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The Latest Tips For Partners on How To Extend Your Workforce Management Solutions

The Power of LinkedIn for Selling Payroll Solutions

Posted by Dawn White on Aug 6, 2021 8:00:00 AM
Dawn White
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business woman using LinkedIn on her phone

The sales process has dramatically changed with the rise of social media, and it’s imperative for sales professionals to invest their time and energy in engaging with prospects online. Those who know how to leverage social media have a greater chance of closing more deals.

For sales reps in the payroll industry, LinkedIn is the social media platform of choice.

While many HCM salespeople are using LinkedIn to win more sales, they don’t always know how to use the platform to its full potential. Here are essential best practices to leverage LinkedIn for better payroll sales results.

Related: The Next Seismic Shift in Customer Acquisition Is Already Here

Develop Your Personal Brand

A personal brand is simply your reputation. In this case, it’s the way that others perceive you online. If you interact on social media, you will develop an online reputation as you interact with others. The success of your efforts on LinkedIn will depend on the quality of your personal brand. Being thoughtful and purposeful about your online activity will help you to develop a personal brand that leads to more closed deals.

When developing your personal brand, it is critical to be who you really are. Some sales professionals try to craft a public persona for themselves, but it often comes across as fake or inconsistent. And between your professional and personal social media accounts, your sales prospects are likely to notice the difference between the real you and the persona.

Developing a personal brand that stands out depends on conveying clear and consistent messaging about who you are and what your values are. If you don’t have a good personal brand and clear messaging, it will be more difficult to see the ROI of using LInkedIn.

Align with Your Company Brand

While your personal branding should be uniquely yours, it should also align with the company you represent. (Hopefully, you’re working for an employer whose values fit your own values.) Your values should reflect your company’s values. Your posts should be consistent with your company’s messaging and reputation.

Remember that you are a direct reflection on your company’s brand. Be careful to follow your company’s social media guidelines. Those guidelines should include:

  • Appropriate (and inappropriate) topics to post about
  • Proper voice and tone
  • How to engage (and how not to engage) with people online
  • Use of photos and images
  • How much of your personal life to share online

Don’t Use LinkedIn for Cold Calling

LinkedIn can be a valuable tool for HCM salespeople, which makes it tempting to use it for connecting and pitching. Many sales reps see the millions of LinkedIn users like a ready-made sales database. They introduce themselves to as many people as they can, start pitching, and expect some percentage of contacts to turn into qualified prospects.

This cold calling approach can backfire terribly. LinkedIn can be a powerful sales tool, but it’s not intended for cold calling. People connect on LinkedIn for the community, not because they want to be sold to. When a salesperson connects under the pretense of forming a relationship, it comes off as disingenuous and opportunistic.

People use LinkedIn to connect with others in their field, to grow professionally, and to solve business challenges. They’re looking for valuable conversations as they learn from others and help others to learn. When someone connects with you, they expect the connection to provide value, not to be a sales call.

At the same time, most professionals on LinkedIn assume that others are looking to find business opportunities and make sales. There’s nothing wrong with seeking clients on LinkedIn, but it matters how you do it. Relationships are of primary importance on the platform. People want to find solutions, and they’re willing to buy — but they don’t want to be seen as your next commission paycheck.

Above All, Provide Value on LinkedIn

The most successful salespeople are the ones who can provide value in a relational context. Share thought leadership articles, post about helpful tips or upcoming events, answer people’s questions without asking for anything in return. Be a trusted source without a catch.

At the same time, don’t be afraid to be honest. If you’re looking for business, that can be a part of your conversations, but it shouldn’t be the only thing — and it shouldn’t be the first thing you ask for when you make a connection. Practice the givers gain mentality.

As HCM customers demand an increasingly human buying experience, it’s more important than ever for payroll sales reps to master the art of engaging on social media — especially LinkedIn. As you hone your social selling skills, we hope you’ll consider IDI as a trusted resource. We’re here to help you succeed as a sales performer, and we have decades of experience to help you exceed your sales goals.

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Topics: Non Industry-Specific Solutions

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