3 LinkedIn Profile Tips for Sales Professionals You Haven’t Heard Before

The Web can be an unreliable place to get sales tips. Most advice we “Google” doesn’t work. LinkedIn profile tips are no exception. Most advice focuses on superficial face-lifts. Want to get more appointments, faster, using a LinkedIn profile? Follow these three tips:

The Web can be an unreliable place to get sales tips. Most advice we “Google” doesn’t work. LinkedIn profile tips are no exception. Most advice focuses on superficial face-lifts. Want to get more appointments, faster, using a LinkedIn profile? Follow these three tips:

Make your profile:

  • earn attention
  • spark curiosity
  • earn a response

Here’s how to get it done in three simple steps.

No. 1: Convince Prospects to Read Your Summary
The job of your professional headline is to create curiosity about your Summary section. Use the headline to:

  • get found by prospects searching for you
  • connect with buyers forcefully, clearly
  • present an irresistible reason to read the Summary section

Avoid listing your professional title in this space. Be sure to use words or phrases that your target buyer would use. For example, if you sell copywriting services to natural health marketers say so, like David Tomen of Swift Current Marketing does on his professional headline.

Also, appeal to the deepest desire of your buyer. Help buyers become curious about your ability to put out a fire, scratch a bothersome itch, solve a problem or help them fast-track a goal. As David Tomen says, “I help natural health marketers get as many customers as you can handle.” 

It’s no wonder a natural health marketer would want to read more about David’s qualifications! He sparks curiosity with this approach. You can learn more about how David improved his profile in this LinkedIn profile tutorial.

No. 2: Chunk Your Summary Section
Nothing sells you better than simplicity and brevity. This creates distinction. In a world filled with people positioning themselves with adverbs and adjectives you’ll stand out. Also, create easily-scanned “chunks” or sections for your prospect to scan.

Write these sections with headlines. Make each headline appeal to what your prospect really wants to know in most cases.

Check out how Blake Henegan helps learning and development managers quickly scan his profile’s Summary section.

  • What he does.
  • How he’s different.
  • How he can help.
  • How he gets paid.
  • Training he sources for clients.
  • His contact information.

You cannot get lost in Blake’s Profile summary. It’s a wonderfully structured bit of copywriting. It’s easy to scan with the eyes and speaks to what clients want to hear about most.

No. 3: Get Back to Basics—Less Is More
Your success depends on getting good at one thing: Copywriting. Borrow from the classic, time-tested, proven techniques of B-to-B copywriters. Speak in simple terms. Be pithy. Leave out all the descriptors.

For example, don’t have exceptional skills. Have skills. Stop trying to position, sell or convince. Just say it. Plain talk is refreshing, creates distinction and helps people want to learn more about you.

Being brief, blunt and basic sparks interest in humans. It’s a fact.

Also, make sure your summary is not a recital of your experience. This is not optimal for sellers. Yes, you may wish to have an “Experience” section but don’t make your experience the focal-point.

Here is how to take action on this idea:

Make sure the Summary section of your LinkedIn profile communicates:

  • What you do;
  • who you do it for;
  • how you do it (why customers choose you) and
  • how potential buyers can act on their curiosity.

Use David and Blake’s profile summaries as guides. Borrow from them. When you’re done drafting, go back and try to remove the “I’s” and adjectives/adverbs. This focuses your writing on what the prospect wants to hear.

Once you’ve executed the first three steps above, it’s time to get your prospect off your profile and on the phone or in your email inbox. Make clear calls-to-action and, yes, include shortened Web links. While not clickable buyers will cut-and-paste or right-click (in Chrome) to visit your landing page.

Be sure to land prospects at places where the call-to-action promise is fulfilled in exchange for a bit of information about the prospect (a lead).

Remember: Give your prospects what they want. They don’t want to know about you—they want to know what you can do for them. Good luck!

3 Steps to an Effective LinkedIn Profile for Sales Reps

Tired of getting so few leads from your LinkedIn profile, investing in LinkedIn Sales Navigator or needing to generate leads with email faster? You’ll need more than a pretty photo on your profile. You need a summary section that creates urges in prospects—provoking them to connect, email or call.

Tired of getting so few leads from your LinkedIn profile, investing in LinkedIn Sales Navigator or needing to generate leads with email faster? You’ll need more than a pretty photo on your profile. You need a summary section that creates urges in prospects—provoking them to connect, email or call.

Make sure prospects viewing your LinkedIn profile take an action and are producing leads for you. But first, ne sure your or your team’s profile is structured to:

  1. Create an urge for what customers’ want most in the Headline space;
  2. Spark buyers’ curiosity about what you can do for them in the Summary;
  3. Direct that curiosity—give them an irresistible reason to act.

These steps are the low-hanging fruit. Don’t just know them, do them. Every word, video, Powerpoint, PDF whitepaper and link on your profile can help buyers develop an irresistible urge to solve their problems or reach a goal—through you. But only if you take a minute to design it to. The best place to start is your Professional Headline.

Fire up your browser. Compare your profile against the checklist below. Check off each one as you implement these proven, effective steps.

STEP 1: Create an Urge to Read via Your Headline
Like it or not, headlines control our world. If you’re not getting to the point and sparking curiosity in a matter of seconds you’re not going anywhere. Just like an effective cold call or elevator pitch.

Use your profile’s Professional Headline space to display information that creates an urge to discover whatever is most important to them. Don’t list your title or job position. Make sure your professional headline presents:

  • what you do,
  • who you do it for and, if possible, and
  • elude to how you do it that creates distinction.

If possible, hint at why buyers should choose you. Make your why clear but not totally complete. Leave off the details. This creates an urge to scroll down to the next section: Your profile’s Summary.

For example, turnaround and acquisition expert, Carter Pennington, says he “maximizes shareholder value of troubled companies.” Mando Villareal names his target market and says he helps them “reduce cost increase efficiency & automate deliverables.”

In both cases, structuring words this way helps prospects wonder, “I wonder how he does that?” It creates an urge to scroll down and learn more about the seller.

Wondering where to start yourself? Use what you already know is most important to your prospective buyer. Don’t be clever. Instead, push your prospects’ buttons.

Trent Smith is a “Trusted advisor to attorneys who want to grow their practice.” He knows there isn’t an attorney on the planet who doesn’t want to grow their practice. In a moment, I’ll show you how Trent exploits this urge in various sections of his profile.

Remember: Use your Professional Headline space to create an urge to discover more about what makes you someone worth paying attention to. Be bold. Grab your prospect, fast.

STEP 2: Ditch the Resume, Go for a Reaction
Your LinkedIn profile is a tool to get prospects curious about what you can do for (not sell) them. Because once they’re curious, they’re more likely to react—to act. Since your Summary section is often “above the fold” (is seen before anything else) it’s the best place to start sparking reactions.

The idea is to quickly make statements that cause customers to become excited, unsure, eager or even a bit scared. This is different than reciting information about yourself, resume style. Showing customers, “I have a better way,” telling them you have short-cuts they desire or making a bold claim helps you:

  • prove to be worth listening to (grabs the prospect) and
  • position yourself to make a big claim.

Every B-to-B seller has a big claim that plays on the desire of buyers—no matter what you’re selling. It’s believable, credible and needed. So use it. Your LinkedIn profile is a great place to

  • set up the claim
  • make it and
  • create an urge to act on the reaction your claim creates.

For example, Gerry Blaum makes the claim he’ll save Fortune 1000 clients $500,000 in health care over-spending and connect them with better service providers. If he cannot he’ll give clients his fee back. He says, “we only get paid when we save money for our clients.”

Gerry makes his claim in dramatic form. To keep it believable and credible, he reveals how he gets paid. This encourages HR executives at some of the world’s largest companies to wonder, “how, exactly, does Gerry accomplish this?”

Be careful to balance. You don’t want to make a claim that is unbelievable. Or a promise that gives away too much, too fast. Only make claims that sound believable and help buyers develop hunger for all the details. You’re going for a reaction, or an irritation—not total satisfaction.

The idea is to scratch the buyers’ itch-stopping short of offering full relief.

To more fully relieve their itch (or help them reach a goal) they need to take an action. This is just one way to effectively spark connections, email conversations or phone calls with prospects. Shoot me an email or comment below and I’ll share more examples.

STEP 3: Make a Direct or Subtle Call to Action
Give ’em what they want. Whether you’re a job-seeker, marketer or sales rep, your LinkedIn profile should contain “exit points.” Spots where a call to action should be placed—driving prospects away from your profile, toward your landing page, telephone or email inbox.

Toward shortcuts, tips, advice, pain relief, clarity on a fuzzy (yet important) issue or confirmation of nagging fears—whatever they want most.

Make sure you use calls to action to the fullest. Here are quick tips on how to make effective LinkedIn profile calls to action.

You cannot use HTML or links in the Summary section. But you can place calls to action inside it. Creating clearly identifiable sub-sections and headlines gives you the chance to make calls to action.

Look at how Gerry Blaum executes it. It’s easy to scan with the eye, grabbing the essence of each “chunk” of copy.

Stick to the basics. In a few words, use sub-sections inside the Summary to describe:

  • What you do & who you do it for
  • Why the prospect should care (how you do it differently than everyone else)
  • How & WHY customers should contact you (email, Facebook, Twitter, phone, Web site, etc.)

Give ’em what they want. Prove to them, quickly, you’ve got what they want.

Use trigger words to encourage action. Use phrases like:

  • Get all the details
  • Call me, email me
  • Discover fresh tips
  • See examples here
  • Start here (this one is very powerful believe it or not!)

Although you cannot use HTML here, readers will take advantage of links your provide.

Your target audience will visit your Web URL by cutting & pasting or right-clicking. In some Web browsers (like Chrome) users can jump to your Web site by highlighting the URL, right-clicking and immediately visiting your site.

Trent Smith uses his Contact and Summary sections to speak directly to prospects:

If you want visitors to say, “Wow! I’ve got to talk to this attorney right now!” then get website strategies for attracting clients at: http://www.JangoStudios.com

Of course, there are subtle, indirect approaches that are also effective. Choosing the specific approach often depends on your target market, type of decision-maker(s), sales cycles, complexity of what you’re selling etc. For example, Challenger sellers will need to take a much different, educational approach.

If you’re interested in taking first steps on everything I’ve presented today this free video training will get you started in just 12 minutes. Otherwise let’s chat in comments below!