LinkedIn Premium Is Worth It IF …

Is LinkedIn Premium worth it for sales pros? Yes, but only if you have an effective, repeatable way to get conversations going once connected. Getting buyers talking about their pains and your solution is tough. So here is a three-step process to make sure LinkedIn’s Premium or Sales Navigator is worth the cost.

Is LinkedIn Premium worth it for sales pros? Yes, but only if you have an effective, repeatable way to get conversations going once connected. Getting buyers talking about their pains and your solution is tough. So here is a three-step process to make sure LinkedIn’s Premium or Sales Navigator is worth the cost.

Make sure you/your sellers systematically:

  1. Spark prospects’ curiosity;
  2. provoke buyers to act (become a lead);
  3. connect that curiosity to what you sell.

Why Most LinkedIn Premium Investments Don’t Pay Off
We forget to give the other side a distinct, compelling reason to connect beyond, “my network.” Fact is, 95 percent of sellers asking for connections are promising access to their network.

But nobody cares about your network unless you give them a reason to.

Increase your connections and conversations by stating a specific reason the other side will benefit. What is the:

  • Pain you’ll remedy?
  • Hurdle you’ll help them clear?
  • Risk you’ll help them avoid?
  • Short-cut to more success you’ll give the prospect?

How to Spark a Sales-Focused Conversation
Want to start discussion with a potential buyer? State a reason in your connection request or shortly afterward. But remember, it must be mutually beneficial, worthwhile and crystal clear.

What you “put into” LinkedIn Premium, InMail or the Sales Navigator makes the difference.

Also, state the reason and set expectation for the other side. Promise access to a specific benefit. Tell the buyer how and when they’ll benefit. Make your promise something worthwhile.

Distinct. Unusually useful. Credible. Then, follow through on your promise.

How to Connect: An Example Template
Here’s how you can get started right away with this concept, even if you don’t know your prospects’ pain.

The following connection request example can be used as a template. It was written for a student of mine in the sales training business.

Greetings, [First name]. I’d like to decide if connecting on LinkedIn will benefit both of us. Are you seeking effective ways to boost sales managers’ productivity? This is my specialty. Based on what I’m reading on your profile, connecting may open the door to mutual opportunity. Would you like to quickly explore? Thanks for considering, [First name].

All the best,
Sam Smith, Sales Manager Productivity Coach

Of course, you may not want to reveal a specific benefit (to connecting) up front. Or you may not (yet) know their pain. Thus, you might not know what benefit to promise.

So you’ll hold back a bit and provoke the prospect to tell you their pain.

Why and How Provocation Works
Let’s quickly dissect why the above approach is so effective at earning connections and conversations about what you’re selling. It’s all about creating curiosity in the prospect—fast.

Line 1 gets right to the point: Let’s decide if there’s benefit here or not.

Line 2 gets to the point of pain/goals.

Line 3 signals, “This is why I’m relevant to you” and “I’m bold.”

Line 4 says, “I did my homework” and “This is why you are now considering talking to me” plus it creates curiosity (“What does he/she see?”).

Line 5 says, “I’m looking for an answer and you have the power to give it to me” as well as “I’m not out to waste your time.”

Line 6 says, “Again, I know this is your decision … and I also know your name. You are not part of a mass emailing.” (You become distinct)

The Post-Connection Email
Once connected to the prospect, your next email (thanking them for the Connection) must:

  1. Provoke the buyer to tell you his/her near or far-term goal or pain.
  2. Tempt the buyer to talk on the phone or in a short, but more detailed, email conversation

Thus, be sure to communicate:

  • “If you need a better, faster way to increase success—now or in the future—we should talk more.
  • If not, no worries.
  • But if so, I’m the person for you because ________ (insert your point of distinction).”

Good luck! Let me know if you have any questions.

A Weird, But Effective Shortcut to Generate Sales Leads on LinkedIn

See what I just did? You chose to read this article—probably because the headline provoked curiosity. It’s one of the oldest tricks in the book, the basis of effective copywriting. True, there is no silver bullet for generating sales leads on LinkedIn. However, there is one habit that consistently brings my students and me more success generating leads online: Giving customers a reason to click and take action—relieve that nagging pain or take a step toward an exciting goal.

See what I just did? You chose to read this article—probably because the headline provoked curiosity. It’s one of the oldest tricks in the book, the basis of effective copywriting. True, there is no silver bullet for generating sales leads on LinkedIn. However, there is one habit that consistently brings my students and me more success generating leads online: Giving customers a reason to click and take action—relieve that nagging pain or take a step toward an exciting goal.

Yes, creating curiosity that lures customers to act seems like an obvious strategy. So, are you and your team doing it?

Engagement Is NOT the Goal: It’s the Entry Fee
At the simplest level these are our goals:

  • Grab attention, hold it long enough to…
  • provoke engagement in ways that…
  • earns response (generates a lead).

Will you agree with me? If you don’t get response to content placed on LinkedIn, you’re wasting precious time.

Will you also agree engagement is not the goal on LinkedIn? I know we’ve been told it is. It feels strange saying it’s not. But engagement is the beginning of a courtship process.

Whether it happens on your profile or inside LinkedIn groups, engagement is the entry fee. It’s your chance to create irresistible curiosity—or let your customer click away.

LinkedIn can be a big time-saver. It can scale your ability to generate leads. But only if you adopt a successful paradigm, one where engagement is the beginning, not the end. I’m talking about a world where it’s easy to get response—using a system to get customers curious.

3 Steps to Generating Leads on LinkedIn
Here are my best tips on structuring what to say and when—so you create hunger for more details in potential buyers. Remember, intense curiosity is the goal.

The idea is to give prospects temporary satisfaction. When you post updates, engage in LinkedIn groups or dress up your profile, answer customers’ questions in ways that satisfy. However, make sure your answers cause more questions to pop into their heads. That’s when you’ll hit ’em with a call to action that begins the lead generation journey.

Here’s where to start—either on your profile or in a LinkedIn group where prospects can be found: Answer a question your target market needs answered in a way that focuses on a nagging pain or fear. The idea is to directly or indirectly signal, “this discussion will help you overcome _____” (insert fear or pain).

If responding to an existing question make your comment suggest, “I’m here with a new point-of-view” or “I’m here with a fresh, new remedy to that pain.”

When you communicate follow these guidelines:

  1. Get right to-the-point. When you start or contribute to a LinkedIn group discussion be like a laser. Don’t make readers wait for the solution. Hit ’em with it. However start by…
  2. Revealing slowly. When it comes to all the juicy details of your remedy take it slow. Slow enough to encourage more questions—to create curiosity in the total solution. When you do this, make sure you are…
  3. Provoking response by leveraging customers’ curiosity.

Yes, be action-oriented and specific. But avoid being so complete that readers become totally satisfied with your words.

Make Your Answers Generate More Questions
Think of this like a successful dating encounter. Masters of the courtship process have always known the secret to creating intense curiosity: Being a little mysterious. Suggesting “I’ve got something you might want.” Holding a little information back. Strategically timing the sharing of information.

We’re trying to get the other person to be curious about us. So the best way to spark curiosity is to answer questions in direct ways that satisfy—but only for the moment. Answers should generate more questions … spark more curiosity in what we are all about.

Of course, we need to be credible. We cannot risk playing games with the other side. Yet being a little mysterious is fair play. It encourages more questions. This is how to generate leads on LinkedIn.

In business it works the same. Your ability to start generating sales leads on LinkedIn will be determined by an ability to answer questions in ways that provoke more questions from the buyer. Good luck!

How to Use Webinars to Increase Sales in 5 Steps

Let’s face it. Our baby is ugly. The word “webinar” has become synonymous with “boring.” But for a minority of B-to-B marketers, webinars are money in the bank. Are you wondering how to use webinars to increase sales and generate leads? I’ve discovered the answer: Helping viewers get so confident, so trusting, that they jump at the chance to engage more seriously.

Let’s face it. Our baby is ugly. The word “webinar” has become synonymous with “boring.” But for a minority of B-to-B marketers, webinars are money in the bank. Are you wondering how to use webinars to increase sales and generate leads? I’ve discovered the answer: Helping viewers get so confident, so trusting, that they jump at the chance to engage more seriously.

Living Proof
On average, most webinars keep 40 percent of their listeners attention from start-to-finish. My webinars keep 94 percent of attendees to the end. My best webinar had a 29 percent close rate.

I’m not bragging; I’m following the success tips of others and sharing what I learned with you. Here’s how to use webinars to increase sales in five steps.

The 5 Steps to Success

  1. Go beyond relevant: Make the title irresistible. Your topic must be goal-oriented-specific to a pain, fear, goal or ambition of your customer. More importantly, your title must promise complete satisfaction in a way that customers cannot resist acting on (signing-up AND showing-up).
  2. Skip the introduction. Other than a passionate 30-60 seconds on why you are bothering to invest your time, skip it! After all, you’re talking into the air at them, alone in a room. You must be on a mission. This is where you connect with the audience. It’s do or die.
  3. Promise viewers something NEW. Literally say to them, “I know you don’t have time to waste, so I’m not going to waste it. Most likely, what I’m about to tell you about ______ (insert audience’s goal or pain) will be new to you … you’ve probably not heard this before.”
  4. Meet that expectation & create hunger for more. Give insights and next steps they’ve never heard before. Be crystal clear. Use stories to illustrate, punctuate. Guide prospects in ways that encourage them to ask more questions and creates intense curiosity in what else you can offer (e.g., what you sell).
  5. Help customers, and yourself, with a call-to-action. At the end of your webinar, if you’ve structured it correctly, viewers will crave more from you. They’ll want more clarity, more insights … more specific details about you or your business. Your call to action gives them a way to satisfy that hunger—and it gives you a lead (or sale).

Want to see a webinar like this in-action? Check out this LinkedIn webinar and come back to the five steps above—notice how it follows these guidelines.

Without This Essential Piece You’ll Fail
Many webinar hosts unknowingly sabotage their programs—even after following the above guidelines. They forget the basics of good communication. If you don’t follow the Golden Rule it will cost you:

  • Tell them what you’re about to tell them (the main insight, short-cut, better way or remedy)
  • Tell them the “better way” (at a high level, yet specific)
  • Tell them what you just told them (come back and remind of the main point)

This approach serves your most essential goal: Getting customers CLEAR on your message. Without clarity your webinar will fail

Remember the last time you were clear—really clear—on something? Remember how you felt? Remember the sense of confidence that came with your “ah-ha moment?”

That’s your webinar’s job: get buyers crystal clear, confident in themselves and trusting you.

Structure the entire webinar to follow this flow. Similarly, structure each section of your webinar this way. Doing so will help you sell toward the end.

Make Every Second Count
Most webinars are not bad. They don’t suck. The are horrible in every way. Don’t let yours fall into this category. Use the above “format formula” to structure your webinar. Make it grab and hold your audience to the very end. Make it generate leads. Make every single second of your presentation specific to “what’s in it” for them.

Here’s what I do: When done creating your images and script go back over your presentation. Ask yourself, “so what?” on each image.

Once you’re done crafting the message, it’s time to forget about “the what.” Focus on the WHY. If you cannot answer the question, “why does this matter to the viewer?” with conviction rip out that image and/or section of your scrip.

Push yourself. Now you know how to use webinars to increase sales. Good luck!

Top 3 Mistakes to Avoid When Blogging to Generate Leads

Blogging to generate leads can feel overwhelming. We’re being bombarded with “must dos” from content marketing experts who make it seem effortless. What’s their trick? It’s a practical, refreshing approach to blogging. Here are three pitfalls to avoid and a proven system to create leads. Let’s start with busting a popular myth: Blogging to generate leads demands LOTS of blog content.

Blogging to generate leads can feel overwhelming. We’re being bombarded with “must dos” from content marketing experts who make it seem effortless. What’s their trick? It’s a practical, refreshing approach to blogging. Here are three pitfalls to avoid and a proven system to create leads.

Let’s start with busting a popular myth: Blogging to generate leads demands LOTS of blog content.

No. 1: Writing Frequently at the Cost of Proper Form
Yes, we need to blog frequently and “have a rhythm.” However, the pressure to crank out a tons of blog posts causes problems. In the rush to “just do it” we often forget effective blogging fundamentals. We forget to:

  • start with customers pains, goals, fears, ambitions or cravings and
  • structure blog posts to teach, guide or answer in ways that
  • creates hunger for more of what we have to offer (a lead generation offer).

Beware: Investing too much time and energy in writing frequently can torpedo you. Tired of the stress of wondering, “Am I blogging enough?” Give up the habit!

Focus on following the structure outlined above. Form the habit. Start putting this process to work for you.

No. 2: Losing Visibility by Forgetting Google Authorship
In its effort to clean up the Web, Google launched Authorship. The essence of becoming a recognized Author with Google is all about one thing:

Giving authors of high quality blog articles (you) more exposure.

Here’s how. Google gives maximum attention to registered Authors by including a photo next to ALL blog posts appearing in its index. This grabs eyes. This beats out competing writers who aren’t Authors.

This drives more leads to your page!

You’re losing visibility if you’re not aligned with Google via Authorship.

No. 3: Investing Too Much Time Writing ‘Epic Content’
For a long while, I invested time writing blog posts that convert leads really well. Every single post I made “counted.” However, Google would only rank them on page 1 sometimes.

This wasted my time. I was literally writing great articles that nobody would ever read. Ouch.

Even more frustrating, sometimes Google does rank our articles—yet nobody clicks. Ugh!

So here’s the fix: Invest time in getting ranked on page 1 or 2 first. THEN, monitor for visitor traffic … and THEN tweak to optimize lead generation from your post.

I don’t recommend writing total crap. However, take the pressure off. Write, first, for search engine ranking. Use an effective blog post writing template (that generates leads) but don’t over-invest your precious time.

Here’s how to get into the habit. For example, let’s assume you:

  • completed keyword research—you know what customer pain, fear or goal you’ll address in your post;
  • understand and practice the 3-step system summarized in No.1 above; and
  • know how to make an effective call to action and are ready to earn leads.

You know how to get prospects to your site and what to do with them once there. You’re armed and dangerous. You can earn attention with magnetic headlines, get prospects to read and act on your post.

This blogging system is quality-intensive. But it can be a trap!

It’s very easy to over-invest time in a post that nobody will ever read. So write to get found in search engines first. Be diligent about structure (for search engine and human discovery). However, don’t over-do it. Wait.

Protect your time investment. First, write to be discovered. Don’t neglect proper form but don’t over-invest in polishing … optimizing it for peak lead generation performance. Good luck!