The Selling Factory

Nurturing Your Network with LinkedIn

Written by Sue-Ming Frauenhofer

Graduating soon with a degree in Psychology, she will continue her studies with the pursuit of a Master’s degree in Management at the University of Florida. A sales development representative at The Selling Factory, she hopes to pursue a career in business analytics focusing on leadership, workplace productivity, and consumer needs. 

During these unprecedented times, businesses big and small are facing hardship with a lack of physical and social interaction. It is more important than ever to make your online interactions meaningful and part of your company’s B2B sales strategy. Most prosperous networkers already understand the psychology and value behind using social media sites. 

Spaces such as LinkedIn nourish relationships that we form and the people that we already engage with. Whether you are trying to learn about a new industry, looking for a job, or catching up with old friends, online profiles have become essential to fostering relationships and marketing yourself in a digital world. 

I spend most of my time at work managing lead generation on LinkedIn for our clients. And not just increasing the number of connections but adding value to the B2B sales strategy as well. The advantage of lead generation on LinkedIn in addition to cold calling B2B is that you have the time and space to gradually interact rather than immediately delivering a sales pitch. 

LinkedIn is a place to build long-term relationships, which can eventually lead to business collaboration. Each new connection is viewed as an opportunity to have a meaningful conversation, rather than indicating a measure of popularity. Baumeister and Leary (1995) claimed that the need to belong (i.e., the desire to form interpersonal attachments) is a fundamental motive with significant consequences for social functioning. By networking and establishing LinkedIn connections in one’s relevant industry and reaching out to ask about the work others are doing, the individual can feel a sense of community and belonging. Moreover, this online relationship building transforms cold calling B2B into much warmer interactions.

Another advantage of lead generation on LinkedIn is its visual aspects. When someone hears a piece of information, they will remember only 10% of it three days later. However, when paired with a picture, they will remember 65% of the information three days later (Medina, 2008). Since people can visualize each other’s profiles and work experience, it welcomes them to engage more than simply a voice over the phone. 

As visual beings, optimizing our profiles and presentations on LinkedIn to attract the appropriate people is more important than ever. Research by psychologists shows that profiles that are longer, have more connections, and include a photo are favored by employers (Roulin & Levashina, 2018). Whether we are trying to attract recruiters, employers, or collaborators, LinkedIn allows us to be creative and tell our stories beyond our resumes. 

Focusing on LinkedIn account management has taught me that social media presence is important for B2B sales strategy, but the psychology of nurturing relationships on social media sites is even more beneficial for success. By nurturing your network in addition to cold calling B2B, each connection has the potential to be a valuable resource.

Sources:

Baumeister, R. & Learly, M. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117, 497-529.

Medina, J. (2008). Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School. Seattle, WA: Pear Press. Print.

Roulin, N. & Levashina, J. (2018). LinkedIn as a new selection method: Psychometric properties and assessment approach. Personnel Psychology.

Kira Baker

Campaign Manager

Kira is a recent graduate from the University of Florida where she received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hope to visit all of the National Parks one day!

kira@thesellingfactory.com

Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.

jared@thesellingfactory.com

Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.

ian@thesellingfactory.com

Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.

damien@thesellingfactory.com

Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.

brendan@thesellingfactory.com

Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.

savannah@thesellingfactory.com

Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!

zack@thesellingfactory.com

Josiah Blakemore

Campaign Manager

Josiah has over 8 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!

josiah@thesellingfactory.com

Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she led a psychology research lab on goal achievement and life satisfaction and took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. Through her creative and methodical vision, she engages both students and entrepreneurs to help them find their version of success.

sueming@thesellingfactory.com

Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led Slingshotfund.org to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.

adam@thesellingfactory.com

Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.

brad@thesellingfactory.com