LinkedIn Premium Is Worth It IF ...
Is LinkedIn Premium worth it for sales pros? Yes, but only if you have an effective, repeatable way to get conversations going once connected. Getting buyers talking about their pains and your solution is tough. So here is a three-step process to make sure LinkedIn's Premium or Sales Navigator is worth the cost.
Make sure you/your sellers systematically:
- Spark prospects' curiosity;
- provoke buyers to act (become a lead);
- connect that curiosity to what you sell.
Why Most LinkedIn Premium Investments Don't Pay Off
We forget to give the other side a distinct, compelling reason to connect beyond, "my network." Fact is, 95 percent of sellers asking for connections are promising access to their network.
But nobody cares about your network unless you give them a reason to.
Increase your connections and conversations by stating a specific reason the other side will benefit. What is the:
- Pain you'll remedy?
- Hurdle you'll help them clear?
- Risk you'll help them avoid?
- Short-cut to more success you'll give the prospect?
How to Spark a Sales-Focused Conversation
Want to start discussion with a potential buyer? State a reason in your connection request or shortly afterward. But remember, it must be mutually beneficial, worthwhile and crystal clear.
What you "put into" LinkedIn Premium, InMail or the Sales Navigator makes the difference.
Also, state the reason and set expectation for the other side. Promise access to a specific benefit. Tell the buyer how and when they'll benefit. Make your promise something worthwhile.
Distinct. Unusually useful. Credible. Then, follow through on your promise.
How to Connect: An Example Template
Here's how you can get started right away with this concept, even if you don't know your prospects' pain.
The following connection request example can be used as a template. It was written for a student of mine in the sales training business.