EVERYONE loves a good backstory whether it’s a rag to riches journey, or overcoming the hardships, struggles and obstacles of an unwinnable situation. These archetypal scenarios touch upon our collective consciousness and emotionally connect us to people, and events as well – case in point, the Olympics.

We have professional backstories too. Most of us have had to face some adversity or overcome obstacles in our careers whether on specific projects or during our climb up the ladder. It’s something we collectively have in common that links us together. If you want to create some real connection with customers and prospects it’s time to start sharing yours.

LinkedIn Groups are the perfect venue for sharing your backstory.

My Print Production Professionals group is the largest print group on LinkedIn for many reasons. Perhaps the most poignant for this post is that business is conducted there. Next time you see a request for help you can provide, or someone seeking advice on a product or service, start with your story…

How many times have you worked on a project like the one posted about or used the product or service? Can you suggest some things to watch out for EVEN if you don’t get anything out it? How can your experience be valuable to the project? What sort of training do you have on that machine or with that software? Have you overcome impossible odds to make things happen that pertain to the matter at hand?

People prefer to do business with people vs things – in most cases.

I read a lot of advice about how to use LinkedIn for sales, and I think most of it offers a superficial approach from my view as a group manager and a print customer. I define a sale as the moment a need and a relationship combine. Printers have control on LinkedIn to steer the relationship towards their company (my shop can do that, look at our website), or towards themselves (I have worked on projects like this for the last 10 years and this is what I have learned, and here’s why I can help you get this done). While both responses have benefit for the customer, what if you leave the company you are promoting?

Next time you are about to quickly respond to a request for help on LinkedIn, take a minute to really “connect” and allow group members following the conversation to get to know you on a deeper level. Take the opportunity to create long-term relationships with people who will follow you throughout your career because they are fans, not simply followers. Always remember for every person participating in a discussion or asking for help, there is an exponential amount reading that you have the opportunity to connect with, if you give us all a reason to.

When the Olympics are over, and the medal counts are in the history books, what will linger is our emotional connection to the athletes courtesy of their backstory. The same is possible for you, and I guarantee you have more to win than lose by taking the time to share it. Congratulations in advance, now start training for your victory laps.