I love networking on LinkedIn. Some of the best connections I’ve 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’s a right way and a wrong way to do it.
And as you know, I’m a little like Larry David when it comes to pet peeves. One of my biggest? The connection request that’s immediately followed by a sales pitch. You know the one: “Thanks for connecting, Ary! Have you ever considered a cash balance plan for your firm?” The same firm where I’ve spent the last few decades writing about, speaking on, and consulting about, yes, retirement plans.
It’s like asking a chef if they’ve ever heard of salt.
I’m not in sales, but even I know that approach doesn’t work. When someone pitches me right after connecting, it feels like that door-to-door salesperson who knocks just as I’m sitting down to dinner. I don’t answer my front door when I know someone’s selling something. So why would I respond to a cold digital knock from someone who clearly didn’t take ten seconds to see who they’re talking to?
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’t built by a one-click “connect” followed by a canned pitch. They were built by consistency, relevance, and mutual respect.
If you’re 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’re talking to and why your service might actually help them. If you’re reaching out to an ERISA attorney, don’t ask if they’ve ever thought about having a cash balance plan—unless you’re looking for an answer that starts with sarcasm.
LinkedIn is about relationships, not transactions. If you treat it like a quick sale, you’ll end up with a lot of ignored messages. But if you treat it like a place to build trust, you’ll find yourself surrounded by the best kind of network, one built on genuine connections, not cold calls.
