not answer calls from numbers they do not recognize. This has created an aggressive new push towards pitching on LinkedIn.
What is the “Connect and Pitch” Tactic
LINKEDIN ETIQUETTE Hurting the Network
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inkedIn is a platform for connecting with new people, building relationships, exchanging value, learning, and growing together. Sales and business can also be a byproduct of these relationships, but things get toxic when only pitching becomes the primary intent. LinkedIn, when used professionally and appropriately is an outstanding medium to create, exchange and amplify value. The deeper your network, more the value potential but one must use the network effect and social capital effectively and judiciously. Given the advent of smart spam filters, AI based mail filtering etc., it has become harder for email driven sales reps and most people do
BY NITIN KUMAR Nitin Kumar is a two-decade veteran in the Hi-Tech industry. He is currently the CEO of Appnomic but played a variety of hands on executive roles ranging from CEO, Chief Growth Officer, Chief Transformation Officer, M&A Integration/Separation Leader, BU Head and Management Consulting Partner (corporate and PE portfolio companies). He is considered a business builder, thought leader and pioneer of many innovative approaches.
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JULY | AUGUST 2020
Reflecting The South-Asian Lifestyle
DARPAN
TM
It is not the primary intent of professionals who join LinkedIn to get pitched something, nor do they expect people to pitch something as soon as the connection is established. In recent times, we have an increase in the “connect and pitch” tactic (COVID-19 is one driver) – these pitches have disengaged many genuine and interesting people from connecting with new people. The “connect and pitch” artists are doing this in the name of social selling and many of these people would have had at least one interest through their outreach. The act itself conveys lack of understanding around social selling which really means connecting and building relationships rather than hard selling. People forget that the cost of that one success comes at a cost of alienating thousands of people, tarnishing their own and the company’s brand on social media. Now, do not get me wrong - I am one of the biggest fans on LinkedIn. Personally, I am someone who has embraced and harnessed the platform and have driven over $10m in sales over several years owing to strength, breadth and depth of relationships built on this platform and this is why I personally loath the connect and pitch style. The messages in your inbox are also more intrusive (and time consuming) than banners, popups, ads, bots and other distracting methods of online selling and attention seeking. There are other ways of engaging your network