Episode 441: 5 Templates to Optimize Your LinkedIn Sales Outreach

Bob Woods (00:22)
Hey, everybody! I’m having some computer issues here, but we’re live and ready to go. Thank you for joining us for Making Sales Social LIVE, coming to you from the Social Sales Link virtual studios. I’m Bob Woods, and I’m here with Brynne Tillman — and of course, Stan Robinson is with us too. What’s happening, Stan?

Stan Robinson Jr. (01:05)
Hey, y’all! Good to see you, Bob.

Bob Woods (01:09)
Good to see you too. Today, we’re going to be talking about something that, as salespeople and even sales leaders, we all tend to live and die by — templates. We’ll be walking through at least five LinkedIn sales outreach templates, and we’ll share the strategy and insights behind each one.

These templates are designed to help you craft personalized messages in your own voice and create authentic connections focused on your prospects’ needs — not on the traditional “sell, sell, sell” mindset that we all fall into.

And just to be clear — when I say “your own voice,” I mean it. These templates aren’t meant to be copied and pasted. You need to make them your own, right, Stan?

Stan Robinson Jr. (02:04)
Absolutely. We always say, whenever you generate something — even if it’s with AI — review it and make sure it sounds like you. If you need to remove fancy language like “in today’s rapidly changing digital landscape” and replace it with something more natural, do it. Make it sound authentic.

Bob Woods (02:29)
100%! And that’s especially important today because we’ll be talking about templates, but you won’t be able to see them if you’re just tuning in live.

We have a free eBook that accompanies this session — Five Templates to Optimize Your LinkedIn Sales Outreach. You can download it for free by scanning the QR code at the upper right if you’re watching us live. Or you can go to socialsaleslink.com/outreach.

If you’re watching live on LinkedIn, the links are in the comments. We’ll also include them in the show notes afterward.

So, with that, let’s dive into the five templates, starting with number one: Influencer Content.

Stan Robinson Jr. (03:30)
Every industry has influencers — people who consistently post, share insights, and attract engagement. One great strategy is to engage not only with the influencer’s posts but also with people in your target audience who engage with those posts.

You can reply to their comments (not just react) to start meaningful interactions. Then, reach out with a message like this:

“Hey Bob, I noticed we’re both fans of Jeb Blount. Have you heard his podcast on sales? If you’re interested, I can share the link.”

You’re connecting based on a shared interest — not pushing anything — and you’re asking permission before sharing a link. That keeps the outreach conversational, not spammy.

Bob Woods (05:25)
Exactly. Always get permission first! Otherwise, it can feel spammy — or even scammy. (There’s a reason those two words sound similar.)

And it doesn’t have to be a podcast. It could be a blog article, a post, or a piece of content they shared. The point is to use that shared interest to start a genuine conversation — not a sales pitch.

These conversations build authenticity and trust, which are the foundation of strong business relationships.

Alright, moving on to Template #2: Engaging with People Who Comment on Your Posts.

A lot of people “post and ghost” — they post something and never come back to engage with the comments. Big mistake! When people engage with your content, use it as an opportunity to start a conversation.

You could send a message like:

“Hi Stan, thanks for engaging with my post about [topic]. I actually have some additional insights on that topic — would you like me to share the link?”

Again, you’re not spamming them with the link right away — you’re asking permission and starting a dialogue.

Stan Robinson Jr. (09:38)
Exactly. And when you reach out, it helps to remind them which post you’re referring to. That jogs their memory and makes the outreach feel natural.

Bob Woods (09:55)
Yep — and timing matters too. Joe Monzo just asked in the comments, “What’s the best time to send that message after someone engages with your post?”

I’d say within 12 to 24 hours. Don’t jump on it immediately — that can seem a little creepy — but don’t wait too long either. Everyone’s feed moves fast.

Stan Robinson Jr. (11:01)
Agreed. If you want to be proactive, set a reminder to check engagement 30 minutes to an hour after posting. After about an hour, it’s fine to respond directly. But don’t wait more than a day.

Bob Woods (11:44)
Right — strike while the iron is warm, but not fresh off the fire!

Alright, let’s go to Template #3: Engaging on Your Prospect’s Posts.

Stan Robinson Jr. (12:39)
When your prospects post on LinkedIn, take the opportunity to comment — not just react. Add thoughtful comments that show genuine interest.

You can even “ring the bell” on their profile so you get notified whenever they post. You don’t have to be connected to do this — you can just follow them.

Once you’ve engaged with a couple of their posts, you can message them with something like:

“Hey Bob, I enjoyed your recent post about social selling. Is AI something that also interests you? If so, I have a resource you might find helpful. Would you like me to share it?”

Again, ask before sending links — don’t assume.

Bob Woods (14:33)
Exactly. And this is all about adding value. When you ask permission to share something of value, you’re showing respect and curiosity — not sales pressure.

And if they say, “No thanks,” that’s fine too. You’ve learned something about their interests, which helps you gauge future engagement opportunities.

Now, on to Template #4: Engaging with Existing Connections.

Many of us have hundreds — or even thousands — of first-degree connections we haven’t talked to in ages. Why not re-engage them with something valuable?

Two great ways:

• LinkedIn polls — they’re quick and interactive.
• Personalized video messages — these really stand out!

Video messages especially are underused, which makes them powerful. Record a short, genuine message — not a generic pitch — and send it via LinkedIn DM. People love seeing a real face.

Here’s a quick example for polls:

“Hi Stan, as a sales leader, I’d appreciate your quick vote on a recent poll I posted. Once it closes, I’ll share the results with you. Thanks in advance!”

Short, friendly, and simple.

Bob Woods (18:00)
For video messages, make sure they’re personalized. Look through the person’s profile for mutual interests, shared groups, or experiences. Mention something specific — that’s how you make a real connection.

This entire strategy — across all five templates — is about sparking authentic, human conversations that lead to trust and opportunity.

Stan Robinson Jr. (19:44)
Exactly. And I guess two other quick things come to mind. First, keep in mind that you can only send a video message from your phone — not from the desktop, at least not the last time I checked. Also, when you’re asking for someone’s one-click vote on a poll, if it’s someone with expertise in that area, mention that in your message. For example: “Hey, Bob is an expert on social selling. I’d love your one-click vote on this poll.” Or, “Hey, Joe is an expert on video strategies for nonprofits. I’d really appreciate your one-click vote on this poll.”

Bob Woods (20:31)
That’s where the “don’t copy and paste” advice comes in. If you can customize things even more based on our templates, please feel free — we won’t be offended, I promise!

So, let’s move to number five, which is a bit more involved. Jack Welch actually shared a great example — we’ll call it “multimedia messaging,” specifically sending a 30-second voicemail. This one’s more about voice notes. You can send those too, though we talk more about video messages.

Jack said: “Sending a 30-second voicemail in LinkedIn messaging has opened up some great discussions for me.” Then he added, “I need to practice my video chops before sending.”

Well, practice your video chops — but honestly, just point the camera and say what you want to say. If you’re not perfectly polished, that actually builds authenticity. It’s okay to stumble a little — people know you’re on camera. Don’t worry about being perfect.

Stan Robinson Jr. (22:04)
That’s true. We all want to look good, but the most important thing is to just get started. People appreciate that you’re being genuine and trying something new. It catches their attention and makes an impact.

Bob Woods (22:22)
Gail has a great question: “Which have you found better — video or audio messages?”

I was just reading something about audio messages, and I’m not sure I agree with it, but I’ll share it. Some people treat audio messages like voicemails — maybe a bit old-school. I think people tend to connect more when they can see someone rather than just hear them. There’s a little stigma attached to voice messages because they feel like voicemails. That’s just my opinion, though. What do you think, Stan?

Stan Robinson Jr. (23:29)
Yeah, that’s a tough one. We haven’t tested it, and we don’t have numbers. But video is huge these days. When someone can see you and read your nonverbal cues, it makes a big difference. I’d suggest trying both, but if you really want to make an impression, people tend to appreciate video more.

Bob Woods (24:03)
I agree.

Kim Arndt says, “I haven’t created a poll on LinkedIn. Should I send a message to all poll takers offering more info on my offer?”

That’s a great question — and yes, you should! You could create a PDF breaking down your poll results, add your insights, and include the comments people left on your poll. That’s an excellent follow-up.

But I’d recommend asking if they’d like to see it before sending it proactively.

Stan Robinson Jr. (25:00)
Yes, exactly — ask permission first. And I wouldn’t suggest sending your offer right away. Instead, share the poll results, add your insights, and use that as a conversation starter. Build the relationship before sending your offer.

Bob Woods (25:33)
100%! Gail followed up, saying, “Seeing rather than just hearing makes sense for authenticity and relatability.” Thanks for that. Definitely test both — some audiences might prefer audio, though I’d be surprised. Let us know your results!

Now, let’s move to the last section — permission to name drop.

Stan Robinson Jr. (26:19)
Yes — our last template is called “Permission to Name Drop.” One of LinkedIn’s most powerful capabilities is seeing who your connections are connected to, using filters to define your target audience.

For example, if I see that Bob is connected to someone who’s a prospect for me, I might message Bob and say:

“Hey Bob, I noticed you’re connected to John on LinkedIn. How well do you know John? Would you feel comfortable introducing me or letting me use your name when I reach out? I plan to reach out next week.”

There’s a strategy behind that. You’re asking for permission, but you’re also showing that you’ll reach out regardless — you’re just checking if they’re comfortable being mentioned or introducing you.

If they agree, you can even write a short intro message for them to forward. Or, if you’re just using their name, say something like, “Hey John, Gail and I were chatting on LinkedIn and she thought it might make sense for us to connect.”

Any thoughts, Bob?

Bob Woods (28:25)
That’s 100% perfection — no notes! Most people will be fine with a name drop. Occasionally, someone might prefer to make the introduction themselves, and if so, great — let them!

Name-dropping is powerful because it takes pressure off the other person. They’re just giving permission instead of having to take action, and it keeps you in control of the process. If they forget or get busy, you can still move forward.

Stan Robinson Jr. (29:41)
Exactly — and it goes without saying, but I’ll say it anyway: never use someone’s name without their permission. Always ask first.

Bob Woods (29:58)
Absolutely. Using someone’s name without permission can destroy credibility fast. Imagine someone getting a call saying, “Thanks for mentioning me!” — and the other person says, “I have no idea what you’re talking about.” That’s the quickest way to lose trust.

So, one more time — grab the five outreach templates at socialsaleslink.com/outreach.

We have time for one last question. Mark Crosby asks: “How would you advise diversifying outreach across LinkedIn, email, and phone? Should the messaging be the same or different?”

I’d say LinkedIn and email can overlap somewhat. These templates can be easily used for email. For phone, I’m not sure these would fit as neatly, but try them and see what works. Let us know the results — I’d love to hear them!

Stan Robinson Jr. (31:48)
Yes — and to add to that, Mark might also be asking if you should use different wording for each channel. I’d suggest varying it slightly. The person might not see all your messages, but avoid using the exact same text each time. Experiment and see what gets the best response.

Bob Woods (32:19)
Absolutely. Great advice.

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