LinkedIn can set you up for sales success. It's all about gearing your profile toward your sales targets, making your network a priority, and plugging into groups where your potential customers participate.

Although there are many ways to use this social network to your advantage, The Bridge Group Inc. says paying attention to these three categories can send you well on your way to speaking “LinkedIn” fluently.

1. Your Profile

When setting up your LinkedIn profile, avoid anything that screams, “I’m a salesperson coming to sell you something!” It’s already clear enough that you work in sales. Instead, your profile should demonstrate the ways you add significant value in your area of expertise.

Follow these rules of thumb while filling out each section:

• Photo – You don’t have to book a photo shoot, but use a headshot that looks professional. Unless you run a family business, only you should appear in your profile photo (that means no pets either). 
• Findable – Edit your public profile URL to include your name. This makes your profile easy to be found, more professional and helps with SEO. It will read something like: www.linkedin.com/in/janedoe
• Headline – You are more than your title. Your headline should help convey that value you bring. For example, instead of “Sales Executive,” you could describe yourself as a “Customer-Centric B2B Software Sales Professional.”
• Summary – This is the space where you demonstrate what you can do for your prospects. Consider it your personal elevator pitch. Make it both personal and compelling.
• Experience – Contrary to popular belief, this area is not intended to be an exact replica of your standard resume. Use it to tell your story. Describe what it was about your experiences that helped you grow as a professional.

2. Your Connections

LinkedIn connections are your personal “online network” that gives you credibility and reach. Use the site to connect with those you’ve met offline, including coworkers, fellow alumni, and vendors. This will help set you up for the next steps.

• Connect with customers – Your current customers are the best link to their peers, who are potential prospects for you. Never use the default LinkedIn message for customer invitations. Send a personal note that refreshes their memory on how they know you.
• Avoid bad connections – Be careful whom you associate with, even on LinkedIn. If customers are aware that one of your connections is unscrupulous or is just bad at what they do, they may also think you are guilty by association.
• Grow connections – Spend 30 minutes each week sending personal requests to the customers and prospects you’ve spoken with recently. Don’t send invitations if you haven’t met the person, or at least already have a virtual relationship with them.

3. Your Groups

Groups are an excellent way to understand your prospects challenges and questions. They are also a chance to identify new opportunities.

• Joining groups – Note the groups your customers and prospects are already members of and join those. It is also a good idea to join industry-specific or role-specific groups that may help you expand your reach as a salesperson.
• Listing groups – While you can belong to dozens of groups on LinkedIn, the site will only let you display the first seven you are a member of on your profile. Showcase just the ones that relate to your education, expertise and territory, and hide the rest.
• Group participation – A great way to engage with prospects is to get involved in discussions where you have expertise. Only participate if you have value to add, respect other’s opinions (don’t get snarky!) and avoid posting excessive links.

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