LinkedIn is the fastest platform to reach your contacts and for this reason it is necessary to create a suitable strategy that will serve to attract the attention of your prospects.
The manual method or Profile funnel
It is important that you and your sales team start adapting your LinkedIn profile to make some connections that will allow you to have the first results.
What we will do on LinkedIn will be a minifunnel that we call Profile Funnel since we will only use LinkedIn profiles to generate conversations and then we will directly seek to schedule the meeting/call.
The initial results will not be optimal, but you can carry out daily tasks that will serve as learning for when you want to automate.
Take it as a training to try manual actions and grow in contacts.
It will be something positive for the future.
What we're going to create is this:
A process where we're going to prospect on LinkedIn and send those contacts directly to book a Calendly session to make the sale.
The process will be done manually, so it will take time, but it will be a great learning experience before the automations.
IMPORTANT: The more elements you have built of the Funnel, the more effective your approaches will be on LinkedIn, since many prospects will go to see your website, they will ask you for success stories, references... etc... At a minimum, you should have your website/landing built with a good value proposition, a success story, a lead magnet and the email sequence.
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First of all, we are going to explicitly indicate what we NOT do in a message sequence and what is recommended:
Especially if you are not familiar with the use of LinkedIn.
If you have not engaged in conversations before.
If your product/service is very new and you have to validate the messages.
It is essential to start with this method so that you understand how conversations are generated on the network, not only LinkedIn, but the rules of "talking to strangers" online.
The objective of the sequence is to CONVERSE: It is not to sell.
It is simply knowing if the other person has the problem that we solve and would like to know how we do it.
What we have to sell is THE CALL OF DISCOVERY. We do not sell our service. This is very important.
What we want is to get to know you to see if we can help you, that is why we are interested in them, to know what state they are in with their problem.
Keep in mind that the ideal is always to personalize as much as possible and avoid formulas.
This should work as a guide that "opens your eyes" and from there generate your own content so that it is unique and personal.
As a general rule, we will follow this structure of 5 messages:
We recommend testing the following concepts:
Message 1) Connect by providing personalization: Same city, same group, some common interest OR NOTHING (leave the connection blank)
Message 2) Compliment or real interest in something characteristic: Comment on something interesting about your profile, your company, your sector.... and asked a lighting question.
These compliments can be found on their website, linkedin profile, Google, etc.
Message 3)
Add value: Examples
Message 4) Ask about your current situation again with an enlightening question: How do you carry out the actions that your product solves?
Message 5) Last chance: Farewell and apology waiting to connect later.
Assignment
Create a Google Docs and create your own messages that we can review with you.
Below we give you several examples but it is good that you design something for yourself, with your style and way of communicating.
When: at the moment of launching the connection request.
Don't sell, look for something in common (city, sector, school,...) and say the reason for the connection.
Present yourself naturally.
(Real) references from people or groups in common work very well too.
Remember that locating your LinkedIn profile in the same geographic area goes a long way.
Important: the characters are limited and reduced in this first message, so if it is short, it is twice as good.
Hello {name}, I am contacting you because seeing the members of {group}, the experience in your profile seemed interesting to connect. I see you're also in {city}, let's see if we meet someday.
Hello {name}! I have seen that you also move in the world of {sector} and that you are also in the area of ??{city}. If one day the agendas leave us we should have something to drink. Regards {name}
Try sending some connections without a message, to see what results you get.
Hello {name}! I loved your post about XXX, your post about XXX, congratulations on the XXXX award, and I would love to be part of your network. Do we connect?
Hello {name}! I have seen that we share a connection with "Eduardo Gómez" who has spoken wonderfully to me about your work. Nice to be in contact with you too.
IMPORTANT: Set yourself a daily goal of messages and write down the connections accepted each week:
Write down the connections every Monday, for example, and this way you will see the effectiveness of each message.
You have the connections here: https://jmp.sh/KmeK9XK
Compliment A shallow compliment on what the other person/company does.
"It's great what you do in COMPANY, hopefully one day we'll have the opportunity to talk."
When: 15 days after connecting.
Show your curiosity. You have been researching his profile, his website, a piece of news jumped out at you... and you asked him a question.
You must show a real interest in something characteristic: comment on something interesting about their profile, their company, their sector...
Leave a final lighting question open if you think it appropriate.
Tip: in this step you could use custom audio or video.
Hello {Name}, thanks for connecting.
I was checking out your profile and I especially like what you say in {mention something specific in your profile (article, press, thought leadership article)}.
Can I ask you a couple of questions about that?
{name}, can I ask you a couple of questions?
When: after 3 days.
Add value: Offer a study, template, list of tools, of which you would like to know their opinion or a method to solve their problem. At this point, if the content is valid enough and appropriate to the problem that the lead has, it will generate a response on its own without the need for a CTA.
IMPORTANT: DO NOT SEND LINKS, ASK BEFORE FOR INTEREST! ASK PERMISSION!
Example 1: With final CTA to ask about interest
How about {name},
Something happened to me today that I thought might be useful for you...our technical leadership just put out a document/we're going to do a webnar on [three ways to solve your PROBLEM] for [companies in your sector].
They are {very brief description of what the document includes} that will also help you better orient your {Problem 1} if you haven't solved it.
I don't know if it's something you might be interested in solving but if you're interested I'll send it to you/ I'll send you the invite to the webinar.
Example 2: no question or anything. Simply add value
{name}!
The last few weeks my colleague {name colleague} has been working on {value content} focused on the industry of the {sector}, and I remembered you when I saw it.
You do not have to register or pay anything for it.
If you want I'll send it to you.
When: after 4 days
Ask about the current situation, about how it carries out the actions that your product solves.
Provide credibility with success stories.
Example 1
How about {name}?
Sorry for the insistence but I would love to know your situation regarding {problem} to see if we can help you.
Have you thought about improving it in any way or have you already solved it?
I'm telling you because our clients are getting very good results with our {service} service adapted to your {sector} and I thought you might be interested in finding out about alternatives.
We helped them by making {our solution} and their {KPI} increased by {number}. You can see their opinions here: {url_casos_de_success}
Is it something that might interest you?
If you are not interested, you can tell me without any problem, although it is always good to hear alternatives, don't you think?
Thanks!
Example 2
How about {name},
I see that in {your company} you work {X process} in a {certain way}. Is it working for you? We have had a client from the same sector as you and they were not doing very well (perhaps it was another case).
I used to have problems of {problem 1 / problem 2} etc.
We gave them a hand by making {our solution} and their {KPI} increased by {number}. You can see their opinions here: {url_casos_de_success}
Is it something that might interest you?
If it is not the time, you can tell me without any problem and we will leave it for another occasion.
Thanks in advance for answering!
When: after 5 days
Last chance: we send a farewell message and an apology, hoping to connect later.
Example 1
Hello {name},
I understand from the lack of response that you are not currently interested in improving {Problem}
These are difficult times for everyone, but they are also times to take advantage of and put together new strategies to come out stronger.
I won't write to you anymore, I don't want to be rude :)
We are in contact and I apologize for the insistence if I have bothered you.
Example 2
{name},
The line between being pushy and rude is extremely fine, and I don't want to cross it.
A pleasure to be part of your contacts and I hope we can meet at some event around the city.
Good luck!
When the prospect agrees to speak, we will send him this message:
Example:
"Great Name!, you can send me your availability, your calendar (if you use it) or use mine to book, whichever is more comfortable for you: Link to Calendly
Will you confirm when you do it to check that it has been registered?"
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With With this type of message, you give him several options and you do not "force" him to go through your Calendly (which is usually the chosen option) so that the other person detects your flexibility in the deal from the beginning.
From here, the "party" begins, which is detailed in the sales closing module.
You can find more ideas for designing your messages in the following document, but we recommend that you test each sequence for at least a week before making changes.
https://docs.google.com/document/d/1NRp1SzYJrxjEcjUJHtJ0FO-OO1UNU_YZkx-OOP5jjtg/edit?usp=sharing
Ask yourself, if I sent this sequence to another Target Persona, would it sound just as good?
If the answer is YES, then your sequence is not good enough because it is not personalized.
Before launching the automatic campaigns, we must test the effectiveness of the messages manually.
Select profiles that suit your target person and contact 30 profiles in your niche daily.
Remember: Perform the process manually EVERY DAY FOR TWO WEEKS.
Change the message every two/three days and record its effectiveness in this metric sheet:
https://docs.google.com/spreadsheets/d/1k2y3cWWLc5qouUw06gzQQDO1iOAVPe6b4bEQj3EooKU/edit?usp=sharing
Analyze the responses and make the appropriate adjustments.
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https://docs.google.com/spreadsheets/d/1FtGzL7eXlBDNBJBP_8j51_CMjZFB7tfqdwMh5GFp6ko/edit#gid=0
You can do these tasks while starting the Closing Sales Mission.
By doing it in parallel you will perfect your sales script as you go and meet with the first successes and rejections.
Salespeople who "go hunting" are 2-5% effective at getting meetings, so it's a game of volume, persistence, and consistency.
Do not get discouraged and keep sending messages until you find something that catches the attention of your prospects (a guide, a study, a document, some news, something that you can teach them, a local event,...) that will be what you will use later for the automation strategy.
If you have several vendors and you have to distribute Databases by teams, we recommend that you divide it by Industry (Sector) and City in order to minimize possible errors when attacking the same Target Person twice .
You can use this template to define the responsibility and effectiveness of each: