Join Jamie Shanks for an in-depth discussion in this video Understanding social selling, part of Social Selling with LinkedIn (2014).
One of the core problems you're having as a sales professional is that you've treated your LinkedIn profile like a repository for your resume. What we're going to do in this exercise is to think differently about the value that LinkedIn can offer you as building a brand. I need you to erase your perception of LinkedIn. We all got on LinkedIn for the very reason that we needed a job. We used it as a resume platform, but no longer can you use it in that format. Your buyer doesn't care that on your LinkedIn profile that you crushed your quota.
That you're a 130% planned this year. That you made President's Club last year. Your buyer doesn't care when they read your profile like a resume because they're asking themselves, what's in it for me? Your ideal buyer is no longer a recruiter. Your ideal buyer are the people that you sell to and your LinkedIn profile needs to represent this. And you need to speak to your target audience. Buyers need to feel that they're looking in the mirror. When they're reading your LinkedIn profile they need to feel like you've had their job at some time in the past and when they read you LinkedIn profile, they feel comfortable, because people buy from people they like.
And people like people just like themselves. When they're reviewing your LinkedIn profile again, they want to feel that trust factor. So, here's the tip. What I'd like you to do is to identify five to ten LinkedIn profiles of companies or people that you've already sold to and as you're reviewing their profiles, look at the keywords and trends that they use in their summary section. Look at the skills that they're endorsed for because these are keywords that are important to the buyer.
When they're researching within LinkedIn, they're looking for these keywords because they relate to them, the buyer. I would like you to use these same keywords that you find in the skills and expertise section of your buyer's LinkedIn profile. Replace the skills and expertise that you have naturally placed in. Like cold calling and lead generation, and replace it with the keywords that your buyer is actually searching within LinkedIn, which are the keywords that they're using every single day.