Let me start by saying that I’m a person who values quality over quantity. This value permeates every aspect of my life, from friendships to my home to business and everything in between.
Through that quality-over-quantity lens, I see people making what I think is a major mistake on LinkedIn:
Messaging strangers or loose connections in the hopes of drumming up new business without taking the time to build a relationship first.
I probably receive half a dozen messages each week from distant connections (or even worse, recent connections) who dive into the sell before ever building a relationship with me.
Anytime this happens, I immediately remove the connection and delete the message.
Why?
Because they make me feel like a transaction, not a human. And transactional people are not people I want to do business with.
Also, through The Upside, I have access to the best and brightest consultants, advisors and experts from around the world. If I need a service, I know exactly where to go and who to ask.
(and if they spent just 30 seconds researching me first before reaching out, they would know this!)
So then, what is the best way to drum up new business or get a LinkedIn connection on a call? Try this more patient approach instead:
Comment meaningfully on their LinkedIn posts for at least a month.
Show this person that you’re invested in them and that you support their thought leadership. It takes a lot of time and effort to post on LinkedIn. Supporting someone’s posts is a great way to get on their radar.
Comment on their comments to create a conversation.
Look at their comments on others’ posts and comment meaningfully on one of their comments. This creates a mini LinkedIn community and can spark real conversation.
Learn what’s important to them.
Are they an avid collector of vintage records? Do they care deeply about a specific charity? Are they an activist? Find something to connect with them on a deeper level to show you’ve done your homework and have something of value in common.
Listen to their most recent podcast interview if they have one.
Interviews give you a deep dive into a person’s beliefs, story and values. You’ll find some of the greatest clues to opening their door this way!
Have a clear idea of how you can benefit one another before reaching out.
Reaching out to “see how we can support one another” isn’t clear enough. I start to think, “Is this going to be worth my time or is this going to be just another one-way street?” Instead, be specific like:
“We have very similar audiences and dozens of shared connections on LinkedIn. I’d love to see if there’s a way we can feature one another in our respective newsletters to expand both of our visibility and create a real win/win outcome. My newsletter has a loyal following of 5,000 readers. Want to set up a call?”
If you must sell, make sure it’s something they actually need.
Is their website old and out of date? Then, sure, offer to hop on a call with them and provide a quick audit and overview of what you’d propose. However, if you know that your offer isn’t a win/win and is completely one-sided or transactional, then pause and re-evaluate your approach.
Once, on a day when I was feeling particularly prickly, I responded to a cold outreach email on LinkedIn and asked:
“Just curious if this type of mass outreach is working for you. I genuinely would love to know because it’s the opposite approach I’ve always taken and I haven’t seen it work well for others.”
Her response?
“This is a brand new campaign I’m trying, so I’m not sure yet if it’s working. I’d love to hop on a call with you and tell you about my services if you’re up for it.”
I did not respond.
Anytime you’re looking to drum up new business, I hope you’ll exercise patience and focus on relationship-building, not pitching, selling or transacting.
I promise, relationships are the foundation of a healthy and happy business!
