LinkedIn Sales Navigator promises to assist in approaching the right prospects for a business. Even so, LinkedIn social selling disappointed many small and Medium enterprises to large corporations in 2015. The underlying reasons for the Sales Navigator strategies failure are: Inability of the business to focus on a concrete communications methodology. Technical knowledge is important but it doesn’t suffice on LinkedIn. Another reason is badly chosen message for communication and improper cadence, both of which put a reader off. Smart sellers would rather elicit opinion from their leads. The communicator carries out response testing on InMail which is costly and can waste your investments. A better option is to use a free email system if you are not sure of the response. Do your experiments where it doesn’t cost.
LinkedIn Sales Navigator strategies can be improved for better results.
1. Train sellers on Communications
Businesses need to train their seller on using the LinkedIn Navigator’s interface. Youtube tutorials and LinkedIn’s video training tools will serve the purpose. Develop their minds to figure out what ways of communication will spark interaction. It’s important that the sales team is aware of search tools available on LinkedIn Navigator, the know how of monitoring news about prospects, tracking posts and comments of prospects. All this should achieve the purpose of attracting buyer towards the product or service. The purpose is not to master Navigator’s Interface. It is to generate leads.
2. Practice on the free ground
The first attempt of evoking interaction directly on InMail can be daunting task. The inMail is a previous opportunity; better not waste it on testing communications, for instance, which email messages can help start a conversation. A lot of sales persons end up in frustration about what works and what doesn’t under the pressure of losing money on every InMail sent. It is suggested that sellers do all the testing and experimenting on a free email account – gmail, yahoo, etc..
There is one exception: Research reveals that Canadian sellers are likely to count more on InMail under the CASL compliance pressures.Save the inMail credits until you’ve trained the staff enough and they have gone through the communications testing.
3. Structure and Cadence make a difference
Adopt a nice structure and tempo of the content of messages. A good structuring of communication increases the chances of quick response and brings appointments to your door. Most of the sellers keep subject lines direct, revealing all that’s coming up inside the mail, leaving out room for curiosity. This will destroy a seller’s chances of being heard. Subject lines are not supposed to reveal most of the content, thwarting the reading away out of normality and indifference. Let the reader be curious about the following content from your subject line.
Often subject lines are set right but in the body part, a lot of self-centered talk turns the buyer away. Everyone likes to talk about themselves, not a big deal! Speak about what your prospect likes and don’t sound desperate for appointments.