How to Use LinkedIn to Quickly Build Rapport With Top Executives
How to Use LinkedIn to Quickly Build Rapport With Top Executives:from Selling to Big Companies Blog
Gene McNaughton, President of Business Breakthroughs, International, takes his LinkedIn activity seriously. He has to! When your targeted prospects are senior-level decision makers, you don't get a second chance. They make snap decisions about if you're someone who's worth talking to -- or not.
To ensure that he can quickly connect to these executives, Gene does his homework. And, that's exactly what top sellers do on LinkedIn. 86.7% of them always research prospects prior to making contact compared to only 26.7% of their colleagues. (Click here to download the 2013 Sales/LinkedIn Survey: Cracking the LinkedIn Sales Code.)
Now, check out Gene's story to find out what he's looking for on LinkedIn and how he uses his research.
The basis of a relationship starts with rapport. When dealing with an executive, I have five minutes (or less) to create a positive initial impression. In that short time, I have to be impressive (via voice, presence, posture), establish something in common and give a sincere compliment (where it applies).
This is where LinkedIn is solid gold for me. I always look through these executive’s profiles, because that’s where I find the gold. Specifically I look at:
- Work history: I want to see if I know anyone from their previous companies and, better yet, at their level too. Knowing someone in common is huge, especially if that person used to be his or her boss.
- How big their job is: I’m seeing if I’ve had a job similar in scope, size or responsibility to theirs. If so, I can relate to the complexity, the pressure, the typical patterns and so on.
- Schooling: I’m checking to see if I know anyone who went to that school at a similar time. You’ll never know, and if you don't look for this you’ll never find out. But if you do, it’s a huge rapport builder. You can mention sports teams or special events too.
- Hobbies: Only mention this if you truly share something in common there. Don't BS about it because if he/she asks a detailed question and you answer like an amateur, you've ruined your credibility.
- Where they grew up/lived: This may be another area that you have in common with them – like "cold winters" or "beautiful leaves in the fall." I’m originally from Iowa. When I talk with anyone from the Midwestern states, I always say "It’s nice to talk with another Midwesterner." That helps get the conversation off to the right start.
- Initial impressions are everything – including the basis of why someone would like you enough to listen to you. Most salespeople forget that initial impressions are a strategy of their own. If you can perfect this, you’ll get into more meaningful conversations with your prospects.
This approach is paramount to every conversation I have. Rapport is power.
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