Inside Sales Series

How to optimize
your LinkedIn
profile to help
you attract more
sales prospects
David Malone
Trainer| Speaker | Consultant
www.evolve.ie
Your LinkedIn Profile
Is now part

of your Sales Prospecting D.N.A. ....

Particularly the

‘Headline’ in your personal pr...
LinkedIn is fast becoming the 1st point of contact
for B2B Sales networking – so your profile needs to
be more than a hist...
Some scary 2013 LinkedIn facts
35% access LinkedIn daily
83% of B2B users use LinkedIn as primary business networking
Dail...
In B2B sales we
moving from the
age of the cold
caller .....
To the age of the social
selling market place!
Buyers in
particular are
using LinkedIn to
find and checkout
potential suppliers
as much as
sellers use it to
find and che...
But often it has the opposite effect.
It sends potential buyers in the
direction of your competition
Fact! Many profiles on LinkedIn read like poorly written advertorial!
Often over indulgent, vague, and generically written...
If you want to LinkedIn to help you sell ...

Don’t set up your
LinkedIn profile
headline for failure by
writing it as if ...
1. Your headline summary is ...
The description of
you that will appear
in a key word search
on LinkedIn

The bit about yo...
Your Profile headline should....
• Entice the reader of your profile to want to
learn more about you and your sales
offeri...
Typical headline
Dave Kelly
Director,
Dublin, Ireland
ABC Training Consultants
NBC Software Consultants

Trinity College, ...
The Headline Autopsy
Dave Kelly

Which profile will you be drawn
towards ..
a) One with a photo
b) One with no photo
c) An...
Rules for an effective ‘Headline’
• State your role from the customer perspective
• Outline your area of speciality or exp...
A Worked Example
1.Decent head shot photograph
2. Job title based on customer
perception of seller’s role

Dave Kelly

You...
Examples of a good headlines
1. B2B Social Media Expert specialising in driving
business opportunities to your website.
Jo...
Magic Numbers: The amount of characters you
can use in your LinkedIn profile

•
•
•
•

Professional Headline: 120 characte...
Remember, its all about making your profile

Standing out from the
competition
“Fortune favours the brave”

www.evolve.ie

davemaloneinsidesalescoach
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Inside Sales Series: Getting Your LinkedIn Profile Ready for Selling - Part 1 - Your Headline (Summary) Profile

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Tips & ideas to make your linkedIn headline profile stand out from the sales competition

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Inside Sales Series: Getting Your LinkedIn Profile Ready for Selling - Part 1 - Your Headline (Summary) Profile

  1. 1. Inside Sales Series How to optimize your LinkedIn profile to help you attract more sales prospects
  2. 2. David Malone Trainer| Speaker | Consultant www.evolve.ie
  3. 3. Your LinkedIn Profile Is now part of your Sales Prospecting D.N.A. .... Particularly the ‘Headline’ in your personal profile.
  4. 4. LinkedIn is fast becoming the 1st point of contact for B2B Sales networking – so your profile needs to be more than a historical CV of your career
  5. 5. Some scary 2013 LinkedIn facts 35% access LinkedIn daily 83% of B2B users use LinkedIn as primary business networking Daily interactions - 15,000,000,000 Searches - 5,000,000,000 200,000,000 users world wide In Ireland – 680,000 registered users approx Source factbrowser.com – as at 9/5/2013
  6. 6. In B2B sales we moving from the age of the cold caller ..... To the age of the social selling market place!
  7. 7. Buyers in particular are using LinkedIn to find and checkout potential suppliers as much as sellers use it to find and checkout sales targets
  8. 8. But often it has the opposite effect. It sends potential buyers in the direction of your competition
  9. 9. Fact! Many profiles on LinkedIn read like poorly written advertorial! Often over indulgent, vague, and generically written! LinkedIn Point Danger: Don’t copy everyone else!
  10. 10. If you want to LinkedIn to help you sell ... Don’t set up your LinkedIn profile headline for failure by writing it as if it were the start of a traditional CV!
  11. 11. 1. Your headline summary is ... The description of you that will appear in a key word search on LinkedIn The bit about you that comes up at the start of your profile 1st The piece of information a potential buyer might see about you One of the 1st references to you that will probably appear on a general Google search The only peice of information a buyer might use to decide you are not the right fit for them!
  12. 12. Your Profile headline should.... • Entice the reader of your profile to want to learn more about you and your sales offering?
  13. 13. Typical headline Dave Kelly Director, Dublin, Ireland ABC Training Consultants NBC Software Consultants Trinity College, Dublin Uk.linkedin.com/davekelly/1235*7/8 Question is ... What impact is it making?
  14. 14. The Headline Autopsy Dave Kelly Which profile will you be drawn towards .. a) One with a photo b) One with no photo c) An unprofessional photo (Such as guy standing on a beach in the distance)) Director, Dublin, Ireland ABC Training Consultants NBC Software Consultants Trinity College, Dublin Uk.linkedin.com/davekelly/1235*7/8 Public URL not customised 3. There is no description of how he adds value to his customers ... A wasted opportunity to get the attention of the buyer. 2. Dave has described himself as a director. The question is a director of what ...... Sales? Marketing? Traffic? His headline summary is based on the title the HR dept have given him. This is of no use to the potential buyer screening for a supplier. Drop the resume approach!
  15. 15. Rules for an effective ‘Headline’ • State your role from the customer perspective • Outline your area of speciality or expertise • Headline the results you deliver to customers • If you cover a territory - mention it! • Write in 3rd party (No ‘I’ or ‘We’) • It should be attention grabbing not a description of your role as the HR dept see it!.
  16. 16. A Worked Example 1.Decent head shot photograph 2. Job title based on customer perception of seller’s role Dave Kelly You are allowed 100 characters here. B2B Telecoms Expert Cork, Ireland Helping companies in Munster get the best deals on phone and data usage. dave@telco.ie NBC Software Consultants Trinity College, Dublin Uk.linkedin.com/davekellytelcoexpert 3. Public LinkedIn URL address edited to be consistent with role description. This address can then be used as part of Microsoft outlook digital signature You are allowed between 5 & 30 characters here. 3. Role description based on results delivered to customers. Key words included for search optimisation purposes. You are allowed 120 characters to describe your role. 3. Email address included to enable non 1st tier contacts to engage with you.
  17. 17. Examples of a good headlines 1. B2B Social Media Expert specialising in driving business opportunities to your website. John@qbc.ie 2. Financial Planning Consultant: Specialising in helping high net worth individuals set up pensions, investments and family trusts. 3. Need a change of career? Recruiter specialising in placing management in ICT /FMCG in new roles. Average time for placement 30 days.
  18. 18. Magic Numbers: The amount of characters you can use in your LinkedIn profile • • • • Professional Headline: 120 character limit. Summary: 2,000 character limit. Position Title:: 100 characters. Public Profile: Between 5 and 30 characters
  19. 19. Remember, its all about making your profile Standing out from the competition
  20. 20. “Fortune favours the brave” www.evolve.ie davemaloneinsidesalescoach

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