A weird (but effective) way to

spark discussions on LinkedIn®

You can provoke conversations and appointments—if you hyper-focus your email & social messages on prospects.

First, observe. Look online. Then, use their:

  1. Public statements
  2. Details seen on their LinkedIn profile or
  3. Public behavior

... to your advantage.

Because prospects' statements are the natural starting point. They're "instant relevancy."

Also, your prospects' behavior is often rooted in emotion: Uncertainty or, conversely, their positive ambitions.

    Does it work?

    Joe Peck of Intel tried it out. 

    "One campaign saw a 50% response rate with 75% asking to take the next step," Joe told me in an email discussion.

    You’ll get some yeses and some nos. It’s all part of an effective, repeatable social selling process from the era of the original interpersonal relationship genius, Dale Carnegie.

    Why is it so easy and effective? (yet overlooked)

    Well, sometimes you've got to prove you're worth talking to—in the most personal way possible. Your prospect's own words.

    Use what you see online to spark a discussion—then, gently connect the discussion to a logical, appealing idea. Eventually (as the conversation moves forward) this becomes the solution you sell.

    How Joe does it

    Joe Peck is a recruiter. His prospects are potential employee recruits. So he quickly examines LinkedIn profiles, Twitter streams, blogs, social comments---anything he can observe. Like you, he's looking for clues about "what matters most" to his prospects.

    For example, he 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 telling the prospect what he observed about them. This grabs their attention.
    • Next, he quickly states why he's making contact---but in a way that positions his benefits as an exact match to what the prospect wants, values or hopes for.
    • Then he asks for permission to continue the discussion.

    Success is all about giving prospects an irresistible reason to talk. This is what we learn how to do in our next InMail / Email Writing Clinic. 

     Step by step

    1. Observe a prospect's statements or behavior to spark meaningful discussion.
    2. State the observation and tie it to a logical, appealing idea. (what you believe they want)
    3. Trigger a response by provoking a conversation about the idea. (not your product)

    Try his template

    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 Melaleuca 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]?
    Regards, Joe

    A checklist

    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.

    *** Start using the low hanging fruit: Prospects’ bold, public statements made in trade publications, at conferences, on Twitter streams, etc.

    A sales template (not recruiting)

    Because it is so personal, so authentic this approach busts through gate-keepers who block unsolicited emails from pouring in.

    It gets seemingly un-reachable 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]?

    Sincerely,
    [your name & signature]

    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 our next InMail / Email Writing Workshop

    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.

    "

    "I sent an InMail template you suggested to 176 senior salespeople within the Fortune 500. 83 opened it (47%)... We not only have set a few appointments but are working a deal -- even before the trade show. 

    Good advice. Thank you, Jeff."


    Michael Lake - SVP, Marketing, Evergreen Partners

    I hope to see you in the training if it's the right time for you.  

    To your success,

    Jeff Molander

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