One of the most important elements to being a good SDR is your social profile, both online and offline.
LeadIQ sat down with Daniel Disney, author of “The Million-Pound LinkedIn Message”, we discussed tips and tricks to LinkedIn and social selling. Daniel is also the founder of the Daily Sales, a platform he uses to educate sales people on different prospecting tactics to utilize.
This Profile Needs A Makeover Stat!
Setting up an excellent LinkedIn profile helps showcase your true potential but many people tend to make a mistake from the beginning.
Daniel Disney finds there are three things that make a good profile
- Photo: A good photo has a plain wall with a clear image of your face.
- Background: Good backgrounds are supposed to be like a mini billboard, Canva.com is a good tool to help beginners.
- Summary: A good summary that shows how you help people, how you helped already, and how they can get in touch with you. The key being customer focus.
“This is what we do, this is what we offer, we help VP of marketing, we help achieve X, Y, Z, some ROI’s, some bullet points, if we might be able to help you achieve something similar, please get in touch, links to websites and other contact information.”
Ryan O’Hara adds that you need to appear extraordinary. You need to use terms that are not generic to your job title. If you use the same description as everyone else you will appear lackluster.
“Don’t look boring, be unique, be your own brand. We are not the company we work for, and neither is the person you’re prospecting. You’re an individual and so are they so make sure your individuality shines.”
If a person changes jobs once every 18 months, shouldn’t the person change too?
Creating Your Own Personal Brand
One of the most important questions covered was “how many messages is too many?” or "How many until it becomes spam?".
However, we found that this was the wrong way to phrase the question. You should never use the same method multiple times, rather try a different platform, whether it be a phone call or an audio message. This all relates back to personality and to define yourself you just need to remain active.
As Disney says “Share content, engage in content.”
You want to stand out a little bit, so people notice and see what’s going on there. One thing you want to remember is that you are an individual, not a drone. This is where Brand Archetypes come in. There are 12 different archetypes of branding for social selling, you should choose. one and stick to it so others can recognize and relate to you.
You can use your brand creatively to increase your social media presence and help create your own personal brand.
For example one of the archetypes is the ‘Lover’ brand, an approach that focuses on appreciating its customers. You can shout out your customers, you can tag them in a valentine’s day post on a social media platform, or just thank them. This distinguishes you from the other companies that boost your profile.
Side note: Jake Moffett speaks about the evolution of personal branding which is a great read.
Something that happens often, whether prospecting on social or offline, are sales autopilot. This is where you can jump into a pitch and pitch anything, anytime, anywhere. Disney says this is not the best approach.
“Play it cool. Take a step back. Let’s stop trying to throw as much stuff at the wall and see what sticks. Let’s stop spraying and praying and seeing what comes back. Let’s start to be a lot more professional with our sales approach.”
If we are reckless on our social channels we may only push our prospects further away. “Let’s be smart with our usage of communication”.
Disney found how useful LinkedIn could be through experimentation. He was sharing content here and there but eventually he started to see certain transitions...
“I started to find conversations whether it was they were on the phone or even face to face and the first thing they’d say to me is Dan, I loved that post you shared last week and we’ve been following your posts for the last few weeks.”
This distinguished him and helped him build a relationship with his prospects rather than just being another SDR. LinkedIn became a powerful social selling tool.
What people need to do is be on their level. Treat your prospects like equals so you can build a relationship. Increasing familiarity happens through likes, comments, and reactions. It helps people know who you are.
Research your Prospects
One thing that’s important to remember, that a lot of sales reps don’t do, is homework. Disney highlights the importance of reading someone’s profile and how this can benefit you in forging a meaningful relationship with prospects. “It’s a little effort that can have a huge impact” remarks Disney.
When pitching prospects, salespeople can shoot themselves in the foot when they try too hard. O’Hara says one of his biggest pet peeves is fake personalizations. Prospects appreciate an approach when it’s genuine. For example instead of saying “we have connections on LinkedIn”, name drop connections and where you two may have crossed paths. You will get a way higher conversion rate if you drop a specific name. Talk about what your prospects are passionate about. You have to care about who you reach out to.
O’Hara also asks Disney about some of the wrong ways to go about using social media, this includes using it selfishly.
“80% of what you do on social should be giving then earning the opportunity- 20% to ask for something back”
There are a lot of companies that tend to ask for more than they give and it’s important that this be the other way around.
Your social media should not just be a platform to advertise but a platform to help people. This can be done in a variety of ways including your messaging or the content you share. The challenge people face often is how giving is not a metric, and you should not be expecting. O’Hara adds that a creative way you can do this, especially when it’s hard to relate to a company you are working with is to share customer stories.
Occasionally prospects will post something or a scenario will happen that becomes a perfect opportunity to pitch. Disney tells us a story about a company that almost went about it right. They sent a pitch over social media, but there was one problem, they never followed up to reply. Both Ryan and I saw the problem in this immediately, as well as Disney like he said it before- play it cool. Instead what he should have done is not actually pitch but offer to help them with a problem. Don’t come out swinging, set up for the right time.
You need to be creative. There are a lot of companies that are after the same pitch as you are and as much as they are in a sense, competition, you do not need to compete with them. O’Hara shares a story where he successfully sets up a meeting with a cough drop company by filming himself coughing, saying he’d love to set up a meeting, and he’d take some cough drops before it. This post blew up and led to some companies trying to copy him. The thing is there is room at the table for everyone who is creative.
Disney also gives us some insight into his book and what the Million-Pound LinkedIn message is. This message got him to wrap up a million pound deal, how he managed to follow up and with a chain of messages eventually landed the deal. The book gives 25 templates for different industries. The common theme being is that they are real genuine messages. While they seem so basic, a lot of people make small mistakes, like spamming it out. This book gives you the right way to go about it. “Golden tip- Have real conversations, just go out there and talk to people you think you could help, the whole spray and pray really doesn’t work” remarks Disney.
How To Make Content Consistently
Content keeps you relevant and it’s important to update it consistently. Disney admits that you have to toe the line to stay relevant. What he does to solve this problem is to keep consuming ideas and content, this could be podcasts, art, posts, articles, etc but it’s important to see what people are doing around you. Read through your newsfeed as long as you set your time limits.
A lot of people do not know when to start. O’Hara suggests collaborating with people, whether it be companies or potential prospects. For example you can ask them a question, record their answer, and post it on LinkedIn. You are not limited to a video though, you can transcribe or audio record them instead.
The key point is consistency. Disney feels the best way to do it is to post at least one thing everyday as people have been able to accumulate an audience throughout one or two months. However it’s important to only post about once a day between Monday and Friday, it is important to note that people can go overboard and limits should definitely be taken into account. Two or three times is the best place to start.
Disney is working on another three books to add on to the million pound message. You can buy his book here.