How to Convince Trade Show Contacts to Engage and Buy on LinkedIn
You're attending conferences, coming back to the office and requesting prospects connect with you via LinkedIn. You're getting connections, but are you getting any action? Are you generating leads and nurturing them to transact? You will, and more often, if you follow this simple template:
- Remove all focus on you—dramatically.
- State a benefit to connecting they cannot resist.
- Nurture the lead to fruition using provocative tips.
For example, one of my students used this message to approach prospects ... and failed.
Nice meeting you at _______ [conference]. If it's ok, I'd like to invite you to become a member of my professional network of prospective buyers on LinkedIn—made up of high-level executives worldwide. Check them out. I don't sell to them, but they do buy from me. It's up to you.
Let's examine the mistakes made and an approach that increased his connection ratio and sparked discussions about what he sells.
Remove All Focus on You
It sounds obvious. But are you doing it—and doing it dramatically? If you're like most sellers using LinkedIn, you're letting what you need (leads) get in the way of what your prospect needs to act on (a problem or goal).
The solution is to put what your buyers want to hear up front in the first sentence. Clobber them with it. Tell them how you can remedy their pains or increase their success rates.
"Nice meeting you at the conference," is an effective way to set context. However, asking someone to become a member of your professional network:
- is not distinct—it sounds like one of countless other requests
- is not clearly beneficial to the recipient
Using descriptors like "high-level" and "worldwide" is noise. It's not important to the prospect. Period. The general rule is to remove all descriptors (adjectives and adverbs). If you do, you'll sound bold and create an attraction.