According to Gartner, only 28% of sales leaders report that their account managers consistently achieve cross-sell and account growth targets—even as product portfolios have doubled in size.
While many account managers excel at customer retention, opportunities to expand wallet share often slip through the cracks.
The key to unlocking account growth lies in understanding and adapting to your customers’ evolving needs.
Why Prioritize Account Growth?
Why should account growth goals be a top priority for your sales strategy? Here are three compelling reasons:
- Easier Conversions: Selling to existing customers is more straightforward than converting new prospects.
- Customer Retention: A focus on account growth reduces the risk of losing customers to competitors.
- Happy Customers Are Advocates: Satisfied customers are more likely to embrace your new offerings when you position them as solutions to their needs.
Investing in account growth strategies not only boosts revenue but also makes cross-sells and upsells feel more organic. Plus, strong relationships ensure competitors have a harder time encroaching on your accounts.
Leveraging LinkedIn for Account Growth
With over 700 million users worldwide—180 million of whom are senior decision-makers—LinkedIn is a goldmine for nurturing relationships and growing accounts. The platform allows you to connect with influencers and engage meaningfully without resorting to cold outreach tactics.
By using LinkedIn, you can:
- Research and understand your customers’ needs.
- Position yourself as a thought leader by sharing relevant, industry-specific insights.
- Build rapport and trust, setting the stage for future growth opportunities.
3 Steps to Growing Accounts on LinkedIn
To maximize LinkedIn’s potential for account growth, follow these steps:
Step 1: Connect with Key Decision-Makers
Identify the accounts you want to grow and map their decision-makers using LinkedIn. Send personalized connection requests—mention the existing work your company is doing with their account. Avoid pitching products right away; instead, engage with their posts or share thoughtful comments.
💡 Pro Tip: LinkedIn allows only one connection request per person every three weeks, so make your outreach count by including a personalized message.
Step 2: Follow Up with Value
After a connection is accepted, send a follow-up message thanking them for joining your network. This is your chance to make a lasting impression. Briefly reintroduce yourself, highlight the work you’re already doing with their organization, and consider standing out with a short video or audio message instead of plain text.
Step 3: Engage Meaningfully
Interaction is key to nurturing relationships on LinkedIn. Here’s how:
- Comment Genuinely: Avoid generic remarks like “Great post.” Instead, mention specifics you found valuable and how they resonate with your expertise.
- Share Relevant Content: Post industry-related articles, how-to guides, or listicles that align with your audience’s interests and business objectives.
- Direct Sharing: If you come across content that’s particularly relevant to someone, send it directly with a note like, “I thought of you when I saw this.”
⚠️ Note: Avoid over-promoting your company’s offerings. Building trust takes time—focus on relationships first.
Why You Need LinkedIn Sales Navigator
A powerful way to supercharge LinkedIn efforts is by equipping your team with LinkedIn Sales Navigator. This tool offers:
- Advanced lead and company search options.
- CRM integrations with platforms like Salesforce and HubSpot.
- Custom alerts for news, funding updates, and other key customer milestones.
Sales Navigator comes in three plans (Professional, Team, and Enterprise), so you can choose the one that fits your organization’s size and goals.
Don’t Miss Out on LinkedIn’s Potential
If your team isn’t leveraging LinkedIn for existing accounts, you’re leaving a massive growth opportunity on the table. A well-executed strategy on LinkedIn can drive meaningful engagement, nurture relationships, and help you hit your account growth goals.
Got questions about using LinkedIn to grow accounts? Contact us today to learn more.