I don’t need LinkedIn! It’s not my job! Sound familiar?
As a B2B marketer or business leader, you may have had grand plans of establishing a LinkedIn presence for your brand and employees. But when you mentioned the idea internally, chances are you inevitably received pushback.
Sales teams often feel that their traditional methods—like cold calling, customer visits, emails, or trade shows—are enough. Employees outside sales and marketing teams may wonder why they should take on this additional task outside their role when there appears to be nothing in it for them.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which goes into much more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Why Does Your B2B Team Avoid LinkedIn?
Many employees, particularly in non-sales roles, often resist LinkedIn. It’s seen as a platform reserved for recruiters or salespeople. This mindset creates challenges when you’re trying to get your team active.
Here are the most common reasons your team might push back – and how you can flip the script.
You’re welcome 😀
1. "My Customers Prefer Calls"
One of the top objections from sales teams is that their customers prefer direct communication, like calls or emails. While calls are valuable, reaching everyone is impossible, especially when managing a large client base.
How to Address It:
Encourage your team to use LinkedIn as a complementary tool. Posting content can reach their entire network and keep them top of mind with customers who may only sometimes be available for calls. LinkedIn content ensures clients can consume information at their own pace and re-engage when they’re ready.
2. "I Already Have an Established Network"
Your team may feel they don’t need LinkedIn because they already have strong connections. However, business is always evolving, and so should their network.
How to Address It:
LinkedIn is not just about nurturing existing relationships; it’s about discovering new opportunities. Encourage your team to think beyond their current network and explore connections with potential clients, partners, and industry influencers. The platform is a great way to keep track of industry movements and stay relevant.
3. "I’m Too Busy with Traditional Sales Methods"
The balancing act of sales calls, emails, and meetings often leaves little room for LinkedIn. Many believe that LinkedIn will take away from their core sales activities.
How to Address It:
LinkedIn doesn’t have to replace traditional sales methods – it can enhance them. By promoting upcoming events, webinars, or trade shows on LinkedIn, your team can create a buzz and increase foot traffic or interest in their efforts. LinkedIn posts help scale their message to a broader audience, giving them more meaningful client conversations.
4. "My Customers Aren’t Active on LinkedIn"
A classic misconception is that if your team doesn’t see their customers actively posting, they assume they’re not using LinkedIn.
How to Address It:
Remind your team about “LinkedIn lurkers” – the 90% of users who log in to consume content without engaging. Just because someone isn’t posting doesn’t mean they aren’t paying attention. In fact, LinkedIn is often a preferred platform for senior decision-makers, who might avoid active engagement but stay informed by scrolling through their feed.
5. "I’m Successful with Email Marketing"
Many teams prefer sticking to email, a tool they’re comfortable with. However, email inboxes are overcrowded, and customers often miss vital updates.
How to Address It:
Instead of relying solely on email, suggest using LinkedIn messages to complement their efforts. LinkedIn’s less cluttered inbox allows your team to stand out and engage clients when they’re most receptive. Direct messages with tailored content can cut through the noise and foster stronger relationships.
6. "I Tried LinkedIn, It Didn’t Work for Me"
A common complaint is that LinkedIn has not delivered results in the past. Often, this stems from a lack of strategy or proper training.
How to Address It:
LinkedIn success takes time and consistency. Equip your team with a clear framework, such as my G.R.O.W.T.H method, to help them use the platform efficiently. Regular content, networking, and engagement build momentum and long-term results. Offer your team training and support so they feel confident and know what to focus on.
7. "It's Not My Job"
Perhaps the most frustrating objection is when employees respond, “I’m not in sales or marketing, so LinkedIn isn’t my job.”
How to Address It:
To overcome this, focus on what’s in it for them. Personal branding is critical in today’s business world, and LinkedIn helps showcase their expertise, which can lead to career opportunities, recognition, and influence within the industry. Involve those willing and then create momentum so others will naturally follow.
LinkedIn Enhances, It Doesn’t Replace
Getting your team on board with LinkedIn doesn’t have to be a battle. You can transform their perspective on LinkedIn by addressing their objections with empathy and providing strategic solutions.
As more of your team engages, you’ll start seeing the ripple effects on your brand’s visibility, reputation, and, ultimately, business growth.
If you’re facing similar challenges, let’s talk! We’d love to hear from you and discuss how B2B Growth Co can help you get your team active on LinkedIn.
Follow B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth for more LinkedIn tips and strategies.
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
