3 Proven Ways to Sabotage a LinkedIn Prospecting Strategy
Stop the madness! LinkedIn Sales Navigator can be a great tool, but most sellers are sabotaging their chance to start conversations with prospects. From InMail to connection requests, I coach sellers on best use practices. Lately, these three mistakes are running rampant.
1. Using LinkedIn As a Communications Platform
Increasingly, Linkedin is weakening as a communications platform for sellers, all while the company has successfully built an image for itself as an essential sales tool. This weakening isn't my opinion — it's my accumulated experience. My team, and my client's teams, are seeing decision makers becoming less-and-less responsive over time. Some blame the "Facebook-ization" of LinkedIn.
Historically, LinkedIn has seen massive abuse of its InMail messaging platform. In 2015, the company re-arranged its rules and response rates increased substantially. There was less spam on LinkedIn.
However, lately, we (my clients and I) are seeing decreasing:
- Quality and effectiveness of InMail
- InMail writing skills
- Communications skills among sellers
Decision makers are responding less on LinkedIn's platform, simply because Navigator's popularity is increasing. More sellers are piling on. However, this is resulting in a steady increase in spammy messages on LinkedIn's platform.
Remember: LinkedIn's strength is in its profile database — not its ability to take the work out of starting conversations with customers.
I know snazzy LinkedIn adverts claim otherwise. As do the "LinkedIn experts" who arm you with InMail templates. Templates don't work.
Bottom line: Do you use LinkedIn as your primary communications platform when prospecting? If so, you may be weakening your chances to start conversations on it.
Over time, we are seeing decision-makers:
- Disguising their authority on LinkedIn
- Accepting fewer connection requests
- Responding to issues-oriented provocations, not meeting requests
Instead, use LinkedIn for what it's best at: Prospect targeting and research. Make sure LinkedIn is not your primary communications platform when prospecting.
2. Relying Too Much on InMail
Most sellers are relying too much on email. InMail is even worse ... in terms of the assumed "power" of LinkedIn's paid email service, InMail.
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!
Remember: Your goal is not to book a meeting when making first contact. Using InMail? Standard email? Connecting on LinkedIn? Be warned: Asking for what you want, right away, usually fails.
As a rule of thumb, any time a B2B seller begins a prospecting cadence with an attempt to get an appointment, they are being rejected by 90—97 percent of perfectly good prospects.
Because most of your targets are not yet realizing they need a meeting. They are going to buy something similar to your solution within two years — but not from you. All because you rushed the meeting. You didn't give prospects the chance to understand why they need to talk with you — and decide (for themselves) when.
Instead, get invited into the discussion first. Help the buyer understand why they want the appointment. Attract the potential buyer to ask YOU for the meeting, demo or face-to-face. Get invited to discuss a challenge, fear or goal your prospect has.