In the same way analysts look at a set of data and draw conclusions, we need to develop skills to be able to review a person's LinkedIn profile, comments and updates and draw conclusions about whether that person is important to us or not, and what to do next.
The best way to approach this is to look at how you might typically handle meeting someone new in an offline setting. When you meet someone in person, your brain is categorizing them even while you carry on a conversation.
Questions to Ask: How to qualify prospects in an offline conversation.
1. Your brain asks: Is this person a potential client?
You ask the person: "Who do you work for?" "What does your company do?" "What type of client do you serve?"
2. You brain asks: Is this someone with influence?
You ask the person: "What does your organization do? "Are you familiar with (_______)? "What do you think of (_______)?
3. Your brain asks: Do we have someone or something in common?
You ask the person: "Do you know so-and-so?" "Are you from (location)?" "I knew someone who worked at (company). Do you like working there?"
Based on what the person says in response will guide you to take different types of actions.
(Let me interject here that the longer you've been in sales or business development, the better you are at asking the right questions, knowing how to interpret the answers, and knowing what to do next.)
On LinkedIn the challenge for many people is needing to answer these questions outside the context of a conversation. You need to assess what you're reading to decide if they are a potential client, someone with influence, or what or whom you have in common.
So, now you're on LinkedIn. Ask yourself the same questions.
Pre-requisite: You must have established clear criteria for your ideal client.
1. Is this person a potential client?
Ways to answer this question:
- Title - Decision Maker, Decision Influencer, Potential Introduction
- Company Size (on LinkedIn Company Page)
- Company Region
- Company Industry
2. Is this someone with influence?
Ways to answer this question:
- Large Network
- From an Influential Company
- Media and Articles
- High Level of Activity on LinkedIn - Many Comments on their Articles, Many Updates
3. Do we have someone or something in common?
- Mutual Connections
- Location - Same city, you used to live in that city, family is from that city or region, have an interesting story from that city
- School - Same college, same degree, same type of school (Catholic)
- Level of Education - Same
- Languages - Same
- LinkedIn Groups - Same
Summary
If you're struggling to stay focused on LinkedIn, or are unsure about when and how to advance the relationship, write down a chart that includes:
Qualifying Question | Qualified Answer | Next Step
Ask yourself the qualifying question. If the answer is affirmative, have next steps in place.
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