Are you a professional services firm? If you are, you’ve been in the same place Mark Davidson was in his prospecting cycle before Social Selling… curious if there was a better way.

All professional services businesses have one thing in common – they sell themselves! Their intellectual capital is trading the wisdom & success stories that have been accumulated over time. Unfortunately, getting Trexin’s success stories across to a new prospect via the telephone/email was becoming increasingly difficult.


“I need to build a bigger pipeline of prospects, and I’m concerned my cold calls are falling on deaf ears”.


Mark committed himself to becoming familiar with Social Selling. Mark decided to invest his time & energy in a new form of selling that’s…. different and new. For most sales professionals, this can be scary. Learning a new golf swing this summer can many times mean a summer of bad golf scores. This is why many sales professionals are fearful to try a new sales methodology, as any downtime could adversely affect their pocket books.


Mark had digested our various Social Selling strategies – from Social Listening using LinkedIn Signal, “ Sphere of Influence” selling & nurturing prospects with curated content. Surprisingly, Mark’s success has not come from direct InMail’s to his clients “Sphere of Influence”. The results didn’t generate the kind of return he’d hoped for.

BUT – here is exactly what did work, very well. Mark opened doors with major opportunities, all with simple LinkedIn Introductions. These are the following steps:

  • 1. Make a list of your top clients & network contacts that “would go to bat for you”.
  • 2. Craft two LinkedIn messages, 1 for your direct contact & 1 for your contacts connection (your prospect in a 2nd degree). You need to make sure your messages are “client ready”, meaning don’t rely on your connection to sell for you, only open a door. You need a compelling message that your connection can forward to your prospect. These messages will be sent using LinkedIn Introductions.
  • 3. Mark always made sure to ask his connection “would you be comfortable making this introduction?” – never being presumptuous.
  • 4. Choosing these connections to leverage is part of the art & science. While you had a solid network of clients, there are certain types of people that are “Mavens” – always willing to spread the good word. Find these connections and leverage them.
  • 5. After you’ve tapped out of Introductions, make sure you use LinkedIn Signal. Mark has started countless conversations with companies, all because of LinkedIn Signal. He had no idea that existed, but those activities triggered an ice-breakers for social conversations.

The Bottom Line:

If you don’t want to be left behind the 8 ball – you need to start to take action. The following dozen blog posts on utilizing Social Selling strategies using LinkedIn can help you start. If you are really looking for some hidden gems on how you can attract a very specific prospect, I recommend you check out 42 LinkedIn Tips

Find the topic of Social Selling interesting?
Click Here to book a time in my calendar to explore further!

Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

Leave a Reply

Login First!

Related Blogs

Dec 10, 2019 8:00 am
Overcoming Social Selling Objections From Your EMEA Leadership Team

Lately, sales leaders have been asking me how to overcome social selling objections from EMEA leadership teams. There’s no question that there’s a tremendous growth opportunity for social selling, or modern digital prospecting in EMEA because of the General Data Protection Regulation (GDPR) – a relatively new European privacy law, which has dramatically restricted the … Continue reading “Overcoming Social Selling Objections From Your EMEA Leadership Team”

Nov 20, 2019 4:10 pm
Rethink How You Select The Right Target Accounts With Social Proximity

When selecting the right accounts to go after, remember to choose wisely. How you and your sales organization identify which accounts to target will dictate your time, effort and deal velocity.

Sep 20, 2019 1:04 pm
Social Media for Sales vs. Social Selling: What’s the Difference? [Infographic]

For years, the above has been a recurring question that I’ve received from sales executives, business owners, and sales leaders. They often misunderstand the word ‘social’ in ‘social selling’ by connecting social media with what their children do on Facebook, Snapchat, and Instagram, instead of correlating ‘social’ as a mechanism to do two important things:

Aug 30, 2019 1:00 pm
Train The Trainer: What Most Sales Enablement Strategies Are Missing

After seven years of working with 350-400 customers, it recently dawned on me that there’s a fundamental flaw in the sales training industry. For context, consultants like us typically go into market and provide sales leaders with basic training on how to be a coach of modern, digital sales skills. We then train the sellers … Continue reading “Train The Trainer: What Most Sales Enablement Strategies Are Missing”