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Why Salespeople Require a Big LinkedIn Network
May 12, 2014 |Estimated reading time: 5 minutes
I am a big proponent of having more LinkedIn connections to increase my reach. But there's another good reason: The number of connections is the single most reliable indicator of someone who “gets” LinkedIn and the power of networking. These people will be more open to being approached by someone new.
What is the likely profile (pardon the pun) of a user with 30 connections? Someone at the office suggested they join LinkedIn, so they did. They don’t “use” LinkedIn, instead they show up every once in a while. LinkedIn is not a tool for them--just a place they go every once in a while. They don’t understand what all the fuss is about. With this background in mind, what are the odds of striking up a conversation with them through a shared group, or getting them to respond to an even superbly written InMail? Low. Very low odds. Here's a real life example: I wrote a column on social media for an online magazine. I sent InMails to five CEO’s--all of whom have low connection counts--to ask them if I could interview them about their use of social media and get quotes to use in a series of columns I'm writing. After a week, LinkedIn gave me credit back as none of them replied to my InMail. Now, in effect, I'm offering them free advertising by mentioning them favorably in my columns so I don’t think they would have turned me down. They just don’t use LinkedIn enough to realize my offer was even there.
Now let’s contrast that person with someone who shows 500+ connections on their profile. I maintain that someone with 500+ connections knows more about using LinkedIn, is more likely to use it often, is more likely to understand the power of networking, and more likely to be open to meeting new people through LinkedIn, developing relationships, and making new connections.
Let’s illustrate this idea with another example. Say I want to establish a business relationship with a company and I see two purchasing managers there, both of whom appear to have the same function. The only difference is one has 43 connections, the other has 443. Who should I go after first? Aren’t I better off starting with the second person? He or she is more likely to be open to talking to someone new.
For anyone who scoffs at this whole idea, I have a question: What is the purpose of LinkedIn? Showing the number of connections on a user’s profile? Is it a subtle way of making people want to get more connections, by establishing a public scorecard? After all, the more connections you have, the more attractive you are as a possible connection. Or could it be a subtle way of showing who “gets” LinkedIn?
Both of these scenarios support my hypotheses: The more LinkedIn connections someone has, the more social they are, and more amenable to meeting new people and open to what’s possible.
So get more connected on LinkedIn. It will make you more approachable. Besides, what could go wrong?
I had a LinkedIn connection a couple of years ago whose profile started getting weirder and weirder, consisting largely of rants against the government and various corporations. It was so odd and so bizarre I figured his profile had somehow been hijacked and I contacted him to report it. “No, I made those changes. I like my profile the way it is now,” he said. Oh.
It seemed his future value as a connection had kind of disappeared. I had visions of people coming to me and saying, “I see you are connected with Bob. What is he, some batty old uncle of yours or something?” I did what no one ever seems to do on LinkedIn: I disconnected from him.
Now, I'm on record as having a very optimistic outlook when it comes to connecting on LinkedIn. I will connect with people on LinkedIn if I think there is a possibility that the other person and I will be able to help each other down the line--and because I can always disconnect from that person if I find I have made a mistake. Because who said this was forever? What is it with people taking the sanctity of connecting on LinkedIn more seriously than marriage? How did it ever get so serious? I have people say to me, with horror in their voices, “I could never do that!” And I ask, "Why not?” and they're kind of stuck. The default answer is usually something along the lines of “Because you just can’t!”
Connections are like any other relationship. If it is not working--the other person is a little spammy, or has started to wander through your connection list soliciting people--maybe it’s time to end it. And I'm here to tell you one of the great guilty pleasures on LinkedIn is disconnecting from someone.
There are two ways of disconnecting: The first way is to go to their profile and hit the little down arrow to the right of blue “send a message” box and the “endorse” button. The last option in the drop down box is “remove connection.” You may want to go and change your settings so that you are anonymous when you visit their profile (you will see why in a minute). The second way is go your “connections” under the network tab. Find the connection you want to remove and hover over their name. “remove connection” is under the “more” option.
Now here’s the best part: The other person receives no notification that you have just done this. LinkedIn keeps it all very hush hush, very discrete. The only way they will now is if the next time they go to your LinkedIn profile you are now a “2nd” instead of a “1st.” If they ask about it, I will leave it you as to how honest you want to be in your explanation as to how it happened--complaints from connections, software glitch, fat finger error, aliens...it’s up to you. And only the person that broke the connection can reinstate it.
Time to fess up and admit it: You have made a few mistakes and connected on LinkedIn with a few people that, in retrospect, were not great choices. Now is the time to correct those mistakes, because if someone is not offering any current benefit or likely future benefit to you, why are you connected?Bruce Johnston is a sales consultant specializing in social media and especially LinkedIn. He has over 25 years experience in high-tech sales and management. He can be reached at brucej@practicalsmm.com or through his profile on LinkedIn.