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.
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.
Bottom line: If Charles has an asset (a newsletter that sparks reactions with potential buyers) he should leverage it. Also, instead of positioning his LinkedIn network as being valuable (sounding like 98% of LinkedIn users) he positions what his prospects want as what he has for them.
All his future buyer need do is act.
Can what you sell solve a problem? Can it give customers a life-altering experience or bring them closer to reaching a goal?
Let them know you've got a sample of it waiting for them.
All they need to do is respond.
Politely tease them a little. Dangle a carrot. When you're writing the goal is to help them think, "I wonder what, exactly, he/she means by that?"
In the end, it's easy to end up feeling like a zombie—dumping contacts into LinkedIn, hoping prospects will connect. After that? This is where the strategy tends to fall apart. Don't let it happen to you.
Remember to avoid:
- losing focus on benefits you bring to the other side (state them up-front!)
- asking prospects to do what they likely don't want to do or have time to do ... or see immediate benefit in (explore your LinkedIn connections / network)
- using descriptors like "high level executives worldwide" (don't try to convince prospects of something they may already understand—your value!)
Good luck and let me know how this works for you!