Joining conversations and contributing value — without expectation or trying to sell yourself. This is what generates sales leads on digital/social platforms, like LinkedIn. Right?
Meh. Not really. Like most advice coming from self-appointed social media experts, it’s not that easy to reach and qualify top-level decision makers. However, there is a better way: providing incentive for prospects to talk about themselves. In fact, it’s possible to help them qualify or disqualify themselves as buyers of what you’re selling. Fast.
Is LinkedIn Effective for Prospecting?
For 95 percent of sellers invested in LinkedIn Sales Navigator, it’s been a bust. Identifying leads in the vast LinkedIn database has proven effective. But sparking conversations?
Not so much.
“We are reviewing tens of thousands of C-level profiles per month and it’s clear C-level are not engaging,” says Simon Marley, CEO of Growth Logic Ltd.
Mr. Marley is matching LinkedIn profiles to a database of C-level contacts. He reports:
- top executives are hiding the fact they are Officer level on LinkedIn
- 90 percent of executives show no signs of activity in the past 30 days on LinkedIn
- 2 percent will add their email address or contact details to their profile
- a huge number of C-level people are not listed on LinkedIn.
“Our experience shows C-level buyers are on the network but they are not engaging with other members,” says Marley who notes that most companies using LinkedIn to sell to other companies don’t want to be sold to via the platform.
A Better Prospecting Method (and Why It Works)
Your prospects want to talk about their pains, goals, fears or urgent objectives. We all live in a world filled with uncertainty. Bottom line, all humans love to talk about themselves.
We are self-centered creatures.
Here’s the rub. Think about it like a first date. The more you talk about yourself the faster you:
- get comfortable with talking more with the person who is listening;
- start discovering reasons why you want to talk more, or not;
- realize if you are willing to act on your challenge.
Once a prospect starts realizing why they want to continue the discussion everything gets easier. Because why a buyer wants to talk more is connected to one thing — purpose.