Jill Rowley: Always Be Connecting
We are going to bring in as I mentioned you all and if you were out there in internet land we're gonna bring in aa couple really guest to present you know they've assured me they're going to agree with everything I said but maybe give you a little different perspective and so that's what I want to do now is a real treat I think because we're gonna have some people that are really out there in the trenches have been doing a lot of this stuff at various levels and I think they will have a great perspective for you so I'm going to bring up our first guest presented today jill rally is a social media evangelist just started her own company after doing gigs with sales force and l'aquila and has some pretty amazing case studies to share with you so jill take her away so welcome everyone I am very active on social media as well and my twitter handle is at jill underscore rally um and this is a screen shot from my linked in profile if you want to connect with me on linkedin, I'm a fan of perso...
nalized invitations on langton and um I wanted to start with my own personal story so I have my twenty year college re union coming up and I wanted to share a quick confession with you all, so I'm forty one years old um I'm married I kissed a lot of frogs before I met my prince I'm a mom of four and I'm a social networking addict so um I have over ten thousand connections on lengthen over fifteen thousand followers on twitter almost two thousand friends on facebook and I'm also active on other channels like slide share cora I'm starting tto learn the ropes of pinterest listen instagram and snapchat and vine I gotta stay up with the times um so a lot of addicts are addicted to things like fancy shoes, expensive cars and I'm addicted to likes comments favorites, retweets and I'm addicted to those things because it means that the information that I share in my networks is a value to the people in my network and so I spent six years in consulting thirteen quote a crushing years in sales I carried a bag I was on quota and then I made a pivot my career and I joined oracle for ten months and seventeen days where I designed deployed and drove adoption of a global social selling program and I had twenty three thousand sales professionals that I was working with to help them understand the power of building their personal brand and leveraging social networks to really all it is to build relationships it's not even to sell its to serve its not even to sell its to help and it's to attract inbound interest I putting quality information out there that your customers in your future customers would actually find valuable so I'm on a mission to transform the world's sales people I'm into servants of their buyers and so I then launched my own company and I'm hoping other companies leverage the power of social networking so today I'm going to share my journey and some of the things that I've done teo build my personal brand and also teo establish my subject matter expertise in the area of social social selling, social networking and social business so I don't know if you guys know the old expression abc in sales glengarry glen ross alec baldwin always be closing coffee is for closers I've actually redefined abc from always be closing toe always be connecting it's your connections that lead to your conversations that ultimately to your customer relationships there I am on linked in in my summary I make that about me people buy from people they know they like and they trust and instead of optimizing my linked in profile for the recruiter that screams quota crusher expert negotiator top award winning sales rep of the year thing I actually optimize my linked in profile for my customers and again people buy from people they know they like they trust so I leveraged my social networks to hopefully get people to know me toe like me and to trust me and I think my value system which is one of giving to give a lot of people give to get I'll give you this hamburger if you give me two dollars well, we understand that that's business but um I give a lot of information and my time just to help other people and tow connect other people that can benefit each other so I leverage my social profiles to really demonstrate what I stand for what I care about what my passions are and again trying to get people to know me toe like me to trust me twitter so I was watching the segment earlier from my car um as I was driving in and I john shared his twitter profile in the recent changes that have been made to twitter not all of the profiles have been updated to the new look and feel, but I personally love love the new look and feel I think it's much more engaging and visually appealing um and I'm trying teo again use my social networks to get people to know me toe like me to trust me and a lot of the folks who and I will say in my my photo and I hadn't received a copy of john's new book so that's the on ly reason why it isn't in my set of must read favorite books now I do have a signed copy of the book and its great I really when I read the book I said johnny said you wrote my book thank you wrote the book that I want to write it so resonated with me it's not a book about social media it's about building authentic relationships with your customers and you know john has a lot of experience in marketing and he makes the realization that they're starting to look more similar than different and really I've been writing about the modern tells professional she's really a mini marketer and she uses social networks to build relationships and turn trust and so from a personal branding perspective you've got my my founder and chief evangelist um I bring subject matter expertise around social selling and modern marketing when I was you know, a sales rap a lot of buyers try to avoid sales people and they're not answering their phones anymore and they're not responding to unsolicited e mails and so I say you have to be where your buyers are offline at events networking events conferences online in social networks so eighty two percent of the world's online population can be read to be a social networks ninety two percent of baby buyers start their search on the web I hope my husband's not watching because I'm going to give one more confession that might upset him google is my best friend google is with me always twenty four seven so reliable, extremely accurate and really never talks back so google was my best friend and google's becoming the best friend of the modern buyer whether the modern buyers buying something personal or from a business perspective, so I'm trying to optimize my social profiles as well, so that I'm more findable in google, and so that when buyers go out and look for information about social selling, they find me when they look for information about modern marketing, they find me. And so even if you're not the most social person and wanting to use these social networks, you know, excessively like some addicts, um at least having personal present and using keywords on your profiles that will make you more findable is something I highly recommend terms of, um, before we get to some other examples in some stories, um as a sales professional at even salesforce dot com before social wass before facebook before twitter before lengthen um, I wass using content as my currency, so I'll walk you through really quickly the way that I define what social selling is they had already said it's really not selling it, serving the buyer, it's not selling it's, helping the buyer the first step in really becoming a social sales professional is building your personal brand. So really thinking about what is your unique value, your unique differentiation there lots of photographers in the world, what makes you different? What makes you better for that person that opportunity that that that event that um birth of a baby right? So what is it that makes you unique and different and really demonstrating that everywhere offline when you meet people online in social and I say social isn't a replacement for the truth this isn't modern trickery you have to be your authentic self and so, you know, really building that personal brand and really going through an exercise of um what are the words that describe you best on dh how do you really first impressions matter, right? So a lot of times before anyone will take my call or respond to my e mail there actually looking at who I am and that first impression is who they see on lengthen or who they see on twitter or even who they see on facebook use facebook um I decided tio to not keep personal impression I'll separate I'm one jill rally one's enough to manage um and so I my facebook maybe my old high school friends are little bored with my content that I share um I do share pictures of my kids and and all of that but I use one profile for who I am as an individual um so the first really stepping this is personal branding the second step um abc always be connecting your network is your net worth and I say that business cards arlington connections there new people to follow on twitter and their new friends on facebook and so every time I meet someone, I am not taking that business card and putting it into my desk drawer I'm actually sending them an invitation to connect on lengthen because I want them as part of my network um the third step in social selling is content you had a lot already about the value of content content I say is the currency of the modern sales professional content is a very important aspect of marketing, but sales teams can be an extension of your marketing organization, their distribution engine for the content that you produce and um I like to say I'm down with o p c yeah, you know me, I'm down with other people's content because of all I ever shared was my content joel rally content joe rally content joe rally content that would be annoying that's like social spamming we don't like to do that no one likes to be spammed and so I leverage opc other people's content and I also leverage o p p other people's popularity and I say I want to be in the networks of people who are influential in the topic that my buyer cares about so I want to be connected teo and socially surrounding the most influential people in social selling and in modern marketing, and so I'm not only socially surrounding my customer, my future customer a lot of times the word prospect is it is used, and I just hate that word. Who wants to be prospected? Anyone? No, but if someone engages with you as a future advocate, right of the product or service that you sell of, you and your company have a sales professional actually engages with you and shape taking you along, you're buying journey as opposed to jamming their sales process down your throat. Here you're developing a a much better relationship um, and you'll be more likely to buy again, and not only by again and buy more but refer and the best source of leads are referrals where to mouth you create happy customers. Those happy customers are your best salespeople. They go out and they tell your story and that's important because of sort of the trust element of people not trusting logos and companies as much as they trust other people and the ratio of fired a company trust is about thirty three percent, but the ratio of fired a buyer person, a person, human, human peer to peer, ninety two percent power to the people, power to the people. I love that so I socially surround my future advocate with my existing advocates, and the people are influential in those subject areas because I'm already connected to them I'm in their social networks um fourth is, so we talked about personal brand always be connecting socially surround continents, the currency, the fourth aspect is really listening. We have two years and we have one mouth, and so we should be listening twice as much as we're talking, and if we can't, we have to get them. We have to get to understand the buyer well enough to, eh? Either help them by or qualify I'm out if they're not a good fit. Negative. Nancy is really bad for your business positive patty is really good for your business, so you really want to make sure you were bringing on customers that are going to be positive patties and amplify your at their advocacy for you and make sure that you're not, you know, closing bad deals and signing customers that aren't a good fit because those customers have a voice and negative. Nancy is a big problem for your business. Um, so listening, listening for the conversation around, you know, if if I sold marketing automation software for over a decade, so I set up tweetdeck and hoot suite, and I had columns thes were listening tools that I could understand the conversations that were happening across the social web on the topics of marketing automation. Anytime anyone talks about mark animation I could see that and I could engage in a non sails away anyone talked about lead nurturing which is one of the things that I know john talked about earlier and that's one of the things that marketing automation supports so I would be able tio listen to that conversation and engage in that conversation um so before I tell these individual stories I used social for me became initially was like water right? Like I know it's good for me I know I need to drink it but I had to remind myself okay, I gotta put the time on my calendar and I've got to go using social channels to find my buyers to relate to them to connect with them to engage with them but I had to remind myself to go to use thes social channels for research that I could know my buyer better to find out personal information about someone that I could make a more you know relevant connection with them but as I really started teo use thes channels and get that positive feedback meaning pipeline and revenue from the social channels social became like air to me and literally I can't hear someone's name without thinking lincoln looking form one lengthen there are over three hundred million professionals on lengthen there are photographers there are hairstylist there are, um sales associates for rodent in fields and you um skin care line that I've been using and I really think it's helped and so there's all sorts of you know the world's professionals on langton and I literally I'll be at my kids swim team event and I'll meet someone and I'm like dying to look him up on linked in because I can like figure out who they are I can figure out what the work experience is I can figure out where they live I configured who's in their network I'll go to twitter and I'll say who do they follow justin bieber right not my kind of person right? So I see I figure out what they're tweeting about and I start to build relationships in these social networks because I'm listening and I'm engaging I'm not selling I'm building authentic relationships based on trust and I'm sharing content that is of value to my customers and so when I um left oracle and launched my own company chill rally dot com this was about price six weeks ago I have not made a single outbound call me my network is my net worth and my network knows that I launched my new company I did some pretty interesting press around launching the company and I updated all my social profiles at the same time and everyone was congratulating me and offering to help and literally I have not had to make any outbound calls people work it out and they know that I'm doing what I'm doing and I've established my self is a thought leader in the subject matter expert in this area and um it's been great I literally have not had tow tow um make any cold calls or send any unsolicited e mails that's my story I can tell you I got connected to the cmo of escapee the fourth largest software company in the world um I got a notification from my marketing automation system that he had clicked through an e mail title why cmo should carry a quota my jonathan becker mmm so I went to lengthen I looked him up and I was looking for any way to relate to him so I read a couple post from his blawg and of scrolling through his profile and lo and behold he went to uva whywould tv a wah wah you b a so I used our school battle cry and reached out to him via email literally within thirty minutes he was in barcelona spain seem over the fourth largest software company in the world e mails me back because I made it about him not about me I mean it our mutuality our common connection I didn't tryto get a meeting set up a demo pitch him a product I was just trying to build a relationship and so I I tell jonathan the other day that I use that as a story in my presentations he says why it didn't end well I didn't buy from you, and I said, dot, dot dot yet because he will at some point potentially or he can refer me business because I continue to be top of mind because I continue to not only share my content, but opc and I share his content, I amplify his content, so I'm not trying to do social stalking, but you know how? Invite someone to connect on, lengthen using the art of a linked, an invite, making it about them? Then I'll follow one twitter, I'll see what they're tweeting about. I'll retweet down and potentially potentially leverage facebook as a channel, usually when further into the relationship with that person, but I might use facebook for research. Do they have kids? How older their kids, what kind of sports do they talk about? Etcetera? So I use social not just for networking, but for research. So why don't we talk about a few other stories? We did this webinar, and these are some of the experts in the topic of social selling. A lot of these folks are training provider's or strategy providers or technology providers in the social selling world, and so we did a call for submissions, and we called it social selling with sharks and the panel where the sharks and so we had, you know, eight finalists. And they submitted a video of their story their social selling success story and then we judged each of them and declared a winner so I'll just walk through how we judged their stories but it was based on originality scalability can this actually be replicated? How effective was it? Because at the end of the day we're looking for revenue right in sales you're measured on your number really I mean you could be measured on number of calls or connects if you're on that telemarketing side of the business but at the end of the day what really matters is revenue the business that you close and so also were these inspiring did these stories help other sales professionals become, you know, social sellers so quickly we'll walk through their first one and these came from all over every region so islam yes he's out of canada and he would join groups linking groups that where his customers or future customers would be members off and he would not only listen to conversations were being had in the group, but he would start conversations and share content that would be interesting to the groopman members and so it also then helped him in terms of, you know, being findable his content was findable when people went and did google searches and he was he posted in this group, he actually had someone proactively reach out to him you say I was a lot of times you're you're having to reach out and make the first call on the second and the third in the ninth email tweet, etcetera, but he had inbound because of him sharing really quality content in a group where his buyers were hanging out. He looked more like his buyers than he did a sales guy and always be closing sales guy. And so he actually closed a three million dollar deal that's a big deal big deal, and then another opportunity had the pipeline one point five million. Jennifer I love this story. Um, essentially, she was new to the company and knew that her network was her net worth and knew that what she should sell was not features and functions, but customer success stories, and she knew she had this one company that she was trying to get into, and so she looked at who they were following unlinked then what cos they were following, and she noticed that one of the companies that this person was following was a customer, a happy customer, a reference customer and so she when she reached out to that person she was trying to connect with, she referenced that that company that that person was following was a happy customer, and she'd be more than willing teo connect them for a conversation and she ended up you know, really being able tio not cold call but leverage information that would be interesting to that potential fire makes sense um I literally the ability to go into linked in and okay my ideal customer profile so when I launched chill rally dot com I had to ask myself who is my ideal customer profile and I was explaining it teo someone who is processing some of the inbound forms on my website and I said um you know, my experience and my expertise is in a really large companies like big enterprises I worked in the belly of a thirty seven billion dollar beast like one hundred twenty five thousand employees twenty three thousand sales professionals I understand politics I understand commander control hierarchy ical culture that needs to transform and modernize where they will perish and go away um so I get I get what it's like to be inside the belly of a big company and those of the customers and I want to work with because I want I want to modernize these old school cos that aren't necessarily customer centered customer centric customer obsessed and I want to help big companies realized that we're living in the age of the customer right? We're not living in the age of the cellar the seller doesn't control the information and access to the information seller doesn't control access to people anymore. We're living in the age of the customer so anyways when I was deciding the ideal customer profile it's not harry's barbershop right that's not my ideal customer profile so you know what you could do with lincoln is you can really narrow who it is you want to target based on keywords based on geographic location based on size of company number of employees you can really get targeted and use thes this database to find new customers of yours on dh when they see you looking at their profile remember your profile needs to be professional and you know I've seen a lot of unprofessional linked in photos with like person cut out the arm like with the person cut out have actually seen women and wedding dresses like that's what facebook's for um eso anyways professional photo is really important so elio same thing he basically would find contacts and he would use in mail and he would keep the subject line really concise keep the email really short I'm optimized for view on a mobile because we're mobile now right everyone is on the mobile devices um and he was able to land a meeting and close to twenty five thousand dollar deal um john I thought this one was interesting he found someone on twitter and they were actually tweeting about a bad experience with an airline and so instead of reaching out to that person with a scripted marketing message he reached out basically empathizing and saying yeah, I know it sucks when you have a bad experience on the airline and he you know related to that person is a human right this is human so much in business we forget that we're all human and we have a different voice for our business conversations then we dio with our friends and with our family but we're all human so john took very humanistic approach and related to the guy and you know the guy felt good that someone cared that he had a sucky experience on an airline and he was just trying to pitch him something so that john was you know really networking in a very human way sander this just blows my mind forty seven mouly in dollar deal the dude closed I mean forty seven million dollars this guy isn't your average sales person he's very much a subject matter expert very much knowses his buyers world very much understands the world in which that communications purchasing person lives in and he started to blogged he actually wasn't getting the content that he needed from his marketing team so he started to create his own content and it created a blawg and he really became perceived as the subject matter expert people can get addicted to your content addicted john creates incredible con I'm addicted to john's content I learned a lot from subscribing to john's content so you know sandor created addicts to his content and ended up winning forty seven million dollar deal um a couple more secret sauce so resource guide's really this is all about being useful to your customer right just again this is another example of using content contra that wasn't even necessarily related to the product that this guy was selling but content that was related to the person and the and the world in which that person lived and so using content as his currency and then oh canada secret sauce identifying and connecting with new stakeholders in a new market he had a new geography in terms of where he had to start prospecting and so he actually you know said this is this is ah in sales there's a term single threated and I met I've been guilty many times where I've got bob big ears bobby big ears who's talking to me taking my calls, returning my emails and bobby big years is like really excited and wants to work with me and tells me everything that I need to know about the landscape and holy cow bobby big ears gets fired and I had forecast of the deal I thought I had that one buttoned up bye bye big ears is gone and now I gotta start all over again because I didn't realize I should be building a relationship with the buying committee and not just bobby big ears so brian uses linked in and twitter to find other people who might be part of the decision process and then dog dog is actually a guy who uses video ton set of sending an e mail generic email he actually will record a sixty second video and it humanizes dug it shows his personality it connects with that potential buyer and so doug is a real big proponent of using video and using video to describe um you know, coming questions that they get from grillers, right? Maybe it's a a recipe you can grill up on friday what goes great with pork you know and just really creating really cool content leveraging video really simple, very inexpensive and being able teo I'm share information about grilling and how grilling can make you a happier dad so hopefully in that in that view of the world you understand using social networks to build your personal professional brand, build your network your network is your net worth um add value don't sell serve when you serve you become someone that people are attracted tio um and you know, listen, listen to the social conversation figure out how to engage in the social conversation. It's really? I can't imagine doing what I do today without leveraging social to build relationships at scale that accelerate much faster then waiting to meet someone in a crowded room at a networking event there were two winners actually so the first place winner wass brian lip and the second place winner wass sander actually wasn't I was shocked I couldn't believe that he was in the second place winner um the second place winner, I believe was elio and their videos are available on the web because of you two and you search on social selling with the sharks, the videos that they submitted and the weapon are that we presented this is all available on the web presentation. Thank you, yeah, really illuminating my question for you is, uh, you know, I'd write you a check right now, and I'm sure everybody sitting here would to have you work for us. Chances are probably good I'm going out on a limb here, but we probably can't afford you have what would you say, tow us? The small business owner, the entrepreneur or solo preneurs, which I've heard today, which I like, yeah, you know we're just starting out and want toe try and leverage the expertise of somebody like you or your colleagues there's so much to know how do we get started it there is a ton to know on dh one of things is just for me invite me to connect on lengthen, you'll start to see what I share and that that information alone will start toe help you just beam or it's in your stream like it's in your your thought process, you'll be thinking about it more