It’s Monday morning and I receive a LinkedIn request from a business development manager at ABC Limited in my Inbox. Within the hour, and unsure of the correct protocol, I have accepted the request.
Immediately another email from my new buddy on LinkedIn. “Hi Jason, I’m reaching out to you as the person responsible for photocopying at Superdream. Aren’t you worried about the rising costs of copies and toners?”
I delete the email and a few days later; “Hi Jason, just checking you relieved my email below and when you would be available for a quick discussion about your rising photocopier bills?”
Email deleted.
And so it continues until I lose my patience and reply with a big fat NO! And tell him (or her) to stop pestering me.
I guess, as MD, I am ultimately responsible for the procurement of everything, including photocopying, but it’s not in my top 100 current concerns.
I pick the photocopier salesperson as an example but it could be anything, and it is anything – accounting services, bad debt recovery, cleaning, data base cleansing, email marketing etc. I get 20 plus a day! 7 days a week! It’s relentless!
And all of these new LinkedIn friends end up alienating and annoying me through their cold prospecting in disguise, because that’s what it is: cold calling via email and under the cover of LinkedIn.
Should I wake up tomorrow having promoted photocopying to my No. 1 issue, having realised that the costs are spiraling out of all control, our intrepid salesman from ABC Limited would actually be the last person I would contact. He has invaded my privacy, uninvited, and has plagued my inbox with absolutely no relevance to me.
For all I know he might have the world’s greatest photocopying solution, but his lazy approach to prospecting has killed any chance he may have had.
So what’s the remedy?
Well, what about the old school method of research, insight, the angle and the offer?
Forget LinkedIn for now. Get on the phone, talk to reception and find out who owns this particular area? Establish some rapport, don’t dive with your intro pitch but rather, find out all you need to know. Research it properly!
Then call that person and do a quick fact find. Get the angle you need to make an innovative approach or offer. If they’ve just renewed their contract, diary forward and move on. Don’t try to flog a dead horse to someone who’s not even in the market.
Now for the offer. Use your research and insight to construct a meaningful offer with a tangible benefit and call for an appointment.
Once you meet your prospect, establish good rapport and show that you can take them to a better place (photocopier speaking). You are friends (in business terms) and now is the time to connect on LinkedIn.
As the boss of a communications agency I ensure that my team do their homework before prospecting. It’s not unusual for them to send personalised creative mailers, or videos, to prospective clients before even making the first call. This way, when we do make that call, we generally get the appointment.
So don’t reach out – find out. And you will, without a doubt, win more and annoy less!
Happy hunting.