Why connection requests are working less on Linkedin®
Jeff Molander
Conversation Enablement Coach & Founder, Communications Edge Inc.
Why are they connecting—then ignoring me?
It's easy to have a positive impression when a prospect accepts LinkedIn connection request. In fact, it's logical to think, “aah, great!” But what, exactly, is on the buyer's mind when he/she accepts? Why did they accept?
Curiosity about social media?
From an urge to grow their network ... by increasing their connection number?
Maybe they're in the market for what you're selling and waiting for you? ;)
Until you're on speaking terms, there's no way of knowing.
Thus, many of our students are confused: “Why am I being invited to connect—only to be ignored?”
False positives (thanks, LinkedIn!)
You may interpret acceptance of a Connection request as an invitation to start a discussion—but the other side doesn't. Why is that?
Short answer: The personal message within your invitation is often not seen.
Remember all the agonizing over the personalized message inside your request? It's squandered.
LinkedIn has, over time, updated its user interface. These changes are great for LinkedIn's network growth but not helpful for the quality of your communications.
LinkedIn continues to make it:
- easier for any connection request to be blindly accepted (in general);
- more difficult to see who sent a personalized request and read it.
In many cases, your request to start a conversation has, actually, never been seen.
Worse, it's not your fault.
Why we send requests
Against our advice, most sellers ask for Connections first for a number of reasons.
- Cost: You want to message the prospect directly at no cost. You don't want to pay for InMail.
- Saving InMail credits: If you hold a Premium/Navigator account, you would rather not risk losing the InMail credit. InMail messages cost money and are subject to monthly use limits.
- Connecting seems like the most logical thing to do on LinkedIn.
All fine!
That said, LinkedIn's policy tends to confuse users: Connect only if you know the other person yet use it for sales prospecting.
Bottom line: Asking to Connect with a prospect is becoming less-and-less effective because it is a tactic used by low-skilled sales practitioners.
It's time to re-think LinkedIn
Doing the same thing over and over expecting a different result---it's insanity. Right?
Look. Here's my tough love for you. Being connected on LinkedIn is becoming a highly privileged thing.
Now before you roll eyes and think, "C'mon, Jeff... I know this!" I know you know. But are you making the one small change needed to get more conversations started with prospects?
Honestly?
Remember: You're a stranger. As sellers are rushing into LinkedIn social selling, executive decision-makers are increasingly:
- Hiding their authority by downplaying their role on LinkedIn profiles
- Taking a defensive posture: Accepting fewer (not more) connection requests
- Thinking twice about accepting “just any” Connection request
- Reviewing sellers profiles to see if you're a problem-solver or an average spammer
Connections are (rightly) REALLY personal. Especially among decision-makers who are being bombarded by social sellers.
We are trying to help customers... but we are strangers no less.
Being connected on LinkedIn ... to people with power and authority ... is being seen (by those people) as uber-personal.
Use all other options
The phone & voicemail.
Standard email.
Postal mail.
I know this sounds obvious. But are you limiting yourself? You want exceptional results but are your tactics exceptional?
The above are tools of diligent, successful sellers. I know ... because I'm lucky enough to have a few as our customers.
Using a brief, blunt & basic cold communications approach works. But don't limit yourself to what everyone else is doing on LinkedIn.
Is your LinkedIn profile screaming "helpful problem solver" or "average sales person?" Get it nailed—right now.
Do you need help starting more discussions with prospects? Attend the workshop this week and update your email & InMail communications technique. Spark their curiosity.
Decision-makers aren't on LinkedIn looking to meet sellers—even those representing something vital to their success.
For your customer, LinkedIn is personal. Increasingly so.
Treat it that way; treat your prospects that way too. It's the key to success in an increasingly noise-filled, impersonal world.
Sales communications coach & Managing partner
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