How to Use LinkedIn to Sell More

Officially launched in 2003, today LinkedIn is a publicly traded company and the world's largest professional network on the Internet. It boasts more than 120 million members in more than 200 countries. Many of us have a LinkedIn profile, but just aren't sure if we are accomplishing anything with it. So whether you have a personal LinkedIn page or you are an advocate for a company profile, here are some smart ways to use this network to actually help with business development.

Gone are the days where persistent cold calling would pay off. People often screen their calls before picking up and generally view cold calls as an annoyance in their busy schedule. From a sales rep perspective, you can scope out your prospect to learn where he/she worked before and with whom. If you have a contact in common, this is a great way to get a referral without being intrusive. You might even find that someone in your own company has a direct link to a prospect! An introduction via LinkedIn is much warmer than a cold call because it comes with an element of trust from the person making the introduction. Even if you can't find a connection (preferable only one connection away), a request on LinkedIn has a better chance of getting your prospect's attention because it comes in the business context of the network.

Another way to use LinkedIn is to fill out your schedule when you are on a business trip. Log into your profile and click on advanced search. For location, select "located in or near". Then add the city or zip code where you will be travelling. Select "furniture" as the industry and the appropriate relationship (I suggest 1st or 2nd connection). Finally, you can sort by relationship so that your first-level contacts come to the top. Review the list and send a LinkedIn message explaining that you will be in town and would like to meet.

Think of LinkedIn as a rolodex that never gets outdated because you can keep in touch with your contacts even after they change jobs. Keep growing your LinkedIn network because the larger your network, the better your ability to find someone in your network who can connect you directly with a new person with whom you want to do business.

It is also a good idea to join a few professional groups on LinkedIn. These provide a venue to share your expertise. Don't sell on these groups. Instead, respond thoughtfully to questions that are posted. This is a great way to better understand your customers' needs and then develop new products or new sales presentations that speak to those needs. To list just two powerful groups: the Global Apparel and Textiles Sourcing Group has more than 3,700 members and the Home Furnishings Professionals Group has nearly 8,400 members.

Finally, you can even use LinkedIn to scope out your competitor's business team so you can anticipate their approach and be prepared to position your offer as a better solution. How have you used LinkedIn to promote your career or help your business? Share your success story with us!