When writing your LinkedIn Experience there are two different types of entry.
How you write for previous employment/positions will differ from how you will want to write the entry for your current position.
When completing the experience section for previous job roles it is important to highlight your achievements and how they have helped shape you as the Expert/Trusted Advisor you are today.
Although most people won’t read each individual entry, it is important to complete each entry carefully, because the people who will read your Past Experience are the prospects on the brink of buying from you.
In order to reassure themselves of their purchase or justify it to other decision-makers, they will want to know about you. The more information you can provide the better, especially if you tell stories about your past. People will find it helpful to be able to relate stories to a specific time in your career history.
Invite People In
You are an expert at what you do and you are adamant your solution is the right one, why? How did you come to these conclusions? Who were you working for and on what projects? What did you see, experience and come to understand?
Take the time to look back over your work history and identify key moments. When writing the entries for your past experience, refer to these roles and tell your prospect what happened, what you learned and how that developed the approach you take today.
Getting this right will set the relationship up for success because when a client trusts us and understands why we do things the way we do, they relax into the process and don’t second-guess us.
If we have a unique philosophy and “take on the world” that has formed our methodology and how we now work with our clients, we want to tell our story so our prospects buy into it.
You will reap the rewards of this when you’re working together (and you probably won’t even realise it).
Writing about You
Although your experience is your history and about you, we actually want to write it in the context of what is important to your prospect; why do they need to know this about you? How is it relevant?
To do this well, we need to look carefully at the services we sell, and what our prospect will want to know about us in order to trust us as their advisor/supplier.
We want to avoid boasting about our sales results and ‘overcoming objections’ for example, as no prospect wants to know this. It breaks rapport.
Completing this section well has the potential to change the dynamics of the business relationship and its ultimate success.
Remember, there is a high chance your prospect won’t read it. However, a much more important audience will – the friends and family (the secret decision-makers) that influence your prospect. Once you’ve won the sale, the person still needs to convince their secret decision-makers that it was the right decision to feel comfortable with it. Never underestimate their power.
Filling in your experience will provide answers to their unasked questions. Wanting to protect their loved-one, they will do their research and do it far more thoroughly than the person who is excited to get the transformation.
Your LinkedIn Profile can go a long way to convincing them that their loved one is in the right hands.
The method for writing the Experience Entry for your current position, the role for which you want attention and to win sales, however, differs to this advice. Click here to find out how to write the experience entry for your current position.
PLEASE NOTE: This advice is not for job hunters, but those wishing to win new business using LinkedIn.