Every time I ask the question if prospecting senior decision-makers is easier or harder than it used to be, there is a split in the room of answers, almost always on the lines of age. Over 40, the answer is “harder,” under 40, the answer is “easier.” This is a generalization, but the line is driven by technology savvy. Specifically, it revolves around the use of LinkedIn.

Almost everyone who is anyone has a LinkedIn account. They publish their employment history, education, interests and affiliations. They even have an email account to contact them.


Simple guidelines for this popular tool:

  • If you are looking at them, they will look at you before they respond. Look good. Not your picture- your bio and what it appears you might have to offer.
  • Put your value proposition in the first line of your bio. Your picture, title, company and that line will determine if they agree to a contact, enter your network or disregard you completely.
  • Brag. This is the equivalent of a job interview. You need your accomplishments to headline your biography. This is not the time for false modesty.
  • Engage in industry groups. One of the keys to connecting with decision-makers is through the LinkedIn groups. Find out which groups your decision-maker is a part of and become a part of those.

Voicemail, email, administrative assistants and other gatekeepers have made connecting harder. LinkedIn makes it easier and better. For further reading on using LinkedIn, check out my blog, 7 Things You May Be Getting Wrong On LinkedIn.

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