How to Craft the Perfect LinkedIn Prospecting Message
Did you ever go on a blind date? If yes, how much awkwardness did you feel t the first time? You had a plan to meet someone with whom you never had a conversation. And if you're hoping you get a good match. What is in your hands is to spend the date trying to know the other person through conversation and decide if you both can have a long-term relationship or not. Prospecting and blind dates have so much in common.
The chances are you have done some prospecting, no matter if you are a sales professional, a business owner, or work at an agency. You are almost a stranger to people you’re trying to sell as neither you know them on a personal nor on a professional level yet, this factor makes prospecting very complex.
The Fading of a Cold Call
Sales professionals depended on calling off a lead list when there was no internet. The time has changed now and we have come a long way. In today’s time, individuals and businesses have more efficient options to contact their potential customers.
LinkedIn mentions the job titles, company, contact information, industry, and more relevant details about the potential prospect that is why it is such a great tool. Moreover, it lets you directly and instantly message others, allowing you to have more personalized conversations with your prospects, otherwise you’d not be able to contact. LinkedIn provides you a more relaxed way to approach your potential clients than cold calling.
This strategy is called “social selling”.
Do you find it easy? Yes and no. Your message is the key factor in how good you are at social selling. So, I’ll share with you 3 tips to compose the best LinkedIn prospecting message:
1. Don’t jump with your eyes shut, find an ‘in’
There’s a limitation to LinkedIn, you have to be connected to the recipient before you message them. On the other hand, you can send a connection invitation with a custom message. Sending a well-crafted connection is very important as this will allow you to continue the conversation smoothly.
Go through your prospect’s profile thoroughly before you send a message to your potential client. Try to find a common ground between you and them and use this as an introduction. For instance, shared connections. Our customers are encouraged by us to connect with people in their 2nd-degree connection, as they will have mutual connections. Now, you send an informal message that says you saw you both had a mutual connection as an ‘in’. If you have mutual connections, people would be more than ready to accept your invite.
Tip: There are some instances where a mutual connection is enthusiastic about introducing you two. So don’t feel shy to ask.
2. Be precise; LinkedIn prospecting is not cold emailing
The most important reason why prospecting on LinkedIn is so successful is because messaging on this platform is more of instant messaging. Thus, it feels more conversational and casual if we compare it to emailing. Keep this in mind and treat your messaging as a conversation between two people. Write a short message and your focus should only be on gaining a reply.
Tip: The message character limit of LinkedIn InMail is 1900. This is more than you need. This is the best practice to keep your message under the limit.
3. Don’t be in a rush
Let’s get back to our example of blind dating for a moment- you can’t ask for the next date until your first date starts. The same is true about prospecting: never ask for the sale in your first message.
Don’t forget the person you are messaging to have no idea who you are. Pitching for your product, service, or idea immediately without building a link can prove to be disastrous for you.
After you have built some sort of rapport with them, make sure to provide them with a call to action. This will encourage them to give a response that can take the conversation further e.g. including a question at the end of your message will provide them with a reason to reply.
Tip: Make an effort to know more about their business and ask them how their ideal customer looks like? Knowing more about their business or profession will help you craft your sales message according to their business’ needs later in the conversation.