Talent + Talks Podcast

How To Start More Conversation In A Remote World - Talent + Talks Podcast Episode 9 - Brynne Tillman

November 11, 2020 Scott Rivers Season 1 Episode 9
Talent + Talks Podcast
How To Start More Conversation In A Remote World - Talent + Talks Podcast Episode 9 - Brynne Tillman
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Talent + Talks Podcast
How To Start More Conversation In A Remote World - Talent + Talks Podcast Episode 9 - Brynne Tillman
Nov 11, 2020 Season 1 Episode 9
Scott Rivers

At a time when your outside salespeople are locked away and not able to use the skills that they have been trained on since they started in their profession,  Brynne Tillman is here to provide us with a solid methodology that will Convert your Connections to Conversations!

Brynne is the founder of Social Sales Link, where she is responsible for training professionals on the ways to grow their business by leveraging the power of LinkedIn. As I started this podcast, Brynne took charge immediately and explained where she would bring the most value.  That's what she always wants to do... Bring Value, and she does not disappoint in this recording.

Are you a Master of the Ask to Offer Ratio?  Keenan talks about this in his book Gap Selling, and Brynne gives us the roadmap for providing a compelling message that allows for MORE conversations.

How do you begin to increase your sales or at least increase your conversations with your target audience?  Start with this... Bring More Value!  So many people are using the Connect-> Pitch mentality (Brynne calls this the Social Pandemics LOL) using social media today, and Brynne walks us through the 5 Key Points to Content that you MUST follow if you want to engage your audience:
1. You need to resonate with your buyer
2. You need to create curiosity
3. Teach them something new
4. Get them thinking differently than their current state
5. It needs to lead to your solution

Want more about those points, Brynne gives specific examples for each in our show.

As always, I recommend that you connect with Brynne on LInkedIn.  You don't want to miss out on her content.  You can find her here:  https://www.linkedin.com/in/brynnetillman/

Want to learn more about Brynne or gain access to her free training, you can visit her at www.linkedinlibrary.com or you can find her at her company page which is  https://socialsaleslink.com/

If you haven't connected with Scott, please connect with him on LinkedIn.  You can find him here:  https://www.linkedin.com/in/scottrivers/

Lastly, please check out our latest book on The Art of Hiring A Players.  You can get this awesome resource for free by going to this link:  https://cercatalent.com/hiring-a-players-ebook/

Cerca Talent:  https://www.cercatalent.com/

Show Notes Transcript

At a time when your outside salespeople are locked away and not able to use the skills that they have been trained on since they started in their profession,  Brynne Tillman is here to provide us with a solid methodology that will Convert your Connections to Conversations!

Brynne is the founder of Social Sales Link, where she is responsible for training professionals on the ways to grow their business by leveraging the power of LinkedIn. As I started this podcast, Brynne took charge immediately and explained where she would bring the most value.  That's what she always wants to do... Bring Value, and she does not disappoint in this recording.

Are you a Master of the Ask to Offer Ratio?  Keenan talks about this in his book Gap Selling, and Brynne gives us the roadmap for providing a compelling message that allows for MORE conversations.

How do you begin to increase your sales or at least increase your conversations with your target audience?  Start with this... Bring More Value!  So many people are using the Connect-> Pitch mentality (Brynne calls this the Social Pandemics LOL) using social media today, and Brynne walks us through the 5 Key Points to Content that you MUST follow if you want to engage your audience:
1. You need to resonate with your buyer
2. You need to create curiosity
3. Teach them something new
4. Get them thinking differently than their current state
5. It needs to lead to your solution

Want more about those points, Brynne gives specific examples for each in our show.

As always, I recommend that you connect with Brynne on LInkedIn.  You don't want to miss out on her content.  You can find her here:  https://www.linkedin.com/in/brynnetillman/

Want to learn more about Brynne or gain access to her free training, you can visit her at www.linkedinlibrary.com or you can find her at her company page which is  https://socialsaleslink.com/

If you haven't connected with Scott, please connect with him on LinkedIn.  You can find him here:  https://www.linkedin.com/in/scottrivers/

Lastly, please check out our latest book on The Art of Hiring A Players.  You can get this awesome resource for free by going to this link:  https://cercatalent.com/hiring-a-players-ebook/

Cerca Talent:  https://www.cercatalent.com/

Scott Rivers:

Hello, my friends and welcome back to yet another talent talks podcast. Today's episode I think is going to get a lot of people thinking about what they need to be doing on LinkedIn more so than they have been in the past. And all of that comes down to not having access to so many of the people directly. And when I say directly, I mean in person that they might have had in the past. I know I keep talking about this. But as I continue to look at what's going on, while there are people walking into accounts, it is still not happening all of the time. Now there's going to be someone who sends me a message and says, yo, Scott, I've walked into every one of my accounts, they can't wait to see me. And things are going extremely well. Most of you are going to come back and go Yes, got your right, we're not getting into all of our accounts, we're getting into maybe one out of every five or in some areas of the country, you're getting into none. And so I wanted to put together something today that was extremely tactical, that would allow you to put some things into action today to be more successful with engaging people and getting customer engagement or prospect engagement faster than you would by just trying to pick up the phone and connect with cold calls. But before I jump directly into who our guest is for today, if you are a hiring manager, and you're looking to hire a talent for your organization, and by a talent, I mean those top 10 to 15% of people who can achieve the most results for your group. Do me a favor, go to our website, it's at circa talent.com. If you highlight over talent review, in the heading, you'll see a link that says discover the art of hiring a players, there's an opportunity for you to fill out a short form and get access to the big book. I'd love to get your feedback and comments on this. We've gotten great feedback on it already. But we're launching this to everyone to be able to see that again, if you want to hire a talent, completely free book available to you today simply by going to circa see er ca crca talent.com. And then look for the talent review section, which is where we post a lot of information and a lot of content. And just below that you'll see something that says discover the art of hiring a players click on that fill out the short form it is yours for free. I am really excited. I know I use really a lot. But I am excited today to introduce to you Brynne Tillman. Brynne is the owner of an amazing company that I'm actually a client of that kind of helps, doesn't it? She is the one of the owners that social sales link, you'll find her at social sales link calm. Here is her website. And what does she focus on, she focuses on using the internet, specifically LinkedIn in order to convert your connections to customers. So I invited Brynne on the show. And she said, of course, she'd love to do it. And in fact, she had it booked before I could even send her the link, she had found a way to book time on my calendar. And so we were able to see her and talk to her today. And then in addition to that, after getting the information, again, you see her site at social sales link.com. And for everyone listening to this, Brynne has given us access to free content. That's right. If it's free, it's for me, I like it. And she's given us free content. If you go to linkedinlibrary.com, she will give you access to a ton of information and access in fact, to some of her free seminars and webinars and, and just a lot of information about social selling. So social social sales link content library is yours for free. And you can find all of that here, I'll put the link down in the show notes. Guys, I really feel like that Brynne brings a lot of information to this podcast that is not not just things that you could think about doing. It's something that is actionable that you could do today. And so do me a favor, reach out to Brynne on LinkedIn, connect with her, let her know that you've heard about her on the talent talks podcast with Scott Rivers. And always, please give me any feedback that you have. The best thing that you could do for us is give us a rating wherever you're listening to this podcast. And that would help other people to see this. We're getting people from outside the healthcare and even diagnostics industry who are listening to this, which is awesome. But you know, I'd love to get more people to hear and see what we're putting out as content. I think it's great. I think it's valuable, and I hope you're getting the same out of it. But Without further ado, ladies and gentlemen, Brynne Tillman

Brynne Tillman:

want to talk about how you sales people start more conversations in a remote world? That's really what I want to talk about.

Scott Rivers:

Why don't we start the show just like that? So Brynne... Let's let's go into it right now, how do people at a time during COVID-19, even after COVID-19? How were we to get that sales engagement? Since we're not able to walk in and actually meet with customers? What do we do? Let's get down and dirty and tactical? What do we do?

Brynne Tillman:

I love it, Scott. So the very first thing we have to do is buyer math figure out who is it that we really want to have conversations with, if we can drill it down, we and we go too wide, it ends up to be an issue, as we're we're doing outreach. The second thing we need to do is think about or or learn or discover, what is it that our buyers want to hear? And that's very different than what do we want to tell them? Right, our goal is to start more sales conversations, we need to do it in a way, the only way that we get to earn the right to have those conversations is to truly be a value to be a resource. Right? And, and so the mindset of social selling the right way, is where we begin, we've got to know who it is know what we're going after, and have a philosophy. So our philosophy is, and you know, kind of, in one of many ways, you know, be a value, be a resource, build relationships, and the sales will come when the time is right. Right? That that is one of the biggest problems. Let's do like what isn't working first, okay, which is connect and, and pitch, right? There, I get 10 a day,

Scott Rivers:

I do as well.

Brynne Tillman:

They're not even waiting to pitch to me, when I accept it's now in the connection request. That's right,

Scott Rivers:

I can show you three or four of them that I've gotten this morning, just doing that same, that same thing. Or maybe they'll send me a connection request saying they're wanting to expand the network. And within five minutes, I'm getting the follow up automated email saying, Here's everything that we can do for you. And if you don't call us this is gonna be your mistake, right? It's just, it's just garbage. Right?

Brynne Tillman:

I know. And it's, it's, it's it, that to me is the social pandemic. Like it. Like it's a, it's a real problem for not just the people selling but for the platform as a whole. Right people know, so that I think is the biggest danger. So the first of all, we can talk about that. The second is connect and forget. Hmm, although it won't hurt your reputation, it's not going to help your sales either. Right? But we want to make sure that we've got the right balance that we're starting conversations and we're coming from the mindset of the person on the other side of this message should be treated as if they were on the other side of the table. Okay, and if we can get I would not walk into a business card exchange walk over and say hi Scott, I'm Brynne we help companies just like your would never do that. So why are we doing these are there is a human being is the other side. So we have to start conversations in a way that's meaningful to them. Now I may have a salesperson say well, I can really help them if they just give me 15 minutes the time of their time. I don't know why they won't schedule time with me. I can bring them so much value. Well, you haven't earned the right right. That's right. You You have to right you've got to earn the right to get that conversation. So I have you know, Keenan from gap gap selling his book gap selling Okay, yes, absolutely fabulous book. I have it on audio. I rarely listen to books more than once and I probably fourth time around just powerful. One of my favorite things that was a game changer, not just for me, but what I bring to my clients is you've got to master the Ask offer ratio. So Ivan dapt did this to social selling but Generally, we are asking them for something, whether it's money time, there's some investment in return for an offer for something. And we can take this down to, we're asking you to watch a three minute video. At the end of that three minutes or connect with me on LinkedIn or read my profile, whatever time invested at the end of that, I'm walking away with one of three reactions. The first one is bait and switch, I look, join my network, I want to sell to you, that's a bait and switch, watch my video, it's a feature benefit pitch, bait and switch ugly happens too much. It will kill your reputation, and you'll get no business from it, no matter how much you reach out. Number two, it was neutral. I didn't do anything with it. I didn't care. I don't not like you anymore. But it didn't turn to that sales conversation, which is my goal. And that's where we need to be is in number three. Number three is compelling. compelling, could be something as simple as I like your content or comment on it. I accept your connection request I ask you to connect, I actually ask you a question based on what I've learned. Right? I you know, I asked for a call I scheduled a call all of those at many different levels is compelling. Everything we do needs to be in compelling if in fact, we want more sales conversations from leveraging LinkedIn which now in today's world of the virtual selling, LinkedIn is an essential tool if we're not using it right. You know, we're leaving a lot of opportunity out there. And we need more conversations to sell. You know, if we don't get conversations, no matter how many pitches you put out there, you're not gonna sell anything?

Scott Rivers:

That's right. You know, Brynne, what I'm seeing a lot of is we have a lot of people that are outside salespeople, right? Who just they're not able to go in and you mentioned this, they're not able to go in and see their customers, if at all, it's certainly a lot less than it was prior to this. And so we have outside sales, people that are having a tough time figuring out what that communication and conversation should look like, how do I add value to someone or something if I'm not telling them about my product, right. And that's where I think companies are going right now. All I'm seeing is, here's our product, this is what we can do. Here's our product, this is what we can do. But it's not adding the value to their customer base that makes them listen right now. But where can especially the salespeople, where can they provide value during this time without showing up? And as we used to say, showing up and throwing up?

Brynne Tillman:

Yes, I remember that we did. So, um, it's a great question. Um, let's start with what, why we want value versus pitch, right. So corporate visions, did a study 74% of buyers choose the sales rep. That was first to add value and insights. That's three quarters of our buyers are not choosing us based on an RFP or on a price or on the three quarters. So but there's a key in this, which was first to add value and insights, we need to add value early value to your buyer is different than how you perceive value. In most cases. value is a vendor agnostic. That means if they never talk to you, and never engage with you, again, they walked away, having been better for it. There are five pieces to a good piece of content, or value that you can kind of go does is what I'm saying and the content, your message to them, your profile, his content, your share to the newsfeed across the board, five points. The first one is you need to resonate with your buyer. If they don't know you're talking to them, they're not going to read it. Number two, you need to create curiosity. And this is a big one if we don't get them curious, like the goal of a newspaper headline is to get you curious enough to pick it up and read it. That's what the first line needs to be. Whether it's your headline on your profile, or the first line in a post or the first line in an email. You have To grab their attention and create curiosity. The third thing that you need to do is teach them something new. Why? Why Why? How do you stand out? And that's not tell them something new. teach them something new, create an aha moment for them. I you know, I have one client that calls it the Patel's when they go, Hmm. I love that. Right. So so you know, teach them something new. The next piece is vital. You've got to get them thinking differently than their current state. Right? Even a little, you could do that with FOMO. Oh, I would love that or fear, Oh, my gosh, I don't have that. Right, whatever. But they have to think differently than where they are today. And lastly, it needs to lead to your solution. Because if it doesn't, all of those things won't lead to a sales conversation. You can do all those things. But if you sell cars, and you just taught them about telephone systems, it's not going to help you even if you did the other four. So you need to make sure that what you're doing is going to get hands raised and say I want more of that.

Scott Rivers:

And Brynne. I know, I know. You're not saying this, but I think one key to this is it doesn't all have to be within the same message or all within the same pose.

Brynne Tillman:

No, no, but that that's the that's what we need to do and nurturing that prospect to get them to raise their hand and say let's chat.

Scott Rivers:

Yes. Yeah, definitely. So Brynne, we talked about that asked to offer ratio. And those five points were amazing. One of the things you mentioned was about the profile. Maybe we start there, because I feel like I feel like so many people have got that messed up, right? Whether you are using LinkedIn as a sales tool, as a as a connections tool, even just to broaden your network, or if you're using using it to look for a new position. I think it all starts with the profile. So where do most people mess that up? And what can they do to fix it?

Brynne Tillman:

Yeah, so first, I want to be clear, all of those profiles are different.

Scott Rivers:

Correct?

Brynne Tillman:

Okay, if you are going to find a job, or you're looking for a job, your profile needs to not only present you well, but also be easily read by the bots, right? By the search engines for specific things, right, so that recruiters and hiring managers find you. I don't know how to do that. I have lots of people I refer for that. So what I talk about is how do we position our profile, so that when we do attract the right person, whether it's proactive or reactive, and they show up, they want to call with us? That's what we do. That's the job of the profile, if you're in a business development role, right, it's to get more of those calls. So that you know, those five points really work in here as well. So, you know, we when it comes to the headline, we now have actually 210 characters, which is nice. So we have we can say more. But in

Scott Rivers:

that have to do that on your cell phone, or can you talk because that was a trick for the longest time you had to go to your cell phone in order to get to get access to those. Okay, sorry to interrupt.

Brynne Tillman:

Yeah, so yeah, so we can now do that on on, on desktop, which makes me so happy. So that gives us an opportunity beyond your title or your company, especially if it's Director of Business Development, that like that is not going to get a prospect to say, Well, I got to talk to them, right. Like it doesn't. So what does, we have to go back to resonate? You know, make sure that we're creating curiosity. That's the job of our headline, which can be done with who we help, how we help, and the results we deliver. Now, done? Well, that's going to get someone to go Hmm, I'd like to learn more. Right. So now we go down into the about summary. And this is where we can get really controversial because everyone wants this to be about me. Yes. The about me, I put down in the experience section because I want to earn the right for them to care about me right now. They don't. So I actually love the about section when it's used almost like a blog post. Right? This is where we become the resource. So we start with here's the challenge that you Mr. buyer are facing right now. they resonate, right. I teach them something note new. So, you know, three ways to look at something Five Ways to think of something right? And then a call to action, which simply, you know, if you're feeling this pain, this challenge, let's chat whether or not we decide to work together, I can provide additional resources that can help you do x. That's right. Yeah. And so so I think that's really important. The next important piece is the featured section. Oh, God, leave

Scott Rivers:

the about, do you mind if I put a picture of yours as we put up this video, can I put a picture of your door and the reason it's cool is everything that you just talked about. And guys, you're going to read this, I'm going to be reading it to you, but it's going to be in front of you right now. Brynne starts off with learn top LinkedIn, and social selling strategies, boom, right there at the top, it is so evident what you do, and what you can provide. And then she goes on, as she always does, and provides great content in there that if you just read that, you're going to get benefit from looking through that section. And I see so many people, and I might be guilty of this, I might have to go change mine before this podcast airs have really it's about them. It's about Scott Rivers. It's about Brynne Tillman, I think that is, in and of itself, of all of the stuff we're going to talk to today, that might be one of the most important things people need to do is just change that about section. I know there's so much more that we're going to go into, but that might be one of the most important things to do.

Brynne Tillman:

Yeah, and it is important, it's, it's, that's how they'll connect and go, Oh, I want a conversation that said, they do care about you, but not until you matter to them. Right. So the about section says that this, this, she or he can help me the featured section, I'll just touch on that this is the visual area where we can really have a huge impact by providing value, but make sure that the content that you are sharing in that featured section is doing those five things, or at least one of those five things, right, that it's not a pitch, we're not just putting up, you know, our one page collateral piece there.

Scott Rivers:

Right? Good,

Brynne Tillman:

then you have your experience. And you know, we've actually recently shifted the way we talk about experience, because in this remote environment, people do want to get to know people better than they did before. So we're saying, and we have a very specific kind of formula for the experience section we do for the whole profile. But the experience section should start with your why your Simon Sinek not exactly what you do, or what you can sell yet, we'll get to it. But start with your why you're here. I start with like, how did they end up in sales? I was in an inbound call center and board. So I started asking discovery questions like that's, that's how I start my that you want to get to know me like, that's how I ended up. Right? Then what we decided to do, because they do need to know what you provide. We actually call it the experience hack. But you know how if you've had you were Director of Sales VP of Sales CRM, right. And so your your positions are threaded together. In an experience, we decided why put titles there, let's put deliverables or solutions there. So you can start to highlight their what so now you've got you've taught them something new, they care about you if they're still looking. Now it's time to say and here's how we can help. If they're still there. They're interested.

Scott Rivers:

Yeah, that's very good. So you mentioned earlier talking about if you're doing this to find a job, don't reach out to you to get your profile ready. everyone listening, if that's the case, feel free to reach out to me, I'll help you with that. We've got some tools that I could send to you to help you with it. But if you're looking to add value, and grow your connections with your potential customers Brynne you are the person to go to and look at your profile as an example. But certainly feel free to reach out to Brynne is doing that. Brynne, you mentioned also that a lot of times what happens is people will reach out to potential customers potential clients, they connect with them and then it goes dark right you forget about them. And I think maybe this is an area where we want to look at Sales Navigator as a tool to help you or maybe some other tools that you want to mention. In just so everyone knows when I first started listening to Brynne, it was like everyone else. I found her on LinkedIn. She was doing an interview with someone that we've already had on the show. And I started trying to really learn from her what was going on on LinkedIn and Sales Navigator and how to best use it. And in fact, you and Bill I think just provide amazing content in this area and you do you do so much of it for free. You don't want to do everything for free, but you're giving, giving, giving. And I think that gives you the ability for that ask as well. But maybe we move into that a little bit for those people who are good at engaging, they get connected to the customer, and then they lose it. What are the tools they should use? How is the best way for them to use it?

Brynne Tillman:

Yeah, I do. First one. And I will answer that for sure. But the first thing I want to say is about the giving. So Michael Port, I don't know if you're familiar, her own public speaking and he wrote a Book Yourself Solid. I love his quote, which is giveaway so much content that you're afraid you gave too much. I'm sorry, give away so much value, that you're afraid you gave too much, and then give more? Right. And I would say that's foundational between that and Canaan's ask offer ratio. And a little bit of challenger sale and maybe a tweak of Miller Heiman is like where like that the whole kind of the, the, our LinkedIn philosophy comes in. And so in all, in less what you do for a living is 100% information. If they can do it without you, maybe you need to be a little cautious. But generally, most of us there's no information in the world that could get them to do it on their own. If you sell software, right, they can't they're not going to write the software based on your insights, right. So if you sell to laboratories, those laboratories need the service. Right, no matter how much information you give, they still need to buy the service.

Scott Rivers:

So I incrementation or anything else that's necessary, right?

Brynne Tillman:

Yeah, so so you can't give away too much value. Because unless you sell that for a living, right? If you sell the content for a living, that is the only time that may be a challenge. If you actually sell a product, it's impossible to give away too much value. Because here's the it's a test drive. They get to what is it like to work with Scott? Right? What, what and that value, the generous heart and the generous nature is going to attract them to you. And remember, three quarters of them? Pick the sales rep that was first did bring value and insights. Thank you court revisions, right? So we need to be doing that as much as possible. So when when and that's not pitch its value. So what kind of value first before how do we nurture these people? What kind of value can we bring? We need to really understand what is it to our that our buyers care about? What are they consuming? We'll look at what are they engaging on now, we have to get in the buyers head. One of the best ways to do this is to capture your own genius. What I mean by that is 90% of your conversations with your clients is amazing, valuable content that you can be capturing and reusing and you're not. Right. So you are on a call, you've got your your prospects are asking you questions your clients are asking you questions you are giving answers. Every single one of those should be looked at is is this a piece of content? If one prospect or client is asking, there's a good chance other people aren't too? Sure. So it's at your fingertips? Look at the email responses you've done? I bet you there's a ton of value in that. And there's so many ways to capture that some of that, how do we reengage and nurture these people that might, you know, we start a conversation with and didn't respond. You know, Scott, hope you're well, we connected a few weeks ago, just recently put out, you know, 100 word post on a client asked me this question. And I thought that the answer was something that other laboratories might find helpful.

Scott Rivers:

Right hundred percent? Absolutely. Yeah. And that's an easy way. I mean, that's so easy that it's a miss on most people's part. Because they might have a conversation with that lab manager, the lab managers asking about what's going on, you know, with x testing, or why testing and what our timelines around this or, you know, you're talking on maybe the regulatory side of the business and what's happening with FDA approval approvals for things that maybe you're outside of COVID-19 these are all examples of things that could be written up sent to somebody else as long as it's not proprietary, right? It's it's within guidelines of the company. Put out there as information that is useful, and certainly adding value to other customers. So yeah, that makes

Brynne Tillman:

one more thing. So if you're like, Okay, I'm not really good at capturing my own stuff. And I don't know, and I'm not giving good advice, and I'm new at this or whatever it is. here's the here's a magic magic bullet Ready? Ready? holes, LinkedIn polls, right? So let's go find a percentage, what's a percentage other 54% of laboratories are struggling with this, this and this, right? So something Forbes came out with this stat or whatever, right, we've got the stat. Now we want to make a poll. Right? We start with the stat 54% of laboratories are facing this, this and this. recently came across this statistic. And I thought I do a little of my own research. I put a little poll together to see if this is consistent with the laboratories that I'm working with. Here's the poll question for answers. Now we put it out there. And you can get this into the inbox of your connections. So Scott, I hope you're well, as a laboratory manager, I'd love to get your insights on, you know, if this if this study is reflective of what you're seeing. Excellent. I only vote on this poll. So you don't even have to know anything. She just have a question. Right?

Scott Rivers:

Wow. That's great. And then, you know, what I find is that, you know, a lot of these companies that we work with are using Salesforce. Some people like it, some people don't I'm not a big fan, but it's for other reasons, probably the most people think. But what I see is that, you know, if they don't have some type of a sequence in place, they're missing out. Right. Well, when was the last time you talk to x? prospect? It's like, No, I haven't talked to them in a while. Well, you've missed out on that. And is his Sales Navigator kind of the tool within LinkedIn to be able to make sure that Yeah,

Brynne Tillman:

yeah, so So recently, they've made some changes, I used to use an old feature that they had to kind of as my pre CRM, but you can use their saved lists in a similar way. So you can actually have maybe in your sales process, you have three or four where people are in your pipeline. It's pre CRM pipeline, right? So so you can have a list of that you save leads, that might, maybe it's second degree prospects, so I know that I'm going to go in there. And then my next one might be introduction, requested, Introduction made phone calls scheduled. And then if that goes into your CRM after that, that's fine. Or you can continue with your cadence inside of Sales Navigator,

Scott Rivers:

right. And there's obviously other cadence tools, you know, we're using outreach.io as a cadence engagement tool. It's pretty amazing. But especially for you know, I'm really good if you give me a sequence, and I walk in every morning, and I know I have to do this every day, that that part is easy for me. But if I'm having to remember that two weeks ago, I was supposed to reach back out to this person because that was the next step. I'm gonna miss it, because things come up. And it's difficult. So I'm not the guy who can remember everything, and just go do it. I need those kind of simple nudges. And between LinkedIn navigator, Sales Navigator and outreach and there's a litany of other things that are out there, but those two are the ones t

Brynne Tillman:

and DNA maybe in there too. So yeah.

Scott Rivers:

Brian, how about video tell me how you're teaching people to use video.

Brynne Tillman:

So so there's lots of ways and we can talk about video from from a content perspective. But people are need a human connection right now and videos doing it. The easiest video for salespeople is the one on one on your mobile device, you can actually go in to any first degree connection, click on the little message plus sign video selfie, and say hey, Scott, hope you're well and wanted to share a blog post with you on a BNC I'm going to post the link below hope you find it helpful. Send way better. So simple. So and and just just like we said, you know, treat the person on the other side of that message as you were on the other side of the table, use their name make sure they know this is about them. Um, you know that that that that video was for them do not do like a standard video that you just send to every When they know, they know, and there are other, there are other services like bom, bom, and Vin yard and a couple of other ones that that you can do video and embed into LinkedIn. But this is literally inside of the LinkedIn app. And it's phenomenal video from a content perspective, native video is phenomenal, does very well on LinkedIn, if you upload versus link any video from six seconds to 10 minutes, and the two minute or less is probably best. But it's pretty powerful. And you can just do a quick little zoom video, it doesn't have to be a complete professional production like you have here today. But it could be just a simple like zoom conversation, an interview. Even in the internal interview, I have a bank client that was uncomfortable initially, a banker interviewing clients. So I said, Why don't you interview the underwriters inside of the bank fight? Like, let's get some what what are they looking at? When they're lending today? Right, like so. There's lots of places to get subject matter expertise that can educate your your buyers. So there's just so many ways to use it, the answer is yes, use video.

Scott Rivers:

And I've said that as well. You know, if you're looking to add value, and you've got subject matter experts inside your own company that you have access to, let's say that you're a marketing manager for one of our clients in the diagnostics area. If if the company is willing to allow it, which obviously in a regulated environment, you need that approval, but if the company is willing to allow it, and you've got SMEs available to talk to certain aspects of what's going on today, or what's going on in the laboratory. Guys, the one of the best cameras you've got is right here on the phone, I mean, Ryan Brynne. And so you have tha . And then as far as the LinkedI , or zoom or zoom, right, you' e right, you don't have to use a way too expensive camera n order to get the best quali y today. And you've really, you' e got them in the palm of yo r hand. So if you have access o that that subject matter expe t can add credibility to yo r message very quickly. And it s very simple to do that. T e other thing is I like the nati e LinkedIn video, because it's o easy. Somebody it's just li e getting a voicemail. The oth r thing is using voice to on tha , I find that I get more, n t more, I get better reception a d better response by sendi g either a video or a voicema l over native LinkedIn than a y other tool that I've go

Brynne Tillman:

And that messaging is a little different just for nomenclature. Native video is in the uploading in the newsfeed. And then I don't know I say nomenclature. I don't even know the video inside the message video in the app. That's right. Yeah, but um, I agree I we have probably an over 90% a reaction rate compelled to do something rate with video. And that compelled to do something is even that's really cool. How did you do that? I don't care. I started a conversation. I got I got I moved to the next right.

Scott Rivers:

So whatever it takes to get access and whatever it takes for someone to respond in a way that's positive, right? crash, we can both tell you Brynne, I can both tell you me rom past experience. Even if ou follow up your first onnection request with, here's hat I can do to help your usiness and just flooding the ates with all the stuff you ant from them. You're not etting a response from me, nor re you getting response from robably 99% of the other people hat are out there. Unless they appen to be absolutely in dire eed of something that can do hat you're saying. Which how any. Yeah, that's true. It's unny Brynne, because even eve with this podcast, when I'v reached out to certain people t ask them to join, you know their first question is, well what do you want in return? An it's, it's, you know, this. I is, but it's, it's the nature o people today. And I think that' why it's important for everyon to understand that people ar naturally pessimistic especially when you're reachin out to them on a platform that' used for business. They're goin they're expecting you to as something. And so that's one o the things that I've tried to d with this podcast is I try t get back to the people who ar on here, either by you know I've become clients to some o the people who have been on th podcast. I try to give valu back by giving them the vide and the content to be able t use it on their channels. For m client base on the other side o our business, this is just value add. I'm trying to giv them information that will hel them to be successful and the All of that is just trying t give back now does it? Does i come back to me? I think it wil in spades. But as of right now I'm really just trying to give

Brynne Tillman:

I love that and it's apparent, and you're bringing value to a lot of sales people that are lost right now and need some guidance. And so that, and and whether that comes directly to you or someone pays it forward, you know, it's making an impact. And that's really important.

Scott Rivers:

Yeah, Brynne, let' talk about sales managers because they're in a uncomfortable situation righ now, especially outside sale managers they are, they've go an outside sales team. And we'r not even going to talk abou leadership yet. But they've go an outside sales team tha they're expecting certain thing from. And yet, they can't wal into their customer base. An yet, they're not even traine with within a lot of areas o inside sales, and inside sale scares, but those are tools tha are necessary

Brynne Tillman:

Now, everyone is an inside sales.

Scott Rivers:

Alright, so let's talk about managers, especially who are managing quote, unquote, outside sales teams, I've got outside, I like to say outside dogs, but it's not the right term, you know, outside people who are going out, which are very different than inside. So how do we get them transitioning?

Brynne Tillman:

Yeah, so I guess a normally I would say, SDRs, videos and field reps, right?

Scott Rivers:

So um, so like the outside dogs, because you don't like your outside dogs inside? You don't let your inside dogs outside. So that's why that's the job. Yeah,

Brynne Tillman:

well, well, the outside dogs are inside. They, they're, they're inside. And we have to train them to be inside dogs, right. So I think it's really important. They have to learn virtual selling, that does not mean that their innate relationship, sales process goes away. In fact, it's more important now than ever, they have to understand that they're building relationships is more vital now than it's ever been before. And they need to do it virtually. They need to have more video conversations, they need to be reaching out to clients. And if they need to grow a new pipeline, maybe that, you know, kind of went away, everybody got ghosted out, the best way to do this is through client referrals. And the hardest thing to do is to get a client to think about who they can refer you to, unless you use LinkedIn. Right? So you can search and filter your clients connections and identify who they know that you want to meet, bring that list to them and say I have these 17 people who do you think I should be talking to? And you know, and yeah, yeah. And, and, and the relationship driven field reps. 100% should be focused on that. Well, two things, but not content all that's great, okay. They need to be focused on taking inventory of their existing connections, and reaching out to have conversations with them, and then identifying who they know, and taking it to that. So it's reengage with your first degree connections, then convert them into referral partners, whether it's introductions or permission to name drop, we need to gain access to new buyers with a high level of credibility. That's only going to happen through referral system.

Scott Rivers:

Brynne, y u mentioned the permission to na e drop. What does that sound lik ? When you're asking when you' e talking to somebody? I've hea d you kind of walk through thi . And I thought it was brillian . How you did it. Would you mi d doing that her

Brynne Tillman:

Yeah, no, I'm thrilled. So Scott, I noticed you're connected to 18 people on LinkedIn that I'm going to be reaching out to in the next couple of days. But before I do, can I run these names by you and get your insights?

Scott Rivers:

Sure, of course.

Brynne Tillman:

Awesome. What do you think of Judy?

Scott Rivers:

judy is great. I've known Judy 20 years,

Brynne Tillman:

right, Fred?

Scott Rivers:

Fred's okay. He's gonna be tough to deal with. But yeah, you can, you can definitely reach out to him

Brynne Tillman:

to go through, right. And now our 17 become eight.

Scott Rivers:

Right. All right,

Brynne Tillman:

Scott, you know, we do we've been able to help you in big ways. Thank you for your insights on these eight people. When I reach out to them. Would it be okay, if I mentioned that you that we've been working together for the last 18 months? And that you thought it made sense for me to have a conversation with them?

Scott Rivers:

Of course, Brynn , no proble

Brynne Tillman:

Awesome. Judy, Scott Rivers and I were chatting the other day your name came up in our conversation. And he thought it made sense for me to reach out introduce myself. I've been working with Scott for 18 months and helps him with this and this. Not sure if you're exploring, but I'd love to connect and share some insights. Boom send them will become phone calls. Awesome.

Scott Rivers:

And so you're at you immediately get credibility because you're bringing up this case. Right? Yeah. And so what does that ask at the end? Is it you know, what is a good time for us to connect? Or is it what days do you have available? Or next Wednesday and Thursday, I'm free. Tell me what works best for you. What do you find best?

Brynne Tillman:

So So for me, it's you know, so Judy, thanks so much for connecting with me. I am looking forward to looping you in in the conversation that Scott Rivers and I had the other day, shoot over sometimes that work for you for call or to make it easier. You're welcome to use my link, but can't link to my calendar

Scott Rivers:

boom, that calendly or ugly is what I use? Yeah, yeah, I use calendly as well. I love that. Brent, this is amazing. I think that we could stop right now. And everyone's gonna get a ton out of this. And I really appreciate it. I know that you do a lot within your group to do training and things like that. Where can people go to find out more about you? And what do you have coming up soon, that people should know about so they can go and actually watch you.

Brynne Tillman:

So I love that. Well, lots of our content lives in LinkedIn library Comm. So lots of on demand stuff, this podcast will be in there. So by the time you hear this, you'll find it. It'll be kind of odd, right? But we'll get it there. But there's lots of content. There's webinars on demand, there's checklists, and ebooks day in the life of a social seller, all kinds of fun stuff in there. So that's free, LinkedIn library.com, we also have public classes that run every month at LinkedIn class.com. So, and I'm the only Brynne Tillman on LinkedIn. S feel free to reach us

Scott Rivers:

Yeah, if you type in Brynne Tillman, that's th only one that you're gonna get And I'll make sure people wil have already seen your LinkedI profile when I do th introduction for earlier in th show. And obviously, you an Bill put out just amazin content. Again, that's that' where I started listening to yo guys. The follow up afterward was timely, it was effective, i was meaningful. So those are al areas that I think that peopl will need to pick up from you a they start learning from you One other thing I want to tal about, so Brynne, my group is a l about talent, we look at talen , and try to define what the be t talent is going to be for a different organization. And e try to partner with th t organization to put that be t talent in there. But as t relates to talent, if you' e looking to hire or you' e looking to bring on people o work with your group, what a e those things that you absolute y look for and want to see n somebody? And what's the one r two things that you say, if I find this with an individual, I want to hire the

Brynne Tillman:

Interesting. So um, you know, it's going to be different in my world than than what I look at in in other places. So like, if I were to generally hire people outside of the LinkedIn, social selling world, things I would look for, I think, our recommendations on LinkedIn, what are people saying about them? And who are they? Are they clients? Are they coworkers? Are they easy to work with? Did their boss love them? I think recommendations are a huge third party endorsement, I would also look at when I look at the experience, not just a list of your responsibilities, but the impact that you had in those organizations, maybe the challenges that you solved. And I'd want to make sure that your passion is is showing up, you know that you can if you have a decent IQ and passion, you can teach someone anyone to do most jobs, not necessarily brain surgery or rocket science, but lots of other things. Right. So but you've got to have that passion, that commitment. And I want to see that in your profile. video will help do that. By the way, adding a almost like a welcome video into your featured section, almost like a pre interview could make a huge impact.

Scott Rivers:

Good idea. Yeah, that's a great idea. So you know, a lot of the things you talked about are things that we hear from other people, right, you look for past performance, you look for someone who's got a passion for what they're doing, and a passion to drive and win and do what you want them to do. But then you kind of added something different I don't think anyone has ever mentioned that, which is getting recommendations on LinkedIn. And there's probably a way to do that and get more of them successfully. But we'll save that for the next conversation that we have. Okay, good. I know that we're running out of time, Brynne, it's been an absolut pleasure. Thank you so much fo joining in on this conversation I will make sure and pu information in the show note that you can reach out to Bryn e. Brynne will tell me wha I'm allowed to put in there but definitely to our Lin edIn profile, to our web page I'm gonna put her cell phone y u're gonna get everything. I hink it's already on your Lin edIn profile anyway,

Brynne Tillman:

I want to be .. I want to be accessible. T at's part of, you know, my commi ment to my cli

Scott Rivers:

Awesome. Brynne thank you so much for bein here

Unknown:

Thank you.

Scott Rivers:

Well, everyone, you have just finished another talent talks podcast with Scott Rivers. Thank you to today's guest, Brynne Tillman. Again, told you from the beginnin actionable items that you ca implement today to increase you sales engagement. I think Bryn e provided tremendous amounts f value. And I really want o thank her for coming on the sh w and doing what she di . Remember, as I mentioned to y u earlier, if you are interest d in free content from Brynne, you can certainly go to her web age that is at social sales ink calm. And then in additio to that, you can go to Link dIn library.com, for a ton of ree information and content to elp you with your sales. Thank you again to Brynne. We eally appreciate it. Guys, tha k you for listening to the po cast, please rate us on iTu es or wherever you listen to i . And we look forward to our nex show on talent talks podcast Tak