LinkedIn Lead Gen Course 

Step by step guide on how to use LinkedIn to book sales calls and get new clients.

Before you start, I want to give you an idea of how effective Linkedin Prospecting is.

Why should you prospect on Linkedin?

> 4 out of 5 people on Linkedin “drive business decisions”

> 55 Million companies on Linkedin
> 61 Million “Senior Decision Influencers” on LinkedIn

This means you can use Linkedin to directly reach out to decision makers in every niche with
the authority and social proof of your well curated profile to boost conversions.

This is the most easily automatable and scalable organic lead generation and prospecting
method.

What can I sell to Linkedin Prospects?

Short answer? Anything.

Linkedin is full of business owners and direct decision makers in every niche that have problems
you can solve.

Here is a list of services you could sell:

- Google Ads
- Facebook Ads
- Email Marketing
- Website Design
- Funnel Building
- Sales Services
- E-Commerce Services (CRO, Store Design)
- Copywriting
- Content Production

You can sell anything to any niche as long as they have a need for it and it solves their pain
points / problems.

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How much does it cost to start?

Very little. In fact, to do this effectively, you only need 2 things:

1. Linkedin Premium ($79.99/month at the time of writing)

2. Automation Software (Approx $40/month depending on software provider)

In total, you can do this for around $100.

You can do a less effective version of this strategy without Linkedin Premium, but really you’d
be wasting your time doing that because the strategy with Premium is Light Years better than
without it.

Does this actually work?

Yes, look at some screenshots below of just a few of the people who have booked meetings
with me from Linkedin using the exact strategy you’re going to be learning in this course.

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Creating your Automated LinkedIn Lead
Generation Machine
I’m going to keep this very simple.

There are 5 Components to building this Lead Generation system and making it work

1. Profile Optimization
2. Automation Software
3. List Building
4. Messaging and Follow up Sequences
5. Auto Email Follow Up

Step 1: Profile Optimization

What's the first thing a prospect does when you message them?

Click on your profile to see how legit you are.

This means you need a great looking profile optimized for conversions to make your messaged
prospects want to speak to you, respond to your messages and get on the phone with you.

Watch the Video Module on Profile Optimization where I show you 5 Linkedin Profiles whose
profiles are perfectly optimized for Lead Generation

There are ​5 Key parts​ to optimizing your profile

1. Profile Picture
2. Banner Photo
3. Bio
4. Featured Content
5. About Section

1. Profile Picture

Use your best photo. Ideally you want a professionally taken headshot but not always
necessary. Make sure the photo is high quality of you smiling and you are well dressed.

Bonus​: If you have done public speaking, use a photo of you talking to a crowd, builds authority
and shows that you are an expert in your field.

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Consider adding a Coloured ring on the outside of your photo to stand out.

DO NOT use a boring corporate style photo. Studies have shown these subconsciously make
you seem less trustworthy.

2. Banner Photo

Use Canva to design your Linkedin banner.

It should look high quality, professional and not cheap/scammy.

It should clearly display:

- Your company name

- Briefly what you do for your clients (not essential as you have your bio )
- Call To Action ( “Want to learn more? Let’s Talk!” )
- Your website link

3. Bio

Your bio should say 3 things in 1 sentence

1. WHO do you help

2. WHAT result do you achieve
3. HOW do you help them get that result

For example: “I Help {Niche} {Solve Problem/Get Result} by {Your Solution}

E.g. “I Help Subscription E-Com Brands Reduce Churn by using our Evergreen Nurture
System​™​”

“I help HVAC companies secure more commercial contracts using online lead generation”

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 4. Featured Content

Featured content is most important. It builds authority and handles objections.

In your featured section you should show any of the following:

- Case Studies
- Podcast Appearances
- Videos of you talking about your niches problems and your solution
- Client Testimonials
- Articles you have written (these should be sales letters disguised as articles with a CTA)
- Link to book a call with you

Use 2 or 3 MAX pieces of hard hitting content that encourages prospects to book calls with you

BONUS​: Include your case studies within a Sales Letter on a Landing Page with an embedded
Calendly Link at the bottom.

5. About Section

Your About Section is where you can flex your copywriting skills.

You want to achieve 3 things with your about section

1. Tell prospects briefly who you are

2. Make prospects aware of the problems they have
3. Tell prospects how you can solve them

I’m not a copywriter so i can’t tell you how to write a highly converting piece of copy in this
section but you should keep the about section short to Medium length and focus on your niches
pain points, how you can solve them and the results you have achieved.

You can either write a full blown sales letter for your About Section OR keep it short and simple,
being sure to talk about WHO you help, WHAT you help them with and HOW you do it. If you
have any notable achievements in your niche or for your clients, be sure to mention those as
well.

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Step 2: Automation Software
To make our prospecting as easy, automated and scalable as possible we want to use software
to automatically connect with prospects and send them messages that have basic
personalisation to trigger a response so we can begin a conversation and offer them to get on a
call.

Which softwares can you use?

I use ​Ulinc​. But the problem with Ulinc is that it is not open to the public and is invite only.
Message me on Twitter (@Shawpreneur) with the email you used to buy this course and i’ll try
to get you access to the software as well. No promises though.

Other great options are:

- MeetAlfred
- Zopto
- Linkedin Helper

In Videos attached in this course I will show you how to use these softwares to build highly
targeted lists of prospects on Linkedin, build highly converting messaging sequences and A/B
test messages.

I’m not going to type it out because it’s much easier to demonstrate on video.

Step 3: List Building

Before you start sending messages on Linkedin, you need to build a highly targeted list of
decision makers that you want to message.

Luckily, LinkedIn is THE business focused platform, which means it is very easy to find business
owners to message.

Linkedin actually makes it extremely easy for you to prospect for clients using their platform
using a tool called “​Sales Navigator​.”

Sales Navigator is a tool from Linkedin that comes with their premium subscription.

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It allows you to filter and segment every single user on their platform so you can specify
precisely the type of person you want to message.

You want to build a list of minimum 1000 people on Linkedin to put into your messaging
automations.

Audience sizes between 1000-5000 are perfect because they are small enough to be highly
targeted and not too big where you will have poor quality leads leak in.

I will go in depth in the video section of this course on how to use Linkedin Sales Navigator to
build targeted lists, but here is an overview of how you build targeted lists.

How does List Building work?

Below is an overview of the List building process - ​Remember​, watch the videos for more
in-depth demonstration.

Go onto Sales Navigator and beside the search bar, click “All Filters”.

This will open the advanced filtering options.

In the Keywords section, type in the main keyword for your niche.

E.g. “HVAC” “E-Commerce” “Doctor” “Physiotherapist” “Chiropractor”

Whatever your niche is, test different variations of keywords, your niche will have multiple ways
of describing themselves.

Now set your filters.

The following are the most important:

- Geography
- Relationship
- Seniority
- Company Headcount
- Industry

Let’s say for example, you wanted to target HVAC companies

NOTE​: DO NOT use this niche. Everyone reading this right now is probably going to jump on
the HVAC niche just because I mentioned it. I picked it out of thin air. Select a unique niche and
do some actual research on a niche. This is how you find the gold mine niches that are
untouched.

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For HVAC, these are the filters I used to generate a list of 3,500 Direct Decision makers of
smaller, owner operated HVAC businesses in the Construction Niche.

1. Geography: USA
2. Relationship: 2nd and 3rd degree connections
3. Seniority: Owner
4. Company headcount: Self Employed, 1-10 employees
5. Industry: Construction

This gave me a huge list of leads that I can plug into my automation software to start connecting
with and send messages to.

You simply copy + paste this Sales Navigator URL into your Automation Software search
function to start sending your messaging sequences to (demonstrated further in video module).

Note​: You can save this search for future reference so you don’t have to do the filters every
time by clicking “Save Search” in the top right of the dashboard.

Step 4: Messaging Sequences

Here I'm going to give you an ​overview ​of the messaging sequences I use, in this course you
will find ​attached templates​ for messaging sequences you can edit to your niche.

View the templates for specific message sequence examples.

There are 3 approaches to sending automated Linkedin Messages

1. Shotgun Approach
2. Curiosity Approach

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 3. Soft Opener Approach

Shotgun Approach

This is a hyper direct way of messaging people. No beating around the bush.

In your connection message you say what you do and why they should connect then once
connected you ask them immediately if they are interested in the results you deliver.

This can work very well in an untapped niche that no one else uses. For more “saturated”
niches, you can test this but usually best to use the other approaches for those niches.

In your first message you tell them the result you can deliver and ask for the call.

PRO’s

1. Straight to the point - very interested prospects will respond instantly to book a call
2. Very little testing required

CON’s

1. You will have lower reply % and you may come on too strong depending on your market
2. Some people will be put off by your approach

Curiosity Approach

You open with a question about their business with the intention of uncovering a pain point and
then offering to jump on a call to see if you can help them solve it.

“Hey {Name}, i have a question, what are you doing right now to {get result they want}?

“Hey john, i have a question - what are you doing right now to bring in new clients?”

You keep the conversation going for a little while, asking intelligent questions that uncover their
problem or pain points relating to your service, if those problems are something you can solve,
offer the call.

Within about 4-6 messages or less you should be offering the phone call to see if you can help
them out.

PRO’s

1. Builds more rapport

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 2. Less invasive approach
3. Can uncover pain points early

CON’s

1. More involved, you have to be on hand to reply to messages or get a VA to do it for you
2. Can be harder to find an opener that gets a quality response - You have to test.

Soft Opener Approach

This is my least favourite approach as it is more time consuming and very in-direct and
prospects have an idea already you are messaging to sell them on something so the indirect
approach is a little disingenuous.

You will use this approach if your niche is very saturated.

You message them with a small talk opener perhaps unrelated to their business and you get a
response, have a conversation and ask them questions and hopefully steer the conversation
towards what they do and their problems in their business.

PRO’s

1. Might establish more trust with a prospect doing this approach

CON’s

1. Time consuming
2. Less direct
3. Low response rates (people don’t generally like small talk with strangers )

Questions to ask Prospects

Once a prospect responds to you, you need to respond correctly.

You need to respond with 2 things:

1. Acknowledgment of their previous answer

2. Intelligent question to uncover pain/problem you can solve

Acknowledging is obviously very straight forward, use leading phrases like:

- That makes sense...

- I understand…
- That’s not unusual…

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 - I can see why that could be an issue…
- That’s interesting…
- Gotcha…
- Ah ok i see...

Asking intelligent questions to uncover pain/problem should always be relevant to what they are
saying. Don’t ask random questions or that will put people off.

- Why do you think {problem} is happening?

- What have you tried to fix that?
- How has that been working for you?
- How have your results been with that?
- How are you currently getting new clients?
- What do you feel could be the solution to that?

If a prospects answers are very vague, you can use the magic question to get them to explain
further:

“What do you mean?”

If you want to ask a question that may seem a little more “invasive” you can preface it with this
phrase:

“Genuinely curious, {question}”

Example:

Prospect:​ I am having problems getting on the phone with qualified prospects

You:​ “That’s not unusual, that can be difficult. Why do you think it is difficult to get
qualified prospects on the phone?”

Prospect:​ “Because I don’t have a good lead flow right now”

You:​ Ah ok gotcha, that makes sense. What have you tried to do so far to fix your low
lead flow?”

Prospect:​ “I’m cold calling and hosting events with little success.”

You:​ “I see, well if you’re looking for more clients, well thats what we help {niche} to do.
But i’m not yet sure if we can help you as i don’t know enough about your situation.
Would you be open to a quick chat this week to see if this is something I can help fix?”

Prospect:​ Sure

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You:​ Ok please book a time in my calendar {Link}

Etc Etc Etc

Do you see how this works?

In this example, we have uncovered their problem and can continue to dig deeper on their
problem.

Eventually, they will either ask if you can help or you can straight up ask if they would like to
chat on the phone to see if you can help them with this problem.

Booking Calls

This is a very easy step.

Once you have been talking to a prospect you want to move them onto a Discovery Call to
qualify them and move them to a Sales Call.

You should have already had a short conversation in the DM’s about what they do and what
their problems are (briefly).

At this point they have probably clicked your profile and read through some of your authority
building content and have a very good idea about what you do, who you help and how.

They will either ask about what you do or you can bring up how you *may* be able to help them.

You can say something like

“That makes a lot of sense - this is the kind of thing we help {niche} fix, but i don't yet
know enough about your business to know if we can definitely help you. Would you be
open to a quick chat on the phone this week to see if we can even help you?”

Note:​ Frame the call as a “quick chat.” People like quick chats but hate “jumping on calls” or
doing “Discovery Calls” etc.

They’ll either say yes, no or ghost you.

If they say yes you should send over your ​calendly ​link for them to book.

Your calendly form could have questions in it that asks more questions about them to further
qualify them. But not totally necessary as you will get on a discovery call and ask those
questions anyway.

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Now you can begin your sales process with them.
Step 4: Automated Email Follow Up

Once you connect with a prospect, you want to have as many chances of getting a response
from them as possible. You need more “touch points”.

The more touch points the better.

Meaning, the more ways you can reach out to a prospect, the better.

I like to set up a basic automation to send an email to a prospect after I connect with them so
they not only get a Linkedin message from me, they also get an email.

Unfortunately, Linkedin does not allow you to directly integrate into their API to email prospects,
so we need to go about it through the “back door.”

“Webhooks” are used to integrate softwares and platforms when there is no official API
connection capability between the two softwares.

My Linkedin Software offers Webhooks, which I use along with Zapier to connect Linkedin with
my Gmail account to send an email.

Note​: Only some Linkedin Softwares come with Webhooks integration. If yours does not, you
can use a tool called LinkMatch to manually import new connections to your CRM and have an
automation triggered to send an email when this happens.

How do I set this up?

Explaining how to set this up in writing will not do it justice, so you should ​watch the video
module​ within this course showing exactly how to set up this automation.

What should I email them?

You want to test different styles of email, but ultimately you want them to be short, non-spammy
and should resemble what you said to them on Linkedin.

Use the same approach as your messaging sequences.

- Shotgun Approach ( Straight to the point, quick pitch then CTA)

- Soft Opener (Start Conversation)
- Curiosity (Ask questions to uncover if they have a problem you can solve)

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Subject Line

Use the tried and tested trifecta of Subject Lines:

- question
- quick question
- question about {company name}

TIP:​ use lowercase first letter as it stands out in the inbox and makes it seem more real.

Opener

Your first line should always reference that you connected on LinkedIn

For example:

“Hi/Hey/Hey there John, we just connected on Linkedin and i figured i’d shoot you an email.”

Email Body

Then you can say something like this:

Option 1 - Ask questions about their business to uncover pain/problem

“If you don’t mind me asking, what kind of clients do you usually work with / how are you getting
new leads/clients right now?”

“If you don’t mind me asking, what are you currently doing about {their problem you solve}?”

Do as many variations of this as you like. There are unlimited types of these questions you can
ask, just make them relate to the result your service can deliver.

Option 2​ (One line Case Study - Homage Cold Email Wizard @blackhatwizardd on Twitter )

“My name is X, and recently I just helped my client, {Name of Client}, a {Niche} like you {achieve
result in X timeframe} - I’d love to see if i could do something similar for you.

Would you be open to a quick chat this week or next?”

Keep it simple.

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Summary
Once you have the 5 components of the system dialed in you will be booking meetings with your
niche at an alarming rate.

After everything is set up, you want to be testing different connection messages and first
messages to find which combination is getting you the best connection rates, reply rates and
calls booked.

This should take you no more than 1 hour per week as the whole thing is automated.

Connect With Me

If you have questions about the course, message me on twitter. ​www.twitter.com/Shawpreneur

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