Feb. 17, 2022

11 Linkedin Tips for Sales Professionals

11 Linkedin Tips for Sales Professionals

In today’s episode of the ‘Sales Samurai’ podcast, host Sam Capra, who helps marketing leaders in the retail space go beyond the sale/transaction, talks with guest Brynne Tillman about 11 Linkedin tips for Sales Professionals.

Episode Highlights

  • 01:12 – Brynne is in the sales game for a while and he shares what got her into sales.
  • 03:55 – Call centers became solution selling centers, says Brynne.
  • 05:02 – Sam says about Brynne that she found joy, love, and the ability to help people with what she is offering.
  • 08:11 – Brynne says that was the moment where she recognizes she is not an order taker and that's not her job. 
  • 10:56 – We have to slow down the sales process to make sure that everything that we're doing is right for that client.
  • 12:45 – Brynne never has to cold call again because she can search, filter, and identify.
  • 14:16 - What has been the biggest evolution? Sam enquires.
  • 16:35 – There's that stereotype of one shouldn't be sending a calendar link. But it all goes back to the framing, says Sam.
  • 18:05 – Brynne explains to convert your profile from a resume to a resource.  
  • 22:50 - Connect with everyone we meet, speak or engage and that would add value to our network.
  • 24:36 – If it's someone relevant for our network and we're relevant to them then connect. 
  • 26:30 - Use LinkedIn to learn about your buyer’s industry, clients, and their challenges. 
  • 27:13 – Brynne points out, the biggest problem with sales on LinkedIn is that there's this mass, we can call enough people.
  • 31:22 – We have to make sure that we're curating content that our buyers care about.
  • 33:24 – They discuss that polls are a great way to engage and if used well, they are amazing discovery opportunities.
  • 35:05 – Brynne shares, some people are attracting the people she wants to engage with. 
  • 37:02 - One thing she loves about Sales Navigator is, there's a filter called Spotlight and in that spotlight, one can choose active and LinkedIn in the last 30 days. 
  • 38:07 - Take inventory of your existing connections by exploring the list and categorizing them by client prospect and referral partner.
  • 41:25 – If we come across someone that we don't remember, we can go to their profile and click on contact information.
  • 43:03 – When starting conversations, share tailored insights to your targeted connections on an individual basis.
  • 46:50 - As the author of the poll, Brynne says she gets to see who voted. So, she will target specific people who know that voted and she’ll say thank you for voting on the poll. 

Three Key Points

  1. Sales Navigator is the most powerful sales tool available to us today, not just because of the incredible search ability but the ability for them to alert on triggers that can help start conversations and the ability to leverage the existing connections to map out how do we get into certain companies and decision-makers. 
  2. A study said 74% of buyers chose the sales rep that was first to add value and insights.
  3. We need to identify who in our network is connected to our targeted buyers. Ask for referrals or permission to name drops.

Tweetable Quotes

  • “I was a natural salesperson. My first job was a waitress at friendlies.” – Brynne Tillman
  • “We were solving problems that our clients didn't even know they had. “- Brynne Tillman
  • “I was able to take what they taught me and interpret that for a client that saved her business. “- Brynne Tillman
  • “When salespeople can own that in what they do they will find success.” – Brynne Tillman
  • “We ended up doing lots of other things for them but LinkedIn wasn't it because their buyers weren't there.” – Brynne Tillman
  • “Everyone turned to LinkedIn all of a sudden they're like okay, we now need to use this right?” - Brynne Tillman
  • “That was game-changing for me was the Calendly scheduling app.” – Brynne Tillman
  • “No one cares about your mission, your passion, and your years in business yet.” – Brynne Tillman
  • “We need to teach them something new. That gets them to think differently about the way they're doing things today.” – Brynne Tillman
  • “Now I have to slow down outreach to speed up the outcome.” – Brynne Tillman
  • “I would say curating really good content is great. Make sure that you do it consistently, but not overdo it.” – Brynne Tillman
  • “Let's make sure there's the value behind what you're doing.” – Sam Capra
  • “The biggest challenges are we've got all these connections, but we've forgotten who they are.” – Brynne Tillman
  • “You can't get more personal than this is to put pick up your mobile app and send them a video message.” – Brynne Tillman
  • “People like arguing a little bit in the comments, and he now has over 500 votes.” – Brynne Tillman

Resources Mentioned 

Title Sponsors:


Speaker 0    00:00:01    Coming to you from Orlando, Florida, Orlando, Florida, and streaming around the world around the world. You are now tuned in to the sales samurai podcast. The only B2B sales podcast, providing unfiltered unapologetic views and tactics directly from the sales trenches. Here's your host, Sam Capra.  
Speaker 1    00:00:30    Welcome to another episode of the sales samurai. Thanks for listening. Before we begin, do us a favor, take a moment to subscribe and download on today's show. We're going to be discussing 11 LinkedIn sales tips by the one and only Ms. Brennan's Hellman Brin. Absolute pleasure to have you on the show. How are you? Thanks  
Speaker 2    00:00:47    Sam. I'm thrilled to be here. How fun is that?  
Speaker 1    00:00:50    We're talking about sales. It's gotta be fun, right? This is what we live and breathe each and every day,  
Speaker 2    00:00:55    Every day, it's like not just my work, but my hobby.  
Speaker 1    00:00:59    That is fantastic. I'm glad you brought that because I actually want to talk a little bit about your background. I was doing my little link, you know, we're talking about LinkedIn, so I'm gonna do my LinkedIn research. Ooh, you've been doing this a while. You've been in the sales game for, I think back to Kinko's right before, before it was out.  
Speaker 2    00:01:13    You really dove down.  
Speaker 1    00:01:15    I did. I went deep. I had to keep layering the previous experiences.  
Speaker 2    00:01:19    Oh God. That's like 20 something. I, it actually goes back even further to dun and Bradstreet. It's like this endless, like I'm a Bubby, I'm a grandma. Right? So I've got lots and lots and lots of experience by.  
Speaker 1    00:01:36    So I'm always curious, like why say like, most people don't dream of being a salesperson when they were a young kid, like what got you into sales? So what got you into sales? What, what, what got you kind of passionate about sales just in general?  
Speaker 2    00:01:48    Well, so it's interesting. I think number one, I was a natural sales person. My first job was a waitress at friendlies, but I recognized really early on that if they bought appetizers and they bought desserts, I got a higher tip. So I was selling really, really young. Right. But, you know, I went into the hospital, I went to school for culinary arts and hospitality management, but you know, I had a child pretty young and I wanted a nine to five job, but I started an inbound call center at dun and Bradstreet. And I was bored because it was just taking orders. So I started talking to people and I started selling stuff. I wasn't in sales, I just started to sell. So literally I won't go through the whole story. I ended up working with management to come up with an upselling program when I was like 22 years old. And so it's just in my blood.  
Speaker 1    00:02:45    That is awesome. So you landed at the inside sales gig, you just found yourself kind of selling things as kind of this up, sell, cross, sell, whatever you want to call it and kind of created this, uh, entity within dun and Bradstreet to kind of develop this whole department around it. And I just want it two years old.  
Speaker 2    00:03:01    It was crazy, but I did and it was fun and it was successful. And I got to, you know, really hone my sales chops because, you know, I was sort of just winging it. Right. Cause I had no real sales experience and there was no real sales training for me anyway. I mean, there were like Sandler was back then and Miller Heiman for sure. But I wasn't getting that. So I had to figure it out. But what was fun is when I was assigned this job to figure out how come my questions were converting people that wanted to buy a $50 product to a $300 product. What was I doing? And then how do we teach in scale that among a center in Bethlehem, Pennsylvania and in Houston, Texas, right? So big call centers became solution selling centers. Like we were really beyond selling and making dun and Bradstreet money. We were solving problems that our clients didn't even know they had, or we were helping to avoid future problems, credit problems, payment problems, based on the information that we had that could help them actually do a much better job vetting clients moving forward. So I won't go into the nitty gritty, but we made an impact and I never wanted to do anything other than sales after that, mostly because of the value that we were bringing to a client that didn't even know they had a gap,  
Speaker 1    00:04:35    You know, it's funny you bring that up and we won't go on too far of a rabbit hole, but I know I'm a  
Speaker 2    00:04:39    Rabbit hole kind of  
Speaker 1    00:04:40    Person. Don't worry. You and me both. I'm I'm gonna do my darndest to prevent it. Exactly. So what I love about that is I love it's the, the kind of the, the foundation of that, where, you know, most people kind of give sales a bad rap, but that's not like the passion you just express me. It's like, you really found the joy and the love and the ability to help people with what you are offering. Like you truly believed there was some value, not some, there was value what you were doing for them. And I always like to dig in there because that's not the connotation sales gets for whatever.  
Speaker 2    00:05:15    Oh. And you know, if, I don't know if you know, Larry Levine selling from the heart, but he often calls it commission breath. Like people can smell it. Right? Here's the challenge. We go into sales. And even at the first level of BDR, SDR kind of sales, we have these KPIs, these key performance indicators that are assigned to us. And if we don't hit them, we are not seen as successful. Those KPIs. Someone came out of some big data somewhere and said, you know, if we do enough of these, we'll hit our goal. Right? And so this is what we want people do where we miss is we never really sit down and teach the sales people in the true sense of it is what is the problem we're solving? How are we making an impact in this world? So I'm going to go back to Dunn and Bradstreet to kind of close the loop.  
Speaker 2    00:06:17    Yeah. What happened is I was bored two inbound order taker talking to a woman who was so excited because she just got an order from a huge department store. One, we all know the name of it was a five company, like one of the biggest. And she was a little textile company in, I think Jersey city that like, this was her break. She was so excited. And she said, I just need, I mean, they're there this company, they're a great company. I just need a report for my files. Right. So I pull it up. And now I had site into another report that was called a payment analysis report that showed that that particular company paid textiles 180 days late. Wow. So that dun and Bradstreet had that insight. She didn't buy that, but I knew she needed it. And I think it was an extra 50 bucks.  
Speaker 2    00:07:17    Right. So I had this conversation and they said, I have data. I can't tell you the information, but I think you need to know this. And once you buy it, I'm going to give you some insights. So she's like $50. Okay. I bought it. So she buys it. I said, okay, I'm telling you, they're paying 180 days late, take this and your contract to the bank and get a bridge loan. Because if you don't, you're going to, you know, you're going to have a problem. Six or seven months later, we got a letter from her saying that we saved her company. Wow. Now dun and Bradstreet did an excellent job of teaching me the value that these reports could do, but they never taught me at the time, how to have the conversation. That was my, you know, that we learned a lot about product and I was able to take what they taught me and interpret that for a client that saved her business.  
Speaker 2    00:08:14    So that was like this quintessential moment where I recognize I am not an order taker. That's not my job. My job is to identify what is the challenge that the person calling is facing? And do I have a solution that will make their business better for it? And that transformed the way I looked at sales forever. And that's where I started. I started with the knowledge that I have the ability to help someone succeed, even when they don't know they need it. And when sales people can really own that in what they do, they will find success because they're not out to make a commission they're out to solve a problem.  
Speaker 1    00:09:03    Yeah. Cause you, those, that background, that whole foundation that really ingrained you with, Hey, let's start with a problem. Let's not start with all the features and functionalities and everything. Let me understand what the problem is. And then I can figure out if and how I can actually help you achieve or avoid in that case, a potential problem. That's going to be devastating to you as an organization. So I love that  
Speaker 2    00:09:26    If you don't do that and you're just selling a commodity, right? You're not going to end up with raving fans, referrable clients or even repeat business. You know, I made that mistake once in this business. And I recognize in retrospect that they came to me and said, I want LinkedIn training. You came highly recommended. We're really excited. What's your price. It was the, one of the fastest sales I ever had. And then, you know, I get into this and I never asked the question, who are they buying from? And when we went to luck, the people they were buying from who are your buyers, very few of them were on or active on LinkedIn. So I made a sale prematurely because I was all excited and I shouldn't have, and it was fine. Okay. We worked it out. We gave them lots of value. Sure.  
Speaker 2    00:10:23    But LinkedIn was really not the answer for them. The answer for them really was a very, I don't tell you, they were selling to leads of manufacturing companies, not the owner, like the man, the floor manager in manufacturing companies. He had a really hard time, but they were knocking on doors. So we ended up doing lots of other things for them, but LinkedIn, wasn't it because their buyers weren't there without it so we can make a mistake. And I, you know, I owned it, right. I owned it, but we can make mistakes because it's an easy sale, but we can't, if it's the wrong thing for the client, we have to slow down the sales process to make sure that everything that we're doing is right for that client  
Speaker 1    00:11:08    Without a doubt. So talk to me a little bit about, because you know, when we start, cause I think you, and I think you get about the same. I'm a grandpa as well. So I know you meant  
Speaker 2    00:11:16    Isn't it, the best thing in the world you look way too young.  
Speaker 1    00:11:21    Well, thank you. I think it might be the water down here in Orlando. I'm not sure  
Speaker 2    00:11:25    That's exactly what it is.  
Speaker 1    00:11:28    That's what we'll call it. Sure. But back when we started, there was no such thing as social selling. I don't think LinkedIn came around to 2003, right? 2004. So social selling is, I want to say relatively new, but it wasn't around early on in our career. So what got you interested in passionate about that specific kind of that realm of things, if you will bread.  
Speaker 2    00:11:48    So I love that question and actually it's going to take me back to dun and Bradstreet. Again. I usually don't talk about them often because it was like my first real job at the college. But I recall sitting across from a client, I loved sales. I loved the people piece. It didn't like the cold calling piece. And I did my share of it. Believe me, I did. But when I was in the field was one and I was one-on-one with clients is where I was my happiest. Right. So I recall sitting across from a client, staring at his overflowing roll with that. I don't know if you ever had one,  
Speaker 1    00:12:19    Is it the rolling one,  
Speaker 2    00:12:22    Right. With all the business cards? I mean, right. That's what we had before LinkedIn. And I remember thinking if I could get my hands on that for 20 minutes, I could identify who he knew that I wanted to meet, ask him for referrals and I wouldn't have to cold call anymore because when I asked for referrals that go right, I don't know anyone. So I knew that it's all a problem. When I saw LinkedIn decades later, I went, this solves my problem. I never have to cold call again because I can search and filter and identify who knows who I want to know and leverage my relationships to get warm introductions or permission to name drop. And I never have to cold call again ever. And so I now, like, I don't know, 14, 15 years later, I'm still at this darn thing, but it just keeps getting better and better.  
Speaker 2    00:13:10    And with the shutdown and you know, the, the idea that we still had to do business, but networking conferences, trade shows all gone, right. Everyone turned to LinkedIn and all of a sudden they're like, okay, we now need to use this. Right. So many people did it wrong. Right. They went out there and they connect and pitch and it's just horrendous what they've done, but they have done it. And it is what it is. But at the end of it, my job is to help people leverage it the right way to start more conversations. The same way I did back in dun and Bradstreet with the role, like I want the same conversation. They're the same human being. We have to treat the person on the other side of the message, the same way we would if they were on the other side of the table. And yeah, I know that was a very long answer to your very short question.  
Speaker 1    00:14:04    No, but it's perfect. No, cause I mean, that is a, that's a critical moment in time for you. I'm curious because there has been a lot of changes in social selling, right. But what has been the biggest evolution? I know LinkedIn has advanced with navigate all of these little features on, you know, voicemails. Like what's been the biggest evolution in Europe opinion. Good, bad indifferent in the arc. If you will, a social selling since the beginning to now,  
Speaker 2    00:14:30    I think it's been a little bit of a roller coaster. There's been some highs and lows and highs and lows, right? You already said sales navigator. I think sales navigator is the most powerful sales tool available to us today. Not just because of the incredible search ability, but the ability for them to alert us on triggers that can help us start conversations. And the ability for us to leverage our, our existing connections to map out how do we get into certain companies and certain decision makers. So I do believe sales navigator is revolutionary. When it comes to sales, there are other things I will tell you what I think for me. Well, let's call it digital sales versus social sales. That absolutely was game-changing for me was the calendar app, Calendly scheduling app. That's a digital sales tool that I am shocked when I talked to a sales person who doesn't have it yet.  
Speaker 2    00:15:25    Like, what do you mean? You don't know what Calendly is, you know? And I don't care which one you use if you use HubSpot, all the manhole. Great. But the bottom line is I have lost so many opportunities because of how's Tuesday that doesn't work. How's Thursday, that doesn't work right now. I'll get pushback because every one of my clients I'm like, you need to have this. Like, but some people are annoyed that I'm prospecting them, but they have to do the work. So here's the message guys. Anyone that's like, no, I would never use it because it's rude. Right? Here's the pushback. Here's the answer, Sam. I'm really looking forward to chatting with you. Let me know your preferred way of scheduling a conversation. If it happens to be via calendar link, here's mine. Perfect. If you go hate calendar links, but she left it open for me to say how's okay, fine. But in today's world, if you do not have one, like you are missing huge opportunities because by the time you're back and forth three times, they forgot why they wanted to talk to you in the first place.  
Speaker 1    00:16:28    Without a doubt. I actually, 100%, I think there's always that stereotype, you know, there's that, to your point, there's that stereotype of, you know, you shouldn't be sending a calendar link, but I think it's all, it goes back to the framing. How are you framing it? That's the key behind it is nothing is bad or good linear terms that have got four or more. That's great. I'm sure there are. But from a calendar link standpoint, I don't think it's definitive. That that's a horrible thing to do, or that's a fantastic thing. It's how you frame it bread to your point. That makes it easier for the customer. And that's really what we're trying to do for fun.  
Speaker 2    00:17:00    When someone is prospecting me and I say, yep, I'm interested. What's the next step. They send me a link without doubt.  
Speaker 1    00:17:07    So let's jump into, cause this is actually offline. You and I were talking about this and this is my savviness around LinkedIn is how good I am on LinkedIn. You're good. I so fantastic. Two months ago you made a post and it was 11 LinkedIn tips for sales professionals. And this is what I saved. I didn't know, horrible that the save functionality on posts, like I was like, I missed it. And I just, I said, I know Brynn did it. How start scrolling through your feed to try and find this one post. And then someone said, just save it. And I'm like, well walk me through that. And they showed it to me. I'm like, so now I have this little repertoire, this whole locker of all this great information and this is one of them. And I want to dig into it because I refer to this quite a bit, just personally from a business standpoint. So I want to kind of walk through it because this is really important. You put number one. And I was just trying to think through this, convert your profile from a resume to a resource. There's a little bit more to it, but give me some context around that because I'm sure there's some layers to it.  
Speaker 2    00:18:10    So no one cares about your mission, your passion, your years in business. Yet you got to earn the right. No one cares that you're an account executive at ABC company. And no one cares that you're this great negotiator because in fact that can hurt you. No one wants to work with the guy that makes president's club four times in a row, right? Like that's not the PR. So who do I want to work with? And this was inspired from a lot of different places, but I'm going to give the today I'm giving credit to corporate visions, did a study that said 74% of buyers chose the sales rep that was first to add value or insights and insights, value, and insight. Okay. So I went, oh, well then I should be adding value and insights. If that's why three quarters of the people, if that's what they're choosing, I want to be that resource.  
Speaker 2    00:19:00    Right? So part of that study was that was first to add value and insight first. So how do I get to be first? I need to do this very early on in any relationship that I'm having. So I'm thinking, man, that needs to be your LinkedIn profile, right? So we need to move this from being a resume from talking about me and my successes to how do I actually help you? My prospective client and help by the way means that it's valuable. Even if they never talk to you in needs. If you think you're helping them by teaching them about your product, you're wrong, that's a pitch. That's not insights that you may call it education. That is not being a resource. That's being a salesperson. That's why we got a bad rap, right? So what do we need to do? We need to create curiosity and resonate with our buyer.  
Speaker 2    00:20:06    They need to go, Ooh, that's my challenge. I'm sucked in. Now. It's a resonate, create curiosity. We need to teach them something new that gets them to think differently about the way they're doing things today. Our biggest competitor with someone who is not shopping your services is status quo without a doubt, right? So how are we making that shift? It's up to our profile to start that we need to earn the right, to get the conversation. And we start by providing enough insight and resources that they go, they get, they understand my challenge. I'm thinking about things differently. And so the last piece of that kind of magic of, of your profile is there needs to be a compelling next step, right? How do we get them to raise their hand and say, Hmm, how do we get to the same? Hmm. I want more of that.  
Speaker 2    00:21:08    Right? And that's how we earn the right when they go. That was really good. So you liked my 11 steps and I got on your podcast, right? That 11 steps, whether you talk to me or not, you found valuable. None of it was how to hire me as a LinkedIn trainer or even how to bring me on as a podcast guest. Right? I earned the right. Hopefully it seems like I have by providing vendor agnostic value, that was enough to create a compelling moment for you to not just save that post by clicking the two dots, the three dots, by the way, and then hitting, save, have to always give that on any post, anywhere at any time. But had you reach out and say, Hey, can you teach my peeps what you're talking about anyway, that's value. And it has to start with your profile. I'm off my soap box now  
Speaker 1    00:21:59    Because it's amazing. And we got quite a few to get through, but I want to make one point on this Brennan because you bring up a fantastic point of this. There's been so many times where I've seen fantastic content. I'm like, man, let me check this personnel. And I go to the profile. I have no idea what they do. Like I look at their profile. I'm like, well, that was cool concept, but I have no idea what this person does. They talk about four times president's club. Tell your point, master negotiator, all this stuff. I'm like, well, that's great. I leave. Right. They do something. And it was a great content. So I think what I was left, and this is what you've done is what your profile should be written for, who you're targeting in layman's terms and the audience, right? How do they get value from what I'm putting on my profile? So I absolutely love that. Number two, because this actually is, is really actually how you and I connected. We were talking about this offline. Number two is connect with everyone you meet, speak, or engage with that would add value to your network. This seems pretty self-explanatory. But any layers to that that you want to extrapolate from there,  
Speaker 2    00:23:00    I'm shocked when I talk with salespeople and like how many people are you talking today? Five, six new people. How many of them are you connecting with on LinkedIn? I don't know. Are you even checking them out on LinkedIn before your conversation? Sometimes like guys there's gold in them, their connections. There's so much to learn about them. When we actually went into offices, we'd look around and go who they won Philly 100 and they, you, oh, look, they fish with their kids and oh, he was owns a boat. Right? And then they'd go, Hey, my cousins, uncles, best friend owns a boat. Pretty cool. Like whatever. Right? Find ways to bridge. What mattered to them. It's so much easier today. Go on LinkedIn. What? You know, what college did they go to? And then look up how that football team is doing right now. I mean, there's just so much you can do to connect, right?  
Speaker 2    00:23:55    There's so many things that you could do to connect. So you should do that before every call, I typically will connect before the call and say, I'm looking for forward to our call on a couple of hours. I'd love to add you to my network, right? It's already on the books. Now, if you're cold calling in the answer, it's a, follow-up great chatting with you today. I love to use LinkedIn to keep in touch and provide any value. If there's anything I can ever do to be of assistance, please let me know let's connect. And if you talk to them, that's fine. And I would say great chatting with you today. So when you go back and you look at your, your message and you can remember why you connected, oh, they took my call. If it's someone relevant for your network and you're relevant to them connect, it's like meeting people.  
Speaker 2    00:24:44    Don't connect with everyone in the world. Just hit connect, connect now. Oh. But connect to the people. You're having conversations with that. You're focused on bringing value to now or in the future. We got an inbound lead, right? From someone I connected with seven years ago. And I've just, I haven't, I just dropped the ball. I, we had one conversation seven years ago. The time wasn't right now, it was, it came in through the website. When bill who my CSO said, when I asked her, where did it come from? She said, she's been following your content for years and years and years. And now the time is right. So if it's about bringing value, the sale will come when the time is right. And by the way, they're not shopping anyone else. Right. When we said, who else are you looking at? No one go. Right? Right. Why? Because we've been bringing value for so long. Why would they even ask anyone else?  
Speaker 1    00:25:45    That's why you bring about fantasy. I mean, in the old days, you just call that rapport building. Right. You know, like you were saying, listen, the old days you'd go in the office, see they play golf. You would make a comment about golf and all the other stuff. Right. And I do love that about LinkedIn. I'm a big advocate before call do research on it. I love the fact that you can learn a little bit about if there, you know, from a philanthropy standpoint, they're a part of habitat for humanity. Do you have any synergies there? Alumni? There's so much good. You are right. There's so much shared connections. You've got 100%. And I think that is so in your world, Brin, your point is, if you're talking to six, seven people, then you should be connecting with six, seven people,  
Speaker 2    00:26:24    Right? Not the random people that LinkedIn says you should know.  
Speaker 1    00:26:28    Right? Fair enough. Third is use LinkedIn to learn about your buyer's industry, their clients, and their challenges. I think I understand this piece, but how do you, w what's the framework behind that? What's your thought process behind that?  
Speaker 2    00:26:40    There's so much to learn about industry. You can use hashtags to find things you can find out about their competitors, look at their clients. So I love to look at recommendations and see what their clients are saying about them. And by the way, it doesn't have to stay on LinkedIn, go to their website. We'll get client testimonials that when you know what their client cares about, and you can have conversations around their client's industry, they're blown away. Here's the biggest problem on with sales generally and on LinkedIn even more is that there's this mass. If we can call enough people, there's like this mass number, right. We can call enough people. If we can email enough people, some will stick, right. But we've lost the personalization side of things, you know, but if you say, Hey, I know this, that you got this recommendation from this that you did this amazing job.  
Speaker 2    00:27:43    Is this an industry that you work a lot in right now? And then I worked with a client years ago in this industry. And there were some insights. There's a podcast on that industry that I thought was amazing. I did that with one client. I couldn't find anything in common. They just had, we had, it was a third degree connection. We had no shared connections. He had like 15 connections on LinkedIn, but he had a recommendation, which is probably why he got on LinkedIn in the first place. Right. Someone write one recommendation. And it was in some very strange, not strange. And so I won't say what it is that place called the strange, some offshoot of an industry that you wouldn't normally think. And then I did some more research. I realized that's really who they serve. I went to listen notes.com. I don't know if you're familiar with it. Right? Yeah. And I found podcasts on that topic. And when I reached out, I'm like, you know, I came across this podcast on this topic. It seems like this is, he was blown away. Like that's so personal. I spent five minutes was the maritime industry. I know I had to say it.  
Speaker 3    00:28:53    You couldn't hold it back. Could you run yet?  
Speaker 2    00:28:55    It's a great industry, but I didn't know anyone that's sold into maritime. I didn't even know it was a real industry. Now I do. But I was able to find information around maritime industry that my buyer found to be fascinating. Right. But then I made him matter.  
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Speaker 1    00:29:55    That's a good point. I mean, what I love about that is we're all about scale in today's day and age, right? Where it's all about scale, scale, scale, scale, scale. We've got to do more. We've got to do more. And when we do that, the antithesis of it, as you lose the person, you lose the personability, you lose the human connection because it's just all canned stuff, right. You're just fitting it out. And that  
Speaker 2    00:30:15    Just slowed down your outreach to speed up the  
Speaker 1    00:30:18    Outcome. You got it. I agree with you. 100%. I'm actually going to merge four and five because I liked how I prefaced four and five. This one is curating educational content or curating content that's relevant. And number five is producing content. So I want you to tackle both of those because I think I'm pretty good at curating. I am horrible at producing. So give us a little insight there. I can't think of anything to save my life. Like it's like I only get money.  
Speaker 2    00:30:45    I'm going to tell you, well, first of all, you have, you are creating content with a podcast.  
Speaker 1    00:30:50    That's my service to the world,  
Speaker 2    00:30:53    Which is great. But curating content is finding great content. Not just that you want to share, but that your buyers want to consume. Right? So one of the biggest challenges I had a financial services client who we just started working together and he curated some content. That was really pretty interesting. And he put it out there and he got lots of engagement. He was all excited. And so we looked at it and said, well, who's engaging. And there were all other financial advisors, not prospects. They said, this is content that you care about, not your buyers. So we have to make sure that we're curating content, that our buyers care about. Number one, number two, we have to make sure that when we share curated content, that we put our own little spin on it or why we're sharing it, or we're making the author, the thought leader and not us. Right. And we want us to show up as a thought leader. I would say curating really good content is great. Make sure that you do it consistently, but not overdo it. Like you just don't want. You want to make sure that the content that you're putting out there is relevant. If they see way too much, it feels spammy. Even if it's not true.  
Speaker 1    00:32:05    Is there a magic number? Brendan you're board? No  
Speaker 2    00:32:07    More than once a day and three times a week is fine. Okay. Okay. Number two. Well, the second piece is producing content. Original content start capturing your genius. You are talking to buyers every single day. They're asking new questions. You're answering them. That's content. Content does not have to be full on blog posts. We don't write blog posts anymore. We get on once a week and we do a live rant on a topic. It gets transcribed. It goes in a blog post for SEO, but it's we use the video, right? So it's a blog with SEO, from raw transcript, all the ums, AHS, all the mistakes. I don't care. It's really just for SEO. So Google can index it, capture nobody's reading. Not no one. Most people are listening to podcasts or watching videos. And that's the easiest thing for a salespeople to do. The other thing is polls. And now everyone listening is rolling their eyes. I know enough with the bowls. I like peanut butter and jelly. I've got it. Right. Like, like I got it. Right. But poles used well are amazing discovery opportunities. And if we get them into the inbox of the right people, we can really use it. Well, yeah.  
Speaker 1    00:33:24    I am a fan of polls. I am, I think it's a great way to engage, but I think like anything else in LinkedIn's where I think in general, not just LinkedIn done in the right way, like there's value to it. I think now I actually saw two, one. I have another poll vote. Yes or no. It's it's a little bit overwhelming  
Speaker 2    00:33:45    On poles. Yes. Or exactly how many no's are we going to get?  
Speaker 1    00:33:50    I actually saw a salesperson, which I kind of gave him some credit for being pretty blatantly like, Hey, would you want to buy my product? Which is this, this and this? Yes, no. And he, so 67% said yes or no. And I mean, like there's so many methods to the madness says that I understand the value, but I think to your point, let's make sure there's value behind what you're doing. Absolutely. Without a doubt. This is where I think I've been better, is engaging on influencers, posts, just engaging on post period. Like I see a great post thinking now by saving stuff, like I've said, I just learned, I don't have to do it on the fly. Like I can just build up three or four posts. And then periodically during the week I go back to it and I offer up my comments. I love this one. I've been trying this more and more. I want to get your thoughts around this one.  
Speaker 2    00:34:39    This is one of my favorites. I mean, sometimes we call them magnets, but there are certain people and I mean, I can name them, right? Like Sherry Levitan or Mark Hunter or Jeb blunt or Jeffrey Gitomer right. There are people that are attracting the people I want to engage with. I love them. I love their content and I'm all over that. But there's this whole audience of people that are engaging that I can be engaging with as well. And so let's use Jeffrey Gitomer as an example, he does a live every day at 9:59 AM. Right? Every single day, God bless him. It's amazing. And dozens, if not hundreds of people will show up. Right. Right. And they're all engaging. So I, I love his content. I engage on his content, but I now look at who else is engaging. So I see Kellen and who's engaging.  
Speaker 2    00:35:30    So I engage with Kaelyn. And then like, man, I'd love to have a conversation with Kellen. How do I start this? Well, we both have one thing in common Jeffrey Gitomer. So I will connect with their calendar. I see we're both big fans of Jeffrey Gitomer did you read his little black book of networking? It changed my world. Right? And then we start a conversation around the influencer. I don't have to pitch all the time. This is not cold calling. This is engaging. Look at it as if Jeffrey Gitomer is the keynote and we're all in the audience and we're having a good time. It will get there, slow down the outreach to speed up, you know, to speed up the outcome. It will get their start, normal human being conversations and just pace it. Right. It'll get there  
Speaker 1    00:36:20    On this piece. I wanted to ask you, because you know, there are, like you said, the maritime men, there are some industry, there's some people, like you said, the floor managers that men, like, there are some industries, that's hard. Like you look at people's profile and you can find influencers and you're trying to engage. They're just not active. Like, how do you go about, is it just one of those types of things? And that's just not the right platform. Like, what is your thoughts around that  
Speaker 2    00:36:42    Times where I will work with someone may like I sell to fish position assistance. They're not active on here. They're just not right. Like we can search for them. We can see how many are here. They're there. Maybe to find a job. Maybe you have some shared connections, but we need to search to see if they're showing up. Now, one of the things that I absolutely love, love, love, love, love about sales navigator is there's a filter called spotlight. And in that spotlight, you can choose active in LinkedIn. In the last 30 days, I use that in every single one of my searches, because if they're not active on LinkedIn, I'm just spinning my wheels.  
Speaker 1    00:37:22    It was active knee. But does that mean that they've logged in or they've actually posted something  
Speaker 2    00:37:27    In this case? It means that they engaged. They liked commented, posted.  
Speaker 1    00:37:33    Okay. So they just haven't logged in randomly. That's Dave engaged in some type of active. Okay. I didn't know that that was  
Speaker 2    00:37:41    On their profile. You will see that they've done something in the last 30 days.  
Speaker 1    00:37:46    That's a good, I love the spotlight piece. I learned that as well. I think referring to a couple of your posts as well, the nail navigator, going to the spotlight and understand who's been active and there's other little filters along the spotlight that I like as well. That's a good catch because that's actually some issues we've had in certain industries. I've been a part of, it's like trying to find a diamond in the rough, if you will, to locate those people. But I think you bring up a good point. If they're not there, they're not there. Like then that's not the channel you want to be exposed to. Right? Talk to me a little bit about number seven, take inventory of your existing connections by exploring the list and categorizing them by client prospect and referral partner. And there's a little bit more to that, but walk me through that. I think this is a good one that I'm actually trying to do right now. I've been doing most today.  
Speaker 2    00:38:32    So one of the biggest challenges is we've got all these connections, but we've forgotten who they are, right? So we need to take inventory. There are two ways to do this. You can do it through search, or you could do by exporting your connections. You guys can reach out to me directly. I'll give you the steps to do it. I'm not going to kind of talk through them on a podcast, but it's very simple to do you walk through the steps, you download it. You now have every connection in order in which you connected. So your news connection is at the top. It's really fun to scroll down, to see who your first connection was. I just recently did it. I'm like someone said that to me, I'm like, I never looked in all these years. So I scrolled all the way down. It was Josh  and I clicked through to his profile and you know, how many connections he has?  
Speaker 2    00:39:17    One me that's it I'm like, man, that was a little, okay, fine. But so now you have this list, right? And I create a column in the left-hand side and we call it, uh, conducting CPR of our connections, breathing life back into, but it's clients, prospects and referral partners. Let's take a look, look at 10 or 20 a day. And just mark CPR, which ones are there. And for you, you may have a different category. You know, I have some that are using it for recruiting. So they'll, you know, they'll put in that their candidate, right? Whatever it might be, pick your categories, take inventory and reach out and start conversations with all of these people that we've been ignoring.  
Speaker 1    00:40:02    I love that. Just the little CPR like that, that looks cause I really, and that's, you know, not just for the audience, that's really something I, I looked up and I saw how many connections I had. Like, I don't know. I can't tell you the last time, I've really engaged in a meaningful conversation with more than 20, 30% of my contacts or whatever the case might be. So going back through and actually trying to bucket those. But that's what I was struggling with this. How do I do that? Do I need to get really granular? But I like your point is let's not try and boil down the ocean, just let's CPR, right? Client partner, referral. That's a great quick tip. And then maybe from there, if you want to get more granular, feel free to, but that's a great starting point.  
Speaker 2    00:40:40    Now the next one is, what do we do with it? Now that I've done this and my favorite, cause you can't get more personal than this is to put, pick up your mobile app and send them a video message. Hey Sam, it's been a while. Since we met in Chicago, I hope you're doing really well. I'm wishing you a happy new year. Let me know if there's anything I can do in the new year to support you in your efforts. And I'd love to hear what your goals and what you're up to drop me a note, right? That wasn't exactly smooth. But when you do it like that, clearly that was not a template, but great seeing you, you know, it was been a long time since I saw you in Chicago, right? Like that's pretty personal, right. But if we start to do that now, what do you do?  
Speaker 2    00:41:27    If you come across someone that you don't remember, and this is my little fun game. If you go to their profile and you click on contact information, you can see the year you connected with them or the date. So I don't remember exactly what it is, but Hey Sam, I'm not sure if you remember me, we connected back in may of 2015 and I came across your profile. And I really just wanted to reach out and say happy new year. I don't know if you know, but I, you know, I help people with LinkedIn. If you have any questions, feel free to reach out. I'd love to support you in your efforts. And I'd be happy to hear anything that you're doing in the new year that I can support. I'd be better at it than that.  
Speaker 1    00:42:05    I like that nugget right  
Speaker 2    00:42:08    Now. If I say, I'm not sure if you remember, but we connected back in may of 2015. You're like, oh, I don't remember her. Right. But she clearly remembers me. I don't. I saw the data. I don't remember meeting you either.  
Speaker 1    00:42:21    Yeah. But the thing I love about that brand is even if I don't 99% of the time, that the reason you brought the date and I was like, well, that's what man, we have know each other. I guess we've known each other that long I'm going right to your profile, which to our original point is it's about me. Right. And what you do, like I'm going to check out who Brynn and why do we know each other? Oh, I, oh, that's the content I've been like, you know, that's awesome. Like it all kind of connects in this LinkedIn world, if you will.  
Speaker 2    00:42:47    So if you're in sales, do 10 a week, two a day, that's it. It takes no time at all.  
Speaker 1    00:42:52    Yeah. I think we tried to over-complicate it and make we rationalize. Oh, we can't do that. Number nine when starting conversations almost when starting conversations shared tailor insights to your targeted connections on an individual basis, it seems pretty self-explanatory but  
Speaker 2    00:43:11    I dropped the already drop.  
Speaker 1    00:43:13    Gave us the nugget.  
Speaker 2    00:43:14    Yeah. Yeah. My favorite favorite is look at the content that they're engaging on and go find a podcast, enlisted notes.com and just put in a topic and listen to it and reach out and say, Hey, as someone in this industry, I thought you might get value from a podcast. I recently listened to totally blunted.  
Speaker 1    00:43:36    That is probably, obviously people listen to podcasts for education and getting better and understanding their own space. But you know, I think that's a great call out. Like I listened to my customers industries podcast, which happens to be retail to understand the landscape. And I've actually shared little snippets tweetables that they put in the show notes, Hey, I listened to this great podcast, nothing about me. I thought you might find it of interest. They talk about this, this and this. I saw it in your 10 K. Just wanted to put it out there for you. Those things. That's the value I think that you're talking about is it's relevant to  
Speaker 2    00:44:09    Absolutely. And you're curating tailored content, right? So we talked about curating content, generally. This is about, Hey, this is your industry. This is your client's industry. This is the content you're engaging on. You're sharing. I have some additional things. I think you might find valuable and has nothing to do with you and what you do, but you're starting a conversation on what matters to them.  
Speaker 1    00:44:30    So number two, we talked about this. We kind of get  
Speaker 2    00:44:32    A little bit, is there  
Speaker 1    00:44:34    Anything? No, cause this poles is there. Like I actually did one and I found that it really translated very, very well. It was really well received and I did one, three weeks later and I don't think I w I got one single vote. Like it was kind of the yin and the yang is there. What is your suggestions around PL what should it be around? Like help us understand.  
Speaker 2    00:44:55    Yeah. So you have to think about what does my prospect one vote on, right. What's important to them. So we, I just did a poll, a new client, almost never shared any content, shared one piece. And then we did a poll brand new in the industry. It's a benefits industry. Brent, great guy, great sales experience, zero. Just not, not in the benefits industry. Right? So we did a poll, something around, what do you see as the biggest HR challenge in 2022? And he had four things and it was incredible controversy. People like arguing a little bit in the comments and he now has over 500 votes. So the key is, and sometimes they fail and sometimes they don't, but they didn't all come to him because he posted it. We identified, I think, 15 or 20 people in his network that he wanted to vote on it. And we sent it to the inbox. Hey Joe, as an HR professional, I'd love to get your insights on this one on a one-click poll that we put out. So we primed the pump. So just because you build it doesn't mean they come, that's a lie. Kevin Costner fooled  
Speaker 1    00:46:09    Us. Good. I'll feel the dreams. Right?  
Speaker 2    00:46:12    You have to invite people. You have to invite them.  
Speaker 1    00:46:16    I think that's a great call out. I think I actually, I missed that. That's the reason why my, I just put it out to your point. You build it. They will come. That was the mentality. But I like what you said, kind of priming the pump. Hey, who do you really want to vote on that? In that wheelhouse, that makes the most sense that you're trying to target with it and get the ball moving in the right direction. And then that kind of took on a life of its own getting 500 votes.  
Speaker 2    00:46:40    Absolutely.  
Speaker 1    00:46:41    How do you follow up from that? Is that just going by? Like, what do you do with the, so you have a great poll just out of curiosity. Do you go back through the comments, reach out to people and like, how do you love, hate to where the usually leverage  
Speaker 2    00:46:53    As the author of the poll I get to see who voted. So I will target specific people that voted and I'll say, thank you so much for voting on the poll. I'd love to get a little deeper insight about your thoughts around this topic. And I'm happy to share the insights we gleaned from running this. If you're open, let me know. I can either send over a calendar link or you can let me know your preferred way to schedule. And at that point, I don't see, I asked permission to send the calendar.  
Speaker 1    00:47:24    Yep. I like that because the pole pole was really the entry point. What I think some people also do. They just put a poll out there and they do nothing with it. And they said, okay, great. I'll put a poll out there  
Speaker 2    00:47:34    To start a conversation. There you go.  
Speaker 1    00:47:36    Yeah, that's perfect. And this is the one that I'm trying to get actually better with. And actually I want to get your, I really want to get your thoughts on this. You said, identify who in your network is connected to your targeted buyers, ask for referrals or permission to name drop my favorite. Absolutely. This is like, this is the true gold mind of like you were saying, when you were at dun and Bradstreet, let me go through your Rolodex so I can see who, you know, this is it. Right?  
Speaker 2    00:47:59    Right. So Sam, I really enjoyed working with you. If I'm connected to anyone that you'd like to me, let me know. And I'm happy to make introductions for you. And you know what Sam would say, you do the same thing, right? And so now I searched Sam's connections. He searches mine. We build a list of people and we have a conversation and maybe I find 27 people. Sam knows that I want to meet. And he finds 34 people that I know that he wants to meet. We have a conversation, we whittle it down to six each and then we either make introductions. In this case, we do introductions for each other, but my clients too. So who does my client know that I want to meet? And now I traditionally would ask for referrals before LinkedIn. I always did. And I usually got, I can't think of anyone right now, but if you know, someone should ask, I'd be happy to refer you.  
Speaker 2    00:48:51    Now I can say, you know, Joe and Bob and Sally and Ann and Fred and Nancy, and they really don't know Nancy, but Sally, she's awesome. She be good for you, right? And now the client gives us eight or 10 or 12 names from a list. And now I say, is it okay when I reached out to them and said, I mentioned, you're my happy client. And you thought I might be able to bring them value and they go, sure. And now I reach out to the 12 people and you know, I'm like SIM uh, bill McCormick and I were chatting the other day. Your name came up in our conversation and he thought I should reach out and introduce myself. I've worked with him for the last three years. And he thought I could bring some insights. Even if we never worked together, let's connect. And we can set up a time to talk. Now we connect. Thanks for connecting per bill. McCormick's recommendation. Let's set up a time to chat. What's your preferred way to schedule? That happens to be via calendar link. Here's mine, or feel free to send me yours. Boom.  
Speaker 1    00:49:48    That's awesome. Yeah. And what I like about that is that I like the permission piece of things. And I bring, what is your thoughts on this? I know where you've got a million things going on, but I do have one. I want to ask your thoughts on it for the simple fact that like, there's been times you see people are connected, right? Like a mutual connection, but I don't really, you know, you'll reach out to them. Hey, I really don't know him that well. Like how do you work? Is that just a simple, Hey Sam, is it simple as, Hey Sam, I saw you're connected to Brin. How well do you know? Or is that somebody you would feel comfortable making it like, is that because I do know talking to a lot of sales people in my network, that that's what they say, Hey, listen, everybody's got a lot of connections, but they don't know everyone. Therefore it's not a  
Speaker 2    00:50:26    20%. So if you bring them 10 people, they're going to know two of them. If you bring 20, they're going to know four that's about it. And that's okay. Bring a big list, whittle it down to a select.  
Speaker 1    00:50:38    Yeah, love that. So 10 to 20% is probably the, what they're going to be really available to understand, really make a good introduction.  
Speaker 2    00:50:45    I did the math wrong. It's 20%, typically 20. So two people. Yeah. Four people out of 20. Yeah. Something like that. I don't know. I'm not,  
Speaker 1    00:50:54    It makes sense. No, that makes sense. And then I'm assuming you write, do you recommend writing that introduction for,  
Speaker 2    00:51:01    We're going to do the introduction. I like permission to name drop, and then I keep control of the whole sales thing.  
Speaker 1    00:51:08    Perfect. That's actually a great nugget because I've always asked and I've given them the copy and sometimes they do it some, but to your point, you own that. If you decide, I like that. That makes perfect sense. All right. We've covered a lot. We've covered so much. This was so fun. I love it. I love the fact. I love everything about the conversation. So we're going to have this in the show notes. So no one needs to be jotting it down, but how do people get in touch with the brand? How they learn more about you, your services and things that you do?  
Speaker 2    00:51:35    Yeah, well, you can check out our podcast making sales social, which would be excellent. I am still the only Brynne Tillman on LinkedIn. So you can find me there and check out social sales, link.com. We've got lots of things. Lots of freemen, social sales, link.com/events, lots of free events.  
Speaker 1    00:51:53    All right, awesome. We're going to put show notes in there and make sure that all those links are in there for the audience, Brenda, it was an absolute pleasure having you on tonight. Thanks so much for being a part of this. Thank you for  
Speaker 2    00:52:03    Having me.  
Speaker 0    00:52:06    Thank you for listening to the sales samurai podcast with your host, Sam Capra. Be sure you subscribe to our podcast and visit sales samurai.io and join the conversation. Access show notes and discover bonus content.  

Brynne TIllman Profile Photo

Brynne TIllman

CEO & LinkedIn Whisperer

Brynne Tillman is the LinkedIn Whisperer and CEO of Social Sales Link. For over a decade she has been teaching Entrepreneurs, sales teams and business leaders how to leverage LinkedIn for social selling.

As a former sales trainer and personal producer, Brynne adopted all of the traditional sales techniques and adapted them to the new digital world. She guides professionals to establish a thought leader and subject matter expert brand, find and engage the right targeted market, and leverage clients and networking partners for warm introductions into qualified buyers.

In addition, Brynne is the Co-host of the Making Sales Social podcast and author of The LinkedIn Sales Playbook, a Tactical Guide to Social Selling.