A weird (but effective) way to
set appointments faster on LinkedIn®
(and 2 templates to help you get started)
Stop requesting to connect with prospects & candidates on LinkedIn.
Stop asking for the appointment in your "first touch" message.
Start helping prospects decide if they want to talk—foster a desire to meet with you IF it's the right thing to do.
This "attraction" strategy helps your leads qualify or disqualify themselves. Sweet!
Does 'attraction' work?
Joe Peck of Intel tried it out.
"After I applied your technique, Jeff, one campaign saw a 50% response rate with 75% asking to take the next step," Joe says.
He emailed me last month, in fact ...
"I love how your stuff works.
I sent out 15 emails a couple of hours ago and so far 5 people have responded. Two were no’s and three were interested in talking more! We’ll see how many more get back by tomorrow, but great results in 2 hours."
You’ll get some yeses and some nos. Don't be fooled. But that's the beauty of it. Many of my students receive "nos" that come with additional information describing why it's "no" today ... leaving the door open for a qualified discussion in the future.
Why is the attraction technique so effective? (yet overlooked)
Because asking for connection requests—or meetings—first is too much, too fast.
I know it seems logical to ask for connections first. This is why most sellers and recruiters take this approach—yet fail to earn response and appointments. Many end up getting banned by LinkedIn for trying to connect with contacts they don't know (it's against LinkedIn's rules).
How Joe does it
You've got to prove you're worth talking to—in the most personal way possible. Your prospect's own words.
Joe uses what he can "see" online (Twitter, LinkedIn, etc.) to spark a discussion. You can do the same.
Then, gently connect the discussion to a logical goal that your prospect needs to achieve. Eventually (as the conversation moves forward) this becomes the solution you sell.
Joe is a recruiter. His prospects are potential employee recruits who are sick-and-tired of recruiters approaching them on LinkedIn.
So Joe quickly examines LinkedIn profiles, Twitter streams, blogs, social comments—anything he can observe. He looks for ...
- clues about "what matters most" to prospects
- tidbits of information gleaned from LinkedIn profiles that prove he has invested time in the candidate
This information goes directly into his email message approach. Sentence #1.
Joe then matches what his prospect is doing/saying online to the benefits of what he's selling—the coolest, most desirable part of the job he's marketing.
- First, he proves he's worth talking to... by stating what he observed about his target. This grabs attention.
- Next, he quickly states why he's making contact—but in a way that positions his benefits as a match to what the prospect wants, values or is likely hoping for.
- Then he asks to continue the discussion—if the candidate feels it is justifiable.
A big part of Joe's success is giving prospects an irresistible reason to talk in a way that proves he's not just spamming them. He's done his homework.
This is what we learn how to do ... in our upcoming Email Writing Workshop & Clinic.
Try his template (recruiters... for sales scroll down)
Keep in mind, Joe is selling to employed people. Folks who are often annoyed with recruiters. It's a tough nut to crack. But it's becoming easy for Joe.
Because he's matching prospects' frustrations with his solutions' biggest emotional and tangible benefits.
Subject: Let's decide if there's a fit?
Hi, [first name] ...
Your profile on LinkedIn grabbed my attention. I am looking for an
Associate Creative Director for Intel with a background like yours.
I see you are _________________. [insert specific positive or negative observation]
I immediately thought you might like to _________________ [insert strong desire/goal/fear that matches with product benefits].
Let me know what you decide, [first name]?
A sales template (not recruiting)
*** Start using the low hanging fruit: Look on prospects' LinkedIn profile. Public statements are also fertile ground. These are often made in trade publications, at conferences, on Twitter streams, etc.
Because it is so personal, so authentic this approach often bypasses gate-keepers who block unsolicited emails from pouring in.
It gets difficult-to-reach executives to invite discussions about issues that (ultimately) relate to what you are selling.
Ok. Please don’t copy the below template verbatim. Get creative with it. Experiment with variations on words and the general concept.
Work a little to fit this template into your scenario. Create multiple versions of this approach using different kinds of quotes and issues. Discover what gets the best response and do more of what works, less of what does not.
Hi, [first name].
Your quote in ___ Magazine was stunning. Your perspective on _____ [burning issue] is vitally important to all of us working in _____ [industry]. Have you considered enhancing _____’s [target company] capability to ________ [insert challenge to overcome]?
There are alternate means to achieving ___ [goal]. Would you be open to learning about an unusual yet effective approach to ____ we use with clients like ___? [your current client]
Please let me know what you decide, [first name]?
[your name & signature]
Need something more specific to a true "selling" situation? (not recruiting) No problem.
This approach stops busy people in their tracks—and gets them to reply to email and InMail messages.
Make sure your email messages:
- Are three to four sentences long at most.
- Apply the words “I” or “my” minimally.
- Quote and compliment the recipient in context of an important industry issue or trend.
- Align the quote with the underlying issue of importance to your prospect.
- Ask to be qualified (first, via email) for a larger phone or face-to-face meeting.
What will you do now?
Not everyone understands this stuff. Now you do.
So what will you do with this information?
Close the browser window and hope to remember this? Or will you consider this might be the piece of the puzzle you're missing with LinkedIn? And will you consider having me coach you, step-by-step on a better, faster way to get leads on LinkedIn?
Are you willing to make a time investment?
Everything you now know will be wasted unless you take the next step and commence with the DO-ing of what you know. Because what you want in life is irrelevant; what you're committed to is all that matters.
Michael LakeSVP, Marketing, Evergreen Partners
I sent an InMail template you suggested to 176 senior salespeople within the Fortune 500. 83 opened it (47%)... we completely booked-up our time at an important trade show with appointments... and even started working a deal before the show. Thank you, Jeff."
Straight-talk about the investment
Maybe you think you can't afford to make an investment in yourself, right now. Or you don't have the time to invest in this coaching. But can you afford to continue down the same path of frustration and lack of results?
What would you pay to take LinkedIn from something you, essentially, fool around with to something that pays you in leads? What would you pay to take your email and InMail writing strategy from something you agonize over to something that attracts new customers to you ... and turns them into buyers?
This know-how is priceless.
Ok. Let's keep it real. LinkedIn connections are a nice-to-have, not a must have! Right? :)
Do you have questions about making this LinkedIn technique “come alive” for you or your sales team? Let me know!
I hope to email Prospecting Master Class.
To your success,
Sales Trainer | Speaker