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1·從潛在客戶的Recommendations中提取細節

閱讀買家資料的「Recommendation」部分是了解詳情的方法之一。快速瀏覽過后，就會發現他們在工作中的優勢、職業成就、職業聲譽、個性等等細節。這些都是LinkedIn消息第一行的重要參考信息。不僅能表現出對個人潛在客戶的了解非常具體，而且還能證明在聯系客戶前做足了功夫，體現自己的專業程度。

這里有三個例子：

1）對好消息進行祝賀

Hi [name],

Congrats on [accomplishment] -- that’s impressive considering [reason]. Are you working on any similar projects these days?

Best,

[Your name]

2）“Read your recommendation”

Hey [name],

I just read your recommendation from [recommender]. It seems like you excel in [business area, skill]. What’s your [process, approach]?

Cheers,

[Your name]

3）對對方的背景感興趣

Hi [name],

Judging by your recommendations, you’re an expert in [field]. How did you originally become interested in that?

Have a good [day of the week],

[Your name]

這些消息都有以下特點：簡短、簡單，最重要的是，令人滿意。一旦與潛在客戶開始對話，也了解了他們的目標，就可以開始多描述自己的價值，并展示解決方案。

2·即興地提出共同興趣

如果想與買家談論共同興趣，可以通過閱讀他們的摘要去發現，并使用InMail中建立融洽關系。把這個興趣點放在消息的開頭或包含在帖子中。

兩個例子：

1）喜歡 犯罪播客（非小說）

Hi Stefan,

Like you, I’m a big fan on non-fiction crime investigation podcasts. I highly recommend Someone Knows Something if you haven’t already listened to it.

I was also wondering if you’re struggling to scale your recruiting efforts. My clients with similar growth rates typically say it’s hard to maintain their hiring standards while bringing on enough new hires. I have a couple tips, if you’d like to hear them.

Best,

Inken

2）喜歡播客

Hi Stefan,

Are you struggling to scale your recruiting efforts? My clients with similar growth rates typically say it’s hard to maintain their hiring standards while bringing on enough new hires. I have a couple tips, if you’d like to hear them.

Best,

Inken

P.S. I’m also a big podcast fan. Would highly recommend The Growth Show -- it’s one of my favorites.

3·提供個性化的內容

嘗試著快速將LinkedIn對話移動到郵件。潛在客戶在收件箱中花費的時間更多，因此通過郵件獲取回復是個不錯的選擇。

模板：

Hi [prospect name],

Are you [seeing X pain, hoping to meet Y goal]? I ask because [client #1] and [client #2], both in your [industry, market, region, product space], experienced this [challenge, opportunity].

There’s a great [ebook, white paper, blog post] I can send you on this topic. It might be easier to send over email so I can highlight the sections you’ll find most useful -- what’s your address?

Best,

[Name]

4·對郵件進行預告

當你已經有潛在客戶的郵箱時，可以嘗試使用初步的LinkedIn郵件預熱。這會提高你的名字的識別度。

模板：

Hi [prospect name],

Wanted to give you a heads up I’ll be reaching out via email with some [suggestions, strategies, observations] relating to [pain point, opportunity].

For example, my first tip is [short piece of advice].

Looking forward to speaking,

[Your name]

5·插入圖片

大多數用戶可能很少注意到InMail，但一個有趣的GIF或好玩的圖片會讓你的消息引人注目一點。

6·保留懸念

設置懸念以吊起潛在客戶的好奇心。

想象一下你的InMail是一個故事章節。它需要包括實質性的東西（如提示或發人深省的問題），否則買家會覺得你浪費了他們的時間。

可以這樣寫：

Hey Andrei,

Just browsed your GitHub repos. Your team is working on some exciting open-source projects -- MathLAB looks like it has the potential to transform college study groups.

Two entrepreneurs I know fund projects just like MathLAB. I’ll reach out to them and will be back in touch soon with their response.

Best,

Hugo

你的潛在客戶每周可能收到至少四封垃圾郵件，或者無聊的LinkedIn銷售郵件。但是如果是有創意的郵件呢？那么你發送的可能是他們整個月中收到的一封。一點額外的努力也許會讓你更廣闊的路可以走。

7·插入附件或者視頻鏈接

你自己收郵件的時候是不是也已經厭倦了看大堆大堆的文字？即便你的產品再好，描述得再天花亂墜，可是，別人連看都不愿意多看一眼那堆黑乎乎的文字，是不是覺得一切努力都白費了？通過在InMail中插入附件或者視頻鏈接，既能清晰的展示產品，又能大大提高郵件的閱讀率，是不是一舉兩得？