LinkedIn has evolved from a simple networking site to a powerful platform for business development and sales. Yet, as the platform grows, so do the challenges—many users now see LinkedIn as spammy, with generic pitches and shallow engagement dominating the feed. In a recent episode, host John Golden sat down with LinkedIn expert Andy Gwynn to dissect these challenges and share actionable strategies for using LinkedIn to generate real sales.
Below, we break down the main themes and expert tips from the episode, offering in-depth guidance and practical steps to help you transform your LinkedIn approach.
1. Rethink LinkedIn’s Nature: It’s Not the Platform, It’s the Approach
Key Insight:
Andy Gwynn challenges the notion that LinkedIn itself is the problem. Instead, he points out that the real issue lies in how users choose to communicate.
Actionable Advice:
- Take Responsibility for Your Outreach:
Every connection is a two-way street. When someone accepts your invitation, you have a window to build trust—not to pitch immediately. - Avoid the “Spray and Pray” Method:
Mass messaging generic pitches is a surefire way to be ignored or even blocked. Instead, focus on quality over quantity.
Expert Tip:
Treat every new connection as the start of a relationship, not a transaction. The platform works if you do.
2. Master the Art of Messaging: Build Relationships, Not Just Pipelines
Key Insight:
The quality of your messaging determines your success. Andy recounts how off-putting it is to receive an immediate request for endorsements or sales after connecting.
Actionable Advice:
- Personalize Every Message:
Reference something specific from the person’s profile or recent activity. Show genuine interest. - Delay the Pitch:
Andy recommends waiting at least 24 hours after connecting before sending a follow-up. Use this time to research your new contact. - Offer Value First:
Instead of asking for something, provide a resource, article, or insight relevant to their interests.
Sample Message Structure:
- Welcome Message:
“Hi [Name], thanks for connecting! I enjoyed your recent post on [topic]. Looking forward to learning from your insights.” - Follow-Up (24+ hours later):
“Hi [Name], I thought you might find this [article/checklist/resource] useful based on your work in [industry]. Let me know if you have any thoughts!”
Expert Tip:
Never ask for favors (endorsements, referrals, sales) before establishing rapport. Relationship-building is the foundation of LinkedIn success.
3. Segment Your Connections: Target with Precision
Key Insight:
Many users fail to define their ideal client, leading to scattered, ineffective outreach.
Actionable Advice:
- Define Your Ideal Client Profile (ICP):
Consider industry, company size, role, and pain points. - Use LinkedIn’s Search and Filters:
Leverage advanced search to find and segment prospects who fit your ICP. - Tag and Organize Connections:
Use LinkedIn’s tagging or third-party CRM tools to categorize your network for tailored follow-ups.
Expert Tip:
A smaller, well-segmented network is more valuable than a large, unfocused one. Tailor your messaging and content to each segment for higher engagement.
4. Provide Value in Every Interaction
Key Insight:
Giving before asking is a recurring theme in Andy’s approach.
Actionable Advice:
- Share Useful Content:
Send articles, checklists, or case studies that address your prospect’s challenges. - Be a Resource, Not a Salesperson:
Position yourself as someone who helps, not just sells. - Ask for Feedback:
Invite your connections to share their thoughts on the resources you provide, fostering two-way communication.
Expert Tip:
Value-driven interactions build trust and credibility, making prospects more receptive when you eventually present your offer.
5. Create Quality Content: Work with the LinkedIn Algorithm
Key Insight:
LinkedIn’s algorithm initially shows your post to a small percentage of your network. If it gets engagement, it’s shown to more people.
Actionable Advice:
- Focus on Relevance and Engagement:
Share insights, tips, and stories that resonate with your target audience. - Encourage Interaction:
End posts with questions or calls to action to prompt comments and shares. - Consistency Matters:
Regular posting keeps you visible and top-of-mind.
Content Ideas:
- Industry trends and analysis
- Success stories and case studies
- Actionable tips and how-tos
- Thought-provoking questions
Expert Tip:
Quality trumps quantity. One well-crafted post that sparks conversation is more valuable than several generic updates.
6. Leverage Tools and Systems for Greater Impact
Key Insight:
Andy has developed systems to help clients boost post visibility and engagement, including mutual support groups.
Actionable Advice:
- Join or Create Engagement Pods:
Small groups of professionals who agree to like and comment on each other’s posts to increase reach. - Use CRM and Automation Tools Wisely:
Automate repetitive tasks (like tagging or scheduling posts) but keep messaging personal. - Track and Analyze Results:
Monitor which types of content and messages generate the most engagement and refine your approach accordingly.
Expert Tip:
Technology should enhance, not replace, authentic engagement. Use tools to scale your efforts, not to shortcut relationships.
7. Commit to Continuous Learning and Adaptation
Key Insight:
Many users lack formal training in sales and marketing. Andy’s own journey involved learning through trial and error.
Actionable Advice:
- Invest in Training:
Take courses, read books, or hire a coach to improve your LinkedIn and sales skills. - Stay Updated:
LinkedIn’s features and algorithms change frequently. Follow experts and stay informed. - Experiment and Iterate:
Test different approaches, measure results, and adapt your strategy.
Expert Tip:
Personal development is the best investment you can make. As Jim Rohn said, “Work harder on yourself than you do on your job.”
8. Final Advice: Value First, Always
Key Insight:
Andy’s closing advice is simple but powerful: focus on providing value in every interaction.
Actionable Advice:
- Be Patient:
Building relationships takes time. Don’t rush the process. - Be Authentic:
People can spot insincerity a mile away. Be genuine in your outreach and content. - Be Helpful:
Approach every interaction with the mindset of helping, not selling.
Expert Tip:
The most successful LinkedIn users are those who consistently give more than they ask.
Conclusion: Transform LinkedIn from a Chore to a Sales Engine
LinkedIn’s potential for sales and business growth is immense—but only for those who approach it with strategy, empathy, and a commitment to value. By implementing Andy Gwynn’s expert strategies—thoughtful messaging, targeted segmentation, value-driven content, and continuous learning—you can cut through the noise, build real relationships, and drive meaningful results.
Ready to take your LinkedIn game to the next level?
- Connect with Andy Gwynn on LinkedIn for free resources and templates.
- Audit your current messaging and content strategy.
- Start segmenting your connections and providing value in every interaction.
With the right approach, LinkedIn can become your most powerful tool for sales and professional growth.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
Comments