How Not to Be an “Automated Tool” on LinkedIn
/The trouble with automated tools in LinkedIn
We are all seeing our LinkedIn messaging apps fill up with messages from sales reps selling something we never expressed interest in and likely don’t need. Even if the offer it's something we might be interested in, would we be ready to buy from someone slamming into our DMs? Most of these sales reps are using some kind of automated tool like Kennected or Sales Navigator to connect with more people, play the numbers, and hope they can meet their monthly sales quotas.
It’s probably not an exaggeration to say that it’s degrading everyone’s experience on LinkedIn. Not only that, but it leaves a less-than-favorable impression of the person who reached out to you to “connect.”
So why doesn’t this approach work? It isn’t the fault of the automated tool – it’s how they’re using it.
Automated messaging and CRM (customer relationship manager) apps like Kennected are really useful for speeding up the process of connecting with people on LinkedIn, growing your network, identifying strategic connections AND helping you increase your sales. And of course, you should connect with people on LinkedIn who likely need or want your product or service.
These spam-vibe interactions usually go down one of two ways:
Professional invites you to connect. You say, Sure! The next communication you get is a jargon-laden description of some app to help you “get more clients” and an invitation to meet; or,
They skip the invitation to connect and send the pitch directly as InMail.
What’s missing is that they never engaged you in a conversation. They never asked you a SINGLE question. They have no idea whether you’re in the market for whatever service they’re hawking - and they leave you with the feeling that they don’t care.
They skipped the whole “Know, Like, Trust” approach and went straight for, “Hi! Jake here. Buy my stuff!”
This approach has never worked with living, breathing human beings. It doesn’t work in dating. (“Hi, I’m Jake! Be mine right now!” Eww.) It doesn’t work in business, either.
All the automation in the world won’t change the fact that being successful in business, including the buying and selling part, rely on actually building relationships. The Know-Like-Trust progression is essential. When it comes to selling business services, you can’t go from “aware of your existence” to SALE!
That approach is one-sided, ignores the prosp.*ect’s needs, is devoid of empathy or understanding, and makes the sender look like an automated TOOL.
What to do instead?
Use these four simple steps:
1. Use your marketing automation tool to connect to your strategic targets.
2. Initiate genuine conversation. Start by asking questions about them.
3. Nurture the relationship.
4. Then, if it’s a good fit, find out if now is a good time for you to work together.
Asking questions is key to the whole shebang.
Once you’re connected, take the time to *ask questions* based on what you can learn about them from their profile and recent activity. Carry on a dialog. Get to know them. Offer value in the conversation, in response to what’s going on with them right now. Be interested in how their business is going. Find out what’s top of mind for them and whether or not they really need your services right now. If they do, great! Have a conversation about that. If they don’t now, follow up with them every few months, if you think there’s potential. Then watch your pipeline, your referrals, and your sales grow over time.
Critical Step Alert: Use the CRM feature of your marketing automation tool to track your prospects as you develop them over time. Create a system for yourself: Schedule time for lead development weekly to nurture and develop your leads. Turn them into fans, referral partners, and clients, instead of turning them OFF.
Yes, it will take more time. But you will end up touching fewer people, building deeper connections, and increasing your “Know, Like, Trust” factor 1,000% over Jake. (Sorry good guys named Jake! Not picking on you :).
Of course you should use your LinkedIn connection automation tool to grow your business. Just don’t be one.
Mulberry Street connects difference-makers to change-seeking clients through no-miss marketing strategies. If you’re a mission-focused consultant or a business services provider and you’d like to talk about how to get more of the clients you want, without wasting time or money on solutions that don’t deliver a return on your investment, book a call with Mulberry Street founder and marketing maven, Ruth Danielson: https://calendly.com/mulberryst-ruth/30min-video-call
*No actual guys named Jakes are being referenced in this article.