There should be a special place in hell for spray and pray outreach. At least that’s what I think every time I get a LinkedIn introduction where the person tells me they have a perfect solution for me. It’s the modern day equivalent of Chamber of Commerce networking lunches where, on cue, everyone jumps out of their seat and crop dusts the room with their business cards.

That’s why I was intrigued when my friend and fellow entrepreneur Greg told me he’d found an improvement on this swamp of ick selling. It was a disarmingly honest, simple LinkedIn introduction line: “Only one reason to accept my connect.”

This line is followed by a sentence reflecting the pain the invitee might be suffering, and an outcome they might be hoping for. Got that pain? Want that outcome? Maybe accept Greg’s invitation. If not, sorry to bug you, have a nice day.

This outreach doesn’t play at false urgency or persuasion. There’s a refreshing matter-of-factness to it.

It also doesn’t feel like spray and pray. Before sending, Greg’s team does their pre-qualifying homework. So the statement of pain and desired outcome are in all likelihood, very real to the reader.

After The Connect

When someone does accept Greg’s connect, his follow-up message is equally simple and frank. He writes that he wants to engage in further conversation only if:

• The pain you’re suffering is real, and immediate. You aren’t “interested someday,” but actually losing sleep over the issue.
• Solving that pain is one of your top three priorities for the next 90 days.
• You have adequate budget, and the authority to spend that budget.

This three-part checklist weeds out pretty much all connections except those who self-identify as potentially ideal customers for Greg.

Cut Straight To The Proof

In the spirit of not wasting time or the invitee’s attention, Greg’s follow-up note also offers a link to proof he can solve the problem. The proof is nothing flashy: just a few slides that demonstrate he’s solved this problem before.

Only after sending the slides does Greg give the connection the option of booking a meeting. There’s zero pressure to accept, and an upfront declaration that there will be no pitching involved – just hard listening and an exchange of ideas.

Consistency

To this point, the entire process has happened inside LinkedIn Messenger. Knowing it’s only natural any potential client would check his credentials, Greg reworked his LinkedIn profile page.

His header, instead of stating what he does, talks about the customer problem he solves. In fact, there’s virtually no mention of Greg’s skills – only what he’ll do for your business.

The Experience section is also rewritten, again with an emphasis on the particular pain Greg’s business solves. There’s no laundry list of the skills and processes the business employs to solve that pain.

It’s an elegant, no-nonsense, respectful approach. And despite it being a reflection of the most basic tenets of good selling, it felt like a breath of fresh air to me.

And here’s the kicker

It appears to work.

I tried the message the next morning. Twenty cold connects, all targeted to companies I screened as probable candidates for my services. Each outreach written in the spirit of Greg’s “Only one reason to accept my connect” approach. An hour later, I had four replies.

What struck me most was not the response rate. It was the shift in energy. I wasn’t chasing, hoping someone would forgive the intrusion, or preparing myself to tone down any overpromises. I wasn’t hiding anything.

Instead, I was inviting a real adult conversation, with a clear off-ramp. “Feel free to ignore if this does not sound like you – no hard feelings.”

Obvious?

If this all feels eye-roll obvious to you, congrats. You’re clearly further along the selling enlightenment curve than I was.

But I’m betting that everyone could benefit from a quick re-read of their LinkedIn profile, and a bit of reflection on their selling technique.

You might be motivated to make a small tweak. Something as modest, yet powerful as changing the first line of your outreach. If not, to paraphrase Greg, don’t feel any pressure to accept my advice 😉