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LEAD GENERATION COURSE

Hello!

Welcome to the seventh lesson

in the B2B lead generation

and nurturing course.

lesson 7

Management of calls and qualification of leads

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AUTHOR
Jo Gniewek
Senior System Implementation Officer

My name is Jo Gniewek, and I am the Senior System Implementation Officer at the Sales4Team Agency, which has developed and implemented a system that organises, streamlines and automates the process of generating B2B leads on LinkedIn and nurturing them through email marketing automation.

Together with the agency's specialists, who implement lead generation strategies for our clients daily, we have created a series of step-by-step lessons to introduce you to B2B lead generation.

Here we go!

 

How do I talk to potential clients on LinkedIn messenger?

In the previous lessons, we have taken care of a good first impression of your personal LinkedIn profile together, careful targeting of decision-makers, networking and a suitable strategy for publishing on the portal. You also already know how to prepare an appropriate 'pitch', a message in which you quickly attract attention and present your proposal. 

 

In this lesson, we will focus on ways to continue the conversation in order to strive for a conversion lead. I will discuss both the technical aspects of the messenger itself and the content aspects.

LinkedIn Communicator

Before you start replying to messages, take a look at how messaging works. 

 

If you're working on a computer, you can view messages under the "messaging" tab -> https://www.linkedin.com/messaging or in the chat widget in the bottom right corner. Both places show the same messages.

Messages can have a status of read or unread. If you click unread, the message is automatically read. 

 

You can change its status back to unread if you decide to deal with it later.

You can also mark messages with an asterisk to help you stay organised.

Sales Navigator Inbox

If you have a Sales Navigator subscription, you have a separate Sales Navigator Inbox messenger in addition to the standard LinkedIn messenger. Technically, you can write to your audience from both communicators. However, these will be separate threads. 

 

Attention! Your correspondence will disappear from the Sales Navigator messaging platform if you cancel your subscription.

 

We recommend using only the standard LinkedIn messenger for your correspondence to keep your inboxes tidy and well organised. 

 

(Photo: Sales Navigator Inbox)

Response statistics

As a benchmark, I will take the statistics that Sales4Team System users achieve.

The percentage of responses received after sending a message varies between 15% and 25%.

However, this does not mean that a result in the region of 10% will be bad. A great deal depends on the content of the message prepared and the credibility of your profile.

The second important indicator is the implementation of the CTA. If your CTA suggests leaving an email in response to your message, then depending on the attractiveness of the lead magnet you can expect between 1% and 5% conversions.

On average, for every 100 messages sent, you will receive 15 to 25 responses and several email addresses to which you will send an offer, presentation and meeting proposal.

If you experiment with different text variants, you are sure to achieve satisfactory results.

Qualifying the lead

When talking to a potential customer who has responded to your message, focus on directing them to the right communication path.
To this end, it is essential to assess his level of interest resulting from the interview, but also other aspects such as: position, company, turnover and size of employment and industry.
Reviewing the aforementioned information will make you better able to assess the potential of the lead, which will allow you to make better decisions on next steps.

Problem with a link in a message

In the previous lesson, I pointed out the arguments for avoiding the insertion of external links and attachments in the initiating message. This also applies to the continuation of the conversation, but here there may be exceptions when the interlocutor asks you for a link or file. Nothing then prevents you from forwarding it to him. 

 

(Photo: LinkedIn message after clicking a message on a link leading to an external site)

Response schemes

By sending very similar messages to everyone and directing them to the same scenario, you will find that your callers' reactions repeat and form a few regular patterns.

If you prepare a comprehensive and attractive content after receiving a response to your initiating message, write it down, as it will certainly come in handy more than once.

Remember to ensure that your messages always steer the conversation in the right direction.

Two heads are better than one

If you are not the only one in your team using LinkedIn to generate leads, share your experiences among yourselves. This practice usually significantly improves results.

How to respond quickly?

If your potential customer has responded to your attempt to make contact and has sent you a message, you will certainly make a good impression if you do not keep them waiting for long. 

 

The most important thing for you are the callers who have shown interest. They are the ones you should deal with first.

Review the responses received and find those that include an e-mail or telephone number. Send interested parties the prepared material or arrange a telephone interview.
It is useful practice, at the end of a LinkedIn conversation, to inform the interviewee of the email sent, including the sender's address and the fact that the message may have gone to a folder other than the inbox.
Order in the communicator

If you manage replies directly on LinkedIn, remember to leave threads you want to address later unread or marked with an asterisk.

This ensures that no important conversation escapes you.

More efficient management of conversations in Smart Chat

The Sales4Team system in the Smart Chat module automatically places correspondence containing phone number and e-mail in a separate "hot" folder. In addition, it signals a new message with a sound. In this way, you can get on with your work while the system itself informs you of an important message. 

 

In addition, you are free to browse the contents of messages without automatically reading them, which significantly streamlines your work and excludes the risk of losing an important thread. 

 

What's more, custom folders organise your correspondence. 

 

You can easily divide your conversations into selected groups, e.g. "hot leads", "interesting contact" or "to be analysed", making it much easier to manage a large number of contacts. 

 

(Photo: list of threads in the unread folder (@/telephone) in the Sales4Team System)

How do you make it easier to agree an appointment?

If the outcome of the conversation comes down to making an appointment, use an online calendar such as Calendly to make it easier for the interviewee and yourself to make an appointment. 

 

(Picture: Calendly appointment calendar)

Managing a negative reaction

If the target group has been chosen carefully, your offer is attractive and the message you are sending is cultural, the percentage of negative reactions should be marginal.
However, if these types of reactions occur too often, take a look at their profiles and the content of your message, and then make considered changes.

I am not interested. Are you sure?

'No interest' and the like will also appear among the responses. If, based on your company and position, you rate this lead's potential highly, prepare a thoughtful response that draws attention to the relevant aspects of your offer. 

 

(Photo: example of a response to 'not interested')

Summary of lesson 7

The new experience you will gain during the first days of generating leads in LinkedIn messenger will allow you to develop optimal responses and pathways.

Note how important response and conversion statistics are. With them, you can deduce how to improve your messages and increase their effectiveness.

In turn, to carry out the process professionally and on a larger scale, reach for tools that organise and automate your work and save up to 90% of your time.

Lesson 8 - generating and nurturing leads through courses and webinars

During the next lesson, I will introduce you to the details of the second-best method for generating leads, alongside LinkedIn messaging: event promotion.

I invite you to Lesson 8 in just a few days :)

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