How to Master your Social Selling Skills

Social selling has been a buzzword for some time, but few sellers truly master its effective techniques. With email inboxes overwhelmed by thousands of sales messages that are not being read (yeah I said it, but it’s the hard reality), LinkedIn has become an essential tool for anyone hunting for new business. But how do you use it effectively, and what are the best practices?

My take: Mastering social selling on LinkedIn requires a strategic approach that encompasses optimising your profile, making meaningful connection requests, using multimedia messages effectively, and leveraging tools like Sales Navigator. Here’s a comprehensive guide to help you become a LinkedIn social selling pro.

Optimising Your LinkedIn Profile

Your LinkedIn profile acts as your digital storefront, making first impressions crucial. Start with a professional and approachable profile photo; a clear, high-quality headshot can significantly boost your credibility. Next, craft a headline that goes beyond just your job title to explain how you help your clients or customers. As Morgan Ingram highlighted in the webinar 'The Do’s and Don’ts of LinkedIn Prospecting’, (a must watch, by the way) people are less inclined to connect with generic job titles like AE or SDR. Instead, outline your unique value proposition to increase your connection acceptance rate. 

The "About" section should tell your professional story in a compelling manner. Highlight your expertise, achievements, and what sets you apart in your field. Include keywords relevant to your industry to improve searchability. Additionally, showcase your work through the "Featured" section, where you can add articles, presentations, or case studies that demonstrate your skills and accomplishments. Recommendations and endorsements further validate your expertise, so actively seek out and provide these testimonials.

Engaging with Your Prospects' Content

One of the most effective ways to build relationships on LinkedIn is by actively engaging with your prospects' content. Liking, commenting on, and sharing their posts demonstrates genuine interest and can help spark meaningful conversations. This kind of engagement shows that you value their insights and contributions, making your interactions more authentic and less transactional.

When commenting, ensure your remarks are thoughtful and add value to the conversation. Ask questions, provide additional insights, or share relevant experiences. This not only boosts your visibility but also positions you as a knowledgeable and engaged member of your industry. Over time, consistent engagement can help build a rapport and make your outreach efforts more effective.

Connection Requests: Blank Requests vs. Personalised Messages

Building a robust network on LinkedIn begins with sending connection requests. While personalised messages have traditionally been favoured, there is a compelling case for using blank connection requests. Although skipping a personal message might seem awkward, especially if personalising outreach is a key focus, you still have more than enough opportunities to tailor your communication after the connection request is accepted.

The shift towards blank requests arises from the saturation of personalised messages, which many recipients now view as preambles to a sales pitch. As a result, these messages often go ignored.

Blank connection requests offer a straightforward and neutral approach. They are perceived as genuine attempts to expand one's professional network without any immediate sales motives. This can be refreshing for recipients overwhelmed by personalised messages that often seem formulaic and sales-driven.

Video and Voice Message Prospecting and Follow-Up Best Practices

Incorporating video and voice messages into your LinkedIn strategy can greatly enhance your prospecting and follow-up efforts. These formats add a personal touch that text alone can’t achieve, making your communication more memorable and engaging. Plus, they’re still underutilised, which makes your outreach stand out.

For video messages, you can use a variety of tools or simply your phone. Keep your message concise and direct, explaining why you’re reaching out and how you can add value. Including a brief teaser about what the recipient can expect from the video can encourage them to watch it.

Voice messages can be even more effective. Since they’re less commonly used, they serve as a pattern interrupt, making prospects more likely to listen. Keep voice messages short and focused—ideally under one minute. Clearly state what’s in it for them and end with an interest-based call to action, such as “Interested in learning more?”

Ultimately, the success of these channels depends on the quality of your content, the effectiveness of your follow-ups, and your consistent use of these methods within a multi-channel outreach strategy.

Leveraging Sales Navigator to Stay on Top of Your Target Accounts

Sales Navigator is an essential tool for serious LinkedIn social sellers. It allows you to pinpoint your target audience with advanced search filters, saving you time and increasing your efficiency. Use Sales Navigator to build and save lists of leads and accounts, ensuring you can easily stay updated on their activities and any potential opportunities for engagement.

The tool’s real-time updates and insights into your saved leads and accounts help you stay informed about job changes, company news, and other critical events. This information can be invaluable for tailoring your outreach and staying relevant. Additionally, take advantage of Sales Navigator’s InMail feature to send messages directly to prospects who are not in your network, further expanding your reach.

By combining a well-optimised profile, engaging with your prospect’s content, leveraging blank connection requests, engaging multimedia messages, and the powerful insights provided by Sales Navigator, you can master social selling on LinkedIn. This strategic approach not only enhances your visibility and credibility but also builds meaningful relationships and helps you to book more meetings!