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There are many advocates of using a mutual LinkedIn connection as the basis of reaching out to a prospect, but I think the process in practice is flawed. There are far more direct ways to get into a conversation with a prospect with far better results.
To recap what the LinkedIn connection outreach process typically looks like:
- Build a list of prospects you want to talk to.
- Mine their profiles for mutual connections.
- Email the mutual connection and ask them if you could use their name in a message to your prospect, or even ask them to make the recommendation themselves.
- Send an email to the prospect saying you have a shared contact that trusts you, and therefore the two of you should talk.
I have tested this extensively. I’ve had some successes and quite a few failures too. After reflecting a bit, there are three main reasons I’d suggest this is no longer an effective strategy....
Sales prospecting on LinkedIn is no longer an effective strategy unless you change your strategy.