative and consultative. They care about what you and your company stand for and represent. Now in this course, we're going to focus on the top three things that a customer centered profile will help you achieve. First, it should inspire confidence. Imagine that you just met someone and they don't make eye contact, they only talk about how great they are without any examples to back up their claims, or they don't ask questions about you. This sounds like a quick conversation right? You'd naturally be very wary of this person, you'd be asking yourself a few questions like, who are they? What are their intentions? Why would I trust them? The same principles of the offline world, apply to the online world.
If you want to inspire confidence, your public social profiles need to be specific and complete. This includes the basics like up-to-date information about who you are, and what you do, a clear and professional picture, and detailed descriptions of you and your roles, but it also goes deeper than that. Highlight problems that you've helped your customer solve, share what inspires you and what your passionate about. Incomplete, basic and self-focused profiles do not inspire trust and confidence.
The next thing a customer centered profile must do is paint a picture around who you are. Pulling again from the offline examples, have you ever been at a party where you meet someone, and when the conversation turns to work, you ask the question, what do you do? For me personally, I know that about 50% of the time, I walk away thinking, I still have no idea what that person does, or even what their company does. Your profile should answer this question. It serves as your first impression as a professional.
This includes how you represent yourself, your company and your company's culture. Pay attention to things like your profile headline, and your summary. Think about which information matters to your target audience, meaning your potential buyer. If you're having trouble explaining it simply, or in a way that anyone could understand, reach out to your marketing team, look at your company's website or other people's profiles in your industry or company who have a solid professional brand to find some great examples.
And finally, you need to provide the information that they need, about your products and services. To provide your customers and prospects this information, it needs to be in your profile in a digestible and simple way. Your profile is a springboard as they begin to investigate what your actually looking to sell them. Think about what kind of content you'd want them to watch or read first and link to that content from your profile. Perhaps it's a demo video or a white paper or a video of you or one of your executives at a keynote address recently.
Whatever it is, make sure it's front and center of your profile, making it easy for folks to directly engage with it. So let's put it to the test. Ask a friend that knows little or nothing about what you do for work, and ask them to look at your profile. Have them write down the top three things that stood out to them about you. This should tell you whether you're in good shape, or if you have more work to do on creating your true first and lasting impression.
- Crafting a customer-centric profile
- Creating a professional brand that expands your reach
- Identifying your ideal prospects
- Understanding what your buyer values
- Knowing when a prospect is ready to buy
- Engaging with personalized outreach
- Asking for an introduction
- Measuring social selling success