The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

37. How NOT to Use LinkedIn Messaging for Prospecting w/ Ethan Beute

ABOUT THIS EPISODE

There’s something that I’m tired of. I think you're probably tired of it, too:

When you accept a LinkedIn connection request and the person immediately hits you up with an unsolicited and irrelevant sales pitch in a direct message. 

So, I decided to reach out to you, to collect your feedback on this issue.

And on this episode of The Customer Experience podcast I’m talking through what you had to say about it and what we can learn from this issue to create the best customer experiences going forward. 

The goal, of course, is to reach outunderstand people. Let them know that you see them, hear them and understandthem and work to create a real relationship based around a realproblem in a real opportunity. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieve desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host, eathand beaute. This episode is about something that Igot tired of, so I went and got some feedback. I think you were probablytired of the same thing. My name is ethen Bute, I'm the host of thecustomer experience, podcast and cohost of the CX series on B, Tob growth- andhere was my issue. This is a linked in post that I'm going to read to you thatI published and got sixteenhousand...

...views in counting hundred and twentyplus comments in counting and forty plus reactions and counting honestquestion: Will you accept a linked in connection requesting the personimmediately? Hits you up with an unsolicited and irrelevant sales pitchind, a direct message. What do you do and I got a lot of answers again morethan a hundred and twenty comments in counting before I share several thingsthat I learned: here's the set up here. I believe that customer Experiencis,the single most important thing that you can do today, working on creatingand delivering a better experience for your customers. It is thedifferentiator of Your Business and it's comprised of every singletouchpoint. So when you think about the salespeople in your organization andsome of those touches that Youre bus, def people and your sales, people aremaking probably an linked in probably with connection requests, probably withdirect messages. This is very often the first touch that one of your futurecustomers is getting. It has a slightly outsized impact on the reputation ofyou and your company and on the...

...expectations, your setting for yourcustomers and your future customers about who you are, what you're aboutand how you operate. And so, if your sales team is doing this, I've got somebad news for you. I went in and soft scored all those comments again, ahundred and twenty plus encounting and the number one response was, Iimmediately disconnect from the person I kill. The connection I just accepted.That's twenty. Eight percent of the response is twenty seven point, six tobe exact. Twenty three point: seven percent of people simply ignore themessage, so here we are already and more than fifty percent of theresponses, ignoring the message or worse, ignoring the message andactively disconnecting from the connection they just made with you oryour salesperson. Some people do choose to engage so I scored the engagementsas positive, negative or neutral. The third most popular response from peoplewho commented on this post. Seventeen point one percent engaged in a neutralway with the message. This was a thinks, but no thanks type of thing rightneutral. It's not! I want to learn more,...

...it's not negative, which will get intoshortly. It's just a neutral, courteous response, but with no real potential tomove forward next in fourth place, ten and a half percent of people deletedthe message or archive the message. So a further step from ignoring it and bythe way I tend to just ignore these messages. If I rule through all of mylinkedon messages, there are a bunch of these messages in there. I don'tactively delete them. Although these responses in the conversations on thispost made me think that I should probably go that extra step of deletingthem next- and this was one of the more interesting findings people wereequally likely if they were to engage. They were equally likely to engage in apositive way and a negative way about. Eight percent of people said eachpositive responses, thanks for reaching out I'd like to learn more or thanksfor reaching out, I would advise you that this maybe isn't the best approach,but I'm interested in what you're sharing right, so some level of activeengagement that would produce a...

...conversation, but there was also anequal amount of negative engagement, which is who do you think you are? Doyou actually get business this way? This is an immediate turnoff. I wouldnever do business with someone that opend the conversation this way. So thecaution here, of course, is that, while you may get some engagement, it's morethan twice as likely to be neutral, as is to be positive or negative, and it'sequally likely to be negative as it is positive and then finally, the mostaggressive thing block the person and mark the message as spam. So a fewthings we can learn here. First people tend to be able to read these from amile away. One quote from one of the comments you can tell in the first fewwords TAT that dot right. So, if you're using thes style of communication inyour direct messages, after connecting with somebody, we can all kind of seeit smell, it feel it it's popular enough. Now, it's common enough now andit's in such volume that we see it right away. So, even if you are asincyere person, even if you do have an...

...actual valuable message, you need tomake sure it doesn't look or smell, like all the other messages, so take alook at the unsolicited messages, you're getting and do somethingdifferent. Second, these are generally not welcome. People are much morelikely to ignore or disconect from you as they are to engage with you even ina neutral way. So this probably isn't the best way to go forward, somethingthat I read in a lot of the comments that they prefer, that people engagewith them on their posts and actually produce some level of reciprosity abasic level of connection before showing up in the direct message boxand and communicating there, especially with a directand hardcore sales pitchthird you're, equally likely to get a positive response, as you are anegative response, and some of the negative responses were quite funny inthe kind of passive aggressive category right, some people even offered tosubscribe them to things that they didn't ask to be subscribed to by goingto their profile grabbing the email address. So some of it was like superaggressive, negative engagement which...

...doesn't do anyone any good. Fourth,neutral engagement is double the rate of positive or negative kind of thatthinks. But no thanks and I will say fifth, some people do read and evaluatethe message. Some of these fell into that neutral category. They mightactually judge this, so even if it does get ignored and they don't reply thatdoesn't mean people aren't reading the message and the student come is anysurprise to anyone listening what they're looking for is personalization.You know who I am you know who I work for and not just in a slug, my name inkind of way you can imagine, or you actually identified specific problemsor pain points that I might have, and you have an actual solution that canspecifically address these things and the more you can communicate that and aunique way. The better off you are atd, getting those people who are activelyignoring the message but evaluated it prior to ignoring it, to engage withyou in a positive way, Sixh and finally hear the last lesson: There's a clearescalation trend in scoring these some...

...people got scored in three categories,so they say you know initially I'll read the message, then I will ignore it.If they persist, I will disconnect or if they persist, I will mark them aspam or if they persist I'll, get very aggressive with them. So the more youpersist in something that is not responded to in a favorable way, themore likely you are a to make someone angry and be get an escalated level ofresponse from ignore to disconnect to block. So just because other people aredoing something doesn't mean you should do it just because a lot of people don't likeit doesn't mean that it can't be done successfully. The goal, of course, isto reach out understand people. Let them know that you see them, hear themand understand them and work to createa real relationship based around a realproblem, an a real opportunity. I hope you found that valuable. If you want tocheck the post out again, my name is Ethan Baute. I host the customerexperience podcast, we can find me on...

Linkdon Ethan last name is beute. Iwelcome that connection is special. If you had a personal note to it, and Ilook forward to any feedback you want to add on that post or on anything thatI have to share there. I look forward to connecting with you on Linkedinhappy prospecting, clear, communication, human connection, higher conversion.These are just some of the benefits of adding video to the messages yoursending every day. It's easy to do with just a little guidance, so pick up theofficial book rehumanize Your Business, how personal videos, accelerate salesand improve customer experience learn more in order today at Bombamcom Boock,that's Bo, mb, tombcom fuck, thanks for listening to the customer experience.podcast remember the single most important thing you can do today is tocreate and deliver a better experience for your customers, continue learningthe latest strategies and tactics by subscribing right now in your favoritepodcast player, or visit Bombomcom...

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