Linkedin is weakening as a communication platform for sellers. All while the company has successfully built an image for itself as an essential sales tool.

Confused? Hear me out.

Because this weakening isn't my opinion. My team, and my client's teams, are getting less-and-less response from decision-makers on LinkedIn... over time. This is our collective experience. 

Some blame the "Facebook-ization"of LinkedIn. I don't care, frankly. But I feel obligated to let you know.

Historically, LinkedIn has seen massive abuse of its InMail messaging platform. In 2015 the company re-arranged its rules and response rates increased substantially. There was less spam on LinkedIn.

However, lately, we (my clients and I) are seeing decreasing:

Decision-makers are responding less on LinkedIn's platform. Simply because Navigator's popularity is increasing. More sellers are piling on. This is resulting in a steady increase in spammy messages on LinkedIn's platform.

Remember: LinkedIn's strength is in its profile database—not in making it easy to start conversations with customers.

LinkedIn doesn't have that ability, y'all!

I know snazzy LinkedIn adverts claim otherwise. As do the self-appointed "LinkedIn experts" who arm us with InMail templates. Templates don't work.

Bottom line: Do you use LinkedIn as your primary communication platform when prospecting? If so, you may be weakening your chances to start conversations with customers.

Over time we are seeing decision-makers:

Instead, use LinkedIn for what it's best at: Prospect targeting and research. Make sure LinkedIn is not your primary communication platform when prospecting. 

Most sellers are relying too much on email. InMail is even worse... in terms of the assumed "power" of LinkedIn's paid email service, InMail.

I am constantly advising students, "InMail doesn't have superpowers." Some roll their eyes and say, "well, duh, Molander." Only to turn around and keep using it... as if InMail is capable of more than standard email.

It is capable of less.

InMail is no different than standard email as a conversation-starting tool. However, it is weaker as a sales tool based on how most are using it. With InMail, remember you have no reliable way to:

InMail is a tool that integrates with a multi-pronged sales prospecting cadence.

My most productive students use InMail as a last resort—toward the end of outreach sequence (standard email + phone).

One of the biggest mistakes I'm seeing is expecting InMail to deliver above average response from prospects. It does not.

Another big mistake: Using InMail without having a proven, effective subject line.

You must test subject lines outside of the realm of InMail—before you start InMailing.

Because LinkedIn InMail cannot help you test subject lines. There is no “open tracking” available in LinkedIn. With InMail you are flying blind with regard to understanding open rate.

Open rate is critical because, first, you must know if you're being opened. Then (and only then) you can judge effectiveness of (and adjust) the message. Don’t judge your message without first knowing it’s being seen!

Solution: Test subject lines outside the realm of InMail—then bring your strength to it. Bring subject lines that you know people are opening.

Aim for a minimum 30% open rate. You need at least a 40% response rate for InMail to be worthwhile. (cost effective)

Are you still sending out email templates asking for meetings? Stop. Now. 

Remember: Your goal is not to book a meeting when making first contact. Using InMail? Standard email? Connecting on LinkedIn?

Be warned: Asking for what you want, right away, usually fails. First, your "ask" is too big. But there's more.

As a rule of thumb, any time you begin a prospecting cadence asking for an appointment you are being rejected by 90—97% of perfectly good prospects.

Because most of your targets are not yet realizing they need a meeting. They are going to buy something similar to your solution within the next few months perhaps—but not from you.

All because you rushed the meeting. You didn't give prospects the chance to chat with you... to understand why they need to meet with you—and decide (for themselves) when.

Instead, get invited into the discussion first. Help the buyer understand why they want the appointment.

Attract the potential buyer to ask YOU for the meeting, demo or face-to-face. Get invited to discuss a challenge, fear or goal your prospect has.

With your success in mind,

Jeff Molander

Sales communication coach & speaker