328: Building Real Relationships on LinkedIn

Curious how LinkedIn can actually help you build real business relationships—not just rack up connections? In this episode, LinkedIn expert Bill McCormick shares his journey from traditional sales to becoming a trusted advisor on the platform. Bill reveals why authenticity, curiosity, and genuine engagement are the keys to standing out and building trust, whether you’re networking, recruiting, or growing your business.

We dive into practical tips for optimizing your profile, engaging with others in a meaningful way, and using LinkedIn’s premium features (like Sales Navigator) to your advantage. Bill also shares his thoughts on AI and automation, and why the human touch still matters most. If you want to make LinkedIn work for you—without feeling salesy or inauthentic—this episode is packed with actionable advice you can use right away.

Bill is the Founder of Digi-Sales, a Digital Selling training company, and Digi-Sales Academy, an online video training platform where he shares his passion for helping professionals leverage the power of LinkedIn. Bill first started using digital sales techniques after he and his wife, Sue, started their own promotional product business.
By using social platforms, especially LinkedIn, they were able to build a very successful business. Bill then began to help other business owners, entrepreneurs and sales professionals learn how to use LinkedIn to increase sales.

Bill has conducted training for companies worldwide and specializes in helping to ‘make LinkedIn Human’ – explaining the platform in easy-to-understand ways, and recently launched the All Selling Is Social Podcast.