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Hey, Advanced Selling Podcast friends.
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Hey, are there episodes that you wish you would have bookmarked or episodes in the past that you just quite can t remember what we said?
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Well, hey, you asked for it and we listened.
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This is the best of the Advanced Selling Podcast.
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Let s do it.
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In this episode of the Advanced Selling Podcast, Bill talks about a dangerous epidemic sweeping the nation, vowel consonant confusion.
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We identify the ultimate cornerstone content piece for your personal brand makeover, and we take a listener question from the CoVideo mailbag that asks, what is the best way that salespeople should use LinkedIn?
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Welcome, everybody, to the Advanced Selling Podcast, the longest-running sales training podcast in sales training podcast history.
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My name is Brian Neal.
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I am Bill Kasky.
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And we are here every week for your listening enjoyment.
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New listeners, welcome.
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We re glad you are here.
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If you ve not figured out already, there s a LinkedIn group that is, as we sit here today, recording day, 50 people shy of 10,000 members.
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That s awesome.
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So many, many thanks to all of you for being part of a great community and for listening and supporting the show over the years.
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And we re looking for those last 50, which by the time this airs, we might already be at the 10,000 mark.
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And then we ve got to find something to do.
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And I ve got an idea for the 10,000th guy.
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I m thinking sticker.
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I m thinking laptop sticker.
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Well, we ought to have them on, on the air, too.
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We ought to bring them on.
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Travis, we can monitor that, right?
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So you can tell exactly who the 10,000th person is.
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Yeah, we ll have to think about that.
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But see, now people will be holding off.
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What would it be?
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We ll take the 13th caller here, W-I-F-E-Y.
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Don t you love that?
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Don t you love that?
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Oh, gosh.
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The board used to light up.
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When you were DJing in college, the board would light up.
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Board would light up.
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Ninth caller gets two tickets to the Pepsi Coliseum to go see Everclear.
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Go see James Stevens, B-W, what s his name?
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B-W Stevens.
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B-W Stevens, that s right.
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Called back to last show.
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OK, you got a story.
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OK, yeah, well, there s just a dilemma that I m in here.
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Oh, OK.
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I want you to hear it.
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The current dilemma?
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The current dilemma.
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So not solved?
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Not unsolved dilemma.
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Catch 22?
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Yeah, here it is.
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Yep.
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You know, sometimes when people send out emails, they will, and not so much anymore, but it used to be they d capitalize everything when they wanted to scream at you.
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I actually did that this morning.
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You did?
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I was frustrated.
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I couldn t unsubscribe from a retailer s.
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Most unsubscribes are great.
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One click.
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This group you had to search for, I got really upset, and I emailed them in all caps.
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And they emailed me back.
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But you were mad.
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Yeah, you were upset.
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So that was like a thing.
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Yeah, it was a thing.
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But now it s not so much a thing.
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But now the new thing is, and this is a,
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Who, how shall I say this?
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Just say it.
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OK.
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When you re wanting to be a little cute in email, and you want to stretch out the word.
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Oh, yeah.
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Right, right, right, right.
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And you repeat the same letter many times to get people to, what?
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Well, there s this lady whose list I m on that I will not tell you who it is, and she s very successful.
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I ve noticed that every time
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She does this, like here is the word just, just missed us.
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She spells it J-U-S-T-T-T-T-T-T.
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And it s like, wait a minute, shouldn t that be on the.
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Should that be on the vowel?
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Not on the consonant.
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So it s that vowel-consonant dilemma that my great-grandfather used to always talk about when it came to email.
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Oh, that s really funny.
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What was the sentence?
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Can you read the sentence without giving it away?
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It was like over the holidays.
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And I sent an email to this person.
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And I got you just missed it.
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So what it should say is J-U-U-U-U-U-U-U-S-T.
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Correct.
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Instead it says J-U-U-U-U-U-S-T.
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And this is not the first time.
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So she s done this several times where she has some kind of thing about the consonant.
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So it s epidemic, my friend.
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It s worse than having more than three fonts in a brochure.
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We re going to go and start a new podcast called the Vowel Consonant Dilemma for those who struggle between the difference between a vowel and a consonant.
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We hear a lot of times people say, God, I laugh.
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You guys have some really weird things.
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That s kind of one of those things that no one else is talking about this, Brian.
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But I would love to.
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What you should do is you should, yeah.
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If you have, can you have Siri say that?
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If you re having Siri read your emails, you could have Siri read it and see if she goes, and next.
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I m sorry, but you just miss me.
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Even worse, it would have been on the S. But at least you could do that.
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You can do the S, the T, you can t do much.
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Oh, that s really funny.
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OK, our call today, we are in the middle of our Co-Video Mailbag Month.
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Every episode is a question from you.
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It s time for the Co-Video Mailbag, where Bill and Brian do their best to answer your questions or make something up that sounds good.
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Hey Bill and Brian, this is Scott from Louisville, Kentucky.
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So hello from just across the river.
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I have been serving with a non-profit now for about two years, developing partnerships between churches and our ministry.
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Once I realized this is really a kind of B2B sales, I started researching sales training resources and Ural s podcast has been one of the most valuable tools that I ve found.
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The variety in the episodes and the consistency of listening every week keeps me learning new things all the time.
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Probably one of the most valuable things I ve learned from you guys is to put my big boy pants on and make a phone call instead of hiding behind an email.
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Just in the last six months, this has seriously increased my effectiveness in communicating with clients and closing deals.
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So thank you all so much for that advice.
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One thing I would appreciate for you all to share about is the value of the social media platform, LinkedIn.
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In my position in non-profit Christian ministry, I m not exactly sure how to utilize this tool.
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I hear you all mention it in almost every episode, but I haven t heard you actually explain the tactics for how to use LinkedIn as a tool.
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I ve always thought of it as a platform for an online resume builder that people only use when they re looking for a new job.
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So if you could discuss why LinkedIn is a valuable tool and then share some ideas of how to use it, that would be really helpful.
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Thank you guys.
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Keep doing what you re doing.
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Do you want to know how to send powerful video emails?
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For your free trial, go to advancedsellingpodcast.com forward slash co video and send us your toughest questions to listener at advancedsellingpodcast.com.
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Great question, Scott.
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Thank you for sending that in.
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And yes, you are right across the river from some of Brian s old haunts down in southern Indiana.
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Those are my people.
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Those are my people.
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I grew up on that river.
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I was in that river.
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That river has a smell.
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You were in that river?
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I was multiple times.
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I grew up.
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I bathed in that river, the Ohio River that runs in between Indiana and Kentucky, the state border.
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And there s lots of bad jokes both ways, Kentuckian and Hoosier jokes back and forth.
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And good people.
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Louisville s good people.
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Yeah.
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Good people.
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Evansville s good people.
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Louisville s good people.
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Louisville s good people.
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I was coming back from Nashville the other day, and I stopped at Jeffersonville, right across the river from Louisville.
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And there was a little cigar bar there right down by the river.
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Now, it was way too cold to be sitting outside.
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But I ve heard a lot about it, so I stopped there.
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Really nice people in there.
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Did you get a?
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Did you get one?
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I did.
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I got one and spent 45 minutes and then headed north.
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I like it.
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OK, so the question here is, how shall he or any of us use LinkedIn?
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We do talk about LinkedIn a lot.
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We do.
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Probably need to do an episode just on that, although maybe this will suffice, at least for a while.
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Yes.
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So Brian, why don t we start with how you see LinkedIn, and I ll share how I see LinkedIn.
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And maybe there s some common themes, and I think we do have slightly different approaches to this.
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Yeah, and I think this is a good topic, because Bill and I do come from different camps.
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And they re not competitive camps.
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It s not like he thinks it s one thing and I think it s the other.
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We re both right, for lack of a better term.
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And they re both good.
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And they re parallel tracks.
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And so don t think of this as you do one or the other.
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You do both of what he and I are going to talk about.
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So my primary use and the primary use that I coach my clients
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The primary use of LinkedIn for my clients is to find connections to warm meetings.
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That s the primary thing to do, to find connections to warm meetings.
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Because we ve all had the debate of the cold call debate, and I m just a fan of if I can, I want to warm up a conversation.
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I d much rather meet Bill through Travis than to try to get to Bill without knowing him at all.
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So that s how I would see the platform as a wonderful, wonderful way to find warm connections into places to go get meetings for sales calls.
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And so then, with that strategy, there is a constant attention to bringing in new tribe members, and also connecting with people who are already in your tribe, where you see that they re linked to somebody first or second order.
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Absolutely.
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For sure.
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So are you going to get into that later?
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Yeah, let s do it later.
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Give your platform next, and then we ll get into the idea.
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So I think that is a great way to think about LinkedIn.
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And LinkedIn started, to me, it started as a place to network and a place to connect online.
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And there was a lot of resume stuff and a lot of job seekers and searchers, and there still are, but I think it s way grown past that.
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Yeah, it s gone.
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But I think also,
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in the last couple of years, it s become a really legitimate media platform, too.
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You can shoot video.
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You can t do live video, but you can upload video.
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You can upload audio as video.
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You ve got your stream, just like you do on Facebook, but it s in the business community.
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So I think it fits what we do, and it fits a lot of our listeners, too.
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So I think you have to look at LinkedIn not just as a connection platform, but as a media platform where you can produce really good quality content.
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You can share your wisdom, share your perspective, share mistakes.
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You can promote, but I think you ve got to be careful about having everything you do be promotional.
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Because at some point, people just stop watching it.
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Yeah, they do it.
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And I think that s great.
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I agree with Bill.
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It s a wonderful platform to precision yourself as an expert and share great content with people so they can get to know you before they get to know you.
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So if I m going the angle of trying to get a meeting, even better if you ve got some supporting video or posts up there that allow people to get to know you also.
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that make it even more warm and easier when you get there for the first time.
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Yeah.
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So let s get into some tactics, shall we?
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OK, good.
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Yeah.
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And I m talking to everybody on the deal here.
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And everyone s going to have a different acumen for LinkedIn.
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So for some of you, this is going to be kind of basic foundational stuff.
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For some of you, brand new either way.
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So the first thing is, and I m just going to do this right now because I can.
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I m going to ask everyone listening to this show to send Scott Slater a connection request.
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That s good.
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Everybody that listens to this episode, his name is Scott Slater, S-L-A-T-E-R.
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He s in Louisville, Kentucky.
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Works in a nonprofit and a ministry.
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So you re going to see some stuff about his ministry there.
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He s got a lot of money, and he s spending it.
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So if you want to sell Scott something.
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So Scott is instantly going to have about 10,000 connections just by listening to this deal.
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But I want to show Scott the power of these connections.
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Because what starts to happen, Scott, as you start to connect to more people, you re going to find accidental connections you didn t know existed.
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Now, that doesn t always occur, but I can almost guarantee you when you really start to blow up your connection base, you re going to find people that are connected that you didn t know they were connected.
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For instance, if you re trying to raise money from some foundation in Louisville, and you connect to me, and all of a sudden we see that a guy that used to live up here in Indianapolis that moved to Louisville is on the board there.
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And you would have never known that had you not seen that we re connected on LinkedIn.
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So the step one is to get as many LinkedIn connections as you can.
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I m a little away from the idea you have to know all of them.
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That was kind of the old school.
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I had a client.
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I went to give a talk on Friday, and I was talking about LinkedIn.
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And she goes, I probably got your connection request, but I didn t accept it because I didn t know you.
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She s a salesperson.
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That s the old school thinking.
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The new school thinking is if I look safe,
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And if you looked at my profile, not some sort of creepy stalker gag, illegitimate stuff, and we ve got 78 mutual connections, I m probably safe.
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That s the idea there.
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But you really don t know.
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You don t know.
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Even then.
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I mean, I don t mean no on the negative.
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But it could be somebody you look at and say, well, jeez, they re just a college student.
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They re graduating from UCLA.
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I mean, I don t really.
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But you don t know who their father is, who their mother is, who they re connected to, where they re getting ready to go.
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Where they re going.
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That s right.
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Exactly.
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Exactly.
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So I think you ve got to be careful about, well, I don t know them, so I m not going to accept that.
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Absolutely.
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That s really good.
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Yeah.
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That s my first bit.
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And Scott, everyone needs to be above 500.
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That s kind of the moniker where they stop counting, so to speak.
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And Scott s at 60.
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So after this episode goes, he s going to get to 500 in about a week and a half at the least, I think.
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OK.
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So Scott, here s another thing.
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I think you have to, and this kind of goes back to my platform thing, just imagine that you re holding a conference and you ve got 1,000 people, 1,000 of your target audience in the room.
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And you re pitching not-for-profit funding, gifts, gifting, things like that.
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and they re there for the whole day.
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You wouldn t go in at eight o clock and serve coffee and breakfast and deliver a 30-minute speech like a stem winder and you get them all excited and then not say anything else the rest of the day.
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No.
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You would not do that.
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You might say, look, I ll come back at 430 and tell them I appreciate them coming.
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But they came for the whole day.
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What are they going to do the whole day?
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So I think that s the same way you have to look at your media platform like LinkedIn.
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I think you have to continually nourish and nurture the people who are in your platform, now 60, soon to be 600.
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You need to give them something that is valuable, that s insightful, that offers your perspective.
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It could be on, if you give money to, I presume to, I don t know, I shouldn t make that presumption, to churches, or the money is used in some way to help the disenfranchised, let s just say, then go out and interview some of those people who have been helped by this funding.
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And make these stories something that you can, and we ll talk about that in a minute.
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But the point is, go produce something and go get something up there on a consistent basis, not once a month, not once a week.
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You ve got to be much more active than that.
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I m doing three times a week.
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That s not even enough.
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I think I need to go every day.
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We re going to be looking at that.
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You cannot just do it when you feel like it.
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You have to do it consistently.
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Have to.
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That s great advice, Scott.
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What else?
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I would say for Scott, but everybody has this, so be careful.
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But because he s this purpose-driven mission, he s got so many stories to tell.
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And the guy went to a seminar, I guarantee he s got lots of stories.
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So Scott, let those stories come up.
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If you went to, you know, and I don t know if you ve ever been on the pulpit, but I m guessing, based on your background, you could probably preach a little bit.
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You know, preach within reason.
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to a degree, on your purpose, on what you re doing, on why people should know about what your purpose and your company s purpose is, and it s a great message to send.
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Kind of have the original piece of content, the Bible.
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Wasn t that the original content?
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Cornerstone content.
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We talk about that in the personal brand makeover kit.
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That s the epitome of cornerstone.
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Yeah.
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I have these three tablets.
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I bring you the 15, 10 commandments.
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Remember that?
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What was that?
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It was like the history of the world part one, right?
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History of the world, yeah.
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I don t know which part.
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I bring you the 15 and you drop the one thing.
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Moses, it was 10.
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10, ended up 10.
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15.
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Very funny.
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OK, next.
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I m going to get real tactical here, is you need to start to LinkedIn to anyone that you re going to meet before you meet them.
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Most people wait till after they meet someone to connect with them.
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So they ll go have the meeting.
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then after the meeting, they ll hit him up on LinkedIn.
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Don t do that.
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Always do it beforehand.
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Because what you give yourself the chance to do is to find little rapport-building elements that you didn t know.
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And so for instance, I might look on Scott s profile and find some common connection that I didn t know that the two of us had because I went on LinkedIn before we met.
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And I m not a fan of doing cheesy, you know,
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fake rapportability.
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Like, don t walk in the guy s office and there s golf stuff everywhere and say, hey, you play golf, guy?
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Right.
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But if there s something genuine that s legitimate, I ve gotten two LinkedIn messages from a guy that were generic.
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that I didn t respond to.
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And I finally got one.
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And he mentioned in there that he s a longtime high school football referee.
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And now the guy s in.
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It was over.
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It was over.
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And I wish he would have put that in the first one, because we have this new special connection, because that s one of my passion things.
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He was making you work for it a little bit.
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He was, yeah.
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He just wanted to earn it.
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He probably didn t want to drop it too soon.
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He wanted to save it for the close.
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Don t save this for the close, baby.
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Yeah, but use the search tool.
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And all you do is you look for people you re going to go meet or people you interact with.
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You find mutual connections.
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All this can be done with LinkedIn.
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You just search for it.
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And then you ll find a place where it says mutual connections.
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And you click on that, and you see the people that you re connected to.
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So you can bring those people up.
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Or you can also look in the resume part, where they grew up, where they went to high school sometimes, college, all that stuff.
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I ll bet you that if all of our listeners went back to 2018 and looked at all of the people that they had appointments with, phone calls with, meetings, presentations, whoever you came in contact with during 2018, I bet if you go back, only half of those people will be in your LinkedIn group.
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That s so true.
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Because I think we just forget.
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That s so true.
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And it just drives me nuts.
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It s not second nature.
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No.
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And it needs to be.
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Has to be.
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So that might be an exercise, is if you feel like, oh, no, just go test.
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Just go test the month of January and say, yeah, you know what?
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I met 20 people, and I ve only got three in there.
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SPEAKER_00
And I will tell you, and there s a lot of debate about this, I don t carry business cards anymore.
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And we do the card changing thing.
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I had the guy do this the other day.
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I know this is old school, but here s a card.
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I said, that s cool.
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I said, I m a LinkedIn guy.
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I just do it all on LinkedIn.
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So that ll be the business card you ll get from me.
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And that s it, you know what I mean?
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Yeah, good.
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OK, here s something that I think you should all do.
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And it s not going to make a massive difference, like posting every day will.
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But I think it can make a minor difference.
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And that is, on your LinkedIn profile page, shoot a video of you looking directly at the camera.
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talking about your background, why you re in the business you re in, what you hope to accomplish in it, and if someone wants to make a call and have a meeting with you, what that meeting might look like.
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This is a two to three minute video.
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It s really easy.
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You can do it on your iPhone.
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Probably better if you have a decent mic and some lighting, but it doesn t even... just get something up there, but put it on your profile because here s what you can do then.
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When you get ready to meet with somebody, and like Brian said, you go to invite them to link before the meeting.
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If they go and look at your profile, they will see this video.
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And when they see the video,
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And they ll watch it, probably or maybe, and now they get a sense of who you are even before you ve shown up.
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So now the first time you show up is the second time they ve seen you and witnessed you and consumed you.
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So I think there s a place there.
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You can just shoot the video.
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You can put as many videos as you want up there, not in the stream.
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I m talking about in the profile so that if you want to...
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link those videos to people in your email, sig line, or something, you can do that.
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SPEAKER_00
But it just provides so much opportunity for you to have good content up there.
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SPEAKER_00
You can do a PowerPoint if you want.
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But I like that intro video where you re just looking into the camera saying, hey, I m Bill Kasky.
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Let me tell you a little bit about me.
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SPEAKER_00
That s beautiful.
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Yep.
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Last thing I m going to give you, as far as a tactical thing to do here, Scott, and for everyone else listening, is I m a big fan of using this technique I call swarming.
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I may have mentioned it in a podcast before, but LinkedIn swarming sounds weird, but it s not.
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If you re going to call it an organization, I m a fan of you
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putting in the search box that organization that you re going to go call on and trying to find all of the second level connections.
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So those would be people that you re one removed from.
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Not the third levels, but the second levels.
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And just start to connect with as many of those people as you can.
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This is once you re calling on the organization.
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So let s say you re going to call on Red Cross of Louisville, let s say like that.
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So I m going to do this.
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I m going to put Red Cross Louisville in my little search box here.
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Red Cross of Louisville, maybe.
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Fat thumbs, go.
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And I m going to find anyone I can that s a second level connection and start to connect with them.
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And then that s called swarming.
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What happens when you swarm a company, people will start to accept the invitations.
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Then you ll be connected to 15 or 20 people at the Red Cross of Louisville.
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And when you do that, you re safe.
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You re like, I m in.
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SPEAKER_01
Plus, you expand your reach within that organization from a knowledge standpoint.
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You get to know the people, where they came from, maybe surprise mutual connections you know you didn t have.
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That s called swarming.
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It s a really, really, really effective way to get to know a company and to get kind of on the inside of a company from afar.
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SPEAKER_01
And it s not trickery, because you ve got good intentions always.
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And these are people that you re probably going to be calling on anyway.
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So it s called swarming.
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That s good.
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Perfect for him, too.
2
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Absolutely.
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Perfect for him.
2
SPEAKER_00
Well, that s all I had.
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I had a few more things here.
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SPEAKER_00
But I think if you do those two or three things that Brian has talked about, the couple things that I recommended, you will just start to notice a difference in the vibe and the energy of your LinkedIn profile.
2
SPEAKER_00
Yes.
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And it does take time.
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It s like anything else.
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You just got to keep making deposits.
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SPEAKER_00
But if you do these things and just start, start slow.
2
SPEAKER_00
And then we ll come back maybe in a few weeks and we ll do another LinkedIn episode where we get a little bit more advanced.
2
SPEAKER_00
But this is hopefully helpful to you, Scott.
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Thanks for your question.
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We appreciate it a lot.
2
SPEAKER_00
Any final words?
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He s going to get a billion requests now in this episode.
2
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So you re going to be unique, Scott.
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You better get ready to go.
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Except make sure people know you re from the Advanced Selling Podcast.
2
SPEAKER_01
And you ll see you have connections you didn t even know were out there.
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SPEAKER_01
Like, I didn t know you listened to the podcast.
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SPEAKER_01
Oh my gosh, I m telling you that ll happen.
2
SPEAKER_01
It s good.
2
SPEAKER_01
Hey, if you have got a meeting coming up, we are on the road.
2
SPEAKER_01
Send us an email.
2
SPEAKER_01
Listen to Advanced Selling Podcast dot com.
2
SPEAKER_01
Put in the subject line.
2
SPEAKER_01
Come see us.
2
SPEAKER_01
We re headed out southeast, midwest, out west, down south, everywhere in between.
2
SPEAKER_01
Me, Bill, together.
2
SPEAKER_01
Best bang for your buck.
2
SPEAKER_01
If you want either of the one of us, we can come also individually.
2
SPEAKER_01
All you do is send an email.
2
SPEAKER_01
Listen to Advanced Selling Podcast dot com.
2
SPEAKER_01
Put come see us in the subject line and we will start the process.
2
SPEAKER_01
Bye.
2
SPEAKER_01
Bye.