Understanding how to prospect on LinkedIn, approaching customers intelligently and directly, is undoubtedly a competitive advantage that your company can have. For this, however, it is necessary to build a message that is clear and, above all, that delivers value to your potential customer.

We can make a simple analogy – even a passage through the past – to understand the importance of applying this strategy.

Remember when you were a child on your first day of school and did not know in your class?

There were basically two options:

  1. approaching children and trying to make new friends;
  2. spend the breaks alone.

In sales, more precisely in social selling, we can apply this same logic.

On LinkedIn there are many opportunities (read: people) waiting for a good solution that really helps them in the challenges they face in their daily business.

That is why understanding how to prospect on LinkedIn is so important: in addition to communicating in a personal and direct way, you can generate greater confidence in your receiver.

Do you know how?

That’s what we’ll talk about in this article from now on.

Good reading!

Why is it important to know how to prospect on LinkedIn?

How to prospect on LinkedIn?

Lead capture is not an easy task. Communicating intelligently, that really makes sense to your potential customer, is quite a mission.

After all, there is no point in just making numbers: putting a huge amount of leads at the top of the funnel if they have no adherence to your business.

Otherwise, you will only have wasted time and, above all, a lot of money (prospecting and attending).

The fact is, to understand how to be a successful salesperson (or a pre-salesperson), you need to know how to start a conversation.

So, just like making friends at school, you need to take the initiative and start some connections.

Cold calling 2.0 still works and you can put it into practice if you want to bring some customers to your company.

However, social networks and social selling techniques have evolved.

Today, anyone who understands how to prospect on LinkedIn has a big advantage over those who simply call or send “cold emails”, the so-called cold mail.

That’s because, not everyone publicly lists your business email address. You can even find a general email on the website of the prospective companies … but it’s not the same.

Among many tools used in social selling, LinkedIn can be particularly the most powerful, especially in B2B sales.

Through it it is possible to connect individually with your prospects in a way that you could not before.

Understanding how to prospect on LinkedIn is a differentiator for sellers

How to prospect on LinkedIn?

Not being able to go further in your customer acquisition strategies for not being able to find the email or phone is undoubtedly very frustrating.

So, know how to use LinkedIn to your advantage. Take advantage, for example, of the instant messaging feature for your connections.

The platform shows when they are online. So, take the opportunity to have a personalized conversation in real time with your leads.

Use some sales scripts if you want something specific to the initial approach, all of a sudden.

This, incidentally, is an important topic. While it’s easy to find potential customers on LinkedIn, things can get tough if you’re not sure how to approach a customer.

A cold message needs to be of high impact. After all, think carefully: there are certainly more people approaching your target.

So, knowing how to generate value, generate “glue”, is a competitive differential that successful salespeople need to pursue at all times.

Follow the rules of the game

However, pay attention to some important LinkedIn rules before you start firing your messages.

To send something direct to users who are not connected with you, you will need to be a premium user – it may be worth it for your business.

Or, you can purchase InMail credits.

Of course, any LinkedIn member can include a message with a connection request for any contact.

This message, however, is limited to 300 characters and the recipient can refuse your invitation without even reading what you have written.

So, for that reason, it might really make sense for you to subscribe to premium functionality to be able to have more freedom in your active prospecting strategy.

5 tips on how to prospect on LinkedIn

How to prospect on LinkedIn?

Now that you understand the benefits, you need to be clear on how to prospect some customers on LinkedIn for your company.

As we said, you need to send a message that really has an immediate and positive impact, right?

Therefore, we have separated 5 tips that will help you to have a greater persuasive power towards your leads.


1 – Find common ground

The main advantage of using LinkedIn as a channel for disseminating and prospecting customers is the amount of information you can have from a person.

Your work history, educational background, interest, content …

When you find a potential customer on the social network and want to connect with him, the first thing to do is to check his profile on the website.

The mission is to find common ground between you and the person who will be approached.

If the person is active on LinkedIn, see what they have shared and created.

Also take note of important aspects such as: position, company time, professional experiences, LinkedIn groups that you are a member of…

Then, start doing some data crossings:

  • are you from the same area as the prospect?
  • did you attend the same university or else do you study?
  • Do you have any special knowledge about his segment?

Look for that connection between the two of you. Remember that this is the fundamental point to understand how to prospect on LinkedIn and that it must be something related to work, necessarily.

Only then will you be able to be true and generate some value. Therefore, nothing to leave copying and pasting the same message to several leads.

While it is good to have a message to a customer that is ready, that alone is not enough.

Use what you’ve learned from LinkedIn’s prospect and adapt and customize your approach message.

2 – Look for a mutual connection to introduce yourself

How to prospect on LinkedIn?

With the first part done, find out if you have any common connections with your potential buyer.

It is often easier to start a conversation with a stranger if someone can get the ball rolling.

So, if you have friends or ex-co-workers in common, try to ask one of your connections to introduce you to the prospect.

This, of course, if you feel free to do so.

Your mutual connection can initiate a group message and then share as they know each other (you and your mutual).

That done, you have the green light to finally approach that person individually.

Another approach, this more traditional one, is simply to mention this common connection in your first message to the customer.

This, of course, always taking into account something in common that you and the prospect have, as mentioned earlier.

3 – Stay straight

Think of the LinkedIn message as an instant message – similar to SMS or WhatsApp – and not an email.

This means the following: avoid paragraphs of text that are long. A few concise phrases have the expected effect.

As with cold mail or cold calling, the size of your message has a significant impact on whether the lead will respond or not.

In other words, it determines whether you will have greater or lesser persuasiveness in your approach.

After all, your goal in the first message is to get the recipient to respond, right?

Yes: it is very challenging to send a message that is short, direct and at the same time conveys everything you need – but it is worth trying.

And, of course, it’s even obvious. But it needs to be said: you cannot have the worry of selling in your first message.

It is something for later, when the lead shows some kind of interest in what you have to offer.

4 – Leave a question for the lead

How to prospect on LinkedIn?

If you receive a message from a stranger, you might not be willing to respond.

Unless, of course, he gave you a good reason, right?

Your initial contact, in addition to focusing on establishing a relationship, needs to keep the conversation active.

So, include a question at the end of the message and give your customer reasons to respond and interact with you.

This question can be about the experiences that the potential customer had, their interests, about their mutual connection or even about their occupation, position or market.

Ask something that just someone exactly how he could / would know how to answer.

5 – Monitor and take the next step

Once you approach one or more people, you cannot expect everyone to respond immediately.

Therefore, it is important to keep track of the connections you initiated and see if they responded promptly or not.

If they don’t answer, move on to another. It is not appropriate to send a new message shortly after the first refusal.

But if the go-ahead is given, you need to take the next step: start nurturing that relationship.

For that, nothing better than using your sales CRM and the ability to capture leads from LinkedIn.

This is possible thanks to the Google Chrome extension. You capture and post the data directly to CWT.

For this, before anything else it is necessary to add the extension and integrate CWT with LinkedIn.

Here we explain how you can do this in detail.

2 examples of how to prospect some clients for your company on LinkedIn

How to prospect on LinkedIn?

Now that we’ve covered some good practices for you who want to know how to prospect on LinkedIn, let’s share two “ready-made” models of approach messages.

The quotation marks serve to reinforce the need to personalize the message according to the topics we mentioned earlier.

The mission, to be clear, is to make a positive impact as succinctly as possible.

That said, let’s go to the two models that we separated.

Example 1 – message introducing the lead (with mutual connection)

“Hello, [nome do lead]. I realized that we are connected to [nome da conexão mútua]. As you know [ele/ela]?

I also checked your profile and saw that you and I [inserir o ponto em comum entre vocês dois].

Judging by his knowledge and position in the [cite a empresa], I believe we can help each other.

For that reason, I ask: what challenges do you face today in the [empresa] about [citar um problema que sua solução resolve]?

I am available if you want to talk more about. Strong hug!”

Example 2 – message presenting itself to the lead (without mutual connection)

“Hello, how are you, [nome do lead]? I came across your profile after seeing your post about [citar o tópico].

I found your point of view quite interesting. What do you think about [citar algo relacionado]?

I am currently trying to learn a little more about your industry in order to have greater expertise and help even more companies like [cite a empresa].

I would like to share a question: what challenges have you faced daily in the [cite um problema que sua solução resolve]?

I am available if you want to talk more about. Strong hug!”

With these templates ready and some tips, you are ready to start prospecting customers on LinkedIn and further perfect your sales techniques.

So, how can we help you?

If you were unsure about the article or want to know more about how to relate to your leads through a CRM, talk to a consultant today.

Enjoy and read two articles that will help you positively impact your potential consumers more and more.

The first talks about several different types of customers and how you can approach them.

The second has some relevant sales tips for companies of all sizes and segments.

Good sales!

A hug from CWT, your CRM. #RunCWT