Is your LinkedIn profile helping or hurting your credibility?

Did you know that 84% of salespeople actively use LinkedIn for networking and lead generation? Yet, many professionals unknowingly undermine their credibility with common profile mistakes. In this newsletter, we’ll explore the critical errors salespeople make on LinkedIn—and, more importantly, how to fix them to position yourself as a trusted advisor and not just another salesperson.

1. Using LinkedIn Like a CV

Many professionals still treat LinkedIn as an online CV, listing job titles and achievements. While this might have been effective in the past, today's customers want more—they're looking for expertise and thought leadership.

Only 28% of decision-makers prefer profiles that focus solely on job history, while 92% of B2B customers are more likely to engage with sales reps who are recognized as industry thought leaders.

Fix: Shift your profile to emphasize expertise and how you solve customer challenges. Avoid detailing every quota you've met and focus on providing value through your knowledge and problem-solving skills.

2. Salesy, Pushy Language

Profiles filled with aggressive sales language, like "I meet quotas" or "seasoned negotiator," often alienate potential clients. 70% of buyers feel turned off by pushy sales tactics, which can make them less likely to trust or engage with you.

Fix: Replace sales-centric language with consultative phrases. Clients don’t want to be "sold"—they want to feel assured that you’re equipped to help them with their projects. Use your profile to demonstrate how you’ve helped clients solve problems, rather than showcasing your sales acumen.

3. Poor Profile Picture Quality

First impressions matter, especially in the digital space. A professional headshot can make all the difference: profiles with a high-quality photo receive 14 times more views and 36 times more connection requests.

Fix: Use a high-resolution, professional headshot where your face is well-lit and the background isn’t distracting. Avoid full-body shots or selfies—let your face do the talking.

4. Neglecting Recommendations

Your LinkedIn recommendations are a form of social proof, much like online reviews. 78% of consumers trust online reviews as much as personal recommendations, and LinkedIn recommendations play a similar role in establishing credibility.

Fix: Ask for recommendations regularly, especially after completing projects. Don’t hesitate to follow up with clients if they forget—it’s a great way to maintain relationships while building credibility.

5. Underutilizing the Featured Section

The Featured section on LinkedIn is an underused goldmine for showcasing your expertise. Profiles that actively feature relevant content see a 50% increase in engagement, yet many professionals leave this section empty or outdated.

Fix: Add articles, case studies, or external links to demonstrate your thought leadership. If you've spoken at a conference or written an industry report, make sure to showcase it here to guide visitors toward your expertise.

6. Overlooking the Importance of Personal Branding

Your LinkedIn profile is often the first thing that appears when someone searches your name on Google. It's your digital business card, so it needs to make a strong first impression. Yet, profiles with no customized background graphic miss a key branding opportunity.

Fix: Personalize your profile’s background image to reflect your brand. A customized visual increases your connection acceptance rates by 30%, making your profile more attractive and trustworthy.

7. Lack of Engagement

Being passive on LinkedIn doesn't do much for your credibility. Sales professionals who actively engage with their networks report a 50% increase in qualified leads. Regularly posting relevant content and participating in discussions can significantly boost your visibility and authority.

Fix: Don’t just update your profile—use LinkedIn to share insights, join discussions, and build connections. By becoming a part of the conversation, you’ll increase your chances of being seen as an industry thought leader.

The Path to Becoming a Trusted Advisor

The biggest mistake salespeople make on LinkedIn is treating their profile as just a digital resume. Clients don’t want to know how great you are at selling—they want to know how well you understand their needs and how you can help solve their problems.

Here’s how to transform your profile into a trusted advisor showcase:

• Thought Leadership Matters: Regularly sharing insightful content related to your industry influences over 70% of buyers, making them more likely to trust and connect with you.
• Boosting Your Brand with Customization: Profiles that integrate personalized visuals and branded content see a rise in engagement and profile views, increasing your credibility.
• Active Engagement: Engaging with your network not only builds connections but also positions you as a valuable resource within your industry.

Take Control of Your LinkedIn Profile Today

Your LinkedIn profile should be a living, evolving asset that supports your credibility and helps you achieve your professional goals. With just a few key adjustments—shifting from a sales-centric tone to an expert advisor voice, using personalized visuals, and showcasing recommendations—you can transform your LinkedIn presence into a powerful tool for success.

Ready to make the change? Start today by evaluating your LinkedIn profile and making sure it’s working for you, not against you.

What are your biggest challenges when it comes to optimizing your LinkedIn profile? Let us know in the comments below, or feel free to reach out for more personalized tips on building a trusted advisor presence!