How to prospect on LinkedIn? 2 ready-made templates and 5 tips for your team
Understanding how to prospect on LinkedIn, approaching customers in an intelligent and direct way, is without a doubt a competitive advantage that your company can have.
For this, however, you need to build a message that is clear and, above all, that delivers value to your potential customer.
We can make a simple analogy – even a passage through the past – to understand the importance of applying this strategy.
Remember when you were a kid on your first day of school and you didn’t know it in your class?
There were basically two options:
- approach children and try to make new friends;
- Spend breaks alone.
In sales, more precisely in social selling, we can apply this same logic.
On LinkedIn there are many opportunities (read: people) waiting for a good solution that really helps them in the challenges they face in their daily business.
That’s why understanding how to prospect on LinkedIn is so important: in addition to communicating personally and directly, you can generate greater trust in your recipient.
Do you know how?
That’s what we’ll talk about from now on in this article.
Why is it important to know how to prospect on LinkedIn?
Getting leads is not an easy task.
Communicating in a smart way that really makes sense to your potential customer is quite a mission.
After all, it’s no use just making numbers: putting a huge amount of leads at the top of the funnel if they don’t have any grip with your business.
Otherwise, you will only have wasted time and, above all, a lot of money (prospecting and serving).
The fact is, to understand how to be a successful salesperson (or a pre-salesperson), you need to know how to start a conversation. So, just like making friends at school, you need to take the initiative and initiate some connections.
The cold calling 2.0 still works and you can put into practice if you want to bring some customers for your company.
However, social networks and social selling techniques have evolved.
Today, those who understand how to prospect on LinkedIn have a big advantage over those who simply call or send “cold emails”, the so-called cold mail. That’s because not everyone publicly lists their business email address.
You can even find a general email address on the prospected company’s website… but it’s not the same thing.
Among the many tools used in social selling, LinkedIn can be particularly the most powerful, especially in B2B sales.
Through it, you can connect one-on-one with your prospects in a way you couldn’t before.
Understanding how to prospect on LinkedIn is a differentiator for sellers
Not being able to go further in your customer acquisition strategies for not being able to find the email or phone is, without a doubt, something very frustrating. So, know how to use LinkedIn to your advantage.
Take advantage, for example, of sending instant messages to your connections.
The platform shows when they are online.
So, take the opportunity to have a real-time personalized conversation with your leads.
Use some sales scripts if you want something specific to approach the start all of a sudden.
This, by the way, is an important topic.
While it’s easy to find potential customers on LinkedIn, things can get tough if you don’t know how to approach a customer.
A cool message needs to be high-impact.
After all, think about it: there are certainly more people approaching your target.
So, knowing how to generate value, generate “glue”, is a competitive advantage that successful sellers need to pursue at all times.
Follow the game rules
However, be aware of some important LinkedIn rules before you go off firing your posts.
To send something direct to users who aren’t connected with you, you’ll need to be a premium user – maybe it’s worth it for your business. Or, you can purchase In Mail credits.
Of course, any LinkedIn member can include a message with a connection request for any contact.
This message, however, is limited to 300 characters and the recipient may decline your invitation without even having read what you wrote.
So, for that reason, it might actually make sense for you to subscribe to premium functionality to get more freedom in your active prospecting strategy.
5 tips on how to prospect on LinkedIn
Now that you understand the benefits, you need to be clear about how to prospect some clients for your company on LinkedIn.
As we said, you need to send a message that really has an immediate and positive impact, right?
That’s why we’ve separated 5 tips that will help you to have greater persuasion with your leads. Look:
1 – Find common ground
The main advantage of using LinkedIn as a channel for outreach and prospecting for customers is the amount of information you can have about a person. Your work history, educational background, interest, content… When you find a potential customer on the social network and want to connect with them, the first thing to do is check their profile on the site. The mission is to find common ground between you and the person you will be approaching. If the person is active on LinkedIn, see what they’ve been sharing and creating. Also take note of important aspects such as: title, time with the company, professional experiences, and LinkedIn groups that you are a member of… Then, start doing some data crossings:
- Are you in the same field as the prospect?
- Did you attend the same university or course?
- Do you have any special knowledge about his business segment?
Look for that connection between the two of you. Remember that this is the key to understanding how to prospect on LinkedIn and that it needs to be work-related, necessarily. Only then will you be able to be true and generate some value. So, no more copying and pasting the same message to several leads. While it’s good to have a customer message ready, that’s not enough. Use what you’ve learned from the prospect’s LinkedIn and adapt and customize your approach message.
2 – Look for a mutual connection to introduce yourself
Having done the first part, find out if you have any common connections with your potential buyer. It’s often easier to strike up a conversation with a stranger if someone can kick things off. So if you have mutual friends or former co-workers, try asking one of your connections to introduce you to the prospect. That, of course, if you feel free to do so. Your mutual connection can initiate a group message and then share how you know each other (you and your mutual). Once that’s done, you have the green light to finally approach this person individually. Another approach, this more traditional one, is to simply mention this common connection in your first message to the customer. This, of course, always takes into account something in common that you and the prospect have, as mentioned earlier.
3 – Stay straight
Think of a LinkedIn message as an instant message – similar to SMS or What Sapp– and not as an email. This means: avoid paragraphs of text that are long. A few sentences, concise, have the expected effect. As with cold mail or cold calling, the size of your message has a significant impact on whether the lead will respond or not. In other words, this determines whether you will have more or less persuasion in your approach. After all, your goal in the first message is to get the recipient to respond, right? Yes: it’s quite challenging to send a message that’s short, direct and at the same time conveys everything you need – but it’s worth a try. And, of course, it’s even obvious. But it needs to be said: you can’t be worried about selling in your first message. It’s something to look forward to when the lead shows some kind of interest in what you have to offer.
4 – Leave a question for the lead
If you get a message from someone strange, you might not be willing to respond. Unless, of course, he gave you a good reason, right? Your initial contact, in addition to focusing on establishing a relationship, needs to keep the conversation active. So, include a question at the end of the message and give the customer reason to respond and interact with you. This question can be about the experiences the potential customer has had, their interests, their mutual connection, or even their occupation, position or market. Ask something that only someone exactly like him/her could/know how to answer.
5 – Monitor and take the next step
Once you’ve approached one or more people, you can’t expect everyone to respond immediately.
So it’s important to keep track of the connections you’ve started and see if they’ve responded right away or not.
If they don’t respond, go to another one.
It is not appropriate to send a new message shortly after the first refusal.
But if the green light is given, you need to take the next step: start nurturing that relationship.
For that, there’s nothing better than using your sales CRM and LinkedIn’s lead capture feature.
This is possible thanks to the extension for Google Chrome. You capture and cast the dice directly in Pipe Run.
For this, first of all it is necessary to add the extension and integrate Pipe Run to LinkedIn.
Here we explain how you can do this in detail.
2 examples of how to prospect some clients for your company through LinkedIn
Now that we’ve covered some best practices for you who want to know how to prospect on LinkedIn, let’s share two “done” templates for approach messages. The quotes serve to reinforce the need for personalization of the message following the topics mentioned above. The mission, let me make it clear, is to be able to make a positive impact as succinctly as possible. That said, let’s go to the two models we’ve separated.
Example 1 – message presenting itself to the lead (with mutual connection)
“Hello, [lead name]. I realized that we are connected to [mutual connection name]. How do you know [him/her]? I also checked your profile and saw that you and I [insert common ground between the two of you]. Judging by your knowledge and position at [cite the company], I believe we can help each other. For this reason, I ask: what challenges do you face today at [company] in relation to [quoting a problem that your solution solves]? I am available if you want to talk more about it. Strong hug!”
Example 2 – message presenting itself to the lead (no mutual connection)
“Hello, how are you, [lead name]? I came across your profile after seeing your post about [quote topic]. I found your point of view very interesting. What do you think about [cite something related]? I’m currently trying to learn a little more about your industry to gain greater expertise and help even more companies like [cite company]. I would like to share a question: what challenges have you faced daily in [cite a problem that your solution solves]? I am available if you want to talk more about it. Strong hug!”– With these templates ready and a few tips, you’re ready to start prospecting clients through LinkedIn and further improve your sales skills.
So, how can we help you?
Enjoy and read two articles that will help you positively impact your potential consumers more and more.
The first talks about many different types of customers and how you can approach them.
The second one brings some relevant sales tips for companies of all sizes and segments.
Understanding how to prospect on LinkedIn, approaching customers in an intelligent and direct way, is without a doubt a competitive advantage that your company can have. For this, however, you need to build a message that is clear and, above all, that delivers value to your potential customer. We can make a simple analogy –…