How to Convince Trade Show Contacts to Engage and Buy on LinkedIn
Keep the focus on the other side.
State the Benefit in Dramatic Terms
Set the bar high. You don't want a connection or discussion. You want the prospect to act—to see you as relevant to a pain or goal and irresistible. You want them to act, now.
Specifically, let's get your prospect to take action—connect and, in near or far term, identify as a warm lead. However, be careful: don't let your need cloud your ability to focus on the prospects' point of view.
In my example with Charles, he uses an occasional newsletter to nurture leads. He aims it at his LinkedIn contacts tagged as "long-term leads." These are buyers who are qualified to buy, but have not yet identified themselves as needy.
Charles' newsletter is sparking discussions—helping him nurture and identify buyers. People are reading the newsletter and hitting reply, reacting to what he says. With this valuable tool in mind, we can improve Charles' success rate when approaching conference leads to join his list.
Hi, Julie. Nice meeting you at _______ (conference). Connecting on LinkedIn will benefit both of us. For example, I send out a newsletter to a privileged group of colleagues on occasion. It provides useful tips to my most valuable relationships ... in a way that often sparks reactions. This keeps us in touch ... so we increase chances of helping each other whenever possible. What do you think? Thanks for considering.
Notice how confident and useful Charles sounds, right up-front. He sounds certain: this is a good idea. Plus he states why by focusing on what the other side wants—useful tips that creates benefits.
Also notice the use of the word privileged and how it implies exclusive benefit to the prospect.