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There is a subtle psychology involved in what LinkedIn has become, which is a professional meeting ground and credibility index. It's not good or bad. It doesn't need
to be acted upon. It's just there, and Sales Professionals should be aware of it.
Buyers want to be part of a tribe. Few people want to be the first person to buy something, and even fewer would bet their jobs on that something. If you're going to connect with potential buyers on LinkedIn, have recommendations from existing clients in your profile.
9 out of 10 executives will choose a proven solution over an innovative one according to a survey I made up for this post. Though I'm sure it's a fairly accurate estimate. Recommendations are underutilized on LinkedIn and this should change if you are serious about sales.
Competitors are intimidated by an existing relationship with a buyer. Be the first professional they add to their network from this particular buying cycle. It's usually appropriate to invite someone to join your network after your first face-to-face meeting, or first couple virtual meetings. You'll know when it makes sense. Your competitors usually will not think of it until later.
Joining someone's network on LinkedIn creates a very subtle bond between those two people. It doesn't mean you're pals, but you've transcended the typical buyer-seller relationship just a bit. What's more, those relationships are going to remain after a vendor is chosen. People don't "unfriend" the people they didn't select. Because of this, the buyer will typically be more forthcoming and transparent during the selection process with those they are networked with. Usually.
The first point I mentioned is the strongest of these psychologies and the only one that will have a noticeable impact on your sales. Your profile should indicate that others have chosen to work with you, and been happy with the result.
Get more recommendations and promote your profile to prospective buyers.
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