LinkedIn is a great tool for sales professionals. The social network allows you to not only research potential buyers and join discussions in various groups, but also make a positive impression on prospects and discover high-quality leads. LinkedIn can be an incredibly valuable platform—when use it correctly.

Joanne Black, founder of No More Cold Calling, says that all too often, salespeople forget to be social when using social networking sites. They use LinkedIn to ask for referrals instead of taking time to build relationships. According to Black, this is a sure way to muck things up.

In this issue of Promotional Consultant Today, we explain Black’s thoughts on why salespeople should prospect for referrals on LinkedIn, but never ask for referrals on the platform.

Referrals are personal. When you ask for a referral, you’re putting the other person in a tight spot. Do they event want to recommend you? By vouching for you, they’re putting their own professional reputation on the line. That’s why salespeople should never ask for referral introductions on LinkedIn, says Black. Before you ask for a referral, be sure you know the person well enough to pick up the phone and have a real conversation first. Most people only refer others they know well and trust to take care of their connections as they would, Black adds.

Relationships take time to build. You can add a LinkedIn connection with a single click, but it takes time to create a relationship. Many people accept every LinkedIn invitation they receive. It’s important to do your due diligence before asking for referrals, says Black. See if mutual connections know the people you want to meet. If they don’t, then move on. If they do, then schedule a call, suggests Black.

Relationships aren’t built on name-dropping. Yes, you can use names when reaching out to prospective buyers. You might say something like, “Sarah Smith suggested I contact you” or “Sarah Smith mentioned she knows you and why we should meet.” Most of the time, name-dropping works, says Black. However, it’s not how social selling is meant to be done. You should learn about the prospect from Sarah. Get the information that no one else gets, Black adds. The goal with the introduction is to get a meeting.

LinkedIn has forever changed the prospecting game. If you typically use the social platform to blast out invitations, automated messages and requests, you’re missing an opportunity. Social selling requires a social aspect. Think about how you can adjust your LinkedIn strategy to add a personal touch and begin to build authentic relationships.

And remember that relationships aren’t formed overnight. To be successful with social selling, interact with your connections and engage with their posts. Once you’re connected to someone on LinkedIn, invest the time and energy to grow and nurture that relationship.

Compiled by Audrey Sellers

Source: Joanne Black is the founder of No More Cold Calling. She helps salespeople, sales teams and business owners build their referral networks so they can attract more business, decrease operating costs and beat the competition.