In today’s hyper-connected business world, it’s shocking to me how many salespeople still treat LinkedIn as optional—or worse, avoid it entirely. I was talking with a sales manager recently who mentioned that several of his team members “don’t do LinkedIn.” My response: “Then they don’t do professional selling.” That might sound harsh, but let’s be real. If you’re selling B2B in 2025 without utilizing the world’s premier business networking platform, you’re essentially committing sales malpractice.
Think I’m exaggerating? Consider this: When a prospect receives your email or picks up your call, what’s the first thing they do? They Google you—and your LinkedIn profile is likely the first result they’ll see. If your profile is non-existent, incomplete, or unprofessional, you’ve already damaged your credibility before saying a word. First impressions happen digitally now, not when you walk through the door.
LinkedIn isn’t just another social media platform. It’s a business tool—perhaps the most powerful one in a salesperson’s arsenal that doesn’t require a subscription fee. Yet many salespeople approach it with either indifference (“I’m too busy selling to mess with that”) or outdated tactics (sending spam-like direct messages to cold prospects). Both approaches miss the mark entirely.
The real power of LinkedIn lies in its ability to build your professional brand, expand your network strategically, and create multiple touchpoints with prospects—all without being pushy or sales-y. But this requires a methodical approach, not random activity.
Here’s what a professional LinkedIn presence demands:
A complete, client-focused profile. Your profile shouldn’t read like a job application. Nobody cares that you “exceeded quota by 127%” or were “salesperson of the month.” Instead, focus on problems you solve and value you deliver. Your headline shouldn’t be your job title—it should be a value statement. “Helping manufacturing companies reduce downtime through innovative maintenance solutions” tells prospects what you actually do for them.
A professional headshot. Not a vacation photo, not a group picture cropped to show just you, and certainly not a blank avatar. A professional headshot is table stakes. It doesn’t need to be expensive—many smartphones can capture a suitable image—but it needs to look professional.
Recommendations and endorsements. These serve as social proof. Don’t be shy about asking satisfied clients for recommendations. They’re like testimonials that follow you everywhere.
Regular, thoughtful engagement. This is where many salespeople fail. They create a profile and then abandon it, or they only log in when they’re looking for information on a prospect. LinkedIn’s algorithm rewards consistent engagement—and punishes sporadic use.
The good news? Effective LinkedIn use doesn’t require hours of your day. Twenty minutes, used strategically, can yield significant results. Here’s my recipe for LinkedIn success:
- Post original content once or twice weekly. More than one post per day risks the algorithm flagging you as a spammer. Make your posts thoughtful and useful—not thinly-veiled sales pitches. Share insights, ask thought-provoking questions, or offer genuine value.
- Engage meaningfully with your network’s content daily. Don’t just hit “like” and move on. Leave substantive comments that add to the conversation. Remember, your comments appear in your connections’ feeds, increasing your visibility exponentially.
- Strategically expand your network. Send personalized connection requests to second-degree connections where there’s logical opportunity for business relationship. Mention the mutual connection or shared interest—never use the default connection message.
- Monitor and respond to engagement on your profile. When someone views your profile or engages with your content, that’s an opportunity to start a conversation. Not a sales pitch—a conversation.
The beauty of this approach is that it can easily replace time wasted doom-scrolling other social media platforms. Take those 15 minutes you’d spend scrolling through political arguments on Facebook and redirect them to LinkedIn instead.
What you should NOT do on LinkedIn is equally important. Avoid:
- Mass-sending connection requests without personalization
- Immediately pitching your product after someone accepts your connection
- Posting content that has nothing to do with your professional brand
- Sharing controversial political or religious views (unless that’s part of your brand strategy)
- Complaining about clients, prospects, or your company
LinkedIn works because it allows you to be present in your prospects’ digital world without being intrusive. It creates multiple touchpoints that keep you on their radar. When used correctly, it ensures that when a need arises that you can address, you’re the person they think of.
The younger generations of buyers I’ve written about extensively? They’re ALL on LinkedIn. And they’re researching you there before deciding whether to respond to your outreach. If you’re not there—or if your presence projects unprofessionalism—you’re already behind competitors who understand this reality.
So, are you still treating LinkedIn as optional? If so, it’s time to ask yourself: Can you really afford to commit this kind of sales malpractice in today’s market?
