Gene McNaughton, President of Business Breakthroughs, International, takes his LinkedIn activity seriously. He has to! When your targeted prospects are senior-level decision-makers, you don't get a second chance. They make snap decisions about if you're someone who's worth talking to -- or not. 

To ensure that he can quickly connect to these executives, Gene does his homework. And that's exactly what top sellers do on LinkedIn. 86.7% of them always research prospects prior to making contact, compared to only 26.7% of their colleagues. 

Now, check out Gene's story to find out what he's looking for on LinkedIn and how he uses his research.

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I work directly with C-level executives. Having a solid relationship with the CEO/owner is critical to moving a project forward and ultimately, the overall success of the project itself.

The basis of a relationship starts with rapport. When dealing with an executive, I have five minutes (or less) to create a positive initial impression. In that short time, I have to be impressive (via voice, presence, posture), establish something in common and give a sincere compliment (where it applies).

This is where LinkedIn is solid gold for me. I always look through these executive’s profiles because that’s where I find the gold. Specifically I look at:

• Work history: I want to see if I know anyone from their previous companies and, better yet, at their level too.  Knowing someone in common is huge, especially if that person used to be his or her boss.

• How big their job is: I’m seeing if I’ve had a job similar in scope, size or responsibility to theirs. If so, I can relate to the complexity, the pressure, the typical patterns and so on.

• Schooling: I’m checking to see if I know anyone who went to that school at a similar time. You’ll never know, and if you don't look for this you’ll never find out. But if you do, it’s a huge rapport builder. You can mention sports teams or special events too.

• Hobbies: Only mention this if you truly share something in common there. Don't BS about it because if he/she asks a detailed question and you answer like an amateur, you've ruined your credibility.

• Where they grew up/lived: This may be another area that you have in common with them – like "cold winters" or "beautiful leaves in the fall." I’m originally from Iowa. When I talk with anyone from the Midwestern states, I always say  "It’s nice to talk with another Midwesterner." That helps get the conversation off to the right start.

• Initial impressions are everything – including the basis of why someone would like you enough to listen to you. Most salespeople forget that initial impressions are a strategy of their own. If you can perfect this, you’ll get into more meaningful conversations with your prospects.

I regularly sell consulting contracts that are well over $350,000 for a six-month engagement. And I know that building rapport is the first step to trust and respect, and getting prospects to feel like I’m similar to them in some way, shape or form.

This approach is paramount to every conversation I have. Rapport is power.