Making LinkedIn Sales Navigator Work for You

LinkedIn Sales Navigator can be great investment. But recovering the money you invest means having an effective, repeatable way to get buyers asking about your product/service.

LinkedIn Sales Navigator can be great investment. But recovering the money you invest means having an effective, repeatable way to get buyers asking about your product/service.

Having a reliable way to provoke response from buyers is the piece most sales reps and recruiting professionals are overlooking. Today, I’ll give you that piece and three templates to take action on—start improving your ROI with Sales Navigator.

“What Does Navigator (Alone) Give Me?”
Sales Navigator provides more access to the LinkedIn database.

Navigator also:

  • makes automated lead suggestions for you (however, my clients rarely get quality leads this way);
  • allows 700 search results (vs. 100) when querying the database;
  • lets you access prospects you don’t know—via InMail messages.

InMail Rules Totally Changed in 2015
Since Jan. 1, 2015 LinkedIn gives “credits” (you buy) back—but only for InMails that earn a response in 90 days.

This is NEW!

Remember the old system? If you did not receive a response within a week, it was credited back to you. You were rewarded for your success AND for failures. Whoops! This encouraged way too much spam.

Today you receive a credit (get your money back) for each InMail receiving a response within 90 days.

What the New InMail Rules Mean to You
Your money is wasted when your potential buyer:

  • hits the “Not interested” button this COUNTS as a response!
  • replies negatively or
  • ignores your message.

Hence, InMail is not guaranteed to be effective. Plus, if it’s not you’re punished by LinkedIn.

InMail also is monitored and rated by LinkedIn—and you must maintain an InMail reputation score in order to send messages. If enough prospects mark you as spam, you’re out of the game.

That’s another reason why you need a reliable communications process that sparks customers’ curiosity in InMails you’re sending.

Do This Right Now
When writing InMails, be sure to state a clear reason the other side will benefit from hitting reply. Make inviting you to speak an attractive idea. Sound crazy? It’s not. Give it a try. It works.

Here are simple guidelines to follow:

  • Be brief, blunt and basic: Write four to five sentences MAX.
  • After drafting, reduce the number of “I’s” and “my’s” in your message.
  • State a clear reason you want a reply in your InMail.
  • Conclude with the customer’s name again. (hyper-personalize)

This will help you put an insane amount of focus on the prospect.

A Few (Proven) Templates for You
For example:

Subject line: Let’s decide?

Hi, [prospect first name].

Are you looking for a better way to ________ [insert goal]? If so may propose a short email exchange—to decide if a deeper conversation is warranted? I __________________[insert description of you] who helps businesses like _______ [insert target business name]. If not, thanks for your time in considering. Please let me know your decision, [prospect first name]?

[your name]

Why does this template work? For a handful of reasons. If you’re curious ask me in comments and I’ll explain.

When you write, make taking the next step:

  • rewarding to the prospect;
  • predictable and
  • crystal clear to them.

Want to learn this system now? Here are two more free templates to get you started.

Will You Waste Time and Money on LinkedIn?
LinkedIn Sales Navigator can be a good investment, but you are only buying access. Knowing what you do now … having invested time in reading this … what will you do?

Will you rely on a systematic approach this year? Or will you struggle and risk failing?

Will you make quick work of prospecting—or will this feel like slave labor? It’s in your hands. Let me know if I can help.

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

4 thoughts on “Making LinkedIn Sales Navigator Work for You”

  1. Jeff;

    Do you really think that InMail is worth the price?

    I like your templates, but I would use something like them without InMail.

    Because I have the person’s email.

    If I cannot find it, maybe they aren’t worth the trouble.

  2. Great post, Jeff. I’m currently testing to see if I get a better response with InMail or regular email. I also use, and usually cross-check the prospects LinkedIn profile to ensure he or she is still at the same company, as the LinkedIn profile is usually updated more quickly than Data. If the information in Data is wrong, the site lets you update the the prospects information and credits you with points that you can redeem on their site.

  3. Hi there,

    On the InMail front, they receive an average of 4x greater response rate than email. Also keep in mind that your picture and profile weigh in heavily on the results – are you allowing your prospect to self-serve with rich media you’ve added to your profile? Do you tell your story or say that you’re a “quota crusher”? Who would you rather talk to or reply to if you were a prospect?

    When you purchase a LinkedIn Team account through the LinkedIn field team, you also gain a dedicated Social Selling Consultant for the life of your account. This LinkedIn expert’s sole priority is to make sure you encounter optimal ROI from LinkedIn. Having the playbook and an expert coach from day 1 makes a HUGE difference!!

    Feel free to reach out if you have further questions –

  4. Hi Jeff, I believe I touched recently on this on another article you’ve written however I wanted to give my full review of the Linkedin Sales Navigator and an alternative ( which does not have the limitation.

    We’ve been sales prospecting (within our sales team of 14) for a number of years and in that time have implemented various processes for growing our outbound prospecting. Key to us is delivering a scalable and predictable prospecting process to grow our outbound activity in an organised way. We use a sales prospecting alternative called I’m very serious when I say I’ve tried ALOT of outbound (online) prospecting technologies and for me, has provided a per user solution which enables my team to find and build their own targeted lead lists including email addresses and social records. It’s a real win for our team and integrates well within our CRM.

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