LinkedIn Sales Navigator: A Modern Guide for Client Acquisition (Part 2)

Estimated Time to Read: 2 Minutes

For those that missed Part 1, we began with a high-level overview of LinkedIn Sales Navigator and why it can be a tool to invest in as part of your business development efforts.  We encourage you check that out before reading on...

In Part 2, we get more advanced to help you understand how to optimize their tools.  Thank you again to our friends at John Hancock Investment Management for sharing these resources with us and with you.  If you are interested in additional resources that they have available (like trainings, weekly checklists and other best practices) please reach out to me directly: here.

Why LinkedIn Sales Navigator?

LinkedIn stands out as the premier platform for social media lead generation.  According to a study done by HubSpot, LinkedIn is 200%+ more effective than Facebook or Twitter at generating leads. Traditional prospecting methods like cold emailing and calling are losing efficacy, while LinkedIn’s InMail boasts response rates up to 5X higher than standard cold emails (per the same HubSpot study). 

Five-Step Framework for Success:

The John Hancock training outlines a five-step process for using Sales Navigator to secure new clients:

Let's take a deeper dive into steps #'s 4 & 5...

Organizing and Tracking Leads:

A major advantage of Sales Navigator over standard LinkedIn or Premium accounts is the ability to save, organize, and track leads. Examples:

• Lead Lists: Create segmented lists for current clients (e.g., Tier 1, Tier 2) and prospective clients (e.g., C-level executives, small business owners).
• Account Lists: Group companies by relevant categories (e.g., local firms, companies with recent layoffs) to monitor organizational changes and identify opportunities.
• Family Lists: Top advisors recommend creating lists for clients’ family members to build relationships with the next generation.

Sales Navigator allows users to track the activities and updates of saved leads and accounts, providing real-time alerts even without being directly connected. These alerts enable timely engagement and capitalize on sales opportunities as they arise.

Running Messaging Campaigns and Setting Meetings:

Sales Navigator can help streamline outreach by allowing users to:

• Select a lead list and send tailored messages to each prospect (note: bulk messaging is not supported; each message must be sent individually).
• Add notes and track engagement for each lead, maintaining a record of outreach and responses.
• Use message templates to increase efficiency and consistency in prospecting.

Best Practices for Messaging:

• Keep messages concise, recognizing that many users read LinkedIn messages on mobile devices.
• Clearly articulate your value proposition and reference specific pain points relevant to the prospect.
• Position outreach as a “networking call” rather than a sales pitch.
• Before sending, ask yourself, “Would I take a call if I received this message?”

Top advisors suggest moving conversations offline by requesting calls or meetings, especially after establishing rapport and demonstrating value.

Conclusion:

The advanced training on LinkedIn Sales Navigator empowers professionals to move beyond basic prospecting, leveraging sophisticated organizational tools and targeted messaging to maximize client acquisition. By segmenting leads, tracking real-time activity, and executing personalized outreach campaigns, users can significantly enhance their business development efforts and stay ahead in a competitive landscape.