3 Mistakes You’re Making in Your LinkedIn Sales Messages

Social Selling / 19 Feb 2022

Linkedin is a goldmine for agency prospecting and social selling, with thousands of professional people all in one place looking for opportunities to network and close that next deal.

That said, the etiquette of LinkedIn sales messaging is a minefield.

You have the ‘I’d like to add you to my professional network on LinkedIn‘ brigade on one end of the spectrum. On the other, ‘Hi, buy my stuff.’

Let’s just say an approach somewhere between those two extremes produces the best results.

In this blog, we’ll explore 3 common (read: unforgivable) mistakes people make when social selling to prospects via Linkedin.

And how to avoid them.

1. Ignoring the Basics: Spelling, Grammar, Punctuation

First impressions matter. Let’s not forget that LinkedIn is a professional platform. Although it’s becoming less like a CV site and more sociable over time – it’s still, first and foremost, a place for professionals to network.

Any message with poor spelling, grammar, the wrong name or role title (sadly, we’ve received all of the above) isn’t going to inspire confidence in a prospect’s mind. Especially when your agency is renowned for high standards and attention to detail.

At best, it looks like your message is rushed. At worst, a copy and paste job, indicating you don’t value your prospect’s time or connection.

Not the best start for a potential working relationship.

Avoid this mistake by drafting your LinkedIn messages off-platform. Use a Google Doc or a note on your phone – whatever works for you. Paste your text into a message and proofread. Often the change of medium is enough to help you spot glaring errors.

There are loads of free tools to help you spot mistakes you’ve missed. We’d recommend Grammarly’s free Chrome Extension as you can use it wherever you’re writing.

One last tip. Always, always, always, proofread one last time before pressing send.

2. A Lack of Research: Vague, Vanilla Messages

Vague messages are the worst, aren’t they? Nondescript DMs from strangers that say ‘How’s business?’ or ‘Can we jump on a quick call?’ send shivers down spines everywhere. Hackles raised, the recipient’s first thought is – why, what are you selling?

There’s absolutely nothing wrong with social selling on Linkedin. We do it all the time for Beesting Digital and our agency clients.

Our point is that it has to be done well. If it’s not, people simply won’t engage.

Research and specificity are your friends.

Do your research before jumping into social selling on Linkedin or anywhere else. Before starting a conversation, you need to understand:

• Who your ideal client is and if your potential prospect matches.
• The pain points they’re experiencing that will draw them to your services.
• Your key messaging for this particular client.
• Whether they have purchasing power or the ability to influence those that do.

A well-constructed, considered message shows you’ve done your homework. By addressing the key points above, you’ll quickly establish your credibility.

You’ll also give important clarity and context. Your prospect will enter into a conversation informed about what it will be about, rather than going in blind – a waste of everyone’s time.

3. Failing to Create Connection: Being Social is Key

Picture the greatest sales experiences you’ve had in-person, on the phone, or online.

Chances are, the salesperson was attentive, thoughtful, and helpful. They got to know you a little bit, built some rapport, listened to your problem and tailored their solution to your circumstances.

That’s the key to social selling.

People often skip that crucial social aspect and head straight into the pitch. If you take this approach, here’s the rub. The best pitches are personalised. Without the details, you can’t sell the end result as effectively. You’ll miss important selling points and opportunities to up-sell your services.

A great place to begin building connections is with content. Interact and engage helpfully (not by pitching) and find some common ground to open your conversation from a social standpoint. Lay the foundations and lead with that in your opening sales messages. Your prospect will already feel – at least partially – invested in your relationship.

Let’s Get Social

If mastering social selling and writing effective sales messages on LinkedIn is on your list this year, we’d love to help.

Book your discovery call now to talk strategy, implementation, and world domination.