power productivity on linkedin hubspot & jill konrathpower productivity on linkedin hubspot...
Post on 31-May-2020
7 Views
Preview:
TRANSCRIPT
Power Productivity on LinkedIn
Hubspot & Jill Konrath
Contact Information:
(617)-PATRICK
www.617-patrick.com
pat@617-patrick.com
Twitter: @617patrick
Why you care
• More sales – Use “old school” techniques
– Faster & more productive with LinkedIn
• Case study– Insurance company
– At least 6 deals
– Each deal is $25,000+
Copyright 2011 617-PATRICK Social Media Training 2
Outline
– For processes in sales• Prospecting
• Cold calling
– done in case study
• First meetings
• Using referrals
• Et cetera
– Your profile• minimal
– Building your network
– Groups, Q&A, etc
• Handouts http://www.617-PATRICK.com/hubspot.html
Copyright 2011 617-PATRICK Social Media Training 3
Prospecting
4
Prospecting
• LinkedIn “Home page”
Copyright 2011 617-PATRICK Social Media Training 5
Prospecting
• LinkedIn – sales perspective - a database of prospects
- searchable
- contains research data about each prospect
• conversation starters
• mutual friends
• Example salesman:– Sells computer networking hardware
– Typical prospect: VP of Operations
– Boston area
Copyright 2011 617-PATRICK Social Media Training 6
Prospecting
• LinkedIn “Advanced Search”
Copyright 2011 617-PATRICK Social Media Training
White Paper
• White paper
– “LinkedIn Tips For Sales – 10 Things To
Examine In A Target’s LinkedIn Profile”
• http://www.617-PATRICK.com/hubspot.html
Copyright 2011 617-PATRICK Social Media Training 12
Windows Productivity Tip
• Instead of “click”
– Go to page
– Then come back
• CTRL-click creates a tab in the background
– Works in
• Internet Explorer
• Chrome
• Firefox
• Put many tabs in the background
– Use CTRL-tab to cycle thru them
Copyright 2011 617-PATRICK Social Media Training 13
• For prospecting?
• Search LinkedIn’s database for
– Titles
– Location
– Industry
– Keywords
• Cisco, Juniper
– Company name
– Others…
Copyright 2011 617-PATRICK Social Media Training 16
Cold Calling
Cold Calling
• Me, cold calling a reporter
• Back story, through HARO:13) Summary: Sales call tips
Name: Emma Johnson (Major business monthly)
Category: Business and Finance
Email: query-10jx@helpareporter.com
Media Outlet: Major business monthly
Deadline: 07:00 PM EST - 2 March
Query:
Seeking salespeople from established businesses to offer tips and
experience on how to reach the decision-maker / how to gain
credibility over the phone or get past the gate-keeper in order
to get a meeting with the person with authority to make the
purchase. Also seeking experts on this topic with a platform -
book, consulting business, etc.
Copyright 2011 617-PATRICK Social Media Training 18
Typical
approach
My Plan
• Limit time to 30 minutes
– Determine importance of prospect
• Research - Internet, LinkedIn, Twitter
– Use it all to get in the door
Copyright 2011 617-PATRICK Social Media Training 19
20
1
21Copyright 2011 617-PATRICK Social Media Training
1
No phone number…
Bummer,
but email address
Copyright 2011 617-PATRICK Social Media Training
23Copyright 2011 617-PATRICK Social Media Training
24Copyright 2011 617-PATRICK Social Media Training
25Copyright 2011 617-PATRICK Social Media Training
2
Awesome Power Of LinkedIn
• 2nd level connections
• “Friends of friends”
• Use “Irish guilt”
Copyright 2011 617-PATRICK Social Media Training 26
27
My Plan
• Robert McGarvey
– I remembered talking to him about something, but had
to search through email to verify
• We talked about Twitter for an article in March 2010
• I will refer to that with Emma Johnson
• Super advanced– Could search my LinkedIn invitation to Robert McGarvey with advanced
search of “Inbox”• Bad search engine
– Could put my personal notes on “my copy” of Robert McGarvey’s profile
Copyright 2011 617-PATRICK Social Media Training 28
3
29
Great info
in her case
Copyright 2011 617-PATRICK Social Media Training
30Copyright 2011 617-PATRICK Social Media Training
31Copyright 2011 617-PATRICK Social Media Training
32Copyright 2011 617-PATRICK Social Media Training
33Copyright 2011 617-PATRICK Social Media Training
34Copyright 2011 617-PATRICK Social Media Training
35Copyright 2011 617-PATRICK Social Media Training
My Plan
• Quick investigation of everything
– Web site
– “portfolio” web site
– Summary, old jobs, college, etc
– The “gold mine” in this case
– Don’t even need an account
Copyright 2011 617-PATRICK Social Media Training 36
37Copyright 2011 617-PATRICK Social Media Training
4
38Copyright 2011 617-PATRICK Social Media Training
5
My Plan
• Have email address, so send direct email
– Found through
• Twitter research
• Use research to build rapport
– Show her how I got to her
• LinkedIn common connection
• Refer to one of her tweets
• Refer to her Twitter “tag line”
– “Intersect of money and life”
• Sent LinkedIn invitation also
Copyright 2011 617-PATRICK Social Media Training 39
40Copyright 2011 617-PATRICK Social Media Training
14
3
5
2
Review
• Perspective
– Time
• Is 30 minutes worth it for this client?
• Research gave me advantages over a
competitor
• Still didn’t work
Copyright 2011 617-PATRICK Social Media Training 41
Great Sales “Pat Tricks”
• Cold call tip:
– Cold call happy people with an ice breaker• After Auburn won the college football national
championship
• Search for
– Title: CEO
– College: University of Auburn
• Stats
– CEOs 388,000
– Auburn 566
– Football 23
• Recent newsletter http://conta.cc/fovCET
Copyright 2011 617-PATRICK Social Media Training 42
LinkedIn For Ice Breakers
• Fields to examine before – Cold calling
– First meetings
• Profile – Common connections
– Professional headline
– Old jobs
– Old schools
– Interests• Near bottom
• Not everyone fills these in
– Their blog
– Contact information
– Plenty of others
Copyright 2011 617-PATRICK Social Media Training 43
Find Referrals
• Common connections can be referrals
– In Search Results, see “Shared connections”
• Robert McGarvey
• Doesn’t always work
• In profiles
– on right, 2nd screen down
Copyright 2011 617-PATRICK Social Media Training 44
Find Referrals
• Another referral technique
• Look through your best client’s rolodex
– Get a recommendation from them
– Then find their connections with similar titles
– See guest Hubspot blog from March 15th at • http://blog.hubspot.com/blog/tabid/6307/bid/10943/3-
Strategies-to-Get-More-Sales-Referrals-With-LinkedIn.aspx
Copyright 2011 617-PATRICK Social Media Training 45
First Meetings
48
First Meetings
• Scrutinize target profile– Ice breakers
– Flattery points
• 2 examples– Tom Atkinson at Enernoc
• Cornell
– Jim Bourdon• Interests – golf, skiing
– These are at the bottom
Copyright 2011 617-PATRICK Social Media Training 49
Your Profile
Copyright 2011 617-PATRICK Social Media Training 50
Profile Tips
• Create a “Professional Headline”– Right under your name
– Should be a 10-15 word marketing slogan• Not “Sales Rep at Acme”
• “Sales representative at Acme, providing used Cisco equipment in the Boston area”
• http://www.the-linkedin-speaker.com/blog/2009/05/07/linkedin-training-tip-professional-headline-should-be-a-marketing-phrase-not-your-job-title/
• Bonus tip…
Copyright 2011 617-PATRICK Social Media Training 51
Profile Tips
• Your profile should contains keyword your prospects might search for– Cisco, computer networking
– Voice Over IP, VOIP
• List your territories– Boston, New York, Providence
– Someone may search for those• You can only have one “location” zip code, but you can list
all cities you service
• Shows up in Google listing, too
Copyright 2011 617-PATRICK Social Media Training 52
Your Network
Copyright 2011 617-PATRICK Social Media Training 53
Your Network
• “Friends of friends” network
• Rolodex that gets updated when people move– Never “lose” a good contact again
– If someone moves, search for their replacement
Copyright 2011 617-PATRICK Social Media Training 54
Friends = LinkedIn “Connections”
Me
1st Level
Connections
2nd Level
Connections
CEO, Death Star
Pilot
Attorney
Hitman
Soup Nazi, New York
Copyright 2011 617-PATRICK Social Media Training 55
Friends = LinkedIn “Connections”
You
CEO, Death Star
Pilot
Attorney
Hitman
Soup Nazi, New York
200 40,000
1st Level
Connections
2nd Level
Connections
Copyright 2011 617-PATRICK Social Media Training 56
Advanced LinkedIn
• You can only see 1st, 2nd, and 3rd
level connections– 3rd level connections show as John P.
– Pay $25-100 a month to see more
– Avoid paying LinkedIn $25• http://www.the-linkedin-speaker.com/blog/2010/02/02/linkedin-
expert-tip-find-out-of-network-without-paying-25-dollars/
Copyright 2011 617-PATRICK Social Media Training 57
Building Your Network
• Definitely get LinkedIn with everyone you
trust– Co-workers, clients, vendors, etc
– High school friends, neighbors
– Never know who knows who
– Lower performers can be become best performers
• Many strategies– Many techniques
– Many trade-offs
Copyright 2011 617-PATRICK Social Media Training 58
Advanced “Pat Tricks”
• Building your network
– Major warning
• Don’t invite people you don’t know!
– If 5 people say “IDK” you, you are “blacklisted”
– http://www.patrickomalley.com/linkedin-speaker-
why-email-IDK-1.html
59Copyright 2011 617-PATRICK Social Media Training
Miscellaneous
• Questions & Answers– Searchable
– Search for
• “computer network”
• Cisco
• Super advanced
– Set up a Google alert
• "cisco router*" site:www.linkedin.com/answers/
Copyright 2011 617-PATRICK Social Media Training 60
Miscellaneous
• Groups
– Searchable
• Recommendations
• Much more…
Copyright 2011 617-PATRICK Social Media Training 61
LinkedIn - A Bad Name
• What do you need?
• You are
– looking for knowledge
– relevant information
– fast
Copyright 2011 617-PATRICK Social Media Training 62
Should have called it …
P
A
T
R
I
C
K
rompt
ccess
o
elevant
nformation
ontaining
nowledge
Copyright 2011 617-PATRICK Social Media Training 63
Should have called it …
P
A
T
R
I
C
K
Copyright 2011 617-PATRICK Social Media Training 64
Summary
– Powerful research tool
– “Friends of friends” network
– Rolodex that gets updated when people move
• Helpful for sales in
– Prospecting more efficiently
– Making cold calling warmer
– Warming up first meetings
– Getting referrals in new, innovative ways
• Intro to
– Profile
– Setting up your network
65Copyright 2011 617-PATRICK Social Media Training
Contact Information:
(617)-PATRICK
www.617-patrick.com
pat@617-patrick.com
Twitter: @617patrick
• There’s much more …
• Handout
– http://www.617-PATRICK.com/hubspot.html
• My website
– http://www.617-PATRICK.com/
• Videos
• Blog
• Invite me to connect if you want
top related