Intro

0:00:18 – (Bob Woods): Welcome to the Making Sales Social podcast featuring the top voices in sales, marketing, and business. Join Brynne Tillman, me, and Bob Woods as we each bring you the best tips and strategies our guests teach their clients so you can leverage them for your own virtual and social selling. This episode of the Making Sales Social podcast is brought to you by Social Sales Link, the company that helps you start more trust-based conversations without being salesy through the power of LinkedIn and AI. Start your journey for free by joining our resource library. Welcome to the show.

00;00;48;28 – (Bob Woods): Welcome, everyone. You’ve dialed into Making Sales Social Live. Coming to you from the social sales link virtual studios. And we are brought to you by Ask SSL dot AI. There’s a QR code in your lower left-hand corner. If you’re watching this live or on video, and you want to dial in and figure out what’s going on there, Brynne’s already doing it, I love it. I’m Bob Woods. Brynne Tillman and Stan Robinson Jr are here as well. How are y’all doing today? 

00;01;18;24 – (Brynne Tillman): Yeah, great. How are you?

00;01;20;75 – (Bob Woods): Doing well. Very wet here. But doing what you do. Yes. Yeah. And cold, wet, and cold in so many places. It’s April 7th if you’re listening to this recording, and if you remember back to then, you know that we’ve been inundated with rain.

00;01;43;21 – (Bob Woods): At least here in the south. Some showers. April showers. Yeah. April showers bring May floods. So with that or actually April floods. Floods. Yeah. So let’s get back to or let’s get to it, LinkedIn. And as you know, using LinkedIn to get those all-important sales conversations started without being salesy is the topic of today’s episode.

00;02;11;12 – (Bob Woods): We’re going to be getting into who to have conversations with and then how to do it. And we have got a lot of stuff to cover today. So we’re going to get right into it. I’m going to quickly, quickly list the three main areas that we’re going into. So we’re going to do it the military way.

00;02;30;27 – (Bob Woods): We’re going to tell you what we’re going to teach you. We’re going to teach you, and then we’re going to tell you what we’re taught. Yes. So, the three main areas are to identify and engage with hearing as existing connections. Number two, get introductions, referrals, and permission to name drop. And number three, be a resource to everyone, keeping in mind that old corporate vision statistic, which I’m sure is not only still true today, but it’s probably even more so.

00;02;56;25 – (Bob Woods): And that 74% of buyers choose the sales rep that was first to add value and insights. Be that salesperson. Sorry, it’s that simple. So with that, let’s dive into more details with our points. And that’s identifying and engaging your existing connections. And you know it seems like this is an isn’t it obvious moment, but there are more groups of people with whom you might want to have conversations than you might think. Right, Brynne? 

00;03;33;29 – (Brynne Tillman): Yeah, absolutely. So, and I don’t have my notes up, but let’s start with, you know, it’s all about taking inventory. All right. We have to start to identify who it is that we want to have conversations with. And chances are, if you’re like most people on LinkedIn. Oh, I don’t know. Maybe 80% of the connections that you have are people that you forgot that you wanted to have conversations with.

00;04;01;17 – (Brynne Tillman): And I just found content here. So, who do we want to have conversations with as we’re looking through both our existing connections and even folks that we should be connected to? So we’ve current clients. Right. So these are clients that we are currently working with. And that doesn’t necessarily mean, you know, I have one buyer inside of an organization.

00;04;26;17 – (Brynne Tillman): Everyone that I’ve been engaging with inside of that client, we should be connecting with prospects. Clearly, if we’re reaching out and we’re having conversations, connecting with them on LinkedIn is really important to just stay in front of them. Community leaders, this is huge. So few people connect with the directors of their chambers of commerce or, you know, anyone that runs maybe an association when you’re connecting with those folks and you’re saying top of mind, that really those are people that you want to have conversations with often. Past clients were slightly different than than our current clients.

00;05;10;19 – (Brynne Tillman): And we want different conversations with different folks. So, like current clients, we probably want referrals. Past clients, we may want conversations around, doing business with them again, potentially networkers, and centers of influence people that could be great referral partners. We want to have conversations with them. If you’re in a larger company, it’s really important to keep conversations going.

00;05;37;24 – (Brynne Tillman): Often, the best opportunities can come from coworkers. If you are in a sales role, your coworkers have networks of folks that you may actually want to sell to. We want to have conversations with them about their networks and, of course, industry leaders and influencers. And when we talk a little bit more about the different campaigns, we’ll talk about how to leverage those folks.

00;06;06;00 – (Stan Robinson Jr.): Yep. Very cool. One thing that comes to mind about coworkers is that it’s easy to overlook the fact that there may be people on your team who are connected with people of interest to you. Not necessarily, not only so to speak, in the sales department, but they could be in any area of your organization. So one of the wonderful things about LinkedIn is you can search your connections.

00;06;30;17 – (Stan Robinson Jr.): So for example, I could go look at who Bob is connected to. And as Bob asked for introductions and you could do the same within your organization.

00;06;42;12 – (Bob Woods): Yeah, absolutely. And that gets us into number two, which is getting those introductions, referrals and permission to name drop by mining your connection’s connections to gain access to your targeted buyers, which is what Stan just said.

00;06;57;13 – (Bob Woods): So you do that by doing, going through several different areas. Stan, do you want to take those? And I was actually going to handle number three. So if you want to do number two, there are, I mean, the mean. 

00;07;15;56 – (Stan Robinson Jr.): Yeah, Well here’s what I’ll talk briefly just about exporting your connections. And then we’ll kind of go from there.

00;07;19;22 – (Stan Robinson Jr.): So one of the beauties of LinkedIn is that you can export your connections into a CSV file. And so if you just go to your settings in your LinkedIn profile and then look up data privacy, you’ll have two options in terms of how to export them. And you get the data relatively quickly, you know, within a couple of hours, if that.

00;07;44;18 – (Stan Robinson Jr.): And then you since it comes to you as a CSV, you can sort the data however you choose to. And of course, you can do that in combination with just LinkedIn. You can use first-degree filters, first-degree connections as a filter, and any other filters that are relevant as far as your target audience is concerned. Any thoughts beyond that? Bob & Brynne?

00;08;11;04 – (Brynne Tillman): Well, I love taking inventory and absolutely exporting is a great way to do that. You can also search for connections even on the free LinkedIn. All those cells navigator has incredible filters that can really help to drive you down to the exact folks that you’re looking to meet. And I think you know, when we’re looking, it’s, you know, I went through the very long list of people we want to have conversations with, but, you know, there are different conversations that we want to have.

00;08;38;22 – (Brynne Tillman): Some of them are around helping them solve a challenge. Some of them are from client referral opportunities. Some of them are around, and maybe, opportunities to interview them or to leverage content. I mean, there are so many different conversations that we want to have. So by taking inventory, whether it’s a search or that Excel spreadsheet, we do want to put them in specific categories, right?

00;09;09;21 – (Brynne Tillman): Like, where are they landing in order for us to want to have those, you know, what conversations do we want to have with each of them? So I think that’s really powerful when we’re talking about the who, and then another who before we went to how. 

00;09;31;28 – (Bob Woods): Oh no, actually, we do have both of the, Who’s there? I would like to get in really quickly into just, you know, getting those introductions, referrals, and permission to name drops. So, I mean, so, you know, the how is really simple in terms of, you know, just using the free LinkedIn, and I mean, using the free LinkedIn is a good way to do it.

00;09;57;26 – (Bob Woods): Sales navigator is an incredible way to do it. But even if you have a free LinkedIn account, it works well. It’s just Sales Navigator. You can do all kinds of crazy, good, crazy stuff with it. So you know what? What you do is just, you know, you click on the search bar within free LinkedIn, choose people and all filters, type in the name of your connection.

00;10;19;20 – (Bob Woods): So this is searching someone else’s connection. So, your first degree connection, you want to search their connection. You type in the name of your connection. That person, let’s say it’s Brynne and her connections. And then there are a whole bunch of other filters there that you can use. One of the big ones that I would probably do is title, because I know the titles of people whom I like to search for, and I click apply.

00;10;44;07 – (Bob Woods): You build that list, and then you run the names. I would run the names by Brynne at that point and either get a direct referral, an introduction, or something that we really like to do around here, and that’s permission to name drop. So, name-dropping Brynne, well, I mean, everyone knows Brynne, and when you name-drop Brynne. Yaz, don’t give me that look.

00;11;06;15 – (Bob Woods): When you name. When you name drop a person, they will go, Oh yeah, I know this person, I  really like them, you know. You know, it’s, you know, let’s do this short call or whatever it is that you’re trying to get accomplished with them. And Brynne, I know that this is a really big one that you like as well.

00;11;27;19 – (Brynne Tillman): I love this. So one thing I’ll say is, I mean, Bob can drop my name any time. Stan also dropping, but most people make sure that you are getting permission to drop your name, run the names by them. Make sure that, if you know, they know them, that it makes sense. So, permission to name drop is a big deal.

00;11;49;16 – (Brynne Tillman): But, you know, this is really life changing when it comes to our sales changing when it comes to starting trust-based conversations without being salesy, because it’s really around that one market, which is so important.

00;12;05;19 – (Bob Woods): Yeah. And more market is your second degree, can is actually the first great connection of your first great connection. Just because I like to overexplain everything that I do in life. So with that, we know what if we’re over explaining, can I over explain one thing? 

00;12;33;74 – (Bob Woods): Yeah. Over-explain away. 

00;12;35;00 – (Brynne Tillman): Okay. So what we’re talking about is social proximity. And there are four quadrants to social proximity when it comes to LinkedIn. So it’s the combination of influence. And I’ve just blocked.

00;12;42;10 – (Brynne Tillman): So it’s how influence and connections. Right. So the influence is that they are the decision maker. And the connection is, are they a first or a second degree? So if that’s so, the top right quadrant is that they are the decision maker, and they are a first-degree connection.

00;13;03;00 – (Brynne Tillman): Right. When you come down to the bottom right quadrant, that is, they are a first-degree connection.

00;13;12;04 – (Brynne Tillman): And they are connected to an influencer. Right. So your second degree is that influencer, your first degree knows them.

00;13;24;08 – (Brynne Tillman): The next one is they are high on the influencer scale, but they’re coming in as a second degree from someone outside of the company somewhere, right where they could maybe make that introduction. And then at the bottom is a low influence, low connection.

00;13;43;12 – (Brynne Tillman): It’s really a second degree into a company you’re prospecting into, but not the decision maker. So that’s what we’re talking about, like that social proximity, high influence, first degree, or high influence second degree, that’s your warm market.

00;14;01;00 – (Bob Woods): Yeah. And that’s not over-explaining. That’s just explaining, I think, especially because that’s something we really don’t talk a lot about.

00;14;10;06 – (Bob Woods): So definitely glad that it is out there. Stan, do you want to add something that just that? 

00;14;16;21 – (Stan Robinson Jr.): That’s a great tip for just how to prioritize people, especially as your network starts to grow. It’s okay. How do I get my hands around who to start with? So what Brynne just described is a great way to start prioritizing. Make going first a priority, and then work my way around. 

00;14;34;21 – (Bob Woods): Prioritizing is definitely very important. I actually used to have a system back when I was just, in person, prospecting like crazy. You know, I had like an A, B, C, and D category, and, you know, the A’s got the most attention. B’s a little less C’s and then D’s, and it’s, and I’m quite frankly, I don’t even remember how I used to do it. I just remember that I had a system there. But systematizing, I think, is definitely key, which is, Brynne, we should talk about that more often. 

00;15;05;19 – (Brynne Tillman): I just said, well, I’ve been nodding my head out. Yeah. My head is like, oh, we should be talking about this. This is, let’s put this whatever our next podcast. Yeah. And that’s the sale. That’s open, let’s say. 

00;15;22;10 – (Bob Woods): Yeah, definitely. Yep, yep. So with that, let’s make that final move into being a resource. So you’re thinking, okay, that means I’ve got to share content. I get to share lots of content, right?

00;15;35;07 – (Bob Woods): You do have to share content, but engaging on other people’s content is not only just as important, it’s actually more important that we engage on their content with a 10 to 1 ratio.

00;15;50;07 – (Bob Woods): So you should be doing ten content, ten content, comments, and content. The same sense in a sentence is kind of difficult. You should comment on their content every ten times for per piece of content that you share.

00;16;08;14 – (Brynne Tillman): Stan, you want to talk about why on that purpose of all of that? 

00;16;13;46 – (Stan Robinson Jr.): Yep, couple of reasons. We’ll start with the algorithm in case number one.

00;16;19;27 – (Stan Robinson Jr.): When you comment on someone else’s content and you add value, that would just say it goes without saying, but I’ll say it anyway. Make sure that when you do comment, it’s not promotional, that it actually adds value to the discussion.

00;16;35;02 – (Stan Robinson Jr.): And when you do that, it sends a signal to LinkedIn’s algorithm that this is a conversation that’s of interest to people.

00;16;41;27 – (Stan Robinson Jr.): So it will help the person who posted it, because LinkedIn’s algorithm will show the conversation to more people and, in both your network. So it helps them. It helps you gain more visibility with the poster. And it’s a good idea to tag them, by the way, just to make sure that they see you, even though they get a notification anyway.

00;17;06;05 – (Stan Robinson Jr.): And so it helps them. It helps you, and it sends a signal to the algorithm. It is one way to look at it. And then anyone wants to talk about engaging with the other people who are commenting because that’s also part of it.

00;17;17;17 – (Brynne Tillman): I’m going to finish that, and then I’m going to head back to you to handle that. The other thing about the algorithm that Richard Vander Bloom mentions, which I think is absolutely crazy amazing, is that LinkedIn, I believe, is the only social platform where we can kind of control who sees our stuff. When you first connect with someone for the first two weeks, they see your content. If they engage, the two weeks is renewed.

00;17;51;28 – (Brynne Tillman): Similarly, if you engage on their content for the next two weeks, they’ll see yours. So we have a little control now. If they don’t engage after those two weeks, you lose that opportunity, and you have to proactively get it in front of them to start that two weeks over again.

00;18;11;25 – (Brynne Tillman): But that piece of the algorithm, when I learned that from Richard, I was blown away that we have some control.

00;18;21;14 – (Brynne Tillman): So that 10 to 1 ratio is not just about us engaging, it’s also about that’s how many more people will see our stuff. So, Stan, I’m going to throw it back to you to finish the thought around, engaging with commenters.

00;18;38;00 – (Stan Robinson Jr.): Yes. So if the post is active and there are multiple people commenting on it, you can quickly scan who’s commenting, which is a beautiful thing when you think about it.

00;18;48;10 – (Stan Robinson Jr.): And just by looking at their headline, a lot of times you can tell whether it’s someone that’s of interest to you, so you can reinforce their comment and start a conversation that way, which you can take later to an invitation to them to connect as well. 

00;19;07;05 – (Brynne Tillman): So I love that one of the things I do. So let’s just say the content that was shared was Anita Nielsen’s. And so I’m engaging with Anita, and I’m engaging with the commenters for Anita. And so we’ve got this great conversation coming. How do I convert that into a connection? Well, I’m going to go to listen to notes.com. And I’m going to find a podcast, Anita, that was on. And now I’m gonna say Stan really looks like we’re both big fans of Anita and everything that she has to share.

00;19;38;23 – (Brynne Tillman): I don’t know if you heard her on the podcast XYZ. If you’re interested, let’s connect. I’m happy to send you a link. It was a really great episode, and so now we’re still connecting, right? That conversation is continuing off of public LinkedIn into the messaging. Now we’re connected, and we can continue those conversations. And that is really a powerful way to leverage other people’s content and other people’s comments to expand your network.

00;20;10;06 – (Brynne Tillman): So you really want to find those influencers that are attracting the people you want. Conversations with. Yeah, Bob, I’m throwing it back to you. Go back to 

00;20;22;10 – (Bob Woods): Yeah. So yeah, I actually kind of feel like I’m a sportscaster right now too. So, yeah, with that, let’s actually get. So first of all, before we move on to the actual content, be sure that you’re if you’re in Sales Navigator, that you’re saving the people who you really want to keep track of.

00;20;43;05 – (Bob Woods): You can also ring in the free LinkedIn. You can go to someone’s profile and do what’s called ring their bell. So there’s a little bell icon that you need to follow them first. And then once you follow them, that bell will appear. You can click on that. And there are a couple of options there in terms of how often you will be notified.

00;21;04;15 – (Bob Woods): One of the nice things about ringing the bell is whenever that person who is bell you’ve rung shares a piece of content and you’ve got that setting in there correctly, you will be notified via notifications. So you don’t need to go and hunt around in your feed to find these people because you will LinkedIn will bring them to you automatically, which is absolutely terrific stuff.

00;21;28;25 – (Brynne Tillman): Yeah, that feed is a black hole of, yeah. Don’t. Yeah. So what Bob is saying really takes to heart. Really look at who it is that we want to follow, we want to engage with. Because that news feed on the free LinkedIn, at first of all, I don’t know about you, but every fifth thing is a thing, and every third thing is an ad, right?

00;21;52;29 – (Brynne Tillman): Yep. So that becomes a lot of noise and a lot of waste of time. However, Stan, if you could and I know we’re kind of well, all of this goes into conversations, right. Talk a little bit about the Power of Sales Navigators newsfeed. 

00;22;09;18 – (Stan Robinson Jr.): The wonderful thing about sales and apps newsfeed is it keeps you very focused. So just like Brynne said, with free LinkedIn, you’re seeing ads, you’re seeing extraneous content, and you’re continually scrolling to try to find something that sales navigator. The home page content is purely driven by the leads and accounts that you’ve saved. So the only content that’s going to appear on the home page will be of interest to you, because you’ve identified the sources of that content, and you won’t see any ads.

00;22;39;07 – (Brynne Tillman): Yeah, I love that. Yes.Awesome. All right. Where are we? 

00;22;43;15 – (Bob Woods): Where are we? That’s always and forever the question we are now talking about, now we’re going to get into the content that we share. So what we need to share is, when we’re sharing our own content, especially our original social selling content, which means it needs to bring value.

00;23;06;23 – (Bob Woods): It can’t, it shouldn’t be salesy. It shouldn’t be a pitch, all of that type of stuff. It also has five specific areas that we need for it to hit friends. Brynne, you’re the one who came up with this, with this bulleted list. I would like you to take it because it is brilliant. And it’s something that we practice here at Social Sales Link, and we teach all of our people.

00;23;30;06 – (Brynne Tillman): So I appreciate that. And, I’ll start by saying not all content has to do with what I want to talk about. The content that converts dots. So there are tons of kinds you can put out, you know, recaps of events and pictures that you took when you were out. You know, at the networking opportunity. You can share promotions, you can do all those things.

00;23;55;09 – (Brynne Tillman): But if we’re looking for content to start trust-based conversations, our original content needs to hit five points. So the first point is it needs to resonate with your buyer. There is so much content out there in the world that the noise is loud. And for you to break through that noise when they’re scrolling, whether it is on their newsfeed or in their notifications or wherever that might be, that very first line needs to what needs to do two things.

00;24;29;11 – (Brynne Tillman): The first thing it does is it needs to resonate with them. So if you work with CEOs of manufacturing companies, you want that to be in your first line. The other piece in that first line is number two, which creates curiosity. These two go together. So five mistakes CEOs of manufacturers make when applying for a line of credit at a bank.

00;24;55;03 – (Brynne Tillman): I just had this come up with a client, so that’s what’s top of mind, right? So, five mistakes. So the curiosity is, if I’m a CEO of manufacturing, what mistake did I make when I applied for that line of credit? Right. Because now this banker has better solutions. That’s the goal. They want to lead to their solution, not with it.

00;25;20;18 – (Brynne Tillman): So the third thing so we start with resonate, create curiosity. The third thing it needs to do is it needs to teach them something new that they didn’t know before. So those mistakes are new things, right? So what are the new things, number one, or like early payoff? If you, you know, if you are dinged for early payoff, that’s a bad loan.

00;25;45;26 – (Brynne Tillman): That’s a bad line. If you are like me, here are the things I don’t remember all of. But here are the things that, as a manufacturing company that’s taking out that line of credit, like these, are mistakes. In one of those five mistakes, they’re going to say, Oh, I’m making that mistake. So now that’s kind of number four, which is what we just taught them, needs to get them thinking differently about their current situation.

00;26;16;05 – (Brynne Tillman): So I just learned this. And if that resonates with me, how am I going, boy.

00;26;25;07 – (Brynne Tillman): I’m not doing that, or I should be doing that. Or I should think about this differently. Or in this case, my banker didn’t tell me this. Right. So now we’ve hit those four points. We resonate with them. We created curiosity. We taught them something new that got them thinking differently about their current situation.

00;26;47;20 – (Brynne Tillman): And then, all else being equal, we need to make sure that we’re starting the conversation. That’s what this whole point is, right? How do we start the conversation? We need to move them from I never lurker to engage or from I can’t ever remember what spectator to engage. Yeah. To engage. Yeah, I got lurker stuck in my head.

00;27;10;17 – (Brynne Tillman): Bystander. Yeah. Bystander to engage. We’ve got to pull them out of the woodwork. We can’t start a conversation with someone until we know they’re there. So we need that comment, that like that statement, that connection request, that profile of you. So the fifth piece is to create a compelling moment. So I’m just going to recap number one, resonate based on their title industry.

00;27;38;05 – (Brynne Tillman): Create curiosity. So they want to keep reading, teach them something new that they didn’t know before. That gets them thinking differently about their current situation. That’s how we lead to our solution. And ultimately, number five, creating a compelling moment. So we know that they’re there, and we can actually start that conversation.

00;28;03;19 – (Bob Woods): Excellent stuff. And one way to create that content that resonates creates curiosity for somebody new. Everything else is through some of the campaigns that we have designed. Yeah, exactly. Yeah. And we’re only going to list them very briefly because we’re really coming up on tight on time. Yeah, I know, but then, if you want more information, we want to invite you to be our guest at coaching sessions, which is once which are once a month.

00;28;36;23 – (Bob Woods): You can find that at social sales link com slash events if you’re like, Oh, that one sounds interesting. I wonder what’s involved in that. Come to one of our Be Our Guest sessions. We’ve got the next three months up there right now. Register for free. Come and ask, and we’ll tell you exactly what it involves. Behind that, you are above social sales like.com slash events, events plural with an S event.

00;29;03;08 – (Bob Woods): And it’s at the top there, so you can excuse me. You can prospect by using a poll to start sales conversations, interviewing so you can actually interview people who are in the exact roles that you need to have conversations with, and then actually do a blog post based on that as well. You can’t just interview people and then not do anything with them.

00;29;26;18 – (Bob Woods): You have to publish a blog post based on that prospect by job change. I guarantee you very few people are hired by a company to keep the status quo within that company. They want change. Be a part of that change. You do that by prospecting. When people change jobs, influencers. We’ve talked a lot about that. I’m just going to kind of leave that alone.

00;29;49;15 – (Bob Woods): Events prospect by event. There are a lot of things and more potentially with that. And there are a couple of different lanes that you can get in with that as well, and so many more as well. So we did that. We just did that prospect by even,t come to the social sales link dotcom slash event. Yes, exactly. That’s a great example out there.

00;30;11;18 – (Bob Woods): We have many more as well. So, before we wrap things up, anything extra going on there with you guys?

00;30;16;75 – (Brynne Tillman): Everything’s a little bit extra behind you 

00;30;19;83 – (Bob Woods): Yeah, tell me about it. Tell me so I tell you what, we’re going to bring this home by saying, by identifying and engaging with your existing connections, then getting those introductions, referrals, permission and name drop, and then being a resource through your content and your comments, you too can leverage LinkedIn for sales and other types of conversations without being salesy.

00;30;45;06 – (Bob Woods): With that, thanks for joining us for this episode of Making Social Sales Live sponsored by Ask SSL dot AI. I know that again, that’s not what’s not. And you can sell social you that’s the name of our podcast. What’s the name of it, Making Sales Social live? Yes, that’s correct. Didn’t I say that I could have sworn? Yeah. I wasn’t making social sales.

00;31;07;08 – (Bob Woods): It wasn’t another podcast. So, you just wanted to see if we were listening. But I was paying attention this time. You were. If you’re with us, live on LinkedIn and YouTube right now, we do this every week. If you’re listening to us on our podcast, go ahead and hit that subscribe or follow button if you haven’t done so already.

00;31;27;14 – (Bob Woods): We do two shows weekly. We do this one and our Making Sales social interview series, where we have talked with and will continue to talk with people who are leaders and experts in sales, marketing, business, and many other areas. So when you are out and about this week, every week, be sure you’re making your sales social. Excellent work on that one, people.

00;31;53;15 – (Bob Woods): Very. Thanks everyone. Have a great day. Bye now.

Outro:

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