Persuading Your Client or Boss to Build a LinkedIn Presence
The scene takes place in the office of Cindy Crystal, CEO of a successful SME. Opposite her, Clint Costner, a digital communications consultant, is sweating slightly. He has just proposed a LinkedIn strategy to increase the company's visibility. The reaction was swift...
"LinkedIn? You're joking, right?"
Ah, that phrase... How many consultants have heard it? How many marketing employees have seen their ideas smashed against this wall of objections?
If you're a consultant or marketing/communications employee, this article is your lifeline. Here's how to turn every "NO" into a "Why not?"
Act I: Denial - "We don't need LinkedIn"
Objection #1: "We get by just fine without social networking!"
Cindy crosses her arms. "Our sales are top notch, why change a winning team?"
Clint's parry: "Exactly like Kodak in 2010! They dominated film photography... Today? 92% of managers use LinkedIn to recruit their talent. Your competitors are already there. The question is not whether you should go there, but when you start to lose market share."
Shocking fact: companies that are present on LinkedIn generate 5x more B2B leads than those that aren't.
Objection #2: "It's a money pit!"
"Between the crisis and inflation, every euro counts. LinkedIn is luxury!"
The response: "LinkedIn is largely free, and premium costs just €30/month. Less than a business meal! And unlike a meal, your content works 24 hours a day for you."
Objection #3: "You're dramatising the situation"
"Our absence on LinkedIn isn't a drama, just a detail."
The response: "A detail? Your direct competitor posted yesterday about a call for tenders. 2,000 views, 50 comments. How many prospects are you missing out on every day? Let's test it for 3 months. If it doesn't work, we'll stop. Zero permanent commitment.
Objection #4: "Are you questioning our work?"
"If we have to go on LinkedIn, is it because we've missed something?"
The response: "On the contrary! Your expertise deserves to be known. You do remarkable work, but no one knows about it. LinkedIn is your megaphone, not your crutch."
Objection #5: "What's your interest in this?"
"You just want to sell us your LinkedIn service!" she tells the consultant.
"You just want to waste your time, and mine, on LinkedIn!" she says to her communications manager.
The response: "Look at my references: 15 managers I've worked with, all of them satisfied. If it was a scam, would they have put their trust in me again? What's in it for me? Your success is my reputation."
"Look at all those executives posting on LinkedIn several times a week. If it was a waste of time, the fad would have died out eventually. So it's only increasing. Look at Vixen Mercedes, CEO of the company that competes directly with us! She's on LinkedIn and she's publishing."
Act II: The Resistance - "Your solution doesn't work"
Objection #6: "Too many unanswered questions!"
"What if no one follows us? What if we say anything at all? What if, what if..."
The response: "All innovation raises questions. Do you think Elon Musk had all the answers before he launched Tesla? We're taking it one step at a time. First post tomorrow, analyse, adjust. Agile method, controlled risks."
Objection #7: "It's either too futuristic or too basic!"
"LinkedIn is science fiction for us! Or maybe it's too superficial..."
The parry: "Futuristic? 740 million users say otherwise! We start simple: 2 posts/week about your expertise. Nothing revolutionary, just effective."
Objection #8: "You're confusing cause and effect"
"You can't create content without having an audience! It's the chicken and the egg!"
The response: "Exactly! That's why we start small. A post generates 3 views, then 10, then 100. Each view creates an audience, which generates more views. The LinkedIn algorithm loves this natural progression."
(Well, that's not entirely true. LinkedIn will mostly push sponsored posts. But shut. Not worth talking about)
Objection #9: "LinkedIn is just like Facebook!"
"These social networks are all narcissism and a waste of time!"
The response: "Comparing LinkedIn to Facebook is like comparing The Washington Post to People (a gossip magazine). LinkedIn is the professional network par excellence. 4 out of 5 members influence corporate purchasing decisions."
Objection #10: "It goes against our values!"
"Our family business doesn't need to expose itself like this!"
The response: "Precisely! Your family values, your authenticity, that's your strength on LinkedIn. People buy from people, not logos. Show who you really are."
Objection #11: "It's too simple to work!"
"Posting on LinkedIn is going to solve our business problems? Let's get serious!"
The response: "You're right, it's only one element. But combined with your talent, expertise and a few good LinkedIn practices, it makes all the difference. Three clients this month found me thanks to a simple post."
Objection #12: "Our competitors aren't doing it"
"If it was so great, everyone would already be doing it!"
The parade: "Perfect! First come, first served. Do you want to be a pioneer or a follower? In 6 months' time, when your competitors get going, you'll already have a 10,000 follower head start."
Objection #13: "You're promising the impossible!"
"More visibility AND less time invested? Impossible!"
The response: "I never said 'less time'. I said 'time better invested'. 20 minutes of LinkedIn is worth 3 hours of telephone prospecting. That's the real equation."
(OK, that's not entirely true. An executive who communicates on LinkedIn makes the work of salespeople easier, as they receive a warmer welcome from prospects).
Objection #14: "You're missing the real problem!"
"The problem isn't LinkedIn, it's our sales process!"
The response: "Thank you for raising that point! And that's exactly what LinkedIn will improve. Good content attracts qualified leads, who enter your sales tunnel. The two complement each other."
Objection #15: "Too many questions, flawed idea!"
"LinkedIn generates more questions than certainties. This idea must be wrong!"
The response: "Perfect! These questions prove that we're touching on something important. When no one asks questions, it means we're staying in the comfort of failure. Your questions are the fuel of our future success."
Objection #16: "We've already tested social networks"
"Facebook wasted our time 5 years ago. Same fight!"
The response: "5 years is a digital eternity! LinkedIn 2019 and LinkedIn 2024 are two different planets. Stories, newsletters, AI... Everything has changed. Let's study what didn't work before to succeed today."
"Yes, these platforms both belong to the 'social network' category like Lada and Porsche belong to the 'car' category. Comparing Facebook and LinkedIn is like comparing Lada and Porsche."
Act III: The Negotiation - "Interesting, but..."
Objection #17: "Our teams will never understand"
"My 55-year-old salespeople on LinkedIn? You're dreaming!"
The response: "Think again! My most active customers are 50-60 years old. Their experience + LinkedIn = winning combo. We provide training and support. In 2 months, they'll be hooked."
Objection #18: "Bad timing, too many projects"
"Between the new CRM and the website redesign, no time!"
The response: "The best time to plant a tree was 20 years ago. The second best time is now. And your team seems motivated. That energy may not come back."
Objection #19: "Too much extra work"
"We're already drowning in tasks! LinkedIn on top of that is an overdose!"
The response: "What if LinkedIn saved you time? A good post can replace 20 cold calls. The workload changes, but efficiency soars."
Objection #20: "Our sector is different"
"Construction on LinkedIn? Our customers aren't there!"
The response: "False! 68% of BTP decision-makers are on LinkedIn. Your difference is your strength. Less competition, more impact. Look at this bricklayer who gets 50k views per post with his building sites."
Objection #21: "Slippery slope to failure"
"You start with LinkedIn, you end up Twerking on TikTok. Where does this madness end?"
The parry: "Your common sense will protect you. LinkedIn for B2B, full stop. No dancing, no filters. Just professional to professional."
Objection #22: "No training budget"
"Without LinkedIn training, it's doomed to failure. And we don't have the means!"
The response: "The greatest LinkedIn successes began without training. Instinct + authenticity = winning formula. And YouTube is full of quality free tutorials."
Objection #23: "It's impossible to convince everyone"
"My partners will never follow. Unanimity impossible!"
The solution: "Steve Jobs didn't have unanimity for the iPhone. All you have to do is convince the internal influencers. The results will convince the others. Innovation = bold minority first."
Objection #24: "We don't have the skills"
"LinkedIn requires skills we don't have!"
The response: "You know how to talk about your job? Perfect, you've got 80% of the skills! The rest? 2-3 short courses. Look at this CEO of this SME: started from scratch, today 20M followers."
Epilogue: Victory
Three months later, Cindy calls Clint back...
"Clint? Cindy Crystal. Your LinkedIn strategy... we've had 3 new clients this month! When do we meet for phase 2?"
And that's how 24 objections become 24 stepping stones to success!
Your 5 Secret Weapons for the Next Meeting
- Hard data: 1.2 billion users, 92% of recruiters, 5x more B2B leads
- Concrete examples: prepare 3 success stories from your sector
- Test & Learn: Always offer a 3-month pilot phase
- Calculated ROI: €30/month vs. cost of a salesperson
- Rational fear: "Your competitors are already there".
Ready for the PHASE 2?