After connecting on LinkedIn, what’s the best message to start conversations with potential buyers you’ve linked to?
Today I will provide a surprising answer based on:
- Collective intelligence of my students (sellers);
- A chat with Simon Marley, CEO of Growth Logik and;
- A LinkedIn follow-up message example from a Chief Executive at a major CRM company.
LinkedIn connections are seemingly a smart way to start conversations with potential buyers. But do they work? Are they helping sellers start conversations after being connected?
The short answer is no, mostly not. Even when you personalize your approach.
Why Personalized Messages Often Fail
“Most people don’t personalize their LinkedIn invitation messages,” says Bruce Johnston, an expert on using LinkedIn to prospect clients. “But even if they do, many LinkedIn members don’t know how to see a personalized invitation.”
This is a serious problem. Your message not being seen leaves the invitation recipient to judge why you sent the invitation.
“Seeing ‘sales’ or ‘business development’ on a profile becomes the kiss of death for that connection possibility,” says Mr. Johnston.
You may interpret acceptance of a connection as an invitation to start a discussion — but the other side doesn’t. Why is that?
Short answer: personal messages within your invitation are increasingly not seen.
Why Most Messages After Connecting Fail
Most messages being sent after connections are made with prospects are focused on a near-term sales pitch. This is 80 percent of the problem. Sure, this sounds obvious. But major CRM companies — who sell clients prospecting support using LinkedIn — are using methods that don’t work.
At the very top. Officer level.
Prospects (in all categories) are burning-out on sellers’ LinkedIn pitches. Worse, connection requests are becoming a prelude to spam.
Even if you are good at using LinkedIn to start conversations with targets, others are not. This makes clients’ increasingly terrible experience (with LinkedIn’s platform) your problem too.
Asking to connect with a prospect is becoming less effective for many sellers. Because connection requests (as a first touch) is a tactic used by low-skilled sales practitioners.
Your targets are likely becoming numb to LinkedIn messaging in general because of this.
Example of a Failing Message
I recently received the below spam message from a Chief Officer of a major CRM company. Here at Target Marketing I’m withholding his identity.
I connected with this COO after he requested a connection using this seemingly personalized message based on behavior I demonstrated to his company:
“Hi Jeff, you recently subscribed to the ABC CRM blog and wanted to connect say thanks.”
Being connected to this person, to me, seemed wise. Especially considering the exceptional blog content on his site. I accepted and immediately received this spammy, pushy message:
Hi Jeff thanks for connecting! I’m the COO of ABC CRM (abccrm.com) and I connected with you as we both work in sales and have a lot in common. I’ve been following the growth of company name and wanted to see if I could be able to help out? I would love to speak to you about fine-tuning your sales processes, generating more leads and hitting targets using ABC CRM? Also, if you use Linkedin a lot for getting new business, I’d love to show you how our platform automatically syncs with Linkedin to achieve even better results? Keep in touch, Sam.
Let’s be clear. This message is probably not being sent by Sam. It’s being sent by a low-skilled administrative assistant who is using Pat’s LinkedIn account to identify and warm-up leads. Nothing wrong with that.
But everything is wrong with this message. Sadly, this company is providing services to clients using these kinds of messages.
Pushy templates don’t work.
The reason this message is likely not starting conversations for Sam is because it:
- Pushes his desire to sell on me (I’m already primed to not be pushed)
- Makes Sam look desperate (repeating words like “I would love to”)
- Exposes a clear lack of research (knowledge about what I do)
- Lies: claims to be knowledgeable of me with a shallow, canned line
- Lies again: claims we have “a lot in common,” yet doesn’t name one
- Doesn’t bother to replace “company name” with my company name!
Conclusion: This is a spam message from a Chief Executive of a large CRM company. And this is not only common practice, it’s an expensive practice many organizations are paying for.
Should you stop making LinkedIn connections?
Maybe, maybe not. Here’s the rub: Are you using LinkedIn to prospect near-term buyers or planting seeds to “farm” conversations over time?
Near-term conversations tend to be “push” oriented. Pushing for a meeting. Pushing information about your company. These are often needed, I grant you. But they fail to identify future-term buyers.
Future-term (longer sales cycle) messaging tends to be “pull” oriented. Less desperate. Less interested in a meeting, more interested in a conversation about a meeting.
It’s the difference between gunning for the meeting in near-term and probing for a qualified, future-term appointment. These days asking for the meeting too soon is a common mistake. Because clients:
- Don’t (yet) realize they need the meeting;
- Are overwhelmed with meeting requests in inboxes from pushy sellers;
- Need time to manifest their nagging fear or objective into demand.
It’s more likely your prospects are open to considering a short “meeting qualification discussion” where a meeting becomes the outcome of the short email and/or telephone conversation.
Even if that meeting is months away … in the making.
Thus, using connection requests as a “farming” may make more sense for you.
Hunting vs. Farming on LinkedIn
“Over the past 6 months I have added 450 new connections,” says Simon Marley. “All the connections are C level. I can say all my sales start with farming LinkedIn … and yes I have made sales after people have ‘cold connected’ with me, but it’s taken time.”
Marley knows all his cold connections don’t know him. Thus, they don’t trust him.
“So the likelihood of prospects buying from me early in the process is unlikely. But if I have a connection, it gives me another opportunity to influence their thinking.”
He says he’s starting many conversations with a connection request. But 99 percent of these conversations go nowhere in the short-term.
“But that doesn’t matter as I’m playing the long game,” he says.
Thus if you are using connection requests as a primary means to set near-term meetings with prospects, beware.
Most of my students are good at starting conversations with prospects — across multiple industries. But they share a similar strategy. They are applying LinkedIn connection-related messaging:
- Less as time goes on (due to lack of response from LinkedIn contacts overall)
- As part of a multi-pronged campaign (phone, email, InMail, direct mail, etc.)
- In a way that doesn’t rely on LinkedIn’s communications tools to start conversations
- As a means to spark a discussion that qualifies a future meeting
Want better results when prospecting? Start asking yourself better answers.
After connecting on LinkedIn what’s the best message to start conversations with potential buyers you’ve linked to?
Back up for a moment. Consider the role of your connection request in context of your overall prospecting strategy. What is your communications technique on LinkedIn? Do you have one?
LinkedIn connections are not always the best way to start conversations with potential buyers. They should not be your default approach tactic.