I love networking on LinkedIn. Some of the best connections I\u2019ve made in this business, people I actually trust and respect, started with a simple connection request. The platform is an incredible tool for building professional relationships, sharing insights, and even a little self-promotion (in moderation, of course). But like everything else in life, there\u2019s a right way and a wrong way to do it.<\/p>\n
And as you know, I\u2019m a little like Larry David when it comes to pet peeves. One of my biggest? The connection request that\u2019s immediately followed by a sales pitch. You know the one: \u201cThanks for connecting, Ary! Have you ever considered a cash balance plan for your firm?\u201d The same firm where I\u2019ve spent the last few decades writing about, speaking on, and consulting about, yes, retirement plans.<\/p>\n
It\u2019s like asking a chef if they\u2019ve ever heard of salt.<\/p>\n
I\u2019m not in sales, but even I know that approach doesn\u2019t work. When someone pitches me right after connecting, it feels like that door-to-door salesperson who knocks just as I\u2019m sitting down to dinner. I don\u2019t answer my front door when I know someone\u2019s selling something. So why would I respond to a cold digital knock from someone who clearly didn\u2019t take ten seconds to see who they\u2019re talking to?<\/p>\n
Sales, like trust, takes time. The people I rely on, the TPAs, recordkeepers, and advisors I refer clients to, are relationships that were built over years. Real relationships. They weren\u2019t built by a one-click \u201cconnect\u201d followed by a canned pitch. They were built by consistency, relevance, and mutual respect.<\/p>\n
If you\u2019re going to use LinkedIn to sell, do it the right way. Start by engaging. Comment on posts. Offer insight. Build a rapport. And when the time is right, make your pitch relevant. Know who you\u2019re talking to and why your service might actually help them. If you\u2019re reaching out to an ERISA attorney, don\u2019t ask if they\u2019ve ever thought about having a cash balance plan\u2014unless you\u2019re looking for an answer that starts with sarcasm.<\/p>\n
LinkedIn is about relationships, not transactions. If you treat it like a quick sale, you\u2019ll end up with a lot of ignored messages. But if you treat it like a place to build trust, you\u2019ll find yourself surrounded by the best kind of network, one built on genuine connections, not cold calls.<\/p>\n
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