Prospects are busier than ever, making them distracted and difficult to reach… and the number of B2B buyers willing to respond to cold outreach is dwindling. A return to effective prospecting requires an adaptive move to counter the issues faced:
- Most prospects conduct their business research online
- They are resistant to interruptions
- They control the buying process, and see no need for salespeople until later stages of interest (when opinions are formed and direction is set).
Linked In, used effectively, should serve as a prospecting catalyst.
Unfortunately most salespeople on Linked In do not communicate value. The great majority of salespeople are not using this platform effectively. Most are still using Linked In as a personal career development platform, simply showcasing a resume and backgrounder. Sure that approach would interest recruiters, but potential clients do not care about your personal sales achievements. They care about how you can help them.
To maximize Linked In as a prospecting platform, salespeople must:
- Create a profile that establishes authority and communicates value
- Use your profile page to establish your expertise by sharing valuable information relevant to your target prospects
- Create and use an influential messaging strategy
- Identify and target key prospects
- Build a campaign with the objective of scheduling a meeting, or at least bringing your prospect into an email conversation to be nurtured.
This strategy requires you to approach the economic buyer as a peer, and the resilence to test and adapt your messaging and value offers.
Interested in learning more?
Download the LinkedIn Protocol here