LinkedIn etiquette - 10 principles for salespeople

The growing popularity of the LinkedIn platform and social selling activities also means that users of LinkedIn do not always get what they come for. The way salespeople function is not always in line with customer expectations and etiquette. After many conversations with representatives of different groups on LinkedIn and based on my own experiences as a user of the platform and a consultant working with salespeople, I have compiled my conclusions in this area. Here are 10 rules for salespeople to work on LinkedIn in accordance with etiquette.

RULE #1 CREATE AND MAINTAIN A COMPLETED PROFILE THAT INCLUDES A PHOTO OF EXCELLENT QUALITY

The first step is to take care of your profile and have a good quality profile picture. When filling in the individual fields, be aware that you are writing to a client and not to a potential employer. Your client is not interested in how many sales rewards you have had or how skilful you are. But it is important how your knowledge and experience from completed projects can help them achieve their goals and support them in their projects. 

RULE #2 PUBLISH VALUABLE CONTENT

So, what is valuable content?

Content that provides your network with interesting information (eg, industry, technology, news, etc.);

Content that supports your customers in their purchasing processes (including articles, reports, guides, webinars - this is also a lot, often primarily marketing in the company);

Content that reflects your experience, conclusions and knowledge that your customers can use;

Content that shows your "human face”;

Some kind of animation for people about the time they spend on LinkedIn;

Content whose creation is preceded by the question: Is this useful to someone or will it be only a self-advertisement? (If you answer yes to the latter, do an ad instead.)

Additionally, each publication of external content (such as an article) should be added with your comment. 

RULE #3: DON'T "JUMP OUT OF THE FRIDGE".

One of the more common questions I hear is "How often should I post"? I believe that as often as you have something of value to propose in your publications and as much as time allows. If you publish several times a day, but your content is really valuable, I don't think it will bother anyone. The problem begins when there is a high frequency of sales posts, photos from strange places and facebook pictures. I then stop observing such a person. If you're just beginning, start with 1-3 publications a week and then increase the frequency as you gain momentum. 

RULE #4. ADD A NOTE TO INVITATIONS - THAT IS, PERSONALIZE INVITATIONS.

Always include a note when inviting a stranger. This is the first step in building an initial relationship on LinkedIn. Building a network on LinkedIn as part of social selling activities is not a process of sending invitations to thousands of people. Such a network is unlikely to be engaged in what you publish

PRINCIPLE #5 DO NOT INCLUDE OFFERS IN YOUR FIRST POST AND DO NOT PROPOSE NON-BINDING MEETINGS

Let's not cold-push LinkedIn into sales processes. The time for a sale will come at the right moment. Therefore, so let's try not to do it in the first post without exploring the potential of interest in a given topic at the time nor without taking care of the image. Furthermore, the proposals for non-binding meetings no longer work today, because customers do not want to meet if they do not see value in this action and in the salesperson. You can provide this value in a well-prepared profile, publications, comments — that is, if you take care of your image on LinkedIn.

RULE #6 PLAY OPEN CARDS

Open communication is a strong element in building relationships with people and the same applies to relationships on LinkedIn. If you are a salesperson, don't shoot, don't say that your biggest dream is to help people when the other party knows you want to sell something. A message in which you name what you do and give the client space to make a decision at the right time will work much better. 

RULE #7. AS THE AUTHOR OF A PUBLICATION, RESPOND TO COMMENTS.

An important element of building relationships is responding to comments we receive under publications. My assumption is that it is worth responding to each comment (unless it is an obvious attempt to "stand out" on someone else's publication). By responding selectively, you appreciate the chosen ones and thus reduce the likelihood of others getting involved in your next publication. Replying to comments is also a space to build and moderate valuable discussions.

Sometimes, in our multitude of tasks, we do not have time to write back to everyone individually. In this case, leave one comment for everyone. This will be seen as an element of appreciation.

PRINCIPLE #8 SAY THANK YOU FOR REFERRALS AND RECOMMENDATIONS

More and more often, there are posts on LinkedIn in which someone is looking for a solution / supplier / company from a specific area — aka the phenomenon of Social Buying. This is a very good time for someone to recommend you (preferably your current client) as a person from the specified area. If you receive such a referral, send a “thank you” and, depending on how the situation develops, take the next steps (ie, invite the author to the network and ask what is important to him in this process).

PRINCIPLE #9 DO NOT ASK STRANGERS FOR RECOMMENDATIONS NOR TO VERIFY YOUR SKILLS; DO NOT ENDORSE SKILLS FOR STRANGERS

It is messy to ask someone who doesn't know you to endorse your skills or, worse, for references. Make sure that your image is built in accordance with truth and relationships. Alternately, do not approve skills of strangers. I was offered (foreign) advice that confirming the skills of a potential client is a good way to build a relationship. I do not agree with this because I am sure that most of the people on the other side then feel that they are in some kind of sales "treatment". Not only does it not build a relationship, but also it can scare away a potential client. 

PRINCIPLE #10 EXPRESS YOUR OPINION IN A CULTURALLY AWARE WAY

Navigating LinkedIn (publishing and commenting on other people's publications) with good energy is an important element that brings the community around. Of course, it's not about having the same opinion as others — it's about expressing your opinion in a friendly and, above all, culturally aware way. 

I think it is important that we take care of the quality of time spent on LinkedIn together. What we publish influences the shaping of opinions about the LinkedIn community, but also the opinion of Poland in the eyes of other countries. 

By the way, if we are already on the subject of etiquette - there is something else that my clients often ask me about, i.e. which form of politeness is better to use on LinkedIn.
– "YOU" OR "SIR"? Which form is better, in your opinion?