Lead Gen On LinkedIn [With Screen Captures]

You’re in sales and pulled from the road. Now what?

It's time to head over to LinkedIn.

Now, if you are already on the platform and seeing success…this post isn’t for you. But if you have been on the channel and want to do more…read on.

For those working in the B2B space, there is no better social network than LinkedIn to develop a list for prospecting.

That said, LinkedIn is a big place and it’s easy to get turned sideways and end up spending a lot of time without a lot to show for your efforts.

So to shorten the learning curve and give some guidance, I reached out to Wayne Breitbarth.

Wayne is a LinkedIn trainer, speaker, and provides 1-to-1 LinkedIn Consultations. He is also the author of the book The Power Formula For LinkedIn Success.

Yeah, the guy is a ninja when it comes to LinkedIn.

What follows are some thoughts he shared to help you build your network of contacts and get selling.

Make Filters Your Friend

The first thing Breitbarth recommends is getting familiar with Filters page. This approach is pure gold.

Start by thinking of a person you are close to. Someone that can help with connections to potential customers. Next, head over to My Network at the top of the page. See below.

Next, click on Connections. You’ll find it over on the left side of the screen.

Now click on Search With Filters.

Then select All Filters.

Once you do that your next screen should look like the image below.

Ok, this is the Filters page and once you are here, you can really start making hay.

Start by selecting 1st Connection and 2nd Connections. Then in the box labeled Connections Of, type in the person that has the connections you would like to meet.

Hit Apply.

This will bring up all a list of connections. Now comb through the list for those individuals that you would most like to connect with.

Cool, right?

Now, take that cold list and start warming it up. Here’s how. You reach out to your friend and ask if he/she will do an introduction for you. If your list is long, provide a template they can use to work from.

And boom you’re off.

Search By Company

Ok, let’s say you know the company you would like to target. But don’t have any connections at the company.

Back on the Filters page uncheck any boxes. Then in Current Companies type in the company you want to target. Hit Apply and LinkedIn will bring back a list of employees within the company.

If it’s a big place, you will get a list that may span several hundred names.?But let’s say you just want to target those in HR.

Back on the Filters page move over to Industries and type in Human Resources. Hit Apply and your list will show just those with HR in their title.

Ok, you now have a list of contacts…you may even have some warm leads. Now comes the invite to connect.

Breitbarth has two suggestions. The first is go slow. The second is add value.

His technique involves sending a note to the person you would like to connect with. In it try and find a point of connection. It can be something as simple as, telling them you have enjoyed their content. Or call out that you both went to the same university. Or you are both in the same line of work. Note if you’re looking for templates YouTube is filled with examples.

Keep the message short. And make it sincere. Don’t sell. If they accept – this is the time to really practice self-restraint.

It’s tempting to reach out with an offer or a pitch. I know. I’ve fallen into the trap. But you can’t come on too strong. It’s not going to work, and it will blow your opportunity to engage with them down the road. At this stage, you need to think long-term.

Next Breitbarth recommends following up with a Thank You note that includes some added value. Keep this mind -- the key is value. Share a whitepaper, or article along with some of your insights. Or provide a key stat that relates to your industry.

After some time, provide some more value. Be patient. Be thoughtful. There are too many out there that want to fast track the process. There's no fast track.

Re-Think Your Profile

A critical element on LinkedIn is your profile. And many approach this section as they would their resume. In other words, people write about the things they have accomplished, the sales they have made, etc...

Breitbarth, suggests a different tactic.

“Instead of viewing this section like your resume, craft your profile to address the specific audience you are hoping to serve.”

For example, let’s say you want to connect with HR. Instead of talking about being a sales leader in the HR space, adjust your language to address how you have helped those in HR overcome their challenges. As Breitbarth explains, “It’s a big shift but your profile needs to be more about them vs. you.”

Final Point: Content

I asked Breitbarth about content and was surprised by his answer. If you’re in sales, his recommendation is don’t worry about it.

“Creating and posting content is a long-term play. If you’re on LinkedIn for the purpose of developing your network and making sales. Forget the content. It’s just not a good use of your time. Leave that to the marketing team.”

I hope this was helpful. Personally, I spend a lot of time on LinkedIn and found these tactics really helpful.

Let me know your comments. And please show Wayne a little love by buying his book and connecting with him on LinkedIn.

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