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:
- Public statements
- Details seen on their LinkedIn profile or
- 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.
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.
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:
*** 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.
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 hope to see you in the training if it's the right time for you.
To your success,