How entrepreneurs can go from cold calling to authentic networking on LinkedIn

It is widely understood that LinkedIn is the social media platform where users can network for professional and business purposes. Yet, when it comes to putting networking into practice, many LinkedIn users fall short of the mark. This is especially true for entrepreneurs.

According to Merriam-Webster, networking is defined as:

The exchange of information or services among individuals, groups, or institutions.

Specifically, the cultivation of productive relationships for employment or business.

The process of entrepreneurs generating business leads from LinkedIn is rooted in the concept of social selling, NOT cold calling. If you want to generate quality and ongoing results from LinkedIn, you have to abandon the traditional sales model. The process of sending direct messages to people who have no clue who you are is not a best practice. In fact, it likely will have the opposite effect of your goal. If you are sending a connection invite that includes a pitch, the odds are they will ignore the request. If you send a pitch message to an existing connection but you don't have a track record of engaging in their content, they may remove you as a connection.

The traditional sales model conjures up images of the stereotypical sleazy car salesman. In this scenarios, the salesman is only focused on getting the sale as quickly as he can. He tends to over exaggerate the quality of the car. Leaves out key details. Slick looking and talking. He doesn't take the time to truly get to know you, your unique needs. When he feels like he is not going to get your sale, he quickly moves on to the next person.

In contrast, social selling involves LinkedIn users continuously expanding your network and fostering authentic relationships with connections. Business development naturally begins organically when the process is done correctly. As stated by Zig Ziglar, people tend to do business with those they KNOW, LIKE and TRUST.

LinkedIn is all about building credibility and genuine relationships. The law of attraction works in your favor when you do so. Otherwise you run the risk of alienating potential clients when you send unsolicited sales messages or your posts are always about your products, services or events.

Network daily! Allow people to get to know you by having a fully optimized LinkedIn profile that showcases who you are, what you do and why you are passionate about what you do. Allow people to like you by AUTHENTICALLY engaging with their content. This means doing so without having a hidden agenda. React and add quality comments on their posts on a regular basis. When the appropriate timing arises for a business discussion, you will not be a stranger to them and they will be more receptive to your pitch. Allow people to trust you by clearly and consistently providing quality LinkedIn content that establishes you as a subject matter expert.

When you use the Know, Like, & Trust process, you will go from repelling potential clients to them being drawn to you. Keep in mind, social selling is all about authentic relationship building. Authentic relationships to two-ways, they are not one-sided with only your interests in mind. Change your approach with LinkedIn so you can Shine Online and fill your sales funnels.

For ongoing LinkedIn related information, join Clarene's private Facebook group, LinkedIn Power Moves w/ Clarene. She goes Live in the group every Thursday at 7 pm CST with a different LinkedIn topic.

What LinkedIn topic suggestions would you like me to cover in future editions of the 'Shine Online Bulletin?' Feel free to send me a LinkedIn direct message with your suggestions.