Avoid Salesy - Feel Good
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1 non-salesy tip
There's a long list of "how to sell on LinkedIn" tips. Some are decent, but most center around this question: Should you connect and pitch on LinkedIn?
It's the wrong question...
A more productive question:
What's the most productive way to engage in a business conversation on LinkedIn for your specific context? The answer won't be the same answer for everyone, but one thing should be the same - you need to be human.
To do that, let's look at 5 common methods to sell on LinkedIn:
1. Connect & Pitch
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The "connect & pitch" is when someone makes a "friendly" connection request and then launches into a sales pitch, e.g., asking to book some time.
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- Pro: easy, fast, scalable
- Con: despised by receiving party
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TIP: the fake "friendly" connect should be avoided entirely. You can, however, be human, e.g., Hey Ted, I know I just connected out of the blue. Not sure [insert thing] is on your mind at all...open to chat? Or, at the very least, stay connected in case things shift.
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PS: LinkedIn voice message works really well for this - tone matters (calm, confident, friendly). But test it - if you're getting negative responses - try one of the other four ways below...
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The "connect & nurture" is a more relational approach, but with an agenda. That is, you're connecting, not to build your network, but to pitch them at some point.
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- Pro: safe & friendly
- Con: takes time, and the bridge to a business convo can be awkward
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TIP: time is the key element here - can't pitch after a week. In fact, your first ask should be a give - e.g., an invitation to something free - a webinar, podcast...etc
3. Pitch Connect
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The "pitch connect" is a cold connection request to a prospect, asking for a conversation at some point.
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- Pro: It's direct, clear, honest
- Con: You’ve got 300 characters to get someone’s interest. Done poorly, it can be off-putting.
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TIP: the tone of the request needs to nail it - most get it wrong. In 300 characters you can't assume, you need to hit a pain point, make and ask, and offer an out. Example: Hey, Ted, not sure this is top of mind right now, but there may be an opportunity to improve X, worth a chat? Happy to just connect networks. LinkedIn's VM system is great for this, too
4. Demand Connect
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"Demand connect" relates to creating so much value on LinkedIn that it drives business to you. That is, people come to you.
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- Pro: people come to you, they already trust you to a degree
- Con: takes time, commitment, focus, and consistency
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TIP: generating demand is often best with a niche. The narrower the focus, the more your perceived as an expert, e.g., Helping leaders is great, but "Helping fractional CFOs in the tech space find their next gig" is much clearer.
5: Cadence Connect
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The "cadence connect" is using LinkedIn as one of many touch points in your sales outreach campaigns.
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- Pro: more diversified approach to reach your audience
- Con: it can still feel intrusive, and carpet-bombish
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TIP: prospects are tired and weary of standard salesy messaging. Be unique. Be genuine. Be human. It doesn't feel good when you get pinged on LinkedIn, and then on your work phone, and then on your cell, and then your email...
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In short - the x factor in all of these approaches is: are you treating your prospect with dignity and respect?
I hope this helps...
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1 sales principle
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Treat prospects with dignity & respect
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1 vid
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1 suggestion
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Insert a recap into your sales convos - too often we jump right to solutions. A recap helps a prospect feel heard, appreciated, understood - short video...
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Does your prospect "feel" heard?
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Simple step to ensure your prospect feels heard: Insert a recap into your sales convos Ever chat with a boss, a friend, or peer—and they suddenly go, "Got it," and then zone out while you're still talking? Happens all the time. Happens in sales conversations too. Imagine a seller who thinks they've totally understood the prospect's needs and starts daydreaming about …
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This cold email ask gets sales convos started...
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Bad: Can I grab 15-mins on your cal? Better: Open to a convo…? Worth a chat? Pure gold: Is it worth a short email exchange to see if a convo even makes sense?
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