Using LinkedIn to target real buyers

Darren McKee explains his step-by-step process for booking qualified meetings using LinkedIn’s search and engagement features.

He focuses on identifying the right prospects, engaging thoughtfully, and crafting personalized messages that resonate:

How to book meetings using LinkedIn search

• Identify prospects based on job function keywords, not titles (e.g., "coaching vendor" or "external coaches").

• Focus on prospects managing incumbent vendors—these are high-priority targets.

• Add prospects to a Sales Navigator list for better tracking and organization.

Engage with prospects the right way

• Filter for those who’ve shared content in the last 30 days.

• Engage authentically—don’t comment or like for the sake of it.

• Share content that teaches something relevant to their role or challenges.

Personalize your outreach

• Send a connection request one day after engaging with their content.

• Use highly specific, well-researched DMs or emails that resonate with their needs.

• If they don’t accept within three days, follow up with a thoughtful message or try again later.

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Generating 4-12 meetings per month on LinkedIn

Conor Paulsen explains how LinkedIn outperforms cold calling and emails for outreach, with response rates of 20-30% compared to just 1-2%. Here’s how to use LinkedIn effectively for B2B cold outreach.

Focus on LinkedIn for better results

• LinkedIn delivers 20-30% response rates, far better than cold calls or emails (1-2%).

• Use it as one of your core outreach channels alongside calls and emails.

Step 1: Use Sales Navigator effectively

• Equip your team with Sales Navigator to send 200 connection requests per week.

• Use activity filters to find prospects who are already active on LinkedIn.

• Focus on ideal customers who are engaged and likely to respond.

Step 2: Message your connections with a proven framework

• Problem: Address the customer’s pain points directly.

• Solution: Provide insights relevant to their challenges—avoid pitching your product right away.

• Result: Share measurable outcomes they can achieve with your help.

Why thoughtful engagement matters

The Selling Show podcast with Candyce Edelen focuses on effective LinkedIn strategies for sales professionals. Candyce emphasizes building real relationships, avoiding spammy tactics, and creating personalized outreach.

She highlights the importance of thoughtful engagement, optimizing profiles, and using LinkedIn as a tool for long-term connections rather than immediate sales.

1. Build real connections on LinkedIn
Reach out to prospects with a genuine interest in their work. Focus on having real conversations rather than pitching your product right away.

2. Avoid LinkedIn spam at all costs
Don’t use automation tools or generic messages. This comes across as spammy and reduces your chances of meaningful engagement.

3. Personalize every LinkedIn invite
Include a reason for reaching out when you send connection requests. Reference something specific about their work or content.

4. Create meaningful LinkedIn posts
Post original insights that reflect your expertise. Avoid simply resharing company updates or adding no value to your audience.

5. Networking through comments and DMs
Comment thoughtfully on posts from your prospects or industry leaders. Use comments to start conversations that transition into direct messages.

6. Long-term wins over quick sales
Build relationships with prospects who might not buy right away. They may refer you to others or come back when they are ready.

7. Boost your LinkedIn profile’s impact
Use a clear, professional profile photo and a headline that shows your value. Ensure your profile speaks directly to your target audience.

8. Stop pitch-slapping your prospects
Don’t push a hard sell in your first message. Focus on building trust by offering insights or asking thoughtful questions.

9. Track your outreach without automation
Keep a manual record of your interactions. Limit yourself to five to eight personalized invites daily to avoid losing track of follow-ups.

10. Start smarter LinkedIn conversations
Use LinkedIn research and specific questions to start conversations. For example, reference a prospect’s recent post or an industry trend they are involved in.

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