My LinkedIn A air 3
About the author 4
Who should read this ebook 4
Why you can’t (and shouldn’t ) ignore LinkedIN 5
Big LinkedIn mistakes 6
Compelling pro le 10
Forging Connections 12
My network 12
Searching inside LinkedIn 13
Find people involved in your buying 17
Find a valid reason to reach out to them 20
Stay up to date with your network 24
LinkedIn Groups 25
LinkedIn Hygiene 25
Too many people are looking for overnight results. It won’t happen. I invest about 6 to
7 hours per week on LinkedIn.
I joined LinkedIn in May 2012 and in July of 2012 I cracked a huge deal, which made
me take notice of this platform instantly.
The power of human connections can take us on a magical journey of success, fame
and growth only if we invest some amount of time in giving the same to others.
Read my 2012 deal story here
Also, so many people forget the de nition of social. We have to keep people rst
regardless of their designations, titles and roles.
Many people make the mistake of taking LinkedIn as a fertile shing ground, where
they can spread their nets and make a quick killing. Spamming is what I am
referring to here..
This attitude can lead to brand reputation loss, banning from LinkedIn and
eventually business loss.
Only if we treat LinkedIn as a fertile farming ground, where we prep the land, sow
the seeds, water and manure it daily, we get to see a splendid crop when it's time to
The steps and tactics mentioned below are relevant as of 2020. We don’t know what
will change tomorrow since in the last 3 years, I have seen LinkedIn change so many
of its features.
Connect on any of the below platforms:
Karmaworks.co | LinkedIn | Quora | Medium | Twitter | Facebook | SalesDawg Blog
Karmeish Ghosh is a Side Hustling Dad, Intrapreneur, author and a blogger on
unorthodox sales strategies for tech companies. Lives in Mumbai, loves food, fast
bikes and cars.
If you are a small business owner, a startup, run a large enterprise, a sales
professional or even in politics, you got to have LinkedIn as part of your sales/ lead
generation / marketing strategy.
1. It’s now a Microsoft company, the same organization that has been serving us
with Windows, Word and Excel for the last 30 years, They can’t go wrong!
2. 500 mn professionals for unlimited networking.
3. Powerhouse of hard hitting content
4. People with money, intent, fame and authority are present here
5. You can propel your business extremely fast regardless of where you are today
6. People don’t come to linkedin to watch videos, memes and follow news. They
7. Boundaries just melt away; its truly global
Why you can’t (and shouldn’t ) ignore
LinkedIn is where hungry-for-growth professionals and businesses hangout making
it one of the best platforms for you to sell your online courses and get quality leads.
What is common with FB, Instagram, YT and Tik tok. They are all visual platforms.
People want to experience who you are with your face. LinkedIn is more of a
knowledge platform, hence the opportunity to showcase you as an individual is
restricted to your mugshot. Get it right at least
Which of the pro les do you think look professional? If 1st and the 4th are your
choices, you are right.
# 1 Not having a professionally made photo
We all have powerful cameras on our phones, these days.
Go ahead and take a professional looking mugshot, looking straight to the lens.
Wear professionally appropriate business formals or casuals
To remove the background, use a tool remove.bg and then upload it to LinkedIn
For great background covers, go to a tool called Canva and choose LinkedIn
People should know exactly what your purpose is and problems you solve. Instead
of putting your job title or designation, put something like this template below.
[Your role description], helping [your customers] solve [their problems].
One example would be: Data-driven marketer, helping retailers personalize
campaigns in North America
# 2 Not having an intentful Headline
Some good examples below :
I have written a detailed explanation in the section below. People make the mistake
copy pasting their job description here.
When someone wants to make a professional connection with you, they want to see
more than your JD and role. They want to see the real you.
This is the chance to write directly .
See example below of how not to write with cliched jargons.
# 3 No summary in the “About” section
“Results-oriented professional," "Motivated self-starter" or "Skilled at managing
cross-functional teams." Everybody is sick and tired of this say-nothing zombie
language. Write the way you speak! Your writing will be more interesting and more
powerful when you do.
Please don’t simply put your tenure as “Founder at XYZ.com from 2000 to 2008”.
Instead write “Founder at XYZ.com from 2000 to 2008.
Grew the company 10X in revenues.
Handed over large ESOPs to employees.
Achieved highest client satisfaction rating in 2009
# 4 Writing job descriptions vs accomplishments
Use keywords that you are known for, that you want people to search for.
Use professional mugshot
Use professionally done background cover (canva.com)
Use the headline in the following format
1. is an open canvas to write about your accomplishments, what is your basic
purpose and stu that you care about.
1. Write in rst voice
2. Write very concise
2. Focus on 3 things when writing an About summary
1. 3 objections that you hear from your clients
2. 3 top challenges that your product or service can solve for your clients
3. What makes your unique as an individual
Prepare a video and put it in the Featured section--it should answer the basic
question of “what you do?”
You can add blogs, website and presentations also (see mine)
Golden tip: Use the background picture on your LinkedIn pro le to show a bit of your
out-of-work life, such as sports you participate in, places you’ve been, or events
you’ve spoken at.
LinkedIn allows you to see who’s viewed your pro le. The free version allows you to
only see 3 people though.
Golden Tip: Make sure you complete all the sections in your pro le
Golden tip :Make sure you aren’t viewing other people’s pro les in “Anonymous
Mode” (turned o by default). When people can see you’ve clicked on their pro le,
they’re more likely to view yours in return — laying the foundations for a relationship
LinkedIn has 3 levels of connections
1. 1st-degree – People you're directly connected to because you have accepted
their invitation to connect, or they have accepted your invitation. ...
2. 2nd-degree – People who are connected to your 1st-degree connections. ...
3. 3rd-degree – People who are connected to your 2nd-degree connections.
It is ideal to have a relationship going with someone then seek a
recommendation; maybe after 2 to 3 weeks provided you have added value to
If you have worked with people who were either your peers, superiors or
Seek from your clients with you have worked before
Go to My Network (daily) and take a glance at the left hand section and then to the
right where LinkedIN gives you stu from its own algorithm.
Do it daily, your network and knowledge will explode!
1. Industry leaders you may know
2. People with similar roles
3. People to follow across LinkedIn
Use boolean search
“Outsourcing” (with quotes) will search for content which must have the word
See the number of results of the pics below for Outsourcing vs. “Outsourcing”
More tips on Boolean Search is found in LinkedIn Help section
You can set up search alerts for topics and people, and let LinkedIn notify you over
The free version o ers you only 3 search alerts, unfortunately.
Again a very powerful feature of LinkedIn search is the lter option.
Use all lter options
Similarly you can play around by changing the search type from “People” to
“content” to “groups” and use the lter options to re ne your search.
There are 5 main metrics you need to focus on:
• Company Size
Look into “people” you may know” section and add highly relevant people into your
Only connecting 10-15 a day else linkedin could “jail” you. I have made this
mistake many times.
Use “Add a note” by sending personalized invites like “ I liked your post on XXX.
Will be happy to have you in my professional network please” OR “ we share
the same profession, would you please accept my invitation”
[Towards the end of the book there is a bonus cheat sheet on classical LinkedIn
invitations. Go ahead and snatch it.]
• Seniority Level
Golden tip : Always use the “Add a note” button and not rush into hitting the “Send
This is where LinkedIn is solid gold. I always look through these executive’s pro les,
because that’s where I nd the gold. Look for :
• Work history
I want to see if I know anyone from their previous companies and, better yet, at their
level too. Knowing someone in common is huge, especially if that person used to be
his or her boss.
• How big their job is
I’m seeing if I’ve had a job similar in scope, size or responsibility to theirs. If so, I can
relate to the complexity, the pressure, the typical patterns and so on.
I’m checking to see if I know anyone who went to that school at a similar time. You’ll
never know, and if you don't look for this you’ll never nd out. But if you do, it’s a huge
rapport builder. You can mention sports teams or special events too.
Only mention this if you truly share something in common there. Don't BS about it
because if he/she asks a detailed question and you answer like an amateur, you've
ruined your credibility.
• Where they grew up/lived
This may be another area that you have in common with them – like hot summers or
rainy days in Mumbai !!
Based on my experience over these years, there are mostly 4 people involved in any
It calls now to understand the concept of “Power-lines”. Imagine a line that runs
below your actual decision maker. The people above the powerlines have all the
authority however don’t get involved in technicalities of your solutions. They will say
yes or no
People below the powerlines do a great job in dissecting your proposal however
don't have the authority to say yes or no. They also don’t have nancial powers.
Golden tip: Spend some time in understanding the organization structure or
hierarchy of your target account. Always keep people below the power line happy
and respected. Keep people above the power line informed.
1. The gatekeepers
Their job is to lter your proposal and send it either upwards or downwards the
powerline. They match the right person with the organization to you.
For example, if you are pitching outsourcing services, the gatekeeper would decide
if your proposal should go to the CFO or the CEO.
Typical designations are EA to CEO. PA to CFO. Procurement Managers etc.
2. Technical In uencers
These people are paid to make sure your proposed o ering matches their
requirement. They are the ones most di cult to deal with, for a good reason.
They will ask questions like “how will your service help me achieve X? “ OR “ how will
your product help me reduce X?”
Typical roles are IT specialists, IT managers, basically any expert for a function.
You need to be good friends with this role!
3. Economic In uencers
These people come into play after the technical in uencers have cleared the way for
They know the prices going in the market hence they are the tough ones to deal with.
These are the guys who have the 3 quotations with them when you are speaking to
them over the phone.
Add value, speak with clarity and don’t always fall for their tactics of pushing you
against the wall.
They would usually say “if you want this contract, you will have to come to X price” .
Always keep such people in your good books--they can make or break your deal
Most large organizations have a Central procurement committee or vendor
managers who would perform this job.
4. The decision makers
The guy with the budget, authority, and a need. These are the guys who have a
birds eye view of the organization--the captains of the ships.
They don't have jobs, they have visions.
Their language will be market share, employee reduction, increased bottom lines,
and improved shareholder con dence.
They are not the technical guys to see if you X, Y feature missing or the economic
in uencers who would try to save a buck here and there.
When you deal with them, you need to come across with a similar body language
and tone because a lion would like to deal with another lion, not a timid dog.
The roles you would normally encounter will be the CEO, CFO, CMO, CTO, basically
Golden Tip: Be genuine. Utterly genuine
When you have nothing to say; check how they are doing?
Seeking advice is the best form of attery. See me doing live in the screenshot
I searched for “VP of Sales” in “Mumbai region, India” and selected “1st connection”
in All Filters.
One of my 1st connection results that LinkedIn came up with was Mr. Krishna Gopal,
Global head at Tech Mahindra.
Now the best way to build a connect with Mr. Gopal is seek his advice since we have
same job function i.e. Sales.
This is what I wrote at around 11pm.
Dear Mr. Gopal, hope you are doing well during this lock-down phase?I noticed you
have some solid experience in sales leadership hiring? Can you please share some
of your questioning styles during your interviews with candidates?
I'm sure you agree that hiring sales guys is the toughest. Thank you in advance.
This is what I received at around 11am, the next day
Focus on achievements. Focus on what He did. Many answers have WE. Check on
collaboration skills. Check for complex sales experience. Always do a resume
chronology and check for his reasons for quitting jobs. Check for thinking on feet. Ask
a out of syllabus question. Ask what his weaknesses are.
This formula has been working for me for the last 8 years inside LinkedIn and for
email marketing as well. It has 3 parts:
Warming them up..
Look at your prospect’s pro le for a common connection or an interesting talking
point, and use this as the “opener” of your message. Leading with this will
demonstrate an interest in them as a person, and make them far more receptive
than if they were to receive a straight-up sales pitch.
Some good talking points are:
• Sports or community activities (check out the prospect’s background image and
• Similar education history
• Posts they’ve written on LinkedIn Longform
Your o ering
Brie y state why you’ve reached out to this particular person, and what you or your
business can do to help. Prospects expect to do business via LinkedIn, so this sort of
subject matter is more than acceptable. However, be sure to phrase this in terms of
the bene t you can bring to the prospect.
The more speci c or accurate your analysis of their challenges, the better. And show
what’s in it for them: Demonstrations of personal value have twice as much impact
as business value.
Call to Action
Always close with an action – either requesting a meeting or providing your
availability for a conversation. This is the best way to ensure a response and start
building the relationship further.
Golden Tip: Be authentic about your interest. It’s easy to detect fake enthusiasm on
From blog posts, to promotions, to birthdays and work anniversaries, you can’t miss
See pic below how a typical noti cation screen looks like.
The best way to let LinkedIn know what’s happening within your network, is to go
rst thing and hit the bell icon.
With the introduction of Arti cial Intelligence, now you don’t have to type custom
messages, if you don’t feel like--linkedIn has pre lled messages for you.
Grab this opportunity of building a human connection, wish them and make them
feel good for some reason and no reason.
This is how an automated birthday wish looks like; I didn’t type the message
although I have an option to customize it.
All I have to do is to hit Send.
Golden Tip: Make sure you wish as many people in 7 minutes each day. See the
power of human connection come into full force.
Always be looking out for
1. Lead updates like change of roles, job, location
2. Shares--what does your connect like to talk and share about
4. In the news-- if your contact has been featured by LinkedIN or their editorial
team to get mentioned. This is a great opportunity to reach out to them
5. New leads -- when a company hires someone new, they become your new
3. Company updates--is your target company doing well, doing bad, acquiring
etc. ( nd this in the LinkedIn company pages)
Be “go-givers.” Groups give us a forum to provide content.
I see LinkedIn groups as gold mines with highly targeted and relevant individuals
waiting for me.
Some of the best practices of LinkedIn groups are:
1. participate in numerous discussions, always focusing on how you can help
your targeted prospects.
2. give tons of free advice.
3. share free eBooks and white papers from your website.
4. start our own discussions by asking probing questions, and then join in the
5. ensuing conversation.
6. even refer to other experts and companies
7. who could help our group colleagues with their challenges
8. Once your build relationship, have one to one conversations with them
1. About you
2. About the industry
3. About skills
4. About trends
2. Appreciate others freely
3. Celebrate others accomplishments
4. Write genuine recommendations
5. Find new groups to join
6. Don’t spend more than an hour each day. This isn't a lead generation platform-
-its a relationship building platform
7. Don’t sell
Every time someone connects with you they are now classi ed as a rst degree
This means that when you post up content on LinkedIn it will mostly likely come up on
their news feed. This gives them the opportunity to learn more about who you are,
what you do and how you could potentially help them
You can write a post
Upload a video
Upload an image
Upload a document (new feature)
Up your game and write an article (long form serious content)
This gives you an opportunity to upload any white paper, case study or e-books
directly to the linkedin news feed.
It’s important to be yourself and genuine, however at the same time you need to take
your target market into consideration. Next you need to think about the topics you’re
going to write on and those that are going to get traction with your target market.
• Appreciation Posts
• Data Driven
Both in your personal life and your career and then write them all in a spreadsheet.
Your goal is to get a minimum of 3 months worth of ideas ushed out. So, if you’re
posting two times a week well then that’s 24 ideas you need to ush out.
• Inspirational Stories
• Educational Posts
Follow your clients, their network, industry news--10 minutes every day
Search for new connections every day
4 post comments and responses every day
Pitch to 4 1st degree connections each day
Posting 2 LinkedIn status update posts every week
Writing 2 articles every month
If your LinkedIn acceptance rates are below 40% or your messages aren’t getting
ready by your leads, try changing the sales copies.
Try changing the frequency of your posts.
Share someone else’s valuable content and give them credit if your own
content isn’t working
Change the day/time when sending invite requests
What you should do on LinkedIn every
In order to succeed with LinkedIn below is what is highly recommended based on
my experience over the 8 years:
DAILY CHECKLIST PIN UP POSTER
HOW TO SEND LINKEDIN INVITES
WANT TO LEARN LIVE FROM ME ?
TAKE MY 4 PART CRUSHING LINKEDIN COURSE
Would love to hear from you on this ebook. Helpful or not, let me know please at
1. LinkedIn Company pages
2. LinkedIn Hiring strategies
3. LinkedIN Sales Navigator