Have you ever wondered why you should write a compelling headline for your LinkedIn profile rather than just the generic “Sales Manager at xxxxx” that LinkedIn gives you?
The other day we were working with a client and one of the sales leaders said “it’s important to me that people DO hear that generic headline because it lets me quickly see if I should cold-call them”…we said that this is EXACTLY the reason that people should change them as nobody likes being cold called. Actually, that’s a joke (well not the fact that nobody likes being cold-called…that’s not a joke, but the bit about that being the resin to change it).
The reason to change your headline is that it enables you to stand-out from your competition. Imagine (for the sake of argument) that you are an ERP salesperson and that everyone else in your industry who is also an ERP salesperson does the same thing ALL of you will have a headline that reads “Sales xxx at Some ERP Vendor” so you look like everyone else who is trying to pursue the client for a sale.
LinkedIn is very good at facilitating this kind of searching. If I type in ERP Sales LinkedIn delivers 1,377,548 results to me and to be honest almost all of their job titles say the same thing. Then, if I do take the plunge and click on one, then LinkedIn is kind enough to show me all of their competitors (in this case all with the same job title) down the right side of the page.
Here is the best opportunity for you to make a quick first impression that is markedly different from everyone else.
As Dave Trott explains in his book Predatory Thinking, there is a huge opportunity to create recognition by being different, and therefore standing out, Dave calls this Gestalt Thinking and it’s based on the fact that standing out from the crowd creates two options in the human brain you or the crowd (a 1:1 chance of being chosen) whereas being one of the crowd (of say 10) creates a choice of 11 possibilities for the brain (a 1:10 chance of being chosen).
These days your competition is everyone else in the world and when they all look just like you the buyer doesn’t know which way to jump…
With 590million members on LinkedIn sometimes social media can seem being a little bit daunting and you don’t know where to start. This is where the power of your micro network can really come to the forefront in helping you understand where the next opportunity may be.
What do I mean by the micronetwork? This is your network which will be unique to you, based on you school, university, colleges – even your previous employer. You can use LinkedIn to track your micro network and to work out where your next referral for you might be, for example.
Think about your University and have you connected with everyone you went to University with, at least those that you would want to connect with. That said, LinkedIn data shows using your college, even those people who you were not at college with at the same time as you, they show that this is a great way to get a referral in.
So, this is where you would search for example, I will use LinkedIn to filter out anybody that went to Exeter University in the UK and within my network there are around 100,000 people. I can then start to narrow this down to be relevant to job title, role, length of time in role, whatever you want, if you are you are Sales Navigator, you can take this even further with the detail. You can take this one step further if you search on previous employer on linkedin.com. This means you can then find your people that used to work in your organisation and understand where they have moved onto so same principle applies; you might connect with them you might or contact them, even if you don’t know them. If you work in a similar type role in could well be, we don’t know each other, however could you introduce me to or would you be comfortable in helping me find out who is the head of sales, head of marketing, head of legal, whatever the job title might be that you’re looking for. This could be nice route into helping unlock a referral rather than approaching outright cold.
The great thing is that LinkedIn also allows you to set up email alerts to 10 so that you can track this in almost real time and react accordingly. To understand how you can do that, watch this short video.
Finally, this is the first post that I have dictated using Microsoft Word, as you can see below, there is a little bit of work to be done. Maybe it’s because this is the first time, I have done this, so it needs to learn and understand my voice and language, notwithstanding I will have a stinking cold!
The unedited dictated version! No idea who Barry is….
Newport inside your micro network
Will 590000000 members on LinkedIn sometimes social media account being a little bit daunting and you don’t know where to start. This is where the power of your micronet were can really come to the forefront in helping you understand where the next Tuesday. What do I mean by the micro network?This is your network which will be nice to you but based on school clubs new vestes colleges even your previous employer you can use LinkedIn to track your micro network and to work out when the next door to use you might be for example
Think about your University days and have you connected with everyone he went to University word for those that you would want to connect with that said LinkedIn data shows using your college so even those people who you are not at college at the same time they showed that United away in to get a phone Barry porn
So this is where you would search for example I want to text you that I will use LinkedIn to filter out anybody that went to Exeter University in the UK and within my network there are around 100 1000 people I can then start narrow this down to be relevant to job title roll length of time in role would ever U are you want if you had self navigate to you can take this evening then you can take this one step further you search on previous employer calllinkedin.com which means you can then find your in London so people that used to work in your organisation and understand where they have moved onto so same principle applies you might connect with them you might contact them even if you don’t know them if there’s no luck with your network or you work in a similar type role in could welbni why don’t we don’t know each other however could you introduce me to would you be comfortable in helping me find out who is the head of sales head of marketing head of legal whatever the job title might be that you’re looking for this could be nice route into helping unlock call a referral rather than aproching out loud cold The great thing is that LinkedIn also allows you to set up email to 10 so that you can track this in almost time and react accordingly to understand how you can do that short video
Find post that I have dictated Microsoft Word how do you say no little bit of work to be done but maybe its because this is the first time I have done this so it needs to learn understand my voice language on someone no standing I will have a stinking cold
This week our good friend Simon Kemp came out with his “state of the nation” report – 2018 Q4 Global Digital Statshot which for us is a fantastic tool to see how the macro shifts in behaviour influence what we and our clients do at a more micro level. (you can see the report here)
One of the things that I notice straight off the bat is that the indications are that social media has reached saturation level. Facebook and Google identified that this was starting to happen 3 years ago that there was a ceiling of the number of social media users and that the only meaningful chance they have of increasing their reach is to increase the number of people with internet access. This makes the growth of social channels both slower (which we are seeing) and far more costly as it becomes an infrastructure project.
So, in the last quarter the percentage of internet users who are active on social media has actually decreased slightly, but the number of social media users has [again] increased.
However, as common sense tells you, as the percentage of people on social media increases there are fewer and fewer people left to convert to social media users and therefore growth is bound to slow.
So, as of this month there are 4,176,000,000 internet users and of those 3,397,000,000 are ACTIVE social media users. That means just over 81.3% of people with an internet connection are active on social media. Now consider this. People over 75 generally aren’t active on social channels, and children under the age of 8 aren’t either so that means that those portions of society (all of whom have internet connections) are counted in the 18.7% that aren’t active on social.
So this means that pretty much everyone (certainly everyone we want to talk to from a business perspective) is there now.
Another interesting fact is this (millions):
Sina Weibo 431
Of the top 10 most populous places on earth only 3 of them are now countries, the rest are social media networks (if we chose to include messenger apps in this list then there would only be 2 – China and India – ranking 4 & 5).
So where once you might say that “my customers aren’t on social media” or perhaps “my customers’ aren’t influenced by social media” this isn’t true. Now, EVERYONE is on social media and we are all influenced by it..
Given that all of the evidence seems to suggest this position, I would pose the following question to YOU.
As adoption of social media continues to increase, as dwell time on social networks keeps rising, as the influence that these networks has on people both micro (clothing purchasing) and macro (democratically electing leaders/referendums) continues to rise… Why would you make social media and how you and your company are perceived and act on an adjunct to your company, sales and communications strategies rather than central to them?
Why am I writing about this on social? As a triple whammy I guess;
It validates that in today’s world the person you treat as a number has a personal voice that can reach far and wide – Blog it and social it !
To vent my frustration that we still have to deal with these Customer Experiences in this day and age
And as I work in the telephony sector where we deliver the power to deliver the experience to avoid this, question why large firms just can’t do it as the technology affordably exists!
So onto the story……
Sky, the satellite TV broadcaster pushed my patience this weekend. Maybe I am too sensitive working in the Customer Experience and Telephony space, but I feel sure many of you will relate to my experience and maybe have even had the same or similar recently.
The question is ‘why do successful brands with money continue to treat paying customers poorly’ ?
Worse is when, as in this instance, they offer the reason to engage or call, they instigate the interaction and lead you right into a bad experience which is n their control! Let me share the scenario and you decide……
So, it starts with a paper, snail mail, old school postal letter offer that they sent to my parents offering a free upgrade, all positive so far.
Being they have no WiFi and I have only my phone I decide easiest and quickest (naively) is to quickly call the number, accept the offer and have it done for them. What a mistaken assumption this was!
Firstly, hitting the IVR, which option do you want; 1 for xxx, 2 for yyy etc. So, you have put me into your standard routing, for which I the customer am now guessing as to which options and route I need to take to best address this offer. Having navigated 4+ menus’ (hopefully to the correct path), I am presented with the queue and a message of a 20+ minute wait! I decide quickly that I shall revert to the web self-serve option
Any guesses… I register my parents using their SKYID and my email address, login and click to activate the offer and get this friendly notification;
Straight back that same main number! Yet again lack of personalisation or at any time treating me in context to the situation!
I persist and call back in, this time not to get the IVR menu for some reason but a different speech recognition only menu instead of the DTMF menu system. The voice system doesn’t recognise any likely request for Swapbox offer, HD box upgrade and keeps asking what I want, offering if more convenient please go text us or message us via Facebook Messenger (sounds great until you hear the sub-message that these are not live chats and will be responded to through the day!).
I persist further… (feel my pain yet?), despite having every barrier to defer me from speaking to another human and dealing with what I called for! Finally after 22 mins in queue I get through a very helpful agent assists and in 4-5 mins sorts out the matter. This should have been a 5-7 min issue, in effect it took over 45 mins in total to sort something so simple!
So what should I expect, what is possible today?
Should that initial letter sent not have a campaign specific number on it. One that when I call knows immediately why I am calling and directs me accordingly, ideally to an automated prime option of press 1 to confirm your new HD box or 2 to speak to an agent. Option 1 then leading me to a, please enter your SKYID, is that Mr Moyse confirmation and then if you are calling to schedule the free HD box upgrade press 1 to confirm acceptance of the offer, and upon 1 then offer a range of dates and times for the delivery/installation with dynamic IVR selections to choose. All of what I wanted could and can be self served today without frustrating me as a customer, without having me queue and hold up others who do NEED to speak to a person and also freeing up the time of the agents and reducing the queue times. A vicious positive circle if you elect to use it!
In every way you could handle this better for the customer with affordable technology available today. This makes allocating a specific number to a campaign and configuring this Dynamic IVR routing quick and agile.
So what does not doing this say to a customer;
That you don’t care about customer experience or them as an individual or customer
That your system doesn’t have the capability to do this and you need to change it for something that addresses the modern customer
That you are naive to Customer Experience matters and the impact this has on your KPI’s, NPS, customer churn, reputation and brand.
Or is it all of the above ?
Is this just me or something you have experienced? Do you get fed up expecting poor service when you phone a business? Whose phone experience is like this when you call – name them here…..
I’m pleased to announce the Digital Leadership Associates (DLA) www.social-experts.netare coming out with a new service that will completely disrupt the driving lessons market world-wide.
That’s right, we are going into the driving lesson business.
What we will be offering is driving training through webinar and CBT (computer based training).
The great things is that this is the “Uber” of driving lessons as we don’t own any cars.
All you have to do is watch my recorded webinars and CBT and it will provide you with all the steps you need to feel confident the first time you step into the car and start driving.
After all, how difficult can it be? I’ve been driving for 30 years, so why pay expensive coaches who will sit with you, when you can listen to my podcasts.
Think of the time you will save, you can run my CBT training during “downtime”, on the bus, on the train and the moment you are behind the wheel, hey presto you can be road ready in no time.
If you are thinking this is a piss take…it is!
But this is how people buy social selling.
Only this week we have been emailed (yes, emailed) by a well known Social Selling company asking us if we want to be a LinkedIn expert that will be delivered by somebody, when you look at their LinkedIn profile, isn’t a Linkedin expert. Would you buy driving lessons from me, when I have no qualification, or maybe I should start root canal work, I have no qualification for that either.
This week (from the same Social Selling company) they have started sending unsolicited emails to a member of my staff asking them to buy Social Selling training. This is seriously ironic, the person sending the unsolicited email / cold emails, does not exhibited any of the skills that the company says they train people in. If you are a social selling company and the reference is sending spammy emails, is that really leading from the front?
Driving is a new way of working, there is certain etiquette to learn. Some people are natural drivers, the majority of people are like me are not. You cannot learn new ways of working through webinars and CBT. That isn’t completely true, webinars and CBT will activate the great drivers. I had a friend at school who had been driving tractors since an early age, he past his driving test first time with flying colours. Most other people, are not interested, don’t have an natural gift, cannot be bothered, don’t get it, etc. These people will sit through the webinar and it will do nothing. In fact it’s likely to just annoy everybody as the gifted people who didn’t need training get better, 80% of the people resent them. Splits appear in what was a team. If you train people, you have to take everybody with you.
You cannot just take CBT sessions and get in a car and drive. For us in the UK as we use manual cars, we need to understand the biting point on the clutch. There is the etiquette, when to indicate, when not to. Most people will want advice as to the best time, or certain circumstances. Or understand, how different road conditions may change your driving.
In the words of Hill Street Blues – ‘Let’s be careful out there’
The World Cup is one of the biggest (if not the biggest) sporting event in the world
In Australia the company that provided the streaming of the events had some problems providing the service. So where did people go to complain? Social Media of course. It has now become the place where we all go and complain and praise brands.
Nobody is surprised with that, or you shouldn’t be. Except that in Australia the Prime Minister stepped in and tweeted he had spoken to the CEO of the Australian company. Then that brand (the CEO didn’t have a Twitter address) apologised on Twitter.
None of this is very surprising to me anyway. We all do it and with 80% of the internet enabled world on Social it is only going to get bigger and bigger.
Now most brands by now have got this, if not you are way behind. It’s usually tucked away within an omichannel customer experience strategy. Where customers can contact the company over telephone, social, etc, etc.
But, let’s think about this a second. Just think of the brand damage to both sales and marketing? Think about the fact that the CEO had no social media presence of his or her.
Now I’m sure that the steaming rights were a priority for the CEO, being spoken to by the Prime Minister was a priority. I wonder if the CEO sees Social as a priority within their customer experience project and in fact as a strategy across the business, linking sales, marketing, customer service, HR etc.