Sales teams are spending big bucks this year on LinkedIn Sales Navigator, primarily to access LinkedIn’s database and InMail — allowing full access to prospects’ inboxes. From $30,000 to $250,000, most sales teams are “all in.”
But marketing teams are making a big mistake when training sellers on social selling. They’re failing to focus sales teams on an effective communications technique to spark conversations with buyers. Even worse, sellers are going in cold — with their cold email approaches.
Most sellers are sending InMail messages on a test-and-learn basis. Big mistake considering one cannot test InMail open rates (at all).
Prospecting is all about interruptions. Cold calling is part art, part science. And it ain’t easy. But when a seller masters the ability to earn discussions, look out! They churn through prospecting lists — booking appointments like mad.
When a seller figures out how to interrupt customers gracefully, everything changes.
Today’s top reps are effectively interrupting prospects gracefully. Effectively. Using the phone, LinkedIn, email … whatever it takes.
As Hank Barnes of Gartner Research puts it, the best sellers
- are relevant to the buyer’s situation
- quickly help the prospect tell if they should care (they’re to the point)
- offer a clear next step that honors the buyer’s time-frame
Good cold calling and cold emailing techniques leverage graceful interruptions. Problem is, most marketing teams undervalue (or just don’t plain understand) this part of sales.
The Problem With LinkedIn Sales Navigator
“The simple truth is most people and companies on Linkedin use it to sell to other companies and members,” says Simon Marley, CEO of Growth Logik. “But ironically they don’t want to be sold to.”
Marley conducts surveys of CEOs and studies how C-level contacts are using LinkedIn. He’s been documenting a growing problem for sellers using Sales Navigator.
LinkedIn’s InMail is a new piece of the prospecting puzzle. Small, middle and large businesses are spending serious money testing the waters. Yet for most sellers (and teams) it’s been problematic.
Honestly, it’s been a bust, because little investment is being made to help sellers master earning the right to speak with buyers via digital.
Is Your Team Spamming?
Most likely, they are. Specifically, most sellers are sending email (InMail) with nearly zero confidence in their ability to earn response.
Are you or your reps being reduced to figure it out on their own — for $10-plus per InMail!?
I see one practice more than anything else: Spamming on LinkedIn using InMail. Yes, LinkedIn does everything in its power to prevent such use. Yet I see it repeatedly. Why?
Reps aren’t receiving training or communications guidance. Sadly, they’re getting LinkedIn guidance from marketing teams — without the crucial communications guidance.
It’s crazy. Sales reps are given cold calling training. Why not cold emailing training?