Time to read: 3.5 minutes. LinkedIn Sales Navigator IS worth the money. But only if you have an effective, repeatable way to get buyers talking with you. Navigator and Premium buy you access. Nothing more. Here is a proven way to spark prospects' curiosity PLUS get them asking for more details. Let's quickly examine what I learned in my LinkedIn Sales Navigator review. 

What is LinkedIn Sales Navigator REALLY?

Essentially, access.

What you're buying is a faster, easier way to search (access) specific kinds of prospects. LinkedIn will also:

• make automated lead suggestions for you (my clients report the suggestions are not accurate, need refining);
• allow unlimited search results when querying the database;
• provide a "legally compliant" way to access prospects you don't already know (InMail messages).

If you manage a team of sellers, Navigator also provides insights on how your team is, or is not, using Sales Navigator to its fullest potential.

Navigator also gives you the ability to connect your sellers to a CRM or SFA system like Salesforce.com, etc.

Why some are canceling Navigator accounts

Lack of InMail & email response is causing many sellers to cancel their Sales Navigator account.

Here's the crazy part: Most are investing in Sales Navigator training -- how to run database searches, find the best contacts, etc. But they’re overlooking the most important piece.

Effectively getting appointment set with prospects. Being skilled enough to communicate an engaging message.

They lack an effective outreach communication technique. 

Without the ability to grab attention, earn response and start discussions with buyers, your investment is wasted.

The most neglected prospecting skill is communication. Specifically, “interruption training.”

“Interrupting your prospect’s day is a fundamental building block of robust sales pipelines,” says sales trainer, Jeb Blount, author of Fanatical Prospecting.

“No matter your prospecting approach, if you don’t interrupt relentlessly, your pipeline will be anemic.”

Sales reps are given Sales Navigator training, cold calling training. Why not cold LinkedIn outreach training? Successful Sales Navigator sellers are using an effective, repeatable way to:

• attract customers by sparking their curiosity;
• guide buyers to self-qualify/disqualify themselves;
• set appointments with potential customers faster.

Here is a more detailed explanation describing what my customers are teaching me.

Is InMail worth it?

LinkedIn gives you “credits” to send a limited number of email messages with. They're expensive. 

The good news: You are rewarded for earning responses from prospects.

Good news: You receive a credit (get your $ back) for each InMail receiving a response within 90 days.

If you get a response from your prospect the credit/investment comes back! You can re-use the money invested again … and again and again. Cool eh?

But if you earn no reply your money is gone—forever. Also, you are limited to the number of InMail messages that can be sent.

InMail is also monitored and rated by LinkedIn—and you must maintain an InMail reputation score in order to send messages. If enough prospects mark your message as spam, you're out of the game.

Why most LinkedIn Premium users waste it

I cannot provide an honest LinkedIn Sales Navigator review if I overlook this piece.

The most common mistake made is this:

Not giving the prospect a compelling reason to respond. Failing to interrupt buyers in a way that provokes a reply.

Too often, customers experience “I’m here to help” as "I'm here to sell." Experiencing this pattern creates distrust.

You may not see it. But they do. It's a blind spot.

To remedy this, spark curiosity in what you sell.

People value more what they ask for -- less what is offered. Persuasion is a push. Curiosity pulls.

The key engaging customers is helping them want to begin persuading themselves -- by getting them curious.

Pulling, creating intrigue.

Here is a way to do it---systematically. Making qualified sales appointments via email (faster, at scale) is mostly about:

1. not saying “too much, too fast” about you;
2. NOT asking for the appointment;
3. helping the prospect want to reveal what is most important right now and
4. sparking curiosity in how you might help them (not your solution).

Just like a first date

Ever go on a date where the other person started posturing? You detected it instantly. Your date showed you—he/she was attracted to you. But you weren’t sure. Yet. Then, suddenly... BAM. You were.

This person was not a match.

They started caring about earning your attraction—too much. They were trying too hard.

Engaging a customer for the first time is the same. Signaling “I want you to respect me” is the kiss of death in sales.

The moment you start caring too much, or persuading, you risk being seen as desperate or needy by prospects.

It’s the same with LinkedIn outreach, making connection requests, sending InMails and leaving voicemails.

The best connection request is no request. The best meeting request is no request. Give it time. Create an urge for the prospect to want it... for their own selfish reason.

Sales is courtship. Nothing screams “I’m trying to persuade” you louder than trying to establish credibility. Posturing to impress.

Consider learning how to foster curiosity. Here's a live coaching workshop to get started. Or if you're on a budget take this free Curiosity Crash Course.

The problem with persuasive LinkedIn messages

Buyers are defensive. They see offering help, adding value, building rapport etc. as a sales gimmick. Result: Sellers aren't trusted, marketing leads are worthless.

It's not your email template. It's not your phone script. It's you. It's how you think about communicating.

Persuasive strategies are killing sales outreach and brands. The game has changed to provoking curiosity. Empowering people to convince themselves is the future.

New rule: Never try to persuade anyone of anything. Today's customers prefer to convince themselves. So... the key to engaging them is facilitating an urge -- to begin that process.

It starts with getting them curious. Pulling, creating intrigue.

Customers instinctually value more what they ask for—less what is freely offered.

Offering help, your freebie, ebook... whatever it is you're giving away. Your desire to "build a relationship first." It's all seen as bullshit.

It's persuasion. Persuasion is a push. Curiosity pulls, attracts.

Instead, let the other side convince themselves to go forward. Customers prefer to convince themselves to act. Especially on LinkedIn where EVERYONE is pushing.

Sparking curiosity engages. Curiosity pulls, persuasion pushes.

A proven, repeatable system

My customers are proving to me—there's a better way to engage prospects. When you send email messages, make sure you/your sellers systematically:

1. Spark prospects' curiosity;
2. provoke buyers to act (become a lead) using "trigger words";
3. connect that curiosity to what you sell.

What you "put into" Sales Navigator is ALL that matters. If you don't follow this process your LinkedIn Sales Navigator and InMail investment will be wasted.

Want to learn this system now? Here's a free Curiosity Crash Course to get you started. You might also join our private community of conversation-starting pros. 

Good luck! Let me know if you have any questions.