I’m doing some social media training for a client who wants to leverage LinkedIn to help find leads and prospects. The training will involve several days of work, but I thought I would share the essential elements on my blog. LinkedIn can be a gold mine for leads, but you must act like a human being, not a jerk. That’s the big takeaway. How can you get the right leads to raise their hands to meet with you?
Here is the approach for those working in sales or business development to get calls/meetings with a new prospect.
First Steps
- Build your LinkedIn profile. You should be known for something that makes you special and valuable within an industry or business segment. Your profile needs to be inviting and make prospects want to connect. Think about positioning yourself with your superpower or skills. Expert Marketing Strategist. Logistics Wizards. Financial Detective. Highly Cogent Copywriter. Packaging Design Consultant. New Employee Screening Professional. Sales Leadership Coach.
- Create or use company content to build a following so that new connections get value from what you post. Be a helper and a thought leader who shares great content. (blog posts, whitepaper, videos, checklists, cheat sheet, lists, etc.) Share one useful thing once or twice per week so that you get known as someone worth connecting with helpful knowledge. For instance, I suggest establishing a cadence like posting something at 10 am Tuesday and at 4 pm on Thursdays. This content can be original or public informaition but should always reinforce your key theme and position.
- Make sure you understand the company’s ICP or ideal client profile. What are their titles, the size of the company, where they are located, industry segment, etc.? What will this perfect prospect care about, and what’s important to them? Be clear on the challenges these ICP experience regularly within their jobs.
- Get on LinkedIn Sales Navigator ($79/month). Start adding profiles that fit with ICP. Tip – focus on people who are active on LinkedIn, meaning they used it in the last 30 days. Who’s new on the job can help if your message is tailored to them. Navigator allows you to find specific individuals who meet your criteria. Engineers with five years of experience who work in the mid-west in the construction industry at companies with more than 200 employees. Find one-hundred people who meet your criteria and connect with them. Reach out to 10 people for ten days or get it all done in one afternoon.
Next Steps
- Send an initial invitation – put a custom message in that says something like, “Hey, Donna, I’m connecting with marketing leaders in Cleveland. in consumer package goods firms Are you open to connecting?” – no selling. The natural point of entry to connect.
- For every ten people you reach out to, eight should accept your invitation. It may vary based on the level of the individual AND if they are actively using LinkedIn. So if your 100 outreaches, you should hear from 80 who accept the connection. Therefore, the results will vary by industry and the level you are reaching into the organization.
- Follow up with their acceptance. 2-3 days later. Don’t send a PDF brochure or link to a website or a meeting request, etc. Just send a quick note – warm it up. Make it easy for someone to say YES. Second message – “Donna, thanks for connecting. If I can be of help, feel free to reach out”. Don’t ask for anything – just thanks. Add your tagline signature – Jeff Slater, Marketing Strategist or Jane Smith, time management trainer. Tagline helps define you and the company.
- One week later. Let them breathe – don’t be salesy. “a value building/credibility building. “Hey, Donna, how is your week going. I just finished a big project advising a client on some branding strategies. Here is a video I used that might be helpful. Or, here is a checklist of 10 best practices for auditing your brand and just sending a value message/content/link/video/blog – something helpful. Establish your authority and knowledge. DON’T SELL. Maybe you share an explainer video about your company or a demo or tip video. Non-threatening call to action make it easy for someone to watch, read or learn about you and your company.
Final Steps
- Finally, two weeks into your sequence – Hey Donna, I hope you are having a great week. Quick question – Who would be the best person for me to speak to about strategic marketing work at your company” – non-threatening approach.
- When they respond, most people will be helpful. You may hear from Donna– “contact Jane at this email or phone number.” About 25% will respond and reply. You can see what is read too on LinkedIn.
- Focus on booking that call. With those 20 people (25% of 80 people), you begin to ask for the meeting. Hey Donna, would you be open to a quick chat?” You should see about ten sessions/calls from the original 100. Make it a qualifying and discovery call.
- Don’t badger. Try to book the meeting. If you don’t hear anything by day 9, give them a few choices. Interested, Interested but I’m not the right person; this isn’t a good time, or hell no, leave me alone. Most respond quickly or with 4-point choice, especially if it shows a sense of humor.
Now the hard work begins
From one hundred outreaches, ten people have raised their hands to say, and I’d like to know more. You have used LinkedIn to meet some new prospects. Mazel tov!
Now, be a human being. Engage, listen and see what you can learn about their needs. Be patient but begin building a relationship.
Need help with sales and marketing training using LinkedIn?
I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com. Let’s explore working together today.
Photo by Marcos Luiz Photograph on Unsplash
This post was inspired by listening to a podcast called Predictable Revenue. The guest on the show episode described exactly what I have been doing for years, but gave me several good additional suggestions I incorporated into my approach. Thanks to Tom Abbott, Founder of SOCO sales for the inspiriation.
