In this blog/podcast I am going to teach you how financial advisors can create super awesome LinkedIn (or Facebook, or Instagram) prospecting messaging and sequences to engage and get new leads.
For those of you who are new to my blog/podcast, my name is Sara. I am a CFA® charterholder, popular blogger and YouTube personality, and I used to be a financial advisor. On my podcast we talk about financial advisor lead generation topics so if you are sitting there saying “Oh my goodness, my pipeline dried up,” don’t worry because I have the answers! Just subscribe.
My podcasts are quite lively and fun. If you want to listen to the full podcast on this subject, please scroll down to the bottom and have a listen before proceeding to read the rest of this blog.
Thanks for joining me today! Now that we’re past the pleasantries, let’s get to the point of today’s piece. My goal is to answer the following question.
How do you create LinkedIn prospecting messages and sequences that generate leads?
There are three things to remember if a financial advisor is trying to create LinkedIn messages that engage prospects, and that can be combined into entire sequences that you can use to get leads. Let me first say that LinkedIn prospecting messages are often poorly delivered by financial advisors. I’ve been on the receiving end of some of these, and they stink.
Haven’t you? And what’s your response. Is it this?
- No, I don’t want to get coffee with you.
- I don’t care if you have been in the business for 20 years.
- Quit asking me if I want to buy a life insurance settlement or the latest hot investment product (I know, I know, it’s the best kept secret and the opportunity will never ever come again…right)
Oh, please. It makes me wish that everyone who uses LinkedIn Sales Navigator was mandated to read this blog before the first keystroke!
I am assuming you are reading this blog, though, because you want to learn how to do it right, unlike everyone else. Correct?
I’m going to give you three tips for you financial advisors who want meaningful LinkedIn prospecting messages and sequences to use to get meetings. But you must understand that in order to execute upon my teachings you will have to go about this in a way that goes dead against what most financial advisors are taught.
You must embrace:
Let me say this again. If you are looking for overnight success and automated, thoughtless communication, this is not the blog. Please go elsewhere.
Like anything of quality, developing meaningful relationships with prospects takes time, patience, and the ability to exercise emotional control. If you have those tools and you are willing to learn new skills that can make it happen, then let’s move forward with you reading the rest of this blog.
If not then adios, amigo or amiga!
Here’s a sneak peak of the three things that your LinkedIn prospecting messages and sequences must have in order to allow you to get meetings and leads.
- They must be feedback-oriented, learning focused communications rather than unilateral broadcasts of your desires, credentials, and solicitations
- Each messaging sequence must be logically arranged and one message within the sequence must lead to the next
- The meeting ask message, the final message in the sequence, should be reflective of the information gained by the financial advisor about the prospect
Now I’ll discuss each of these three concepts in more detail.
#1 LinkedIn messaging should be viewed as a dynamic testing process, not a blatant solicitation
Look, you probably have seen some of these messaging companies that want to send out a ton of messages each day and (supposedly) get you meetings. There are these bot things that you can hire to send out a bunch of pre-programmed LinkedIn prospecting messages. Ask for coffee, ask for the meeting, ask to sit down and talk.
Forget it! These are probably doing you more harm than good.
People are so standoffish to being approach this way. Occasionally a LinkedIn message may get you a meeting, but it sets up a very bad expectation in the mind of the prospect. Essentially you have made yourself out to be what the public views as the typical financial advisor: a pushy salesperson wanting to sell an annuity.
Financial advisors ask me all the time, “What are some good LinkedIn prospecting messages that I can send in order to get meetings with prospects?”
Let me ask you, did you ever consider that it is impossible to know the right words to say to someone that you know nothing about? That is the place you are starting with most of the prospects you are trying to reach over LinkedIn. The premise of having the right words, some magic sequence to text people, that will work for everyone is wrong because everybody is so different.
Isn’t that how these high net worth individuals want to be seen? As different one from the next? To have special attention paid to them, to be treated with sensitivity? Isn’t that how everyone wants to be treated? Then why would you open up the relationship by showing them that you don’t intend to treat them this way?
Sending a carbon copy prospecting message over LinkedIn is like flashing a neon light saying this:
DON’T WORRY. THE $10k TO $15k IN FEES YOU WILL PAY ME EACH YEAR WILL GET YOU MUCH BETTER TREATMENT THAN THIS. PAY NO ATTENTION TO MY INITIAL INDIFFERENCE I AM ACTUALLY A LOT MORE SINCERE A PERSON THAN I AM PUTTING ON RIGHT NOW.
Look, there are no magic words to say all the time. It becomes too robotic and too much like a promotion. I have some scripts I’ve written for the people on my membership – but these are guidelines. They are rough sketches to be followed.
Now, what does a financial advisor who wants to meet prospects over LinkedIn do? You start with a sequence of three LinkedIn messages. Don’t get all caught up in the results, the meetings, your earn out model, and how much in commissions you can make off this person because she is a doctor and you want to sell her disability insurance.
Start here with this.
You have to learn about the prospect as your first move. That is the objective of LinkedIn prospect message sequence #1.
Let me be clear.
The objective of LinkedIn messaging sequence #1 is to learn what the other person’s objectives are in being your LinkedIn connection. Nothing more than that.-Sara Grillo, CFA
You can not just assume you know why someone is following your page. Some people are connected to you because they want info, others think they may need you the in future and have no real designs on talking to you right now. Others connected to you without any thought and don’t even recognize you are a financial advisor. You have no way of knowing this until you test and see.
The financial advisors on my membership are taught that you should look at messaging as a test. Every message is a learning opportunity. You send the message and then you look for feedback as to how the person responded. Learn, observe, and make sure you are tracking what the person does and does not respond to. Take notes and write down how each prospect responds to the particular LinkedIn message you sent, and when they responded.
This is the way to make people feel they can trust you. To pay attention to them, listen to them, observe their behavior, and adjust your communications to all of this in a way that makes them comfortable.
Yes, it takes work. Paying close attention to other people consumes far more mental energy than most of the tasks we execute as humans on a daily basis. If you are not willing to put in the time to do this, then don’t do it at all – but whatever you do forget about hiring some machine to blast out impersonal LinkedIn spam all the time. It’s not doing the industry any favors.
Hint: You can’t focus on a large amount of people at a time and pay attention to each one. The list can be short. Quality interactions with quality prospects you understand wins over hurling rubbish at people you don’t know.
#2 Logically progress from one LinkedIn message and/or sequence to the next
Have you ever been talking to someone online in a chat portal, I mean maybe it is someone you are talking to a Spectrum mobile about paying your internet bill, and you go from one message to the next with such disconnectedness that you know, you just know, that it is a bot you are talking to instead of a real person?
What’s missing from many of the LinkedIn messaging sequences that financial advisors use is the logic that guides the conversation. It’s rare to see messaging that flows from one idea to the next because the financial advisor is often in such a rush to get the prospect on the phone!
Get the prospect into a meeting!
Sell them whole life insurance!
General guidelines for making your LinkedIn prospecting messaging into a sequence are as follows:
- Start with one sequence of three messages.
- Send one message a week for three weeks
- If they seem to engage, then assess the signals of either 1) time to ask for the meeting or 2) there is some interest, but it is unclear, need to continue message with another sequence until the intentions are clear
- If no response then stop messaging for six months and put them on the unsold list
Now, I can’t tell you the words in each of these LinkedIn sequences – because these are for my members that pay for them. By the way, here is some information below about my membership.
But here are some general guidelines for what the three messages in the first sequence should be about. The messages should all be related one to another within the message triplet, and they should flow from one to the next.
#1 Message rapport builder
#2 Question to peak their interest
#3 Offer lead magnet and if they respond well then try to figure out why they are interested in this
After this sequence it should be clear if they have any interest and if so, in what? Remember, the objective of the first sequence is not to get the meeting. Is it to get to know them. If you do not understand the prospect’s intentions in being your LinkedIn connection after the first sequence, you must run another messaging sequence with different components that what I described above.
Wash, rinse, and repeat until their interest becomes clear. If you can not establish a basis for the meeting, then do not ask for the meeting.
#3 Ask for the meeting only when there is a basis for doing so
Now, let’s say that you proceed through Steps #1 and #2, and the prospect is giving you signs that there is a basis for the meeting. Compose a two sentence LinkedIn message, and ask for the meeting. Don’t take all day asking – get to the point.
The meeting ask messages is the final one in the LinkedIn prospecting sequence. There are a number of different ways you could ask. This must be customized based upon what are you observing from your interactions in the past.
- Direct and High pressure – maybe if you are dealing with a businessowner or salesperson
- Inquisitive, extremely careful
- Low pressure, soft
When you ask for the meeting it is important to establish a rationale for the meeting. If you did Steps 1 and 2 correctly, then you won’t have any problems doing this. If not, you are asking for a meeting with no basis and that increases likelihood of rejection.
If you found this blog helpful, please listen to my podcast below which goes into the subject in full detail. Remember to subscribe so you won’t miss future financial advisor lead generation pieces like these!
Or, are you ready to get started with some LinkedIn messaging? Join my membership here and let the fun begin!