According to a recent Forrester study, business service buyers define a valuable sales meeting as:
- A meeting where the firm’s managing director, sales manager or one of their executives demonstrates that they understand their buyer’s specific business issues and they clearly articulate how to solve them.
- A meeting that helps the buyer think about how to solve a solve business problem.
- A meeting where insights not considered before are shared.
If buyers are looking for the above 3 things from a sales meeting – then don’t you think if you communicate the “value” buyers are looking for in your LinkedIn profile, then you’ll attract more key decision makers who want to talk to your firm? Here’s an inside look at how 3 professional service firms leaders are communicating through their LinkedIn the “value” their prospects are looking for.
Example #1: Stratavant’s Managing Director Shows Buyers That He Understands Their Specific Business Issues
Darrin Fleming, Stratavant’s Managing Director starts off sharing his “story” and how he has first-hand experience, with the challenges of homegrown value-selling tools, which make it hard for key decision makers to quickly understand and visualize the business case. He discusses how in his past life, he was an economic evaluator for Dow Corning and he had to rely on data given to him by sales reps in spreadsheets that were often faulty due to wrong calculations, bad values and hidden assumptions. So, Darrin is making an instant connection with his story.
But that’s only the first step to showing business buyers that you understand their specific business issues. The next step is to use client stories and case studies throughout your LinkedIn profile. Within Darrin’s profile, you’ll find case studies that shows how top B2B brands (like Honeywell, Nuance, Avaya, IBM and SAP) that offer high value solutions with at least a $10K average selling price are using Stratavant’s assessment calculators, ROI tools, TCO tools and value calculators.
For example, when you read his profile, you’ll learn how:
- A Fortune 100 conglomerate was having challenges convincing pharmaceutical companies that its packaging material delivered more value than the status quo material because it was 5 times as costly as the entrenched material on a per-unit basis. In one case, an account executive was having trouble getting a pharmaceutical company to even consider the material due to its higher cost. However, with the help of a Value Calculator, Stratavant’s client was now able to quantify the value in other areas such as labor savings, less scrap, lower secondary packaging material costs and increased sales from better patient compliance and persistence. The account executive was now able to get the account, close millions of dollars in incremental business and win the Chairman’s Award for closing millions of dollars in incremental business.
- How one of Stratavant’s clients, a $10 million construction management software provider, was unsuccessful in selling an ERP module to approximately 50 percent of its existing customer base. Customers did not recognize the value of the additional solution and were content to remain with the status quo. However, when presented with a business case generated by Stratavant’s Value Calculator, the general contractors’ eyes were opened as to how much money they could save on materials and labor. Plus, they quickly identified how much revenue they were missing out on due to incomplete invoicing and disputes. Within 2 months of deploying the Value Calculator to its sales force, the enterprise had sold its additional module to numerous existing customers.
- Halogen converted 10% more prospects into highly qualified leads, Nuance proved to prospects that the status quo is actually costing them and how Tribute’s prospects are now making buying decisions on the spot.
You see, Darrin speaks to unique challenges that B2B organizations with complex solutions and complex sales cycles are experiencing. He’s showing them that he understands their situation and how he has helped other organizations like them generate more leads, drive demand, win against competitors and close more deals.
How the President of Wizard Media Communicates Her Value by Educating Business Buyers on Her LinkedIn Profile
When you look at the profile for the President of Wizard Media, you’ll notice that she spends time educating prospects about the problems they’re facing, the reasons their Facebook, SEO and other internet marketing efforts are failing and what they should do instead.
For example, in her experience section, you’ll find a case study that explains why a Neiman Marcus jewelry designer only had 614 fans (after being on Facebook for a number of years) and why she had zero engagement and zero sales even though she was posting several times per day.
Jimena then shares what she had to do for the designer in order to attract 45,000 fans in 9 months, engage with her new fans where she was able to capture 37% of her fans contact info and increase sales.
Because Jimena took the time to educate her business buyers, a prospect came to her ready and willing to spend at least $36,000 per year.
How I Share Insights Not Considered Before on My LinkedIn Profile
When you look at my profile, you’ll notice that you’ll find links to my articles on MarketingProfs, Forbes and Profit Magazine. Inside my MarketingProfs article, I challenge my prospects to think differently about how they position themselves on LinkedIn. My prospects will talk about how they are a subject matter expert and that they are leading edge, but they fail to prove it. Inside my Profit Magazine article, I’m providing sales directors, managers and executives with insights on the ineffective actions they are taking (even though it’s common practice) and how they should be engaging with B2B buyers on LinkedIn. Inside my Forbes article, I provide mini case studies on how professional service firms, consultants and business leaders are mixing content marketing with LinkedIn.
The insights I shared in my Forbes article not only helped me gain the interest of a large digital advertising analytics software company but it helped me win them over to become my largest account!
Soon, you’ll find LinkedIn profile makeover example videos where I share my insights on the strategies I used to turn my clients boring resume-looking profiles into thought leadership positioning and marketing tools. You’ll see that I’m using LinkedIn’s content platform to share new insights with you, plus much more.
You Next Steps…
This is only a small sampling of how professional service firms should be communicating their value and differentiating themselves on LinkedIn. In my Free LinkedIn Profile Makeover Training Webinar, I show you how to make your professional service firm stand out from the crowd by sharing a thoughtfully differentiated brand with clients, prospects, and influencers in your industry.