LinkedIn user: “Bruce, where is ‘search’ in the new user interface?”
Me: “In Sales Navigator”
LinkedIn user: “< much profanity deleted here >”
As the new user interface is being rolled out, many LinkedIn users are stuck in a bad spot: choosing whether to upgrade to Sales Navigator and kicking the year off with a big expense they hadn’t planned on. With that in mind here are some ideas that may help you in making a decision with respect to Sales Navigator.
Sales Navigator has three basic sets of additional features compared with the free version of LinkedIn.
1) Sales Navigator has some pretty comprehensive search tools
This consists of twenty search filters, plus search by title and / or keywords. Ability to save searches. Ability to adjust searches, broadening and narrowing parameters on the fly. I tried Sales Navigator in the late summer of 2015 and considered the search capabilities interesting but not ready for prime time. They are now. If someone enters something on their LinkedIn profile, you can use it to find them.
And that’s all great, but if you are in charge of commercial airline sales in North America for Boeing, you probably know who all of your prospective clients are already. You don’t need Sales Navigator’s search capabilities. On the other hand, if you are selling printed circuit boards in North America, as a couple of my clients are, there are over ten thousand possible prospects, and that Advanced Search capability would come in pretty handy.
The test for needing Advanced Search is:
- do you know who all your prospects are?
- Or, do you already know of so many prospects that finding more isn’t necessary?
2) Sales Navigator allows you to follow people and companies
You can designate hundreds of people and / or companies as “leads” and Sales Navigator will show you the posts they write or share, company news, and people who make job changes. You can tag people (another feature that was moved from free LinkedIn to Sales Navigator) and sort them.
This is a good suite of features if you are big on social selling and using people’s posts and shares as cues to start conversations with them. If you are more of a traditional “I’m not waiting for him or her to post, I have a compelling story to tell them now” type of person, then this feature becomes a “that’s nice” type of thing.
3) Sales Navigator grants you an allotment of InMails every month
InMails allow you to send messages to second and third degree connections.
If you prefer email or cold calls, then you don’t need this either. But if you like the idea of having the option of InMail as one of the ways you make initial contact with someone, then it can be worthwhile. However, you need to be ready to put the time in to write good InMails, otherwise InMail is just another word for Spam.
I usually tell people that the litmus test for Sales Navigator is when you grumble to yourself that you just don’t have enough prospects (you need Advanced search), or ideas to contact them (you need to be able to follow), or you want to send them direct messages via InMail. If you have one of more of these problems, then you have made a case for getting – or at least trying out – a Sales Navigator subscription.
If you wonder if you need a premium subscription, you probably don’t need it.
If you can point to a specific ability that would make a difference to your sales, then yes, you are heading in the the premium subscription direction.
A premium LinkedIn subscription should allow you to have more: more prospects, more options to contact those prospects, more responses when you do contact those prospects, and more efficient and effective use of your time.
One aspect of LinkedIn’s Premium subscriptions that I really like (which probably means it is doomed) is the ability to sign up for a premium subscription on a monthly basis. It’s more per month, but you can bail out after two or three months if it isn’t working for you.
And a final word: be prepared to put some time in learning how to use Sales Navigator effectively. Following people is pretty easy, but using Advanced Search efficiently – that is narrowing your results list to a manageable number – can have a learning curve, and InMail…well, there’s a lot to InMail. It takes a lot of work to do InMail well. So I wouldn’t recommend Sales Navigator for everybody, and for all you frugal types that are still out there, there are still lots of effective (and some sneaky) ways of using Free LinkedIn for sales.