3 Proven Ways to Sabotage a LinkedIn Prospecting Strategy
I am constantly advising, "InMail doesn't have superpowers." Sellers roll their eyes and say, "well, duh, Molander." Only to turn around and keep using it ... as if it is capable of more than standard email.
It is capable of less.
InMail is no different than standard email as a conversation-starting tool. However, it is weaker as a sales tool based on how most are using it. With InMail, remember, you have no reliable way to:
- Understand open rate of messages
- Strengthen subject lines (and get opened more!)
- Easily manage follow-ups as part of your cadence
InMail is a tool that integrates with a multi-pronged sales prospecting cadence. Our most productive students use InMail as a last resort — toward the end of outreach sequence (standard email and phone).
One of the biggest mistakes I'm seeing is expecting InMail to deliver above average response from prospects. It does not.
Another big mistake: Using InMail without having a proven, effective subject line. You must test subject lines outside of the realm of InMail, before you start InMailing, because LinkedIn InMail cannot help you test subject lines. There is no “open tracking” available in LinkedIn. With InMail, you are flying blind with regard to understanding open rate.
Open rate is critical because, first, you must know if you're being opened. Then (and only then) you can judge effectiveness of (and adjust) the message. Don’t judge your message without first knowing it’s being seen!
Solution: Test subject lines outside the realm of InMail, then bring your strength to it. Bring subject lines that you know people are opening. Aim for a minimum 30 percent open rate. You need at least a 40 percent response rate for InMail to be worthwhile (cost effective).
3. Asking for Meetings
Are you still sending out email templates asking for meetings? Stop — now!