If you sell to other businesses, there’s a good chance you’ve tried to get conversations going on LinkedIn. Maybe you’ve sent a few connection requests, fired off some messages, and… mostly heard crickets. Or maybe you’re overwhelmed by the “personalization” hype and want to know what actually works, without spamming people or sounding like a robot.
This guide is for you—the person who wants to use LinkedIn to build real relationships and move leads forward, not just blast out copy-paste scripts. I’ll walk you through a practical approach, share what’s worth your time, and call out what’s not.
1. Get Your House in Order: Polish Your Profile
Before you send a single message, check your LinkedIn profile. This isn’t a vanity thing—it’s about credibility. People will look at your profile before replying.
What matters: - A clear, real photo. No logo, no group shots. - A headline that says what you actually do. Skip the buzzwords. - About section: 2-3 sentences on how you help businesses like theirs. Not your life story. - Relevant work history. If you’ve done work for recognizable brands, mention it. - A few recommendations or endorsements help, but don’t sweat it if you’re just starting.
Skip:
Endless skills lists, inspirational quotes, or anything that makes you look like you’re trying too hard.
2. Identify The Right Leads (And Don’t Overcomplicate It)
You don’t need expensive tools or premium subscriptions to get started. The built-in LinkedIn search is good enough for basic prospecting.
How to find worthwhile leads: - Use filters: job title, industry, company size, location. - Look for active people: recent posts, comments, or shared content. - Check if you have any mutual connections (they help with warm intros later).
Pro tip:
Don’t chase everyone. A list of 30 well-matched leads is better than 300 random ones you’ll never talk to.
3. The Connection Request: Keep It Short and Honest
This is where most people mess up. The goal isn’t to pitch—you just want a “yes” to connect.
What to do: - Personalize one sentence: Mention something about their role, company, or content you genuinely found interesting. - Keep it under 300 characters. If it looks like work to read, it won’t get read.
Example:
“Hi Sarah, I saw your post about scaling remote teams at Acme Corp—really sharp insights. Would love to connect.”
What not to do: - Don’t copy-paste generic templates (“I see we have similar interests!”). - Don’t pitch in the connection request. Ever.
4. First Message After Connecting: Be Human, Not a Sales Bot
Once they accept, resist the urge to pitch. Seriously. You’re starting a conversation, not closing a deal.
What works: - Thank them for connecting. - Reference something specific (a post, their background, a shared connection). - Ask a question or share a quick relevant insight—something they can respond to easily.
Example:
“Thanks for connecting, Sarah. Your remote hiring process post got me thinking—how are you approaching onboarding for new hires right now?”
What doesn’t: - Sending a pitch right away (“Can I show you a demo?”). - Fake flattery or obvious scripts (“Your profile is impressive!”). - Overly personal questions. Stay professional.
5. Nurture The Relationship: Add Value Over Time
This is where most people get impatient and give up. You want to stay on their radar without being a pest.
How to actually add value: - Share a relevant article, tool, or event—only if it’s genuinely useful for them. - Comment thoughtfully on their posts (not just “Great post!”). - Offer an intro to someone who could help them, with no strings attached.
Frequency: - Once every couple of weeks is plenty. - If they’re not responding, don’t keep poking. People are busy.
Pro tip:
Use LinkedIn’s “Notes” feature to track where you left off with each lead.
6. Move the Conversation Forward (Without Being Pushy)
Eventually, you’ll want to take things beyond LinkedIn—maybe a call, maybe an email exchange. The timing is key.
Signs they’re ready: - They’re replying regularly or asking you questions. - They mention a business challenge you can help with. - They accept your offer of helpful content or intros.
How to ask: - Be direct, but low-pressure. - Tie it back to something you’ve discussed.
Example:
“Really interesting to hear about your hiring challenges, Sarah. I’ve worked with a few teams facing similar issues—would it be useful to swap notes over a quick call?”
What to avoid: - Vague asks (“Let me know if I can ever help.”) - Calendar links out of the blue. - Guilt trips (“I notice you haven’t replied…”)
7. What To Ignore: The Stuff That Doesn’t Work
Don’t waste time on: - Mass-messaging tools. They sound tempting, but most people spot automation instantly and ignore it. - Fake personalization (“I see you’re in [industry]!”). People will tune you out. - Pitching before you have a relationship. It’s just noise.
Also: - Don’t stress about reaching “decision makers” only. Influencers and end-users can be valuable allies. - Don’t obsess over connection numbers. Ten real conversations beat a thousand ignored requests.
8. Common Questions (And Straight Answers)
Q: How long should I wait before following up if they don’t reply?
A: Give it at least a week. One gentle nudge is fine, then move on. Don’t keep chasing ghosts.
Q: Should I use InMail?
A: Only if you have a great reason and can’t reach them any other way. Most people ignore InMail unless it’s truly relevant.
Q: Can I automate parts of this?
A: You can use tools to track leads or schedule reminders, but don’t automate the actual conversation. It rarely ends well.
Q: What if someone asks to be pitched right away?
A: Go for it! Some people are direct. Just don’t assume everyone is.
Keep It Simple and Iterate
Most people overthink LinkedIn outreach. The basics—clear profile, honest connection, and real conversation—work better than any “secret hack.” You won’t get it perfect the first time, and that’s fine. Try, adjust, and keep it human.
Focus on building trust, not just booking calls. If you do that, you’ll find the right leads, and they’ll actually want to talk to you.