What is your B2B sales strategy for LinkedIn

XING and LinkedIn as a turbo for B2B sales

The importance of the social business platforms XING and LinkedIn for companies with products and services that require explanation is growing all the time. In addition to searching for decision-makers, establishing targeted contacts with target customers and supporting your own positioning, XING in particular can be transformed into a real lead machine. There are a few things to consider and certain processes to be integrated into daily work.

Part 1: Establishing your own network in XING and LinkedIn

The importance of the social business platforms XING and LinkedIn for companies with products and services that require explanation is growing all the time. In addition to searching for decision-makers, establishing targeted contacts with target customers and supporting your own positioning, XING in particular can be transformed into a real lead machine. There are a few things to consider and certain processes to be integrated into daily work.

Economic forum: What is the basis for using XING and LinkedIn in the best possible way for B2B sales?

Holger Steitz: First of all, every sales employee, including the business and sales management, should have a personal XING profile. In addition, the minimum requirement is a premium membership. It makes sense to have at least one sales employee or manager who is also a ProBusiness member, as this allows you to search with multiple filters and manage the respective contacts as leads.

"I think it is essential that you design your own profile on XING in such a way that your target group perceives you as an interesting contact."Holger SteitzTrainer, consultant, speaker and author

Economic forum: How should your own profile be designed?

Holger Steitz: I think it is essential that you design your own profile on XING in such a way that you are perceived as an interesting contact for your target group. In addition to a professional and serious picture - private holiday snapshots, recordings in carnival costume or pictures with the German flag painted on the cheek have no place here - in any case, the full contact details, the professional career and the current position with details of the area of ​​responsibility. If you want to use XING for sales purposes, the entries under “I'm looking for” and “I'm offering” should be designed in such a way that interested parties can easily see what can be bought from you or what you want to buy. Many members have formulations there that indicate that they would like to use XING as a career platform. That is of course okay and if the focus goes in this direction, there is nothing wrong with it.

"What is true in real life also applies to social business platforms."Holger SteitzTrainer, consultant, speaker and author

Economic Forum: What is the meaning of the search function?

Holger Steitz: First of all, XING and LinkedIn are huge databases for finding companies and decision-makers. Anyone who is just beginning to deal with XING as a sales tool should simply take a test. In the upper area there is a search window and next to it a pull-down button for the advanced search. If you open the menu you can choose between different search parameters. If you click on "Members", a window opens in which you can enter terms in various fields. Just try out a few variants and with a little practice you will soon find exactly the contact person you are looking for and can address them directly. When I address this person, I usually do it as follows in this case: I send him or her a personal message. In it I usually refer to a suitable keyword that the contact entered under "I'm looking for", briefly summarize what I have to offer and close with the offer that I can be addressed if necessary. I call those who get in touch and if everything goes well, it becomes a satisfied customer.

"Contacts only harm those who don't have any."Holger SteitzTrainer, consultant, speaker and author

Economic Forum: Why is it so important to build the largest and most valuable network possible?

Holger Steitz: What is true in real life also applies to social business platforms. Contacts only harm those who have none. The fact that what you normally do as a self-employed person or as a manager to expand your network is no different in the digital world. When you go to network meetings of associations or organizations, you usually do not stand in a corner and watch people, but rather approach interesting people in order to make contact with them. You never know what it might be good for if you know the boss of the local savings bank personally, for example. So it is actually important to address or write to interesting people on XING or LinkedIn, even if there is currently no concrete reason and apparently no mutual benefit (yet).

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