บทถอดความฉบับเต็มของ Stop Depending on Referrals: How to Take Control of Your Sales Using LinkedIn [Ep. 29]

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WEBVTT 00:00:02.240 --> 00:00:05.040 Hello guys, welcome to the Latina Entrepreneur Podcast. 00:00:05.280 --> 00:00:07.679 So today's episode is a little bit different. 00:00:08.000 --> 00:00:13.439 A few months ago, I ran a workshop inside Coctows and Close, which is a paid community I'm part of. 00:00:13.919 --> 00:00:16.480 This workshop was about LinkedIn. 00:00:16.719 --> 00:00:20.079 How to sell on LinkedIn without actually having to post. 00:00:20.640 --> 00:00:32.719 And if you don't have a large following or you're depending a lot on referrals, then this episode's going to be for you because we talk about how to create a pipeline right away. 00:00:33.039 --> 00:00:33.439 All right. 00:00:33.679 --> 00:00:34.399 Hope you enjoy. 00:00:34.799 --> 00:00:35.679 My name is Anya. 00:00:35.759 --> 00:00:39.840 I'm an industrial organizational psychology practitioner and I'm a business strategist. 00:00:39.920 --> 00:00:42.320 I grew up with a family of entrepreneurs. 00:00:42.479 --> 00:00:52.399 So I've run family businesses primarily, then went into banking for about 15 years, and all I've done is sales my whole life since I was 16 as a telemarketer. 00:00:52.479 --> 00:00:53.039 I started. 00:01:03.840 --> 00:01:08.959 After this, I will have to recharge and probably take a step or a walk to take my dogs out to walk. 00:01:09.120 --> 00:01:10.079 But it's true. 00:01:10.239 --> 00:01:17.760 However, when you think about selling, you have to kind of reframe that part because it's a very strong word to me. 00:01:17.840 --> 00:01:20.000 I don't know why, but I know it's for most people. 00:01:20.159 --> 00:01:27.760 But if you think about it, everything that we have from the clothes, from the makeup, from our children are always selling to us, like all the time. 00:01:27.840 --> 00:01:31.200 You're selling when you're trying to like have this guy buy you a drink, right? 00:01:31.280 --> 00:01:34.400 Or, you know, sometimes my husband, like, I want him to take me out to lunch or dinner. 00:01:34.640 --> 00:01:36.319 Hey, honey, that's selling. 00:01:36.640 --> 00:01:38.799 So believe it or not, you're always selling. 00:01:38.959 --> 00:01:47.519 However, the difference, it's really when you know that your product or service can change someone's life, can have a solution. 00:01:47.680 --> 00:01:56.719 And when you have that, just like when we know like there's a cure for cancer, we're gonna want to shout it out to everyone we know, you know, that there's a solution. 00:01:56.959 --> 00:01:58.400 And so that's how you should feel. 00:01:58.480 --> 00:01:59.359 You should feel equipped. 00:01:59.439 --> 00:02:00.879 You should feel like I know my stuff. 00:02:01.040 --> 00:02:03.280 I know I've helped people before, I know this. 00:02:03.439 --> 00:02:07.280 So come from that place and that selling part is no longer gonna be that. 00:02:07.439 --> 00:02:08.800 If anything, it's gonna change it all. 00:02:08.879 --> 00:02:09.520 You know, I help. 00:02:09.599 --> 00:02:11.280 And that's why that's those statements always come up. 00:02:11.439 --> 00:02:13.120 I help so and so, but believe it. 00:02:13.199 --> 00:02:14.000 And that's the first thing. 00:02:14.159 --> 00:02:17.840 You have to believe in yourself first, believe on your product, believe on your service. 00:02:18.000 --> 00:02:22.719 And this whole selling part, it's it's it's gonna become like nothing. 00:02:22.960 --> 00:02:27.039 One of the books I read was Sell or Be Sold by Gregor Cardone. 00:02:27.120 --> 00:02:30.400 He's well known in the real estate industry. 00:02:30.719 --> 00:02:35.520 And I'm not gonna read the whole thing, but really selling is a prerequisite for success. 00:02:35.680 --> 00:02:37.840 So I really I love that first line. 00:02:38.000 --> 00:02:44.639 It is, it is true, because if we don't put ourselves out there, if we don't let people know, then we're not gonna be able to help people, right? 00:02:44.719 --> 00:02:48.240 And we're here to help others reach their goals just as we want to reach our goals. 00:02:48.400 --> 00:02:54.800 But so this is like I said, just kind of change that uh mind mindset and and into like what you have to offer. 00:02:55.520 --> 00:02:58.639 And so, why does LinkedIn feel scary? 00:02:58.800 --> 00:02:59.919 Why does it feel scary? 00:03:00.080 --> 00:03:03.120 Well, I mean, when I started, uh it was very corporate y, right? 00:03:03.199 --> 00:03:05.759 It was all about my resume, and I'm not really looking for a job. 00:03:05.919 --> 00:03:08.159 So I never was on LinkedIn, to be honest. 00:03:08.240 --> 00:03:18.400 Like years ago, as I was working in the bank, it was just like, oh, okay, well, I guess I'll post when I go to a networking event, maybe, but I was never actively using LinkedIn then. 00:03:18.560 --> 00:03:27.520 However, everything shifts and changed when I left commercial banking and I needed to get leads in order to get paid. 00:03:27.599 --> 00:03:29.360 I needed to feed my family. 00:03:29.520 --> 00:03:31.520 And I was like, where can I get leads? 00:03:31.599 --> 00:03:36.479 And and you'll probably heard out there there's you know a lot of companies, agencies that sell you leads. 00:03:36.560 --> 00:03:43.840 I mean, you go to Upwork and you can find somebody that puts lead lists together for you, and they'll charge you a pretty penny for it. 00:03:44.000 --> 00:03:56.319 And they might not be the best lead list, but guess from where they actually get that information, they get it from LinkedIn, and you're paying for somebody to like get you leads, and they all come from LinkedIn. 00:03:56.560 --> 00:03:58.400 So LinkedIn is a powerful tool. 00:03:58.479 --> 00:04:01.759 I mean, you can get lead list to the hundreds to the thousands. 00:04:01.919 --> 00:04:15.680 I mean, there's plenty of fish out there to grab, so it's just getting organized and being able to like focus on what are your priorities when you start sitting down and working on

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LinkedIn intentionally. 00:04:15.840 --> 00:04:24.639 So, although it could appear like a social media application where just like posting and you're trying to do on Instagram, LinkedIn people like to read. 00:04:24.959 --> 00:04:26.000 They like to read. 00:04:26.079 --> 00:04:34.639 I actually like LinkedIn because I love to read, like, I want to know like what people are saying about a certain industry or what technology is coming out. 00:04:34.800 --> 00:04:35.680 I want to get their insight. 00:04:35.759 --> 00:04:37.600 So I read, so that's very important. 00:04:37.759 --> 00:04:48.399 In LinkedIn, it's more business driven, so it's gonna equal transactions, is gonna we're focusing on partnerships, visibility, but ultimately that getting that deal flow coming in consistently. 00:04:48.560 --> 00:04:55.920 So people they're always thinking long term and not short term, like in most other applications, they're like quick buy this for me. 00:04:56.079 --> 00:05:06.480 No, people actually want to build long relationships with you that are not just gonna bring you on board to do one project, but you do a good job, they're gonna bring you back on for other projects. 00:05:06.560 --> 00:05:08.639 So that's the cool thing about it. 00:05:09.759 --> 00:05:11.920 So, how do we stand out on LinkedIn? 00:05:12.079 --> 00:05:15.839 From my end, you want to be able to share your point of view. 00:05:16.000 --> 00:05:18.319 This is more like where you want to share about case studies. 00:05:18.399 --> 00:05:21.120 Like, talk about what you did with something that happened with your client. 00:05:21.199 --> 00:05:31.120 You know, obviously don't say their names or anything like that, but like say, hey, you know, I work with this customer who was experiencing XYZ, and then I was able to come, you know, da-da-da-da. 00:05:31.360 --> 00:05:32.959 This is the type of work I do, right? 00:05:33.120 --> 00:05:37.519 So you're like showing a process like step by step, what you do, and that's what people get attracted to. 00:05:37.680 --> 00:05:39.519 Oh, like, yeah, I have that same problem. 00:05:39.600 --> 00:05:41.040 Oh, she can help me with that. 00:05:41.199 --> 00:05:43.279 Oh, okay, well, you know, that's awesome. 00:05:43.360 --> 00:05:46.560 They'll connect with her, you know, and then they'll send you the connect. 00:05:46.800 --> 00:05:53.279 You want to teach in these posts, you want to put out their like frameworks or things that you have, things that you actually use, like tools. 00:05:53.360 --> 00:05:57.199 But here on LinkedIn, that's what's gonna get you more visible out there. 00:05:57.279 --> 00:06:09.199 And people are gonna share more and comment most ask questions because you're sharing like tools and and things that you're using in your business that have been able to transform your customer. 00:06:09.360 --> 00:06:12.240 Those are the things that are very helpful and help you stand out. 00:06:12.399 --> 00:06:15.040 And then when you you

comment intentionally, right? 00:06:15.199 --> 00:06:17.279 This is another way to get visibility. 00:06:17.439 --> 00:06:23.759 So, like in other social media programs, like if you're if you comment on something, people are not gonna know you're commenting on it, right? 00:06:23.839 --> 00:06:28.480 Unless they go into that post and then they're able to see comments and they read it on LinkedIn. 00:06:28.560 --> 00:06:37.360 When you comment and somebody is connected, they're gonna be able to see where you comment, and other people are gonna comment, and their people are gonna see that you commented and they're gonna get alerted. 00:06:37.519 --> 00:06:41.680 That's the power of LinkedIn that your comments don't just get lost. 00:06:41.839 --> 00:06:42.720 People view them. 00:06:42.959 --> 00:06:52.319 For example, when you make a comment on LinkedIn, like this was uh somebody I that popped up last week for me, and he connected with me and he posted this. 00:06:52.480 --> 00:06:56.480 I I've been in banking, so I understand banking pretty well, especially what he was talking about. 00:06:56.560 --> 00:07:02.560 And so I jumped on it because I was like, ooh, like he now's he's a founder now, so we can probably work on some projects together. 00:07:02.639 --> 00:07:04.319 So that's where I thought about right away. 00:07:04.399 --> 00:07:07.839 These are partner, he's a partner, or he could be a client as well, right? 00:07:08.000 --> 00:07:15.680 Hey, I'm gonna show him a little bit of a what I know and about this industry as well, so that I replied something that it's meaningful. 00:07:15.759 --> 00:07:19.040 Oh, why I love that that you said said this, it resonated with me. 00:07:19.199 --> 00:07:25.519 And a couple minutes later he replied, he said, Thank you so much, but also I want to get your thoughts on this other thing. 00:07:25.600 --> 00:07:27.439 And I was like, Bam, there, I got it. 00:07:27.600 --> 00:07:31.759 Like now he's asking me for feedback, and then other 23 impressions. 00:07:31.839 --> 00:07:34.000 That means other people saw it as well. 00:07:34.160 --> 00:07:39.040 So that means other people saw me reply to him as he was replying, and this is his post. 00:07:39.199 --> 00:07:44.160 So that's why how you want to think how this is so important to not just like but comment. 00:07:44.240 --> 00:07:45.279 That's where the power is. 00:07:45.360 --> 00:07:54.879 But comment things that are getting other people to be interested in you, then they'll look at your page and then they're gonna want to connect because we like how this person's thinking. 00:07:55.120 --> 00:07:59.040 The next thing I want to talk about is leads. 00:07:59.519 --> 00:08:03.360 So, leads is where the money is, right? 00:08:03.600 --> 00:08:08.879 But we want to be able to be intentional, understand what type of leads do I want. 00:08:09.120 --> 00:08:19.199 Okay, well, we know that we want direct buyers, and we also can get the opportunity of having partnerships on LinkedIn, creating partnerships, like I kind of mentioned. 00:08:19.360 --> 00:08:25.279 And the other bucket is leaders, thought leaders in that we are actually interested in learning more about. 00:08:25.439 --> 00:08:28.480 So we kind of like put those three buckets together. 00:08:28.720 --> 00:08:36.240 And and when you start building your profile for your client, you want to understand is am I going to be reaching out to solopreneurs, founders? 00:08:36.399 --> 00:08:48.240 Am I going to be reaching out to, in my case, it's Latina business owners or Hispanic business owners, what are their minimum qualifications so that when I go through LinkedIn, I want to make sure that they're at least two years in business or they're brand new. 00:08:48.320 --> 00:08:54.960 So those are the things that you want to know, like who qualifies so that you're more intentional when you log in there, you know who you're looking for. 00:08:55.120 --> 00:09:00.240 And when you set your time aside, you're not wasting time, but you're very being intentional. 00:09:00.320 --> 00:09:06.799 Because to be honest, being on LinkedIn and selling on LinkedIn, it can really be a full-time job. 00:09:06.879 --> 00:09:10.559 Like you'll need an employee for this, and you want to have an employee for this. 00:09:10.720 --> 00:09:18.720 Right now, you want to learn how to do this yourself because number one, you want to learn how long it takes you to do a conversion. 00:09:18.799 --> 00:09:39.840 You want to know the process, you want to know like what worked in the communications, what didn't work, so that when you hire somebody, you already have this uh step-by-step guide of the responsibilities this person's gonna have, and you're gonna be able to measure how much they output because if they don't, you're gonna be able to call them out right away and say, I'm sorry, this is not gonna work out. 00:09:40.000 --> 00:09:45.120 I was able to reach out to 100 people in less than two hours and you were only able to do 20. 00:09:45.279 --> 00:09:53.360 So that's why it's important to start when you start doing this, do it yourself, a document so that when you're ready to hire out, you know what to look for and that they're doing their job. 00:09:53.519 --> 00:09:57.279 But this whole LinkedIn sales thing can literally be a full-time job. 00:09:57.440 --> 00:10:13.679 If you have a CRM or system or if you don't, if you have an Excel system list that works the same, you can start putting your names and you can start putting everything, emails, all of that, and then transfer it into your Excel and then just keep track of hey, I talked to this person, I need to follow up. 00:10:13.759 --> 00:10:23.679 And then you always have a way to just go back based on that Excel instead of looking through LinkedIn, especially if you're in the free version, which is great as well. 00:10:23.759 --> 00:10:32.879 You know, I have the paid version because I wanted to do a lot more

volume, and then you could get a lot more with the paid version, but you don't need that to start. 00:10:33.039 --> 00:10:37.039 All right, so the next thing I want to talk about is the DM formula. 00:10:37.120 --> 00:10:43.200 It's really want to make sure you comment, want to show you start a conversation, and it eventually will turn into a call. 00:10:43.440 --> 00:10:45.840 So, step one is really like what we talked about. 00:10:45.919 --> 00:10:51.759 You want to look at their posts, you want to see something that resonates with you, what caught your attention. 00:10:52.080 --> 00:10:59.440 Be genuine when you want to start a conversation with somebody, don't just be, oh, I like the post, and then you straight up just, hey, you know, like my name is Anya. 00:10:59.519 --> 00:11:01.120 I want, you know, introduce myself, dah, dah, dah. 00:11:01.200 --> 00:11:02.720 Like people are gonna be like, wait, what is this? 00:11:02.799 --> 00:11:04.480 And then they're gonna think you're a robot. 00:11:04.720 --> 00:11:06.799 There's a lot of that out there right now. 00:11:06.960 --> 00:11:08.559 I mean, I get tons of those. 00:11:08.720 --> 00:11:13.519 And there's actually some people that I would like to talk to, but I know that's like a robot talking to me. 00:11:13.600 --> 00:11:15.679 So then that just kind of turns me off. 00:11:15.840 --> 00:11:20.480 But there are people that are very intentional, they'll be like, hey, I saw your post about this. 00:11:20.879 --> 00:11:26.159 I want to talk to you about this, and here's like, and then I'm like, okay, well, that sounds a little bit more warm. 00:11:26.240 --> 00:11:27.120 Let me check this out. 00:11:27.279 --> 00:11:29.519 So, same thing goes for us, right? 00:11:29.679 --> 00:11:42.080 We want to make sure that we're we're looking at their post that something resonated, that they post a bell so that when we go and try to do a connection, because remember, follow, we don't want to do following, right? 00:11:42.240 --> 00:11:43.600 We want to do connect. 00:11:43.840 --> 00:11:48.000 Sometimes it takes a while for them to accept your connection. 00:11:48.080 --> 00:11:52.080 Because, like I said, a lot of people are weary, a lot of people are very protective of their LinkedIn. 00:11:52.240 --> 00:11:57.919 I've had people, even in my work, they were like, Anya, I only accept people that I trust. 00:11:58.080 --> 00:12:01.840 So be aware that there's people that are still thinking way on LinkedIn. 00:12:02.080 --> 00:12:08.399 So that's why it's important that when you're able to send a message or something, you make a really meaningful connection. 00:12:08.720 --> 00:12:14.159 Going back to the to the to the direct messages, if you feel comfortable, because it's gonna take some time. 00:12:14.320 --> 00:12:19.279 First is like really building those connections, looking for the people you really want to reach out to. 00:12:19.440 --> 00:12:20.559 It's gonna be key. 00:12:20.720 --> 00:12:26.480 And once you're ready to doing reach outs, you know, I kind of put a little little script. 00:12:26.639 --> 00:12:34.399 Obviously, it's a script, this is not to be used because everybody has a different way of selling and you're unique to yourself. 00:12:34.480 --> 00:12:35.759 So that's very important. 00:12:36.000 --> 00:12:43.519 This is just as an example, but you want to say, hey, I saw your post about and the part that really stood out to me was, and then just wait for their response. 00:12:43.759 --> 00:12:44.559 See if they respond. 00:12:44.639 --> 00:12:48.240 Don't try to keep texting or sending messages, wait till they respond. 00:12:48.399 --> 00:12:56.240 And then if they do, then depending on that conversation, then hey, you know, that's how this post, I wanted to see what are you experiencing, ask them questions about what they're posting on. 00:12:56.320 --> 00:12:57.679 That could be something different. 00:12:57.840 --> 00:13:10.240 And then when you start getting into conversations with people, always try to find their pain points, ask about them, try not to talk about ourselves because it's really about them and try to see where they're they're struggling with. 00:13:10.320 --> 00:13:11.919 And like, oh, can you tell me more about this? 00:13:12.000 --> 00:13:26.080 Can you tell me because that's all information, that's all data that you're gonna collect to be able to, when you're ready to present something, getting them on a call, layered in all the stuff that they were having challenges with, and then you're gonna be able to say, I know you struggle with this and this. 00:13:26.159 --> 00:13:27.919 So pain points are gonna be very important. 00:13:28.080 --> 00:13:34.960 And then the other thing is that when you maintain conversations with somebody, it's a short message, like keep your message short. 00:13:35.279 --> 00:13:42.240 If they come back and they put a very long message, you know that's really good stuff, but don't come back with a really long message too. 00:13:42.320 --> 00:13:48.000 Kind of try to be like trying to match a little bit, but not too much because you now you just want to ask questions because they're really buying in. 00:13:48.080 --> 00:13:52.240 So just be mindful of that and then never lead into with here's my calendar link. 00:13:52.320 --> 00:13:57.600 I've seen some people that right away they want to throw their calendar links and say, Hey, you know, let me talk to you about this. 00:13:57.679 --> 00:13:59.039 I have something I can offer. 00:13:59.200 --> 00:14:01.120 Here's my calendar link, book a call. 00:14:01.200 --> 00:14:04.399 And that is just like, well, you didn't even know if I you can help me or not. 00:14:04.639 --> 00:14:07.279 Just really quick, because I think this is what I really wanted to show. 00:14:07.360 --> 00:14:12.799 I'm gonna share my LinkedIn because most of you have on paid version. 00:14:13.120 --> 00:14:21.679 So when you start searching, I want

to make sure that I'm intentional when I'm on LinkedIn because this is uh this is really a tool for a lead list. 00:14:21.919 --> 00:14:22.799 That's how I see it. 00:14:22.960 --> 00:14:28.960 I don't see LinkedIn as anything else other than I need a list to call people on, I need to reach out to people. 00:14:29.039 --> 00:14:30.720 So this is how I'm gonna do it. 00:14:30.960 --> 00:14:36.799 And one of the ways that I like to do searches is I'll do what it's called a bullion search. 00:14:37.039 --> 00:14:55.840 And it's really a fancy name to say keywords that are gonna help you narrow down the post because otherwise you're gonna spend too much time scrolling through the post and trying to figure out if this client is for me or this client is not for me, using uh bullion searches or keyword searches that you want to look for, it's gonna help save you so much time in doing that. 00:14:56.000 --> 00:15:03.600 And you can probably do some reading on bullying searches in ChatGPT, will probably give you keywords that are associated with your business that you can put in here. 00:15:03.759 --> 00:15:06.320 There's four and um and not. 00:15:06.639 --> 00:15:12.720 So basically, here what I'm putting here is like I'm looking for Latina-owned businesses or Hispanic-owned businesses. 00:15:12.960 --> 00:15:19.200 So I click posts because I want to look through posts, but you can look through different ways and then filters. 00:15:19.919 --> 00:15:24.960 And then you can say, you know, whatever this top match or whatever is the 24 hours or in the past month. 00:15:25.200 --> 00:15:30.480 Um, you know, you can see if you want to do first connections, but you know, depends on how many connections you have. 00:15:30.639 --> 00:15:42.000 Otherwise, just leave it open and then just like show results, and it'll start giving you posts that have something along the lines of Latina owned businesses. 00:15:43.200 --> 00:15:47.120 Or sorry, I'm talking too much and my voice is not used to it. 00:15:47.200 --> 00:15:49.440 See introvert, right? 00:15:49.519 --> 00:15:51.440 They're introvert systems. 00:15:52.559 --> 00:15:55.919 Um so um Hispanic business owners. 00:15:56.000 --> 00:16:05.519 So you look through the post and you're like, hey, East Valley Hispanic Chamber, that might be something that I want to go out to an event because I'm gonna, I know I'm gonna find, you know, some Hispanic business owners. 00:16:05.600 --> 00:16:06.320 Where is this ad? 00:16:06.399 --> 00:16:07.679 Do they have anything local? 00:16:07.840 --> 00:16:11.039 Uh Roque del Castillo says innovative business for dynamic. 00:16:11.120 --> 00:16:12.240 Oh, I gotta check him out. 00:16:12.320 --> 00:16:14.799 Like, let me see a little, you know, learn a little bit about him. 00:16:14.960 --> 00:16:19.120 Um, so see how it really narrows the focus down to the person you're looking for. 00:16:19.279 --> 00:16:20.159 So it's the same thing. 00:16:20.320 --> 00:16:25.600 You're gonna put in here what you're you're looking for, what type of customer are you looking for? 00:16:25.759 --> 00:16:26.720 And it'll start. 00:16:26.799 --> 00:16:31.039 Like I've done uh distributors or manufacturers because I've worked with them before. 00:16:31.120 --> 00:16:37.519 So then I'm like looking for manufacturers or distributors, you know, and then it pops all the people that are in that industry. 00:16:37.679 --> 00:16:39.600 Or sometimes I work with HR leaders. 00:16:39.679 --> 00:16:43.840 So I'm looking for HR or people that say keywords, teams, so things like that. 00:16:44.000 --> 00:16:46.879 People that you want to work with, like those are the searches that you're gonna do. 00:16:46.960 --> 00:17:04.400 And then, you know, you'll start being able to like look at their posts, see what they write about, what they comment, and then being able to start connecting and start building that, you know, put you know, commenting on their posts, you know, like that they can start seeing you that you're you're contributing to their to their stuff. 00:17:04.559 --> 00:17:06.079 So that's that's very key. 00:17:06.160 --> 00:17:12.880 I know we don't have that much time, but like I said, I'll I'm very happy to help you guys with anything, any questions that you have. 00:17:13.039 --> 00:17:20.480 At the end of the slide, I did put where you can reach out to me, uh, on LinkedIn, of course, Instagram as well. 00:17:20.640 --> 00:17:24.160 I know we didn't have enough time, so um I'll I'll end with that. 00:17:24.319 --> 00:17:25.119 Thank you so much.

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