A Lie That Keeps You From Success (Part 1 of 3)
- Use LinkedIn as a replacement to cold calling—and be banned for using connection requests
- Fail to spark conversations with buyers via LinkedIn updates due to misguided tips
- Ask for appointments in "first touch" InMail/emails to prospects (big mistake!)
- Waste time trying to spark conversations in LinkedIn Groups because of ineffective scripts
- Teach ineffective methods to your entire team by hiring a misguided social selling trainer!
Let Social Filter: Trust Your Instincts
What works in cold calling works in social selling. Period. Don't let any guru tell you otherwise.
An effective cold call produces raw insight on where the buyer is in the decision-making process. If they're in it at all! It doesn't set an appointment. It doesn't ask for a meeting. It is discovery-focused. You're filtering prospects and placing them in "buckets."
An effective cold call is brief, blunt and basic. It facilitates to both sides: "Might there be a larger conversation to be had here? Why, when and how?" Done!
The buyer is in control and sets the meeting, demo or call date. Your job is to find the pain—uncover (or confirm) the reason why this prospect might want to talk to you.
Next, your job is to start a journey toward the buyer discovering (for themselves) why they want to talk more. It's a process, a discipline. That's why cold calling works so well!
This is the most effective way to approach social selling. First, have a system. Second, focus on the buyer so much they ask you for the next contact—or ask you to stop.
Let social media filter leads for you.
Don't Do What You've Been Told
This may sound crazy, but it's the best advice I can give. Stop using social media and LinkedIn to:
- Make initial contact with prospects via LinkedIn connections
- Send emails/InMails that ask for appointments—overlooking cold call best practices
- Post updates on LinkedIn without a way to provoke buyers to contact you
- Comment in LinkedIn groups without a means to spark curiosity in you (get response)
- Message prospects on LinkedIn using a common group as a reason to speak
If you're doing any of these, don't worry. It's not your fault. Otherwise good people who are looking to ride a wave have given you bad information. Unfortunately, they're using fear and unbridled enthusiasm as weapons. Just say no.