One of the topics that Bernie Borges brings up in episode #12 of the Content Callout podcast is the importance of a spectacular LinkedIn profile. Why? Because in today’s day and age, prospective buyers check people out digitally before they agree to a conversation.
And according to The LinkedIn State of Sales Report, the #1 factor that a buyer looks for in any salesperson is trust. They make judgment calls based on what they see, read, and the content they consume.
That’s why Bernie emphasizes that you need to have customer-messaged LinkedIn profiles to build competency, integrity, and consistency. That is the minimum required to build trust quickly.
A LinkedIn profile needs to be as beefed up as your website
In this episode, Bernie asks listeners to engage in a thought experiment with him: What is a website? What does it have? Content. What is the purpose of the content? To inform and educate prospective buyers to get them to take action and engage with you.
A LinkedIn profile is the same thing with the same goals. It’s just an individual and an additional channel to create inbound opportunities. That’s why your profile picture, banner, description, etc. need to be on point. The content you share and create needs to solidify you as a thought leader in the space and convey trust.
What is the best way for a salesperson to craft a LinkedIn profile? Through collaboration with their marketing time.
Marketing and sales alignment is critically important
Bernie points out that marketing and sales alignment—even though it’s NOT a new topic—is vitally important. You have to change the mindset of the sales leader to think like marketers. And marketers need to equip them with the competency and the skills to do the job well.
Then, they must make sure they’re trained to use the content properly. Bernie points out that you can’t hand someone the keys to a Ferrari and expect them to know how to drive the car without some training on handling. So you can’t hand a salesperson a piece of content and expect them to understand how to leverage it properly without training.
The end goal is to invite buyers to engage in conversation. It’s marketing’s job to influence the pipeline, and the salesperson’s job is to close sales conversations. But the two teams must collaborate and support each other through the buyer’s journey—including creating compelling and trustworthy LinkedIn profiles.
Bernie talks all about the necessity of collaboration between sales and marketing in episode #12 of the Content Callout podcast. He also talks about understanding your buyer’s pain points and the contempt of essential marketing. Give it a listen!