Top 3 Reasons LinkedIn Navigator Strategies Fail
No. 3: Structure Messages to Provoke Immediate Response
Most sellers are using inappropriate message structure and follow-up cadence — resulting in poor response and lack of appointments. Most “first touch” prospecting messages suffer from deletion because of:
- subject lines that provide too much detail about message content
- message content that is self-centered and request appointments too soon
- too much information about the seller's solution, too fast
The job of your subject line is to spark curiosity about its contents. This gets the email opened. Most subject lines sellers are writing today are way too specific about what is inside the message.
This will kill your chances every time.
Even when subject lines are short, sweet and provocative enough to earn an open most sellers are using too many references to themselves. One litmus test you can apply (right now) is counting the “I'” “we” and “my” usage in the message copy.
This is the first step in realizing how self-centered your message is — so you can fix it.
Instead, talk exclusively about the prospect. Sounds obvious, right? But it's rarely practiced to the extent that you see here in this example.
Subject line: Just like Panera
Panera Bread is increasing sales over 66% for their most important menu items — over 40% for others and over 24% for desserts. All with just a $40/mo investment. Would you like to hear about their unusual (but effective) approach to making this happen?
In the interest of time would a short email conversation make sense — to see if a detailed conversation is worthwhile? Let me know what you decide, Susan.
Thanks for considering,
Keep it short. Brief, blunt, basic. Just like you're on a date, don't forget to create curiosity in the other person by dangling a carrot. In this case, the Panera Bread success story provokes the reader to think, “how are they doing that, exactly... what is this unusual but effective approach?”
It creates questions in the mind of the potential buyer. Even if they're not in “buying mode” at this moment.
Perhaps most important, never ask for an appointment in your first touch email. Doing so literally eliminates perfectly good leads that are not in buying mode yet. Instead, provoke a reply based on a pain, fear, goal or desire.
Develop a writing approach that gets you invited into a conversation. One you can help guide toward — or away from — your solution.
Yes, away from what you sell too. This way email works as a filtering device. In fact, prospects qualify and disqualify themselves faster — so you avoid wasting time warming up bad leads.
Now you know why most LinkedIn Sales Navigator strategies fail — and what you can do to thrive in 2016. Good luck and let me know what your experiences have been in comments!