Time to read: 4 Minutes. LinkedIn Sales Navigator IS worth the money. But only if you have an effective way to get buyers talking with you. Here is a proven (and repeatable) way to spark prospects curiosity in what you're selling... AND get them asking for more details. I'll provide an email / InMail template to make it easy.

What is LinkedIn Sales Navigator REALLY?

Access.

You’re buying access to a faster, easier way to view more prospects. Sales Navigator will also:

• allow unrestricted searching of LinkedIn's database—using an array of targeting filters;
• make automated lead suggestions for you (my clients tell me the automated suggestions are terrible, inaccurate);
• allow you to contact and engage prospects you don’t know (via InMail messages).

InMail is monitored and rated by LinkedIn. You must maintain a strong InMail reputation score in order to send messages. If enough prospects mark you as spam, you're out of the game.

Having an effective communications technique to rely on (over-and-over) is the answer.

Is Navigator Worth it?

LinkedIn Sales Navigator IS worth it BUT only if you have an effective communications technique to get customers asking YOU for appointments.

Why not ask them for a meeting? Seems obvious. But it's a non-starter. Same with the templates found by Googling, shared on and by LinkedIn. They're garbage.

Unlike conventional email, LinkedIn InMail is guaranteed to deliver ... BUT ... it is not guaranteed to:

• earn a response
• spark curiosity in a non-sales oriented topic
• earn a meeting by connecting curiosity to what you sell

Here's the skinny: Buyers are defensive. They see offering help, adding value, building rapport, introducing yourself, sharing anything at all... as a persuasive sales trick. 

Persuasive strategies are killing sales outreach and brands. The game has changed to provoking curiosity. Avoiding persuading—instead, helping people to convince themselves is the future.

Here's what I've learned from my customers: Never try to persuade anyone of anything. Lately, people prefer (are open) to convince themselves. So... the key to engaging them is facilitating an urge—to begin that process.

It starts with getting them curious. Pulling, creating intrigue.

Customers instinctually value more what they ask for—less what is freely offered. That's why offering help, your freebie, ebook... whatever it is you're giving away... your desire to "build a relationship first" ... it's all seen as bullshit.

The problem is persuasion. Persuasion is a push. Curiosity pulls, attracts.

Instead, let the other side convince themselves to go forward. Customers prefer to convince themselves to act. Especially on LinkedIn where everyone is pushing, pushing, pushing.

Sparking curiosity engages. Curiosity pulls, persuasion pushes.

Why most LinkedIn Premium users waste it

Most of us fail because we mimic templates found on Google. Plus, we ask for meetings too soon... before customers realize they need one. Instead, ask for conversations that might lead to meetings. Smaller asks get better response rates... earning more conversations.

Stale templates (everyone is using) aren't working. Short, pithy provocations hitting on your target's challenges do.

When I first meet coaching students (sellers) 90% of them are accidentally (and unknowingly!) shooting themselves in the foot. It's a blind spot. Most Navigator users are:

1. Accidentally communicating “sales pitch ahead” to the prospect.
2. Writing messages taking more than 15 seconds to read.
3. Inadvertently signaling “I didn’t research you” and "I'm lower status" to buyers.
4. Encouraging deletion because subject lines are too specific. (reveal too much)
5. Focusing on earning a meeting rather than a conversation.
6. Listing benefits. (that's a blatant sales pitch)
7. Including links and attachments. (never do this; it always hurts response rate)
8. Asking for too much, too soon (e.g. requesting a meeting or call in email #1 is a mistake)

How many of these no-no's are you doing? All of this adds-up to lack of being provocative. Be careful. Don't sabotage yourself.

By the way—if you're becoming curious about how to provoke curiosity consider taking this free Curiosity Crash Course.  

Help clients become curious

An odd (but effective) cold outreach technique

Here's what I've learned through experience (mine and our customers). To get response when using an InMail or a cold email message:

1. Spark curiosity with your subject line and message copy. Less is more. Avoid offering solutions.
2. Provoke response by helping buyers start openly talking about themselves.
3. Avoid presenting your opportunity to prospects who don’t want it!

Your buyer doesn’t want opportunity. They may be open to talking about a problem or goal. But they don’t want your opportunity. Every day they’re presented with opportunities by sellers like you. Don’t be one of them.

Instead, provoke the pants off ’em.

Avoid thinking, "How can I frame my message—to speak to prospects' needs?" This is a trap.

You can't persuade someone—by trying to persuade them. When a cold outreach message speaks to customers' needs the recipient knows why. They presume your motive: To sell. To begin a PERSUASIVE conversation.

Average sellers attempt to persuade. They beg for meetings. Confident sellers ask uncomfortable questions to themselves—and clients.

Instead, ask yourself: "How can I frame my message to provoke curiosity—so they ask for more contact?" 

This frees you up to PROVOKE—help customers want to ask for more clarity.

Here's how: Avoid talking about you, your solution and the problem you solve. Be "just clear enough" and keep it a little vague. Tease.

Invent ways to make it irresistible for them to respond —by asking for more clarity.

Sales trainer, Jeffery Powers asks non-selfish, Facilitative Questions causing leads to deeply consider their situation—the insanity or ugliness or risk of the status quo. That’s his provocation.

What happens next: Most often “the lead talks out loud to themselves in an email reply that I get the advantage of reading," says Jeffery.

Come and start practicing this technique. Take a free Curiosity Crash Course—or come to our next Outreach Clinic. I’m coaching (and being coached!) by a small group of curiosity-focused sellers.

What you "put into" Sales Navigator is ALL that matters. If you don't follow this process your LinkedIn Sales Navigator investment will be wasted.

Why curiosity works

Remember back to a time when you were on a date—where the other person started posturing. You detected it instantly. Your date showed you—he/she was attracted to you. But you weren’t sure. Yet. Then, suddenly... BAM. You were.

This person was not a match.

They started caring about earning your attraction—too much. They were trying too hard.

Engaging a customer for the first time is the same. Signaling “I want you to respect me” is the kiss of death in sales. Same with "There's a problem you're not seeing, I'm here to help."

Side note: Transactional Analysis explains this. It's a body of behavioral science which explains how "I'm here to help" can be a negative trigger.

In dating, the moment you start caring (at all) or too much, you sound persuasive. This risks being seen as desperate or needy.

It’s the same with LinkedIn outreach, making connection requests, sending InMails and leaving voicemails.

The best connection request is no request. The best meeting request is no request. Give it time. Create an urge for the prospect to want it... for their own selfish reason.

Sales is courtship. Nothing screams “I’m trying to persuade” you louder than trying to establish credibility or posturing to impress.

Consider learning how to foster curiosity. Here's a live coaching workshop to get started. Or if you're on a budget take this free Curiosity Crash Course.

Good luck! Let me know if you have any questions.