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:
- Spark prospects’ curiosity;
- provoke buyers to act (become a lead);
- 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:
- Provoke the buyer to tell you his/her near or far-term goal or pain.
- 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.