Podcast Episodes

7/13/20 Experts Need To Know Show

On this week’s Experts Need To Know Show we are talking LinkedIn, the latest updates, the flood of new users, and the pressures of social selling.

Our guest panel includes:
– Ellen Melko Moore – from Super Tight Social Selling
– Adam King – of Think Like A Fish and the Client-Catching Podcast
– Nat Binette – of NatBinette.com

Unknown Speaker 0:00

Alright, welcome back everyone to the Book of Experts TV and the Experts Need to Know Show we do this once a week we gather experts together and we're talking about the subject of LinkedIn this wee- LinkedIn and social selling. It's very much on people's minds for a number of reasons. And we'll dig deeper into that. I'm excited to have you here and make sure you join us after the event because at the top of the next hour, we're actually going to be doing a special Book of Experts speed dating event, we're going to use the Blitzer platform. If you haven't seen this before. You definitely should join us. I'll make sure actually The link is already in the description where you're seeing this but I'll make sure we get it in the comments as well.

Unknown Speaker 0:40

Time for Book of Experts TV,

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Unknown Speaker 1:12

All right, so I'm gonna welcome our first guest. We have Nat banette, who is joining us. I'm gonna say Montreal by way of Melbourne, Australia. So joining us very early in the morning, and we so appreciate you taking the extra time. Welcome, Nat.

Unknown Speaker 1:27

Thank you. It's my pleasure to be here, Tobin.

Unknown Speaker 1:29

And we also have the freshly quaffed joining us from the UK, Adam, King of think like a fish and we're going to be I'm excited to have you here and bright and shiny. Adam, you're looking great.

Unknown Speaker 1:44

Thank you very much. Yeah, I might as I say, I'm on the opposite end of the spectrum. It's nine o'clock and evening here, but yes, at least I look fresh compared with her previously, which was the lockdown lock, which I'm sure a few of us have experienced.

Unknown Speaker 1:56

Yeah, we were joking earlier in the week. Adam shared with me a video where you you have the beard you have the pretty full beard and longer hair going. And of course, we're all doing things a little bit differently in this COVID environment. Now you have another guest who is joining us as well. I love this. This is like the fun part of zoom calls, you know, you can rent alpacas these days, are you paying extra for this introduction?

Unknown Speaker 2:23

No. And you know what? If I fight it, he's gonna come back.

Unknown Speaker 2:30

I'm gonna roll with it. It's been hilarious when it's not him. It's my other two dogs. It's just, it's a bit excited.

Unknown Speaker 2:39

Well, no need to apologize. I was, you know, what everyone is saying is like, those are the high points of all these zoom calls and all these virtual meetings that we're going through, like people get so excited, you know, they see a child they see an animal come into the picture and it's like, breath of fresh air for all of us will actually talk about that in a moment because one of the news stories that I want to dig into A little bit later is you know what, actually, let's go there. Now I'm going to do a little screen sharing. We'll pull this up because I think it's that interesting. It's this one. News of the Week, will business travelers still flock to trade shows and conventions despite COVID-19? Well, of course, we're going to talk about LinkedIn and social selling in a moment. That's the main topic, but I do want to this one was specifically about CES and sort of where they're at because they're projected they will be back in 2021. Of course, it's one of the big consumer, it's the Consumer Electronics Show. But this article that Michael Goldstein put together, also talked about COMDEX, which was one of the big players in that space and had over 200,000 attendees in 2000. And by 2004, it was gone, it did not exist. Are we seeing maybe more of a fundamental change then than just you know, the shut down the lockdown that we've seen over the last several months. What are you guys seeing and hearing out there?

Unknown Speaker 4:05

I think so. What the major shift I've noticed recently is that a lot of people who were previously using person events and stage speakers, convention organizers are having to shift how they bring their experience to the public. As an example, here in Melbourne, my husband always attends a boat show. And this year he received an invitation to a virtual bookshop. I think that people are changing how they do things, for example, and one of the big benefits of having a virtual event is that you save a lot on costs cost of renting out these huge venues to hold the event. So yes, I believe that many organizers event organizers become just a way of all.

Unknown Speaker 5:05

Yeah, I think that the that article referenced the economics of CES specifically I think they talked about like a 200 and $80 million bump in, you know, sales of new products. And of course that I'm not sure if they're including even all the media mentions and the sort of TV exposure, branding and PR that comes out of that event that continues throughout the year. But this is a major part of our economy, these live events. And of course it fits into what we're talking about today with the social selling because a lot of this used to happen offline where you go to event you go to in person networking events, you'd meet people see them face to face, talk about what you're doing hear them out, it's it is a very different experience. Adam, I'm curious a little bit what do you what is their one big event that is hitting the news there in the UK, that is sorted People are talking about I'm trying to figure out are we going to be able to do that this year?

Unknown Speaker 6:04

I mean, apart from the obvious not not business related, but one of the biggest events here in the UK, which is Glastonbury and there's been a mike leaves is the the lead organizer is sort of saying that, you know, if something along the lines, if they don't, if they're not able to put it on the potential, there is potential for class debris to go bankrupt, which in itself is, you know, says a lot about how much they need to be able to get cash flow into their business. But I think that there are other industries that this will rock in many, many different ways. And I sort of think back to like, my wife, for example, used to work in TV, TV production, all the rest of it, and twice a year they had that that huge event called MIP. TV, which is kinda like the Cannes TV event equivalent of the Cannes Film Festival, right. And this all kicked off just before they were due to have a big one and she's still kind of connected the industry but more graphic design anyway. But that was the event that twice a year everybody went to. And they did all their business at that event. So there was a lot of money being put in. And now they're sort of looking at it and going, right. Well, actually, all the businesses and the companies involved are having to rethink everything that they do. They do believe that it's going to come back. It just probably won't be this year. And, you know, looking ahead to next year, and maybe there will be a bit of a hybrid in between. I don't think they're necessarily going away, though.

Unknown Speaker 7:28

I mean, this is a real impact. NAT from your your home city of Montreal. Cirque du Soleil has had to declare bankruptcy. I mean, it's there. They're

Unknown Speaker 7:38

absolutely. Well, you know, what I find unfortunate is that sometimes, there are massive opportunities being created when those shifts happen for the people who look for ways to make the transition. And I'm not saying it's going to be possible for absolutely every single business, but see how nimble the restaurants have been in this category crisis. Yeah. So restaurants have gone from having people come to their place of business, enjoy the experience on site to shifting to offering takeaway only or using service delivery, delivery service, you know, so. So I think if we focus on finding ways to adapt with the technology that we have access to, and this is a proof of it, there's there should not be any more to do. I think it's just a mindset mindset shift. That really needs to happen. Because when, at the beginning of the 1900s, when people came out of arms and move into cities, no, there was a huge shift. This might be as big as the shift that happened then because I Whatever was done before in way of trading or living? Nothing it was better after the thing is very different than people adapted. And the ones who did not have that were left behind. I tried

Unknown Speaker 9:17

to adapt.

Unknown Speaker 9:18

Yeah, I think the what I'm seeing is that the shift is more fundamental than, than the temporariness of walk down or shut down or sequesteration. It's, for example, I know I was reading that when the cities in China, when they opened up the Wu Han province. People were not going to the restaurants even when they were available, folks, it sort of settled into a little bit different and maybe it was being very careful because they were there was obviously the exposure factor is still out there. But being people had adopted new routines. And then as you mentioned, that the this is Unleash the creativity. One of my favorite stories recently was a bar here in the US that was not able to obviously not able to operate during the shutdown. So they started doing online bartending classes and and actually, were able to build a whole new sort of audience of people that maybe hadn't even been in, but are excited to return to the establishment when it opens its doors fully course here in the US, we're sort of open, closed, open, closed, but they were able to find a different business model and make something happen amidst you for a bunch of people sitting at home who wanted and needed that social connection.

Unknown Speaker 10:41

Yeah, and a few DJs have taken over social media to continue what they were doing before but make it available to the public for free for the time being, but I'm sure that eventually, the concert venues will become resumed. For more our video conference platforms, and no, I don't want to talk too much, but that's basically what we're teaching people to do or speakers to do. That's why we're focusing on making that happen at the moment in our business.

Unknown Speaker 11:16

I want to go back to one thing that you said, Adam, before we sort of shift I obviously the topic today we're going to talk about LinkedIn, some of the new news and developments there in that extension. The bridge here is the social selling, because when you're not able to do what you had been able to do in real life, it forces you online, and that has changed the environment fairly dramatically for some people. We'll talk about the implications of that. But before we leave the real life events, Adam, you brought up hybrid events. This was also something in that article that I referenced earlier about CES where they talked about events, some events that will be opening up with a limited number of seats. So where am I have been thousands of attendees, they're going to limit it to 1000. So there will be some in person interaction and availability. But the vast majority of it staying online sort of in the format that we're doing now broadcasting sharing ideas with a virtual space. How are you seeing any examples? What comes to mind when you hear this?

Unknown Speaker 12:23

I mean, in terms of specific events that I've seen go the hybrid vote, I couldn't give you a an actual specific, but I think that the the reason I say that, I think that it will go more of a hybrid route in terms of live events and all the rest of it and and I spent nine years marketing events. So I've got a bit of a background to it. We started seeing back then, the requirement to not just have the events about the live experience, but it was about having experience leading up to the event and then during the event and then after the event as well which started bringing in certain Sort of virtual pieces and bringing video interviews of some of the speakers before the event and all that kind of stuff. So you started seeing some of that. And you know, I'm talking, giving away imagine how about 10 years ago, maybe that when that started coming in, but there was still a heavy reliance on the live experience. And I still think that that will come back like people will not want to not connect in person, like we are wired to need to do that. How that looks, don't know. But the virtual will need to enhance the live experience. And I'm talking a little bit longer term, I'm not talking this is going to happen in six months, but I don't think it will go away. It's whether you can be a business that can actually sustain if that's your if your core business and you need to pivot at this point, and you'll be better for it as well, I think in the long term.

Unknown Speaker 13:46

Yeah, I love that. I love that inflection of what enhances the experience. And actually I want to mention, let me see if I can find my banner to put this up on the screen after our live stream today. So we're going to we're going to finish In a shop as we close out the hour here, we're actually going to be doing a second follow up event a speed networking event over on the Blitzer platform. So we invite any of you out there if you're one of our new viewers, live viewers, you're certainly welcome. Welcome to find that link in the description. Join us over on Blitzer. If you haven't seen that platform, it's it's definitely they've taken a really interesting approach to this idea of what happens in real life events. And how do you create that in an interesting way in a virtual setting. So it's speed dating, meaning it's going to mix and match people together, and you're going to have a chance, usually five or six minutes to have a one to one conversation with another person. And normally, in this online space, you might block out an hour to meet someone new. Here, you can block out 45 minutes and you're going to get a chance to meet four or five, six new people over the course of this because of the way the software mixes and matches, partially random. So there's an algorithm there or you can actually When you see someone in the list and say, Oh, I'd really like to meet that person, or I talked to this person last week, so I really don't need to talk to them again, you know, this week as well, you can add that information into the system. So really nice excited to share that with with you guys, the audience. Again, the link is in the description. I'll make sure we get it in the comments here in a moment as well. But we are going to be doing the speed networking afterwards. I just want to make a little plug for that. And let's talk for a second I want to share another news story. This is the news news of LinkedIn. Probably the one that was most relevant because when we did the when I did the news recap this week, there were tons and tons of articles talking about see if I can find the right one here. From this one is actually from the verge but being able to upload audio clips to help people understand how to pronounce your name. Have you guys played with this yet?

Unknown Speaker 15:56

haven't played with it? No. But um, it could be incredibly valuable. The unwritten rule one of the main reasons I say that is the episode that's going live on the podcast this week, I made, you know, just in the introduction, and my guest had to correct me as I was just after I didn't have introduced him. And I actually had written down I need to double check his pronounciation because I wasn't sure. But we just got talking and I forgot and then got to the end of his introduction and butchered his hating. And you know, it made a bit of a funny sort of intro But yeah, I mean, I felt awful after that, because I normally check and that is a real thing, isn't it that we feel bad if we get the name wrong, but we sometimes we forget. So we can check.

Unknown Speaker 16:39

I think this is an this is a nice addition. Of course on Facebook. There is the you can sort of, they encourage you to describe how to say your name. But this is an actual audio file up to 10 seconds, folks can see it right here the little blue icon there right next to the Joseph a coneys name and course I I don't know if that's the right pronunciation. I haven't listened to his audio yet. But one of the interesting things we've been talking about on our team is, you've got 10 seconds, you probably only need three or four seconds to say your name that with connect with the correct pronunciation, what might you be able to do those other five or six seconds? Tiny, interesting.

Unknown Speaker 17:22

See, I love I

Unknown Speaker 17:24

love the idea because then you can probably just give a short short intro of what you can help people with or what you have to offer and or maybe share a success or share something quirky. I'm not sure what I'm going to do with that the next few seconds. I look forward to discovering it, actually.

Unknown Speaker 17:45

Yeah, although there'll be someone setting a $47 course on how to maximize the value of that 10 seconds at some point because marketers ruin everything, don't they? But I do see the value in it and I just hope that there isn't that thing that comes out of it and and all the rest of it, but I think But yeah, it's about interaction. It's about being polite. Let's be honest. That's what the social selling thing. It's a it's a politeness. It's a respect thing. And one of the biggest respects you can pay anyone is actually getting their name right. And this, I think will just help that if you then do move from the online to the offline and actually having a conversation that you actually get their name right. And I speak from experience.

Unknown Speaker 18:24

Yes, you felt that directly. Well, I remember when I did the podcast with you. That was one of the things that you that you asked me ahead of time I was impressed by that. I will also admit that sometimes when you read a name or a word for the first time you suit your mind sort of attaches to Oh, I think the pronunciation that is this way and it's really hard to retrain yourself. So even with this as a correction, I'm not sure it's going to protect us from all those foe paws that potentially could be coming our way, but it is a nice addition. And I've seen a few people. For example, Sue feed over it. Step into the spotlight, which is One of the groups on LinkedIn we of course run book of experts on LinkedIn as well. But her group, she's noticed that she's actually she has a unique name. So the the pronunciation was certainly valuable for her that way. But she also mentioned, you know, come join us in the group. So she was able to get a mention of the group because that is her main focus area. So I thought that was a nice use of that 10 second audio. I have, I have to admit, I have not loaded this into my profile. I think I heard both of you said you've not used this yet yourselves.

Unknown Speaker 19:33

Yeah. So I think it's being rolled out, isn't it? So

Unknown Speaker 19:36

it is, and it's kind of funny because some of my team members, they have it on their profiles. I don't yet I actually. So I deleted the LinkedIn app off my phone and reloaded it on because that was we thought one of the triggers that would sort of bring up the new version with the audio option. If it's there. I haven't found it yet. So I've been playing around what folks at home What you can look for is, this is something that you will record on your mobile phone. So if you want to add your your pronunciation, or even a little bit of a tagline to your 10 second audio, you'll do it through the mobile app. And then it will be associated. And in the example that I showed you pull this back up. So folks can see that this is actually a screenshot of the desktop version of LinkedIn. And so you can see, here's the little icon, you click on it, and it will play. But you cannot add this, at least Currently, the functionality is not added from the desktop, it has to be recorded through your phone, and then it will be added to your profile.

Unknown Speaker 20:38

So it's the same isn't it open with audio messages? You can do that through the app, but not a lot of people know that. If you use the app, you can use the same functionality on your phone and record a short voice message to someone rather than typing it out.

Unknown Speaker 20:54

I would love to dig a little bit deeper into that topic because now as we transition into these social selling aspect and you know this the other news articles that I pulled out for this week. A lot of them are, you know, how do you leverage LinkedIn for your business? How do you leverage it in 20 minutes a day because people are feeling overwhelmed. They have too much on their plate as it is, how do you seven types of LinkedIn connections that you don't want to accept? There's a lot of advice. There's a lot of coaching. There's a lot of recommendations out there about how to function in this space on LinkedIn specific specifically, not just the recruiting, you know, job hiring space of LinkedIn, but the actual business development side. So let's talk about that. Because I know both of you are working heavily in this space you put, you know, a lot of time into training yourselves working with clients getting results. Adam, I'll stick with you for a second because you brought up the audio tell us a little bit more about think like a fish and what you're doing with the client catching podcasts and how that plays into the social Selling aspect.

Unknown Speaker 22:01

Yeah, sure, well think like a fish. It's not just because I've got the attention of a goldfish attention span of a goldfish. It's a party, you know, there's the whole ADHD thing, and they're the entrepreneurial ADHD story that goes into it. But really, it's about understanding the fundamental needs, desires and wants of your customer. thinking like a fish, not like a fisherman, not going fishing with chocolate cake, favourite worms, short version. So, where I think that that kind of view comes into this whole social selling thing. People seem to think that I see social selling as a bit of a buzzword if I'm honest, I don't particularly like the term. I think that it puts a connotation on it, that it's about selling. It's about social selling, and it's just selling on social platforms when it couldn't be further from the truth. The thing that I think most people make the mistake of and it's almost like, I to myself, sounds like a broken record. You still need to fundamentally You still need to understand the type of client that you're looking to serve, the kind of problem that they have, the solutions they've tried before and how yours is different to help them to get to a desired end result or an outcome that they actually want to get, right? Because you can't create an offer, if you don't understand all of that you can't put an offer in front of somebody to the you know, at the right time, so that they it makes sense to them, and they want to hear more, because that's what it ultimately gets down to. And I can surmise, I think social selling in quite a quick way. And that is, be human consistently. That's it. And don't be a dick. Sorry if I can't swear, but it's it. I can't really make it any more simple than that. Be up human being, you know, respect, but do it consistently?

Unknown Speaker 23:46

Well, this seems like very, very much the common sense approach, and yet we're seeing so many people do just the opposite. In this online space, and I think LinkedIn it's more pronounced than anything. Where else? Why why why is why are people getting so far off track of what we all have how we would like to be treated in doing something completely different now, do you have thoughts about that?

Unknown Speaker 24:12

I think people are panicking. There is a huge shift on another big social media platform and how they handled their

Unknown Speaker 24:23

advertising accounts and

Unknown Speaker 24:26

people that were used to having inbound

Unknown Speaker 24:31

links or new people to speak to ended up having to start doing some outbound approaches and they probably don't know how just yet and everybody's, I think what I'm seeing when I'm when I'm getting spammed after someone's asked for a connection straight away, I think that it's quite desperate. You know, they, they want to sell they want to give their offer out there. They want people to opt in. They're not going about it the right way for the platform. So I think, the shift again, it's a shift in my opinion that I meant to make where the behaviors they had before when they were using inbound marketing has to completely be adapted to this more traditional way of building relationships, because if you were to meet someone in person, you wouldn't shake their hand and just say, this is what I do. Would you like it? More like when you meet someone, you shake their hand and get to know there's a connection there if you like the person if they like you, and you grow a relationship, and I think that's what's missing. Because I am like that too. And my messenger, not so much not just LinkedIn platform people are I think getting away from paid advertising, because of some of the challenges that the platform has had. I just don't know exactly how to behave. But, again, it's a show who will want to learn or want to go back to what it needs to be in terms of how people do business, when there was no social media. I know I keep going back to the 1900s. You know, back in those days, people in villages knew all about each other, and they taken the time to build relationships. Anyway. I could go on.

Unknown Speaker 26:38

Now you were being polite when you said that, that other big social network, but I'm just going to call

Unknown Speaker 26:42

it what it is.

Unknown Speaker 26:43

So you know, part of the news to today's topic is not Facebook, but of course, for the last several weeks they've been under increased scrutiny with their advertising platform, their approach to privacy, it is become a big issue. Businesses at a larger scale. So businesses spending millions of dollars in advertising budgets have made a big statement by pulling their ads off the platform to say we don't approve of how things are going. LinkedIn is not immune to this. So the the news on the LinkedIn side was, they actually found out a developer got in there and saw that LinkedIn was one of about a dozen different apps that was looking at what we are saving to our clipboard. So every time you copy and paste with your phone, with, you know, with the app, you're actually saving little snippets of data in your phone. And the LinkedIn app was one of the apps that was pointed out that it was actually looking and saving this data back to their servers. There's something in there, you know, maybe who knows how useful it is. But there's certainly mentions of brands and things like that, that might be connected with a social advertising graph. So all these big platforms are navigate These waters. Yes, I see.

Unknown Speaker 28:04

That's right.

Unknown Speaker 28:08

But I want to go back to how do you guys handle the when someone takes that leg humper approach in your inbox? I'm really curious because I know I know how I've been dealing with it. My feelings about that, but I'm really curious to hear always hear what others are doing in the space?

Unknown Speaker 28:29

Well, there's there's one or two ways and it depends on what mood I'm in to be honest. One is I just simply ignore it. And I just think, Oh, no, here we go again. Or if I'm in a bit of a playful mood, to be honest, it's, it's more like okay, maybe this is just someone that needs a little bit of help and a bit of education to understand that what they're doing is actually hurting them. And I will simply send them a polite message that says, you know, I'm curious to know whether this, this approach is actually working for you. Because I've found that it isn't. If you're interested in another another a different approach, I can send you a link to some free resources that will help you out. And that's it. And I get people that sort of come back sometimes upset, like, who used to lecture me on how to do this? Well, someone that you were trying to sell to who's now never going to buy from you? And you know, and other people go, Oh, right. Thank you. What, What was this? You know, tell me about it. And some people just never get back. But it's another way to Yeah, let's let's be honest, like we're all on LinkedIn to potentially do business, right? That is what it is, therefore, it is a business networking platform. So there's no reason why you know, if if somebody came up to you in real life, spoke to you in a particular way? No, I think it's right to maybe either correct or say, that's not quite right or something like that. And how about this, maybe this will help you instead, I'm not right for you, but have a little look at this

Unknown Speaker 29:53

100% clear that they there, they want business so the all the indications are there that they're looking to make something happen. But the approach is leaving probably the least favorable impression that possibly could happen. But how about you never Well, how are you handling these folks?

Unknown Speaker 30:09

Well, it depends again, what mood I'm in like Adam. But I have to say, when it's a direct competitor, I sometimes have a little happy, because I'm thinking, alright, well, I didn't even have to try to look good. You're making me look good just by doing what you're doing. So that's the only way to handle it. But I have to say like, Adam, I sometimes reach out to people and say, Okay, well, you know, this is the impression that you've left on me with this message that was a bit out of the blue too sudden or too much too soon.

Unknown Speaker 30:49

And then I'll ask a question because I think it's, it's, um,

Unknown Speaker 30:56

you never know who you come across. That is an insult. In relationship and I value people, so I don't want to upset people if I don't have to. Because it's kind of a natural gift for me. So, I'd much rather, you know, say okay, well, if you'd like to know to talk about, maybe another way, or if you want to find out, you know, what some of the other people have been doing that got my attention that really got me engaged, you know, I'd love to share that with you just reach out, just let me know and happy to have a conversation. And so, but sometimes I've shared that in communities where I'm a student and because I've, I've had to learn how to, to do things properly on LinkedIn. So I share that with the community where I study and we have a bit of a laugh, but you know, I, I guess it just comes with a territory when people are just awkward because they're doing something new and, and again, to me just screams desperation. And not yet adapted to the platform.

Unknown Speaker 32:05

Yeah, I think that there's a, there's some telltale signs, when you see the really long message, it sort of looks like the cold email outreach format that they're trying to bring into LinkedIn. That's one sort of giveaway. Another one is dropping links, unsolicited unrequested links with an assumption that someone's going to book a call for, you know, for what reason? Who knows, because there's only been one exchange but that assumption to using the bed overused dating analogy, but let's go back to the hotel on the first day kind of approach to the messaging. I've actually been playing. So like you I tend to do this a little bit playfully. If I'm in a playful mood, I have answered differently. But I've laid I've been messaging folks because I'm curious how many of These messages are even being read. And what I mean by that is, sometimes I'll just ask, you know, automated with a question mark, just to see if there's sort of someone on the other end. Is this like a robo call? That is, you know, do they have those in Europe and Australia here in the US? Where? Yeah, it's it's a problem here. The phone's ringing, once you get on a on a list, it's hard to get off them. You pick up and you're getting spammed by this automated message, and they're just hoping that, you know, they'll half of 1% might actually engage with them.

Unknown Speaker 33:35

believe it's still happening, you know, it's 2020. That seems to me like a tactic that was fit for the 50s when people didn't know, you know, that they were being sold to, they just thought that everybody who wanted to talk to them was genuinely wanting their best interests or, I don't know, it just seemed, it seems very nice as an approach, you know, and that's what they count on. As their income generating strategy, I just don't see those businesses surviving very long.

Unknown Speaker 34:08

I think that's a great point that you're bringing up about the timing of it, because we have never lived in a period of our history where buyers are more informed where you have more access to information to make an informed buying decision, everything's out there. In fact, there's so much information out there you might not have to buy at all if, if you have more time than money, it may make sense to go research and learn how to do something yourself. Many times that buying decision is, you know, the easiest most direct path to accomplish, you know, whatever it is, and in different ways, what is working in the social selling space. Now you both shared examples. Adam, you talked about being human, you know, but can you be more specific with some examples of what's working For you, because some of the folks out there that are going to pick this up, whether it's in the replay, they're there, they're looking to hang their hat on one like they want to try this, they want to do it differently. They know it's not working for them, can we? Can we dig a little bit deeper into some things that are working for you so that we can we can build some hope and a better way of doing this?

Unknown Speaker 35:20

Well, I mean, I think that it's,

Unknown Speaker 35:23

I mean, you kind of touch on a bit of an example and that you said, You caught a video of, you know, me sort of with my lockdown looking at, you know, the shaggy beard and the long hair. And, you know, the whole thing was a transformation. And you know, I put a little bit of a marketing lesson in there, but it's about being human. And it's not always just about sort of information. So if you're, if you're just looking to put content out there, for example, it's not just about information, and also, there's becoming the need for a blend between publishing content and using the messenger platform previously, I think you could have got away without needing the content side of things. I think you could have just Simply been involved in the messaging platform and connected with people. But for some of the reasons that we've just discussed, it's, it's getting harder just to do that because of the barrage of spammy messages and you know, lay camping and buy my stuff kind of things that people are getting that as soon as you go and use that approach and less you are, you are actually doing it in the right way. And then you have something behind you to sort of back it up, which is a an optimized profile that is written to your potential client rather than about yourself. And you have certain amounts of content that people can look at that positions you in a thority and and that you understand how to solve your markets problems. That because people will check you out because you are in all sorts of different places. And you can also use the content as a reason to potentially reach out as well. And I'm finding that's becoming quite effective, but not, as you say, just sharing the links willy nilly. It's, hey, number of people we're talking about or clients or people in the industry who have been saying that they've been dealing with this kind of problem? Is that something you have experienced yourself? If so, I did record and post a short video explaining how to fix that. If you'd be interested, let me know and I'll shoot you a link. And a lot of people don't like doing that because you go wait for somebody else to say yes or no, and then send the link back and all the rest of it. But that's, you know, that's about being human. And you're asking permission. I know you're a big proponent of this Tobin, it's, it's being polite, and always sort of giving the other person the opportunity to say no, to whatever it is, whether it's Would you like to see some content? No, thanks. I'm busy, fine, no worries. It's kind of like, we'll go at your pace Because ultimately, you always have had to go at somebody else's pace.

Unknown Speaker 37:45

At least in the space that the three of us are working in, which is signature, high ticket transformational programs, so we're not talking you know, $10 widgets that are being sold. You don't know to crunch huge numbers to, to make the flywheel of your business go, you need strong relationships. Oftentimes, the lifetime value of that relationship can be through the roof because, you know, you people will enter that first program, maybe come back and do a second or third one with you as well. Like is the relationship value is the is the key cache here? Now, how about you? What What are you? Can you share a secret ingredient or a sausage that's been working well for you?

Unknown Speaker 38:32

Yeah, look, I've, I've been in the business of helping people leverage their time, various ways for my god since 1996. So I think what I can bring to this conversation right now is to say that I am 100% agreeing with Adam, that we must build relationships with humans. And there are that's quite time consuming, right? Because if we want to take the time to get to know someone and understand their needs enough before we actually offer something we need to invest time. So from my perspective, that could be one of the reasons why people short circuited the relationship process and spam us with their offers too soon. And so one way to fix that is to continue to use a leveraging process or leveraging concept and outsource some of the initial groundwork. So for example, if you're selling to optometrists, well, you can hire a virtual assistant for under $10. us and our that will identify optometrist and if you give your virtual assistant four or five criteria, along with the title optometrist that you're looking for the people that you've helped before, that you have had great results with before. And you see, okay, this is how the criteria that all my past successful clients have had, or the similarities that they have. And your VA can go and look for these people. And let's notice the first contacts are usually very similar, no, and how when you're approached to start a conversation, so I think it can be a leveraged process. And so that will probably encourage people if they knew that there was a way that would not cost them so much time initially. In the relationship, I think that would be a smart way to approach the transition from inbound marketing to becoming more appropriate and an outbound type of approach.

Unknown Speaker 40:59

So Being able to create this list, whether you're using VA support to being really clear about who you're targeting, so you can focus your attention there on building that relationship as opposed to this sort of more spread, spread it out there and try to get numbers and numbers through the top of the funnel, hoping one person you know might follow through and actually converse with you a little bit

Unknown Speaker 41:25

a little I think something for

Unknown Speaker 41:29

just gonna sort of say like coming on after that. I think I've got a bit delay. So if I'm cutting you off, I am but I'm not being rude. I am. I think something just a follow on from that as well. And yes, you can do the, you know, the the outsourcing side of things. And I think a lot of people are just always out there looking for hacks and shortcuts, and all the rest of it and ways to and the reason why I think a lot of people are put off even sort of looking at LinkedIn or they hear about LinkedIn, and they, you know, they may be tried to spammy approach and it's like, well, that didn't work. Well, yeah, because you did it wrong. They don't want to necessarily invest all that time. Whereas one of the things that you can actually think about if you want scale, and if you want leverage, well, why don't you look at LinkedIn is the place not to go directly for clients, but go to find partners, referral sources, all that kind of thing, because that will take less time. But you will then have the leverage behind all of the people that are behind that. So spend your time if you're if your time is limited on LinkedIn, know who you know, your upstream and downstream partners are, ie people are going to feed you lead toward, you can feed other people lead and build the relationships with them. Because then you've got multiple opportunities to appeal to them. So you're not going to say hey, do you want to be a partner? No, it's that relationship building piece. I use things like you know, my podcast, for example, I invite people on and you know, we have conversations, we build a bit of a report, I lead with value and sort of promote them to my network and all the people that sort of listen to the show. We have a conversation we build a relationship is there anything youryour audiences is sort of lacking or wanting help with, can we create something? This is a prime example. Tobin, you and I have had these conversations a few times, you know, we're now sort of having a conversation on multiple platforms. It's just a way then because there is leverage behind this approach. Rather than just going direct for clients, everyone thinks, right, I need to go and do lead gen on LinkedIn. You don't have to, you can go and look for partners or relationships with people that will have a larger pool of people behind them, which comes with the authority factor. It comes with the trust factor when you are recommended and introduced in a totally different way. That I think is the real power of lucky potential behind LinkedIn, and where the leverage and the scale can

Unknown Speaker 43:44

come. I love that perspective on on how to leverage in a way that still is very human oriented or relationship based. That any last thoughts I want to wrap up here on LinkedIn because I'm excited. Next, we'll do pics of the pain Things that you guys are loving this week, maybe favorite apps book, something that has stood out to you that this is one of my favorite things that we do the recommendations because we hear such great ideas. I always love digging into them afterwards. But any last thoughts on LinkedIn social selling, or this this interesting space that we're living in these days is virtual space.

Unknown Speaker 44:22

Well, I'm a big fan of adaptation and evolution. So I think that what we're seeing right now is a massive opportunity for so many business people. And and not just a business people, but for everybody to explore everything that these new technologies can allow us to do that we weren't doing before. And it might be that we're living in a really exciting era. And what we're hearing is the noise that always happens. When there's change in the air and massive change in the air, some people complain about how it used to be. And some people are so excited about what it could be or what it will be. So you know, it just got to pick your headspace. And that's going to help you, I guess, move forward and enjoy life better. So, yeah, so in terms of LinkedIn, I think there's so many good things that can come out of that platform. And if we take the time to understand whether we want to play on it, as a legion tool as a relationship building as a JV tool, it's nothing more than another opportunity to connect with humans. So we just got to remember that that's what we're doing. That's what we're out to do, just like in normal life, if you want. Yeah.

Unknown Speaker 45:49

There's there's no doubt that the recent events have accelerated technology in a number of ways. So we probably would Be a different show for us to make a list of things that people have adopted and learned zoom being maybe the biggest example of how many people that had never heard of it before. And then it became a mainstay in their day school children that were taking their classes through zoom. So it is an interesting time and interesting chapter of our lives that we're in right now. Let's do panel pick of the week. Nan, I'll stay with you if you'd like to lead us off with what you've got to share.

Unknown Speaker 46:27

All right, well, this week what I've been doing is I've been moving all my books around so I've stumbled across a couple of books that I had bought but not read. And I started reading both of them at the same time. And I might look like a cliche because I didn't. I didn't go out of my way to research funking new books, but hold on one second.

Unknown Speaker 46:56


Unknown Speaker 46:58

everybody's heard that song. And I can start with why but not everybody's actually done the work on finding your why. So that's one of the books that I'm reading at the moment because I found myself in a situation where I'd lost my drive. And because I've accomplished, the few things are quite happy with my life, but I want to do new things. So I want to go back to this. And there have been situations in our family life that have prompted desire for us to my husband and I read this book.

Unknown Speaker 47:41

That's what's happening in our household at the moment. Those are the books that are out there to be played with and read and discussed.

Unknown Speaker 47:50

I noticed that you held that one up without without saying reading that that title.

Unknown Speaker 47:55

Oh, I can't say that.

Unknown Speaker 47:59

I appreciate They're both both books I am familiar with and who hadn't on my bookshelf don't currently because we just moved into a new space. But Adam, how about you your pick of the week,

Unknown Speaker 48:10

my pick of the week, sort of

Unknown Speaker 48:14

keeping with the social selling aspects and all the rest and something that I've been using for a while now and absolutely love so it's not my pick of the week is my pick of the year to be honest. And that's a bomb bomb. So bomb is in Bo NB bo mb.com. And what this is, and Tobin, you'll have seen a few of these because you've got a couple of them from me. But it's a way of recording quick videos that you can send via email, or you can send via social media or something like that. And what we're talking about is being human here and Ethan, who's been on the podcast as well and he's the chief evangelist of bom, bom, the company, and he wrote a book called re humanizing your business. Like for me that encompasses the importance of connectivity. To the Around this time, and this is a company that has been going for a number of years now. But it's just the way now that the world is that so many people are only meeting behind the screen and some of us have been used to it. We've been doing it for a while. And this is brand new to a lot of people. I cannot tell you the response that people give when you actually are females something and you get a question, I put the thing out on my on my list and say, every month or every week, boy put something out if you've got any feedback or things about the podcast, let me know. And you know, I read every email, I do a video email back to every single person. And without a doubt, they come back and they go, Wow, I can't believe you did that. It took it takes one minute. It's just connection, right. And you can do that with LinkedIn messages. You can do it with anything, but I cannot tell you how powerful it is to build a connection very, very fast.

Unknown Speaker 49:47

I think that it's a great time we talked about social selling today. Earlier in the broadcast. We talked about the audio messages that you can send through the LinkedIn app and actually give a voice to your outreach in your Communication with others you brought in Bom Bom. I love that as well. My share for this week and we're running out of time because I have to jump over to this other platform is I would encourage everyone out there to check out Blitzer. So we've actually been doing these networking events on the tail end of our livestream shows because we can continue the conversation we can actually carry over and you can meet other people and it's in a really fun, playful manner. So it encourage you to check it out where you can do this event or not, or one of our future ones. We'll be doing more. But come join us on one of the book of experts, meetups and meet some other folks talk about what you heard and saw and your own opinions here with the experts need to know show and yeah, that's a blitzer.com. So I encourage all of you there. So appreciate you guys taking the time, especially with the differential and time zones Nat up very early, Adam staying up very late, but you've made extra time for us and we sold Appreciate you guys.

Unknown Speaker 51:01

I appreciate what you do. Tobin.

Unknown Speaker 51:03

Thank you. Thank you Tobin

Transcribed by https://otter.ai

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