7 tips to help you use Linkedin effectively as part of your Sales and Marketing activity.

1. THE 7 STEPS TO LEAD
GENERATION USING LINKEDIN
“The best LinkedIn guide on the internet – it will seriously help
you get MORE LEADS & ULTIMATELY MORE SALES “
Written by Dawn Adlam Linkedin Specialist with the Biz Links

2. Step 1 – Creating the Right Impression
First Impressions are critical to us as human beings – if you want people to think positively of you on
the world’s largest business network then you need to look good.
Top tips for creating an engaging LinkedIn profile:
Profile picture
Invest in a professional picture - this is not Facebook!
Define your value
Ask yourself the following questions: “Who do I want to set up appointments with and why should they
be interested in talking to me?” If you can answer these questions, you should be able to define your
value to your target market.
Create an engaging professional headline (see below)
Your summary – humanise it! Write it in the first person and talk about what you do with
passion and energy.
Get lots of recommendations and endorsements – the more evidence you get that can back up
the value you offer, the better.
Make it visual – add in images, presentations and documents to make your profile more
engaging
Top tips for your professional headline - Don’t just state your job title – that does not give
much information about what you can do for me! You only have 120 characters so you need to
be creative. The following format works very well:
Job Description ► your values ► Keywords
This covers what you do and why I should engage with you and the keywords will give you good ranking
with LinkedIn and google search queries.
(Check out mine as an example – notice I don’t just say LinkedIn Trainer!)

3. Step 2: Finding your Target Market
One of the biggest challenges in business is finding the key people you want to engage with. The good
news is that LinkedIn is great for this and there are a number of ways you can find who you are looking for:
Top tips for finding your target market:
Reconnecting – Think of all the people you meet at events and network meetings - can you remember
their names? Better still, if you have their business card in your drawer you can find them easily on
LinkedIn!
Use LinkedIn Groups – LinkedIn groups are segmentations from the community. If you’re looking for
Sales Directors, then search and join groups for Sales Directors and Managers – sometimes you may
need to ask the group owner for permission to join. If so, then be tenacious and give a reason why you
will be of value to the group.
Advanced Searching – The advanced search feature turns the biggest business network into a selfupdating CRM Database! Try it out my advice is to search on the following terms :
Keywords [LinkedIn will look for keywords on Headline, Summary, Job titles and the rest of the
profile and rank results in order];
Title [Manager – will find all profiles with the word manager in their job title];
Location – [Very powerful! Searching on post code also gives you a guide as to the size of the
company - for example, Sales Director | within 10 miles of W1 will return bigger fish];
Relationship – [2nd Connections are most useful as they are just one step away from you and
you can easily get an introduction, 3rd + Everyone else can be more difficult].
How do your results get ranked?
You will noticed that LinkedIn will return your results in a very clever way - basically it will take a
best guess on returning results it thinks you are looking for, based on your level of connection,
location and activity. It’s amazing how accurate it can be!

4. Step 3: Connecting to your Key People
Before you can send messages or view the contact details of any member, they first must accept
your connection and when they do they become a 1st Connection. LinkedIn have designed 1st Connections
for collaboration and open networking. Your goal should be to create a strategy to invite and connect with
as many potential clients as you can.
There are a number of ways you can achieve this on LinkedIn:
Ask for an introduction from your 1st Connections – if your potential contact is a 2nd line connection
(LinkedIn will tell you this) you can ask your 1st connection(s) for an introduction. The most effective
way to do this is not to use the official Introductions feature, but to send a nice, simple, personal email
to your 1st line connection asking for help with connecting you to the potential contact. Your 1st line
connection will usually respond, as it is a personal email and you are asking for their help – never forget
the term “giver’s gain.”
See the example message below:
Send a message via groups – The normal rule is you can only send message to your 1st connections.
If you are both a member of the same group however, LinkedIn will allow you to send a message to the
contact. The approach I find works best is to send a very simple message “asking for permission to send
a formal invitation” most people appreciate you asking them first and it can set an early positive tone.
Connecting directly – As previously mentioned, LinkedIn does not officially allow you to send invites to
people you don’t know. My advice is if you do try to directly connect with a member on LinkedIn, make
sure you state the reason clearly in your connection message.
A golden rule when inviting people on LinkedIn
Never send the generic message that LinkedIn provides you which reads:
“I would like you add you to my network.” It is generic and impersonal and will invite the response, “who
are you and why should I connect with you?” Always take the time to send a personal message, keep it
short and state clearly the reason for your invitation.

5. Step 4: Never Forget the Term Giver’s Gain!
To succeed on LinkedIn you need the help of other members in the community to provide you with the
following:
Introductions to members
Great recommendations
Relevant endorsements for your skills
You cannot succeed without them! The best way to get help is to give it so a major step to success on
LinkedIn is to commit to the following actions:
Recommendations
Recommend your clients, business partners, associates and suppliers (and always be authentic). Many will
offer to recommend you back, but more importantly you will be seen as someone willing to help others as
your recommendation will be visible on their profile and in the community.
Endorsements
The endorsement process is similar to giving recommendations, just not so time consuming. The same is
also true that every endorsement you make becomes visible on the recipient’s profile, with an active link
back to yours.
Connecting people
The ultimate action in business networking! You can connect people in your first line network very easily
by simply sending them the same email. As shown in the example below, this message will allow the
contacts to send messages to each other using the “reply all” feature.

6. Step 5: Making the Appointment
Once your target has accepted your invitation, you will get a notification (a flag in the top right hand
corner lights up) to tell that you are now both connected.
Well done! The biggest mistake people make on LinkedIn at this point is inaction! You must take action
with the members you connect with, ideally within 24 hours, otherwise they will forget about you.
Let your profile help you out here
The quality of your LinkedIn profile will make a big difference at this stage, as your new connection will
most likely take a quick look at your profile. If it’s packed with great value driven information relevant to
the needs of your new contact, they are more likely to want to speak to you. It’s as simple as that.
Keep it simple and send a personal message to your new connection asking for an appointment.
Here are some top tips for scheduling appointments
In sales, there is a great little technique called the two option close. It is based around the premise that
given two options, a human being has to choose one, e.g. Red or Black, Tea or Coffee, Heads or
Tails. When you are making an appointment with somebody in sales or a meeting the one word you do not
want to hear is NO. That is the killer of any deal, there is nowhere to go after you get one of those.
When asking for a meeting, most people will ask a closed question, that is one that will be leading to a Yes
or No answer, e.g. would you like a meeting? This is good when you really want to know if they are
interested and you are not interested in them if they say no, but bad if this is the start of a relationship and
know that there is a bit of warming up to do.
So rather than asking a closed yes no answer question, the simple tip is to ask an open question with two
perfectly reasonable answers, e.g. Let’s book a meeting, do you prefer Monday or Thursdays, am or pm,
2pm or 4pm, my place or your place?
Now nowhere in this conversation are you forcing somebody to do something that they do not want to do
in sales a “no” is fine, and even that may be a “no, not now” rather than a “no, not ever.” The key is to
lead them to where you want them to go, but make them feel as if they are making the decisions. After
all, you would only be doing this is you felt that they will benefit from meeting with you, so they will get a
positive result in the end.

7. Step 6: Going for a Direct Call
A lot of members on LinkedIn now put their contact details on their profile, which become visible once
they accept your connection. In many cases it may serve you best to simply pick up the phone and give
them a call. I have done this myself to great success. The key is to go with the attitude that once they
accept your connection, they have given you permission to call them.
A great opening line also is to say “we have just connected on LinkedIn and I always speak to everyone I
make a personal connection with.”
Where are all the gatekeepers? What’s so great about LinkedIn is that you are dealing directly with your
contact! I have not spoken to a gatekeeper in years!
Making that initial call can be tough though and if you’re not careful you can talk yourself out of it, so here
are some top tips for making that call:
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Smile before you dial
That way your energy levels will be high and your tone will follow suit, any doubt in your mind will
be picked up by the receiver and put doubt in their mind.
Be appropriate
Always ask if you have got the person at a good time and accept it if you have not, but make sure
you arrange a time to call back.
Make a clear intention of what you want and what is in it for them
Do this as quickly as you can, so that they know and can make a decision as to whether they
continue the conversation. Never lie, as it will come back and bite you.
Quickly find some commonality
This gets easier the more you do it. It might be the weather, some noise in the background,
something that they say or you know already. People like people like them.
Show credibility and competency
Referring to people they know that know you (LinkedIn is great for this), dropping in accreditations,
even saying that you are a member of the Chamber of Commerce can help to show your credibility.
Rule of 3’s
You get 3 seconds to buy 3 minutes to buy 3 hours, don’t do too much too soon, and remember you
are only selling the next step in the process, be that sending some info, having another call or a
meeting. The sale will come when it comes.
Accept the rejection
You will get more No’s than Yes’s, by up to 10 to 1. Cold calling is a numbers game and you have to
accept that a NO is not a NO never, it is just a NO not now, keep the door open so that you can
phone again and let them get to know you.

8. Step 7: Book your FREE Assessment with me
Let us help you transform your LinkedIn Account into a Lead Generation Machine!
In 25 minutes we can show you the Key Steps to:
Positioning and Building a great profile
Building and managing a great network
Taking the action that WILL transform your LinkedIn Account forever!
Our FREE Assessment is a 100% genuine offer and it is perfect if you are not
sure exactly where you should get started.
Or alternatively follow the Link
http://www.thelinkedincoach.co.uk/linkedin-training-birmingham.html
About Dawn Adlam
Dawn has worked with the BizLinks team for over 2 years and has trained and
coached 100’s of Business people. Easy to understand Workshops and Corporate
Trainings will leave you with a simple strategy and understanding of how to use
Linkedin effectively as a lead generation tool.
LinkedIn Profile www.linkedin.com/in/dawnadlam
View a selection of Client Recommendations
Testimonials for my BNI Members
View my Speaker Bio
Email: dawn@thebizlinks.co.uk M: 07880 725 564

9. Please do feel free to contact me for help and support for you and your team with LinkedIn
& other social media.