Is It Time to Re-think Your InMail Approach?
Are you sabotaging yourself when using LinkedIn InMail to prospect new business? Or is your team spinning wheels, generating less than the minimum 40 percent response rate? It might be time to re-think your InMail communications approach.
Here are three deadly trends I see emerging with sellers and what to do instead.
Are you/your sellers:
- Believing InMail is more “powerful” (able to produce appointments) than cold calling or standard email?
- Investing in LinkedIn training, but overlooking communications methodology?
- Using InMail to request meetings with status quo buyers, but failing to earn them?
Many sellers are getting frustrated out-of-the-gate. Because InMail places so much pressure on getting response. Performance. Sellers often get turned-off to prospecting in general! Or they become more turned-off by it.
It's best to develop a successful communications approach using standard email — then bring that success to the realm of InMail.
A Better Way to Use InMail When Prospecting
Any written message's strength is founded in the writer's ability to provoke a response that invites a conversation. The better you are at provoking replies — that lead to conversations — the more InMail provides advantage.
That's a communications thing; not a LinkedIn thing.
I'll be brutally honest. Many sellers are failing to develop new business leads with InMail. Not because LinkedIn Navigator or Premium is a bad investment. It can be a good one. The trouble starts with false beliefs.
Beware if you think InMail is
- better than standard email
- able to replace cold calling efforts
Remember, LinkedIn does not make any substantiated claims about better response. InMail is also not trackable. Unlike standard email, you cannot track any open or click activity! (This is huge)
Attract Buyers With Your Message
We're only human. We are all looking for a short cut to what we want. Something that will do all the work for us or — in some way — produce better results with less effort. Right? But for most of us InMail is not earning better response from potential buyers.