Why Not Use LinkedIn for Lead Generation? Four Objections to Overcome

You may find this unusual, or perhaps not at all, but as a daily user of LinkedIn, with searches everywhere and with contacts from associates in both large and small companies, I find that those at large companies hardly use LinkedIn for anything. I can tell by the lack-of-freshness of their profiles (even the total lack of existence) and the number of connections and recommendations. Peers from smaller companies, however, seem to be more rigorous users based on such criteria. What is clear from experience with companies of all sorts, however, is that sales people are reluctant to use it for lead generation. This is a shame. (By the way, I’ll let you define the line between small and large companies, you’ll see it if you look for the same things I have!)


How come? Well of course, social media is all relatively new to all of us. If you are in sales management and wonder why your sales people won’t use the tool for lead generation purposes, consider the following reasons that I have uncovered, not through scientific study, but through discussion and observation of sales people in all types of companies:

1. It is perceived as “unethical” to prospect into a LinkedIn contact unless they are a “first level” contact

2. It is only a place to start discussions, for which sales people have no time

3. It might only be good for building a profile, just in case there becomes a need for a new position somewhere else

4. It might be good for something but I don’t know where to start

To my earlier point, I believe that “large company” sales people will point to #3 and #4 as their chief reasons to object from LinkedIn. They’ve got large lead generation programs and probably a large brand name behind them to draw interest. They don’t need LinkedIn for lead generation. So they think. Read on.

Sales people from smaller companies apparently see more value in creating a network with this tool, thus more connections and more investment in their profiles, but they may offer up #1 and #2 as reasons to stay restrained in its use. On the point of #2, by the way, ever notice how it seems to always be the very, very small business, or “one-man/woman” shops that start these discussions? Most often, however, they are great discussion opportunities. They likely have “been there, seen that and done that”.

Allow me to overcome the resistance to all four of these points, for your professional improvement, if I might - whether you are a sales person or a sales leader.

1. “It is perceived as “unethical” to prospect into a LinkedIn contact”: I have had this one thrown at me many times. I say “bunk”! What good sales pro that started out knocking on doors paid any attention to a “No Soliciting” sign? What good sales pro did not join an old-fashioned networking group(s) 10 years ago to become friends with a friend for the purpose of his/her own lead generation? LinkedIn is the “new hotel club meeting room for networking” to meet that 2nd and/or 3rd level contact. What’s different? The degree to which the sales person feels compelled to get an introduction first is up to the sales person. And, of course, there should be much thought and research put into how that contact is initially approached. In the end, LinkedIn remains a no-cost, extremely valuable way to reach out to a new prospect as a warm call, with far greater success than a cold call. For those nay-sayers out there who still believe this practice unethical and also have a “No Solicitation” sign/policy in their own offices, how would you expect your own revenue-generating sales personnel to act in such a situation? I hope that you would not advise them to “leave the area”! Otherwise, you will be out of a job soon!

2. “It is only a place to start discussions”: These discussions should become a part of your own professional development. We used to espouse reading trade journals and attending classes. Who can afford to do that anymore? Here lies an effective way to overcome time and cost to get what is truly needed, i.e. continued professional development.

3. “It might only be good for building a profile”: For those large company sales people out there, this is a mistake. Social media and Sales 2.0 will turn big company conventional lead generation and branding on its head. It already is. Who reads direct mail, email blasts and newspaper ads these days? Very few, and fewer and fewer. You need new sources of lead generation activities. Get with the program!

4. “Don’t know where to start”: Here is one place to start: make use of the Group feature of LinkedIn and appropriately advertise value-added, no cost events/products/services that you and your company may be sponsoring. Join and participate in the groups that your target profile prospect/customer belongs to for an appropriate advertisement and/or discussion on a topic of interest. They are not hard to find. Be careful, however, not to be seen as selling a product or service. The Group lead will likely ask you to abstain. If used correctly, this can be a warm and comfortable way to start a conversation with the tool.

An even better use of LinkedIn for the true sales pro, would be to use it as a place for warm introductions, with a value-add approach from the sales person, to people who are associates of associates, i.e. effective and efficient lead generation. Thanks to the internet and LinkedIn, you know something about your prospect. You know their company and perhaps its challenges. You can build rapport before you even walk into their office. There is no reason not to use this tool for lead generation, and every reason to do so. Today, we, as sales pro’s, are so much more fortunate that our predecessors who had nothing more than a telephone to make a very chilly cold call. We are fortunate, let’s use the technology. If you don’t, your competitor will!