Can You Take Advantage of an Accelerated Sales Cycle on LinkedIn?

What is an accelerated sales cycle and how do you know if you’re one of the lucky ones who gets to use it?

Allow me to explain. There are two types of businesses on LinkedIn: those who leverage a “typical” sales cycle using the LinkedIn platform and those who have a strong advantage because of the LinkedIn platform.

It all comes down to industry, specialty, and how you identify your target audience.

Typical Sales Cycle

This is a typical sales cycle with added LinkedIn elements. Anything done specifically on LinkedIn is in blue. As you can see, these individuals are executing the sales cycle the same way they would whether they are on the LinkedIn platform or not.

 

The benefit to leveraging LinkedIn for a typical sales cycle is access to target audience. The ability to search using Sales Navigator and nurture leads through engagement provides a different method for an existing practice.

A relationship is established with a potential lead through connection on LinkedIn instead of a cold call, web search, or in-person engagement. The ability to ask whether the potential lead has interest in the product or service right away is a more forward method and another advantage to using LinkedIn.

Even if the potential lead doesn’t have an interest right away, the sales cycle continues with the nurturing process, which may come before or after closing the sale.

Accelerated Sales Cycle

If you are in a camp that can take advantage of the accelerated sales cycle on LinkedIn, you are one of the lucky ones. The accelerated sales cycle allows you to recognize and execute two of the steps before even reaching out to your potential lead.

How is this possible? It’s possible because you are in an industry or have a specialty that allows you to identify the individuals that needs your product or service through a LinkedIn profile — the individual’s title, company, industry, location, etc.

Examples:

  • A lawyer who works specifically with real estate agents
  • A CPA working with nonprofits
  • An event planner specializing in corporate picnics in Phoenix, Ariz.
  • A freelance writer that specializes in whitepapers for tech companies

Each of these examples can know the individual they are reaching out to has a vested interest in their services before reaching out, skipping to the third step of the sales cycle. Even if the individual isn’t interested in that moment, connecting on LinkedIn adds a qualified lead to that person’s network for nurturing.

If you fall into the Typical Sales Cycle …

You should still leverage LinkedIn reach-outs, but you should alter your messaging to a softer approach. The goal in a typical sales cycle is to add potential leads to your funnel for nurturing with the hope that a handful will happen to need your services when you reach out.

Potential messaging in a connection request:

Hi Sarah! I’m a business coach working with female entrepreneurs. I know we don’t know each other yet, but it would be great to connect with you so you can take advantage of my content and learn a little bit more about what I provide my clients. Thank you!

If you fall into the Accelerated Sales Cycle …

First, get excited.

Second, make sure you have Sales Navigator.

Third, take advantage of the potential you have on LinkedIn!

When you have the ability to target exactly the right individuals before you reach out, you can be more direct and shorten the sales cycle.

Potential messaging in a connection request:

Hi Sarah! As the director of employee development with XYZ company, you probably put on events throughout the year. I’m an event planner working specifically with individuals in your position to take a lot off your plate! Do you have any coming up? Either way, I’d love to connect!

Regardless, stick with LinkedIn!

Whether you are in the typical sales cycle camp or the accelerated sales cycle camp, make sure you are using LinkedIn to its full potential! It provides the ability to add leads to your network and nurture them along using your knowledge and expertise!

Optimize your profile and — if you don’t have time to conduct your own reach-outs — take advantage of my reach-out offering. I look forward to hearing from you!

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.