As I connect with marketers on LinkedIn, I’m reminded about what Gary Vaynerchuk once said about high school kids and relationships.
They’re always trying to close on the first date.
I’ve lost count of the number of people on LinkedIn who wanted to connect with me, only to turn around and immediately email me with whatever they’re selling.
It’s happened to me for nine years, and I can tell you exactly how many people I’ve responded to with any interest: zero.
But I hate it when people I’ve never met try to sell to me on something I never said I needed.
I mean, maybe if I expressed some interest in a particular service, or I publicly lamented about a problem I was having, then I might be interested in what these marketers and salespeople have to say. If I say I hate WordPress because it’s so hard to figure out, or if I gripe that managing my accounts takes too long, then I would expect to hear from WordPress designers or accountants.
(By the way, I’m good on WordPress and accounting. No problems there.)
But when they contact me about their web design, mobile app design, or SEO services, it’s clear they never even read my website, let alone my profile.
When they DM me on Twitter — “Hi, , thanks for connecting! Here’s a free ebook I wrote, which has nothing to do with anything you do for your job!” — I write a similarly-worded message, and invite them to visit my own humor website. I even told a few I would be willing to listen to their sales pitch if they did it. I rarely get a response, which makes me wonder if they read their DMs.
While some people over-connect on LinkedIn, trying to amass as many connections as they can, I take a more reserved approach. I’ll reach out to people I’ve met before, and connect with them. However, I’m less reserved when it comes to accepting connections, because I don’t know if any of them are readers or have bought one of my books. Rather than appear rude, I’ve accepted the connections, only to get a sales message less than 12 hours later.
The Facebook Problem
The problem is easy to identify on Facebook. I think we’ve all gotten these messages. Depending on your gender, a young woman or young man with only two photos on their profile will send a friend request. They’re not in your friend network, except for maybe one mutual friend. Their profile only has one or two photos, slightly sexy, but not overly provocative. And you have no idea how you would know this person.
You only have to accept a couple of these to realize this is some form of spam. The account either changes to porn, or you’re bombarded with private message communication requests. After a couple of these, you learn to ignore friend requests from anyone who does not know several of your friends of both genders.
(Helpful hint: Guys, it’s a telltale sign — and also a little creepy — when a 20-something woman’s only friends are men in their 40s and older.)
We have the same kind of problem on LinkedIn. So many people fail to change their “I’d like to add you to my professional network on LinkedIn” message that most people just accept it. I used to be more picky, and would only accept people who had updated their message. But I decided I was fighting a losing battle, and gave that up.
As a result, I fall prey to every salesperson who’s using LinkedIn to scope out their next cold call. Rather than trying to build a relationship or gauge my interest, they’re immediately pestering me for phone meetings and conference calls.
An accepted connection on LinkedIn does not mean I want to be sold to, especially when that’s the first communication I get from you. Not even a “hi, thanks for connecting.” Just a “Hi, we provide the identical service hundreds of other people have contacted you about.”
If you truly want to become a potential partner or vendor, take the time to gauge my interest and my needs. Provide me with useful information that will help me do my own job better and make my life easier. Share information, provide valuable content, and prove yourself to be someone who’s smart, knowledgeable, and capable of doing what you claim.
Don’t try to sell me in your very first communication. That’s a guaranteed “No.”