Attention Presidents and VP’s of Sales, Sales Directors, Sales Managers and Sales Executives:

Your goal on LinkedIn is to establish and maintain profitable relationships with prospects and potential referral sources as LinkedIn is the biggest, most influential social network for affluent business professionals.

Now you might be saying, “Why are you reminding me of that, I know this already?”

Because, your LinkedIn profile does not reflect your number one sales objective and goal which is to bring in new clients. 

For example, below is an actual LinkedIn profile summary of a Global Sales Account Manager. The only thing I changed was the company name to protect the guilty.

“I’m very passionate about learning, and I love helping others to learn too, assisting both individuals and teams alike to maximize their full POTENTIAL! Working in sales for almost 15 years, including 5 years in the L&D industry, I’ve learned how regular learning can help IMPROVE an individuals personal PERFORMANCE, but collectively, how individual performances can contribute to a SUCCESSFUL team and a SUCCESSFUL organization!

I currently work with ABC Company, where I have been employed for almost 5 years. In my role as GLOBAL SALES ACCOUNT MANAGER, I work very closely with 250+ organizations to fully understand their training needs, before recommending the most effective blended learning solution. These solutions can fall into a number of course streams such as Personal Development, Management Development, Project Management, Finance, PA & Administration, HR, Training, Recruitment, Health & Safety, Sales and Marketing, Customer Service, IT. In addition to these offerings, I may also offer Experiential Learning, qualifications and accredited solutions.

Previous to ABC Company, I have worked for International organizations such as EDS (who employee 139,000+ staff in over 64 countries), BAA (the largest transport company in the world and who are also in the FTSE 100), M-Real (Europe’s leading fresh forest fibre paperboard producer and part of the Metsaliitto Group, who employ 13,000+ staff in over 30 countries) and IHG (the worlds largest hotel group, who employ 335,000+ staff in over 100 countries globally).”

Why this LinkedIn profile summary is hurting this Global Sales Account Manager from establishing more profitable connections

This sales director started off very strong discussing why he is so passionate about learning and education – which is important since this is a training company. But then it reads like a cover letter for a job resume. As part of a sales team who should be looking to get new clients using LinkedIn, you don’t want to come across as if you are looking for a new position.

His prospects do not care about the international organizations he used to work for – even if it is for IHG (the worlds largest hotel group, who employs 335,000+ staff in over 100 countries globally). It has nothing to do with his prospects’ current needs and why they should trust this Global Sales Account Manager to help them.

What sales managers and sales executives should include in their LinkedIn profile summary

 As a sales manager or sales executives you should be using your LinkedIn summary as a marketing tool.  You should be telling prospects your professional story.  Prospects viewing your profile do want to learn about you. But more importantly they what you to answer that age old question, “What can you do for me?”

This sales manager missed out on the perfect opportunity to provide his prospects with a reason to why they should care about him and the organization he works for.

We live in a society where we want to know how someone can help us and we want to know right away.  The best way to do this for your profile visitors is to provide real life results.  Show prospects what you have done for your clients and how your company has the solution to their problems.

He could have even shown prospects the mistakes they are making – and how he has the answer to his problems. For example, when we gave Help My Website Sell Founder Adam Hommey a LinkedIn profile makeover, within the summary we uncovered mistakes that Dan Kennedy, AFLAC and Hilton are making. It gave him automatic credibility as he’s finding website conversion problems on the websites of some of the most successful organizations that spend millions of dollars on advertising and testing.

 Your next steps…

Look at your LinkedIn profile – as well as the LinkedIn profiles of your team members and ask yourself these three questions:

  • Is your organization’s sales team showing prospects the direct benefit of connecting with your sales team members? 
  • Are you and your sales team members portraying the right image on LinkedIn?
  • If you were a prospect – just by looking at your LinkedIn profile as-is, would you want to connect and possibly do business with yourself?

If you answered no, click here to schedule a Free LinkedIn Profile Planning Strategy Session.