Poor LinkedIn? Habits Cost Sales Professionals

Face it; we've all experienced an aggressive salesperson with a bad LinkedIn? profile. And we've all come across a salesperson who exudes professionalism, partnership, and a consultative point of view.

Which one is you or your sales team? Which one would you want to work with?

When a salesperson contacts a buyer through LinkedIn Sales Navigator, their profile becomes the first point of scrutiny. An incomplete profile or lack of posting or engagement sends a clear message: this person may not be serious, knowledgeable, or trustworthy.

Worse, in a competitive landscape like technology or executive education, such missteps can hand over opportunities to competitors who use LinkedIn effectively to establish authority, build trust, and showcase their products.

I want to share what my experience building social selling and executive communication programs at SAP and Cognizant has taught me. Neglecting LinkedIn can be dangerous, and active competitors can easily steal business by leveraging the platform to their advantage.

While having the keys to the car (i.e., a LinkedIn Sales Navigator license) you still need to understand the rules of the road so you don't crash!

Let's take a look at the motivation to present your total value to your community and clients before you try to slip into someone's DM with an InMail.

The Buyer's Perspective: First Impressions on LinkedIn? Matter

When buyers receive a sales pitch, they instinctively research the salesperson before responding. LinkedIn profiles act as virtual business cards, but unlike traditional cards, they offer a dynamic view of the salesperson's expertise, activity, and alignment with industry trends.

An incomplete profile—missing a professional photo, detailed work experience, an About section, or endorsements—instantly raises doubts about the salesperson's professionalism. Buyers may interpret such gaps as signs of disinterest or incompetence, especially if competitors present polished profiles that exude credibility.

If you don't believe the impact of a poor LinkedIn profile vs. a strong competitor, pull up the two profiles and take a hard look. You may not like what you see.

Data Insight: LinkedIn research shows 82% of buyers review a salesperson’s profile before responding to outreach. A weak profile significantly reduces the chance of a favorable response.

LinkedIn? Inactivity Damages a Sales Professional's Perception

1. Lack of Sharing Thought Leadership Signals Disinterest

Buyers expect salespeople to pitch products, offer insights into industry trends, and offer solutions to their challenges. Posting articles, sharing opinions, and commenting on industry discussions show that a salesperson is informed and engaged. Conversely, inactivity implies disinterest or a lack of knowledge, leaving buyers to question the salesperson's capability.

Who do you think buyers want to work with or move ahead on the consideration list?

Competitors who consistently share valuable content fill this gap, positioning themselves as trusted advisors. For instance, a post about solving common buyer challenges signals expertise and a willingness to help, traits buyers actively seek.

Buyers are 5x more likely to choose sales professionals who provide new perspectives and insights, according to LinkedIn’s State of Sales report.

2. Missed Opportunities to Showcase Products and Results

LinkedIn? is not just a platform for personal branding but also for highlighting products and services and their impact. Salespeople who fail to post about product benefits, case studies, or success stories miss a crucial opportunity to demonstrate value.

They miss the opportunity to provide the aircover to make Sales Navigator work harder for them.

Competitors who showcase real-world results—like a post detailing how their solution helped a client achieve measurable outcomes—establish their product as a market leader. Buyers drawn to such tangible proof are far less likely to consider alternatives from less visible salespeople.

A competitor posts, “Our product helped [Client Name] reduce operational costs by 25% within three months.” Such content resonates with buyers and positions the competitor as a solution provider.

3. Limited Engagement With Clients and Community Hurts Trust-Building

Engagement is key to building rapport with buyers. Commenting on buyer posts, liking their updates, or participating in industry discussions creates familiarity and trust. A salesperson who fails to engage appears distant and inaccessible, giving the impression that they are only interested in making a sale rather than solving problems.

On the other hand, active competitors build relationships before pitching or reaching out via LinkedIn?'s Sales Navigator. Engaging with a buyer's content or connections creates a personal connection that sets the stage for a productive conversation.

Buyers are likelier to engage with salespeople they recognize as approachable and relatable. LinkedIn?’s research shows that 79% of buyers prefer working with professionals who actively engage on the platform.

4. No Social Proof Undermines Credibility

LinkedIn?'s endorsements, recommendations, and skills sections serve as social proof, validating a salesperson's expertise and professional network. A profile devoid of these elements appears one-dimensional and less credible.

Competitors who leverage social proof—through testimonials, endorsements, or shared recommendations—appear more trustworthy and reliable. This enhances their personal brand and reflects positively on the organization they represent.

Sales profiles with at least five recommendations are 72% more likely to receive responses than those without.

5. Weak Brand Representation Creates Confusion

Salespeople act as extensions of their brand. If their LinkedIn profile fails to align with their company's messaging or values, it creates a disconnect that can confuse buyers. Conversely, competitors who present cohesive profiles that align with their brand reinforce trust and professionalism.

Again, a quick check of your (or your team's) and your competitors will plainly show if you are performing above or below the line.

For example, sharing branded content like product videos or company insights ensures consistency across platforms, making competitors look more organized and reliable.

Forrester’s research shows that 82% of buyers are more likely to trust salespeople whose profiles reflect their company’s brand values.

Watch Out — Competitors Fill Your Credibility Void

When salespeople neglect LinkedIn? or think they have a handle on it, they leave an opening for competitors to dominate the buyer's attention. Here's how competitors capitalize on this gap:

1. Proactive Networking. Competitors actively connect with buyers, engage with their posts, and initiate conversations. By the time a buyer receives their pitch, the competitor is already familiar and trusted.
2. Educational Content. Competitors frequently post guides, webinars, and reports that educate buyers about industry challenges and solutions. This positions them as advisors who offer value before asking for a sale.
3. Consistent Activity. Regular posting and engagement show that competitors are invested in their field and available to help. Buyers see them as dependable partners.
4. Showcasing Results. Competitors highlight customer success stories, ROI statistics, and product use cases to make their offerings stand out.

Checklist: What Buyers Look For vs. What Your Inactivity Costs

How Do You Avoid Being Out-LinkedIned?

All good strategies start with an assessment! Here's how you can get started to make sure you come across better than your competition!

?? For just $250, get a detailed 40-point LinkedIn? audit with tailored recommendations to elevate your profile. Stand out from competitors by building a professional presence that attracts decision-makers and highlights your unique value. Don't let others fill the gap—start 2025 strong with a polished LinkedIn presence that drives sales opportunities and opens doors to success!

You can go ahead and schedule your free 15-minute consultation.

Don't let another competitor win at your expense. It's time to show the world what you're capable of—and it all starts with LinkedIn?.

Conclusion

In the competitive world of B2B sales, an incomplete LinkedIn profile combined with a lack of posting and engagement is more than a missed opportunity—it's a direct invitation for competitors to steal business. Buyers compare profiles, activity, and perceived expertise before engaging with salespeople. Active competitors who demonstrate thought leadership, showcase product value and engage with buyers on LinkedIn build trust and dominate the conversation.

LinkedIn is a critical tool for sales professionals that requires consistent attention and strategy.