Clients will often ask us, “What’s the ROI of getting a LinkedIn profile makeover?”  Now, in many cases, the profile makeover itself will not drive revenue opportunities (although there are exceptions like Single Point of Contact – click here to read the case study.) Building a strong LinkedIn profile that communicates business value to prospects is only the first step to socially selling your way to more clients and revenue on LinkedIn – it’s the next step actions that will move prospects closer to working with you.

However, those next step actions will be ineffective if prospects do not quickly see your differentiated value. How you communicate your business value and your competitive advantage on your LinkedIn profile will determine if a prospect actually connects with, if they accept your Inmail, if they join your LinkedIn community and more importantly, if they engage in a sales conversation with you.

By changing the profile from a resume to a complete sales and marketing tool. Schneider’s Director of New Business Development: 

  • Took his social selling index from 30 to 85!
  • Increased connection conversions by 400%
  • Number of unsolicited connection requests from key industry decision makers and influencers increased by 500%
  • Using his Linkedin profile in his email signature increased his outbound-email reply rate from 30% to 60%+

Let’s take a look at his profile why it’s enabling the New Business Development Director to create and leverage more relationships that can turn into revenue opportunities:

First, we communicated a differentiated business value right from the start. As you will notice in the picture below, we discuss the size of the supply chains that the business development director is targeting and that he provides clients with continual ROI improvement. Through our discovery session with the director, we found that most companies can only provide ROI improvements the 1st year as they are only focused on monitoring how products are getting shipped from point to point B instead of focusing on the complete supply chain.

schneider header for ian
The summary shares the business development director’s story and how he understands the risks that’s involved with not having the right supply chain management vendor (the impact of loss exceeds $50B annually for the industry as a whole!) He discusses how he believes it’s because supply chain vendors and their clients don’t have the supply chain management visibility they need for continual account performance and improvement – and he talks about the  visibility he had at UPS was mostly “transportation visibility”, meaning monitoring from point A to point B. He talks about how there was zero optimization at UPS and how you cannot have continual ROI improvement without optimization. So he’s challenging the industry and his peers and showing the differentiated value that he and Schneider can provide.

From there, he talks about the results that can be achieved when you have complete visibility. Read the summary in the image below to see what I mean about Ian challenging his peers, differentiating himself and communicating his unique business value:

ian-summary


As  a Content Marketing Institute study shows – case studies can be the most effective content marketing tactic, we filled the director’s profile with case studies. For example, check out the project section below (which also has active links to complete case studies):

ian-projects


The director’s experience section is not a resume. As a New Business Development Director, his profile needs to attract new sales opportunities not potential employers. So, I don’t understand why sales leaders have resumes in the experience section rather than use this section to talk to different audiences.

In the experience section, we show why the director can help organizations achieve savings across their supply chain and that he can provide clients deeper supply chain cost cuts by going beyond the tactical aspect (comprises only 15% to 20% of the supply chain cost) that most firms focus on. The director shows that he focuses on the strategic aspects where 60% to 70% of supply chain costs lie, the tactical aspects and the operational aspects where an additional 5% to 15% of the costs lie. Notice how we continue to demonstrate the director’s competitive advantage in the position shown below:

ian-experience-pic

In the experience section he also goes into more detail on how he’s offering “real visibility” to achieve continual account performance and how he helps centralize supply chain management processes to reduce costs by nearly 35%.

Now, when you look at the profile copy, do you see why supply chain management VPs and decision makers are accepting the business development director’s connection and inviting him to connect? Can you see why prospects getting outbound emails with Ian’s LinkedIn profile in the signature are checking out his profile and actually responding to his messages now?

The profile has become the foundation for the director’s LinkedIn marketing and social selling efforts. It has become the foundation for his challenger sales process that Schneider will be using on LinkedIn. And, as a result of the successes that the business development director has seen already, Schneider moved forward with our LinkedIn programs where we created $700K per year revenue opportunities.

Additional LinkedIn profile makeover case studies and resources: