2 Fatal Mistakes You're Probably Making on LinkedIn
- Searching LinkedIn’s contact database
- Contacting potential buyers using InMail
Whether you’re spending $500, $50,000 or even $500,000 on LinkedIn Sales Navigator, you’re forced to ask yourself: Will Navigator be worth it?
How can you be sure? By the math, it can be worth investing, at any level. Make sure to ask yourself the right questions — to ensure LinkedIn pays you back.
However, using LinkedIn connection requests and/or InMails as your first point of contact is a losing strategy. While you may have some success, it will remain limited compared to the potential.
If you are getting responses you’re likely not advancing toward discussions or setting meetings. Worse, many of my students have invested time in LinkedIn’s training — and still aren’t getting anywhere!
Why Most Sellers Fail to Start Conversations
Contacting prospects inside LinkedIn can happen in two ways:
- Connecting to prospects and messaging freely
- InMail-ing potential buyers
Easy right? Well, yes-and-no.
Easy to send a personalized request and/or InMail message. Not easy to earn a response, let alone a qualified conversation. Especially using connection requests, even when personalized.
These are two ways sellers sabotage themselves. Beware — when trying to meet new customers, avoid making first contact using connection requests or InMail.
This may have you thinking, “Molander, where are you going here?! What other way is there to establish rapport on LinkedIn?!”
Answer: Not on LinkedIn.
LinkedIn: It’s Not “All That”
Despite the hype, LinkedIn and social selling isn’t “all that.” LinkedIn is nothing more than a database of prospecting leads.
Got a phone? Use it. Today’s most successful sellers are.
Got another database? Supplement it with data from LinkedIn.
Got a trade show list? Use LinkedIn to gather intel on prospects — make an informed approach.
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.