February 6, 2017
The post, from Larry Levine, discussed “three reasons why you are what your LinkedIn profile says you are”, referring specifically to copier sales representatives. He starts by referring to an American football coach, who “when asked if his mediocre team were ‘winners or losers’” responded “you are what your record says you are”.
Levine recommends reps “quit hiding behind your business cards while dressing yourself up with fancy shmancy titles”, and noted that “you only get one digital first impression”, as “whether you like it or not, your digital presence is out there and people can find your copier toner footprints […] the stark reality is we have all moved into the digital age and have accepted the internet as a way of life for communication”.
Next, he notes “top concerns expressed”, including “non-existent net new sales opportunities”, “difficulties cracking the C-Suite”, a “hard time creating unique differentiation”, and “effectively opening up new conversations”. When clients view profiles, “their opinion about you will be made at that very moment […] whether you believe it or not, if you fail to make a good impression you may have lost them forever”.
He continued by adding “I don’t care how great of a sales rep you are! It is not about you! After all, there are plenty of other well-qualified, subject matter experts out there worth finding out about, connecting with and forming a relationship”. He states that “this is why you are what your LinkedIn profile says you are”, wondering “how much business are you potentially missing out on because” a profile positions you differently.
This is because “nearly every business transaction in the United States today starting out as an online search or visit to a website”, and he asks representatives to “pretend you’re a potential client and ask yourself: would I buy from myself based on what I currently see on my LinkedIn profile?” Going back to titles, he notes reps are “enamoured with their titles”, asking “how many C-level business executives are chomping at the bit to meet with you based upon your title?”
He also asked “what makes you any different than all the others?”, while a headline “done well” can “be used to promote your brand statement, your most enticing expertise or your all-around problem solving skills. The value you provide must be conveyed through this message”. On summaries, he lists a number of examples and asks “what value are you bringing to the businesses you work with? How are you addressing the challenges businesses face in today’s marketplace?
“What problems do you solve? You must differentiate yourself from the copier wolf pack and get the right people engaged with you. Provide them a sense of confidence in your abilities as you share your unique promise of value”. On experience, most “will copy and paste bullet points”, and recommends “removing doubt and eliminating risk […] what do you do for your clients? Why does it matter?
“Why does it work so well? What value are you providing?” Some reps post machine pictures, and he says “what C-level executive who happens to be cruising through their newsfeed is going to stop and say to themselves, ‘I can’t wait to have a conversation about this nice shiny copier.’ Stop it!” He concludes by stating that reps should “get the little things right”, asking “how much passing traffic can you afford to lose because of the way you look?
“We all know how much prospecting you are doing! Gaining trust and loyalty from your networks and connections is the goal […] you may not like the fact you are being judged, but it’s a reality that has to be accepted in today’s business world.
“Your online strategy drives your digital first impression [which] is hopefully one that can secure you a meeting with a potential client or get more familiar with a current client. In the real world you rarely get a second chance to make a good impression and it’s highly likely as well in the world of social media, you probably won’t either. I understand where you all are coming from. I have walked a day in a life of your shoes.”
Categories : Around the Industry