Top 3 Reasons LinkedIn Navigator Strategies Fail
No. 2: Don't Use InMail as a Testing Ground
InMail is one of LinkedIn's most attractive offerings for sales prospecting. But many sellers start off on the wrong foot — using InMail as an email message testing ground. They jump in head first, yet are not able to generate the minimum 40 percent response rate to make InMail work.
The results are costly and frustrating—leading to abandonment of what can be an effective prospecting tool.
Make sure you are good at provoking conversations using email messages before you start sending InMail.
InMail is not the best place to test your email prospecting prowess because InMail:
- costs serious money, it's expensive;
- has limits (there are restrictions on how many InMail messages you can send).
Every InMail is gold. Even if your employer/client pays for it.
I see a lot of sellers becoming frustrated because InMail places so much pressure on how well an email message is written — how well it sparks replies.
You/your team need to be exceptionally good at generating response before you start with InMail. If you're not it risks becoming turned-off to prospecting in general.
Instead, experiment until you develop expertise in provoking response at least 40% of the time using standard email.
Yes, 40 percent.
Then bring that successful approach to the realm of InMail.
InMail should be used as a supplemental touch to a tele-prospecting and email campaign. It should be one facet of a prospecting approach that surrounds the target.
There is one exception: Canadian sellers tend to rely more on InMail when worried about CASL compliance.
Alex Castle of Magnetic North agrees. Before I met him, he was blowing through his InMails getting next to no response. Today he's practicing outside InMail and perfecting — then bringing the technique into the realm of InMail.
“I decided to save my InMail credits till I invested in a bit of training. That said, my response rate was almost none existent and I’m not surprised judging by my original emails.”
Today Alex has his response rate up to 50 percent and is making gains on that number. All because he stopped asking for appointments in the first message and committed to trying a new approach.
As a bonus, Alex says he now has, “a framework which could be applying to any prospect and easily followed every time.”