Don't Hire a Sales Trainer for LinkedIn Until You Read This
Looking to hire a sales trainer for LinkedIn? Beware. Instead, consider hiring a sales prospecting coach who knows if (and when) to apply LinkedIn.
Put you/your team's prospecting skills ahead of LinkedIn skill development.
Why Most Reps Fail on LinkedIn
“There is a disconnect between what the social media ninjas say you should be doing and the real world ... where thousands of poor souls are trying to start meaningful conversations with prospects.”
These words come from sales coach, Bruce Johnston, who coaches sales reps on using LinkedIn — with a twist.
“The gurus show lots of slides on all the features of a Swiss army knife,” says Johnston. “Look you can do this! And this! And that!”
Whereas Johnston asks, “What do you need to do? Cool, there's a widget on the knife for that.” Then he trains on how to use that one widget they need.
This is how a sales person approaches LinkedIn.
What Makes a Good Sales Trainer for LinkedIn
When choosing a LinkedIn trainer, be sure to hire a sales expert. In other words, your trainer or coach should teach less about how to use LinkedIn — more about how to increase sales by integrating it into your sales process.
“The key word is 'integrating',” says Johnston.
“Not throwing away your current approach in the name of social selling, but taking what LinkedIn has to offer and applying it creatively and effectively to suit your needs.”
The most important characteristic in a trainer is if he/she critically evaluates LinkedIn.
In other words, LinkedIn may or may not compliment your sales process. Your trainer should be able to weigh the pros and cons of LinkedIn — as it relates to what your team needs to get done, how and when.
Any Fool Can Be a LinkedIn Expert
There I said it. Anyone can spend a week or two, learn LinkedIn and call themselves an expert. Anyone. Does that qualify someone to train your sales team — at any cost? Nope.