Sales, Write Your LinkedIn Profile For Your Customer, Not Like a Resume

Blog readers, sorry that my blog hasn't been as active yet this year as maybe you were hoping. I for one expected more from myself. The thing is, I recently signed a handful of larger clients and they are my top priority. Though, there's something to be said for fresh content, right? 

I'm currently working with a 40-person sales team and our experience together so far has validated my belief that there's more than one way to write a LinkedIn Profile. When I sat down with several account executives one-on-one, I kept hearing "I haven't given my Profile much attention - I always thought LinkedIn was just for job searching."

It's statements like these that not only keep me in business and validate a market need for what I teach (and preach) but make me want to write this blog post. Your LinkedIn Profile is an excellent supplement to your resume if you're actively job searching, but just as effectively, it can be one of the best online tools to secure new business and demonstrate exactly what you can produce for a potential client.

So I encourage salespeople (and marketers) to write their LinkedIn Profiles not like a resume but as if their next customers were reading it.

Click to tweet: Sales, write your #LinkedIn Profile not like a resume, but for your next customer. #socialselling http://bit.ly/2jZ0xV1 @untapsocial

Think about what a prospect might be impressed by as well as what might turn them off. Stuffing your Profile with quotas you've hit and percentages of sales goals you've reached Q/Q might suggest to them that you're more interested in closing the deal than providing a solution to their need. My recommendation? Save the President's Club awards you've won for your resume, and write your Profile from a value-based perspective.

Using words like "sales" and "account executive"may translate to stereotypical empty pitches and an unthoughtful approach. Instead, try incorporating how you've developed your "client relations" skills through stories and examples, and focus on articulating the problem you solve. How do you make your clients' lives easier and what do they hire you and your team to achieve? For example, with your tagline underneath your name, consider replacing your "Software Sales Account Executive" headline with something similar to "Connecting marketers with customized software solutions that improve email open rates."

IN THE SUMMARY SECTION...

...don't be afraid to tell your career story and mention your approach to your work so clients can understand your personality and what you're like to work with.

Under your current title...

...include a thoughtful and compelling statement like "I help HR leaders streamline their employee benefit administration programs through a seamless integration," and consider inserting a positive client testimonial. In addition, I typically recommend a one- or two-sentence company boilerplate here that speaks to the brand.

Add major (client) wins to the Projects section... 

...by communicating how your creation of a new specialty magazine helped your client secure a new revenue stream - a surefire way for prospects to envision how you'll help them achieve similar outcomes. When adding Projects, be sure to select the job title you held at the time so it'll attach itself nicely to the appropriate job under the Experience section.

Attach rich media... 

...to your Summary or Current Title with examples of how you've helped a happy client solve a problem, improve efficiency, or enhance brand awareness. Include a link to a case study, a video depicting your process or stages of production or an article that communicates a compelling result you and/or your team achieved.

The majority of decision-makers now consult social media and conduct extensive online research to compare vendors, before they'll even allow a conversation with you. They're asking their network of peers and are relying on strangers' reviews to not only evaluate but ultimately make decisions on whether or not to hire you. They're combing through your LinkedIn Profile and any content they can get their hands on, so be proactive about what they'll read.

Present a LinkedIn Profile that will not only impress them but give them every reason to want to connect with you.

Now it's your turn. Comment below with one change you'll make to your LinkedIn Profile to make it more client-friendly.