555: A 3-Part Process to Book More Meetings Using LinkedIn w/ Mike Shelah

ABOUT THIS EPISODE

In this episode we talk to Mike Shelah, Founder of Mike Shelah Consulting.

Looking for a guaranteed way to createcontent that resonates with your audience? Start a podcast, interview your ideal clientsand let them choose the topic of the interview, because if your ideal clientscare about the topic, there's a good chance the rest of your audience willcare about it too. Learn more at sweet fish Mediacom. You're listening tothe be tob growth show, a podcast dedicated to helping be to be executivesachieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get it into the show. Welcome back to the BB growth show. We are here today with Mike Sheila. He has the founder at Mike SheilaConsulting Mike. How you doing today, James? I am wonderful. Thankyou for having me on. I'm excited to chat with you today,Mike. We're going to be talking about Linkedin, which is something I I'vebeen spending a ton of my time on...

...the last few months, really figuringout the the content creation game on Linkedin and and have seen some tremendous resultsbut before we jump into to that, Mike, I'd love for you totell us a little about the work you do on a daily basis. Sure, might you look consulting. was found it a real on a really simpleidea. I was in technology sales for seventeen years and I became very goodat using linkedin to find clients and my colleagues would frequently ask me, Hey, had you get into that big deal and I would tell them I uselinkedin. They go you show me how it got to the point where enoughpeople started asking me that I said, you know, I really should startcharging money for this, and that was the birth of Mike's you, theConsultu love it and fantastic. I love it. And so as we weretalking offline, Mike, you mentioned that the first the first thing that youtend to talk about whenever you're you're, you know, consulting, is theoptimization of your profile on Linkedin. Can...

...you talk to us about some specificswhat a folks need to be looking out for as they're trying to optimize theirprofile so that people viewing their profile actually want to talk to them? Sure, and the first place to start is I get a lot of feedback forpeople that say, well, Mike, why should I hire you? Ialready have an all star profile on Linkedin and and there's a huge difference betweenhaving an Allstar profile and an optimize profile. Quite candidly, it's easy to havean allstar profile. The requirements are very minimal, and optimize profile meansthat you have built it in such a way that the right people are findingyou. I'll give you a great example. salespeople. When you read most oftheir profiles, their profile ills read like they're looking for a job.Yeah, it tells you about how many times they've made presidents club and whatpercentage of quota they've been to year after year. You say your customers don'tcare about that. Yeah, so you...

...really have to frame the language aroundwhat's your customer looks for. And I tell people it. Think about itlike the gain show, the family feud Yep, you know, top fiveanswers are on the board. Survey says. Well, that survey. They askeda bunch of people the same question. So you may be yelling your answerat the screen and it's not up there. That doesn't mean your answerwas a bad answer. I mean your answer didn't match the people that theysurveyed. So when you create your profile, you you've really gotta take a momentto sit in your customers chair and say, if I were a customerand I were looking for me, what words might I use to find me? Gotta, and you want to create a keyword list of about twenty wordsand you're going to use and reuse those throughout your profile. Okay, andso you're obviously you know that, the headline being extremely important. The summaryAre there? Are there other areas that...

...people should be looking to inject thosekeywords into? I'm glad that I'm because so often the person will put accountexecutive, sales, professional, Maje your account manager. Again, they don't. They don't search for those words. You have a hundred and twenty characterspaces you can use in your headline. That is linkedin gold. It's thefirst thing your client sees when they pull up your profile, other than yourpicture, which is equally important. And what a lot of people don't realizenow is it your profile has two pictures. You have the one that's traditionally ofyour face, your profile picture, right in the center, and thenyou have your banner photo in the background. Yeah, a lot of people eitherdon't have a band or photo or they've chosen a photo that really doesn'thelp. Like it's not offensive, but it's not helping you either. Youlook at my profile, mind's got my logo, my website, my emailin my phone number. Boom, you're...

...interested in talking to me, itis very easy to communicate with me. Yeah, got it. So puttingthose keywords in your headline, knowing that when people search for those, you'reobviously trying to optimize to pull up in search results. What are what aresome other things to keep in mind, Mike, as as folks are tryingto optimize our profile, the biggest thing is full and complete. The moresections of your profile that you have filled out, the higher you move upLinkedin's search rankings. Linkedin works like a search engine. It works just likeGoogle. The better optimize your profile to hire you a show up in searchrankings. Gotta all right. So, so once somebody has their profile optimized, next we're going to talk about what you call connect and cultivate. Canyou explain this for us? Sure there's something magical about getting over five hundredconnections on Linkedin. When you do that, it lets the link will know thatyou're serious about developing a profile and,...

...as a result, you start toattract more connections. That's really what you want, particularly the right kindof connections. You need to do your part. So I have this sessionI do call the ABC's of Linkedin. My first ABC is always be connecting. You want to think of friends, you want to connect to family,Co workers, people you used to work with, people you went to schoolwith, and I mean all the way back to high school. I haveseveral connections on Linkedin that I haven't seen them facetoface since I graduated from HighSchool in one thousand nine hundred and ninety. But you got to think of thatframe. Always be connecting. There's a lot of folks I've met,you know. I'm thinking of one, one man and in particularly that's veryparticular about, you know, only connecting with people that he, you know, has met in person at one point in his life and he's very guardedwith who he connects with. Yeah,...

...do you see a lot of peoplekind of having that mentality is is that a good mentality to have? Isshould people be thinking about it differently? What are your thoughts there? Idon't disagree with him. If you think about the list that I just ranthrough, friends, family, Co workers for previous employers, people who wentto school with. These are all people you've known, all the people thatyou've met. I don't. I'm not what's called a lion a linkedin opennetwork. I don't just accept connection requests from anyone, okay, and whenI get a request of somebody that I don't know, I use the respondoption on Linkedin to say to them, Hey, I don't think we've metbefore. What about my profile interested you in connecting with me? And doyou get a lot of engagement with those messages? I've about ninety percent ofthem never respond. So I don't bother accepting the connection request. I givethem three business days to respond. Delete it. Got It, okay.And so so what you're doing there is cultivating a network of people that thattrust you. I'm assuming is that?...

Is that the kind of the thoughtprocess behind your methodology? Yeah, you want to. You want to havepeople that are engaged. There are people out there that are just simply paddingtheir numbers. I've yet to figure out why they think that's valuable, butyeah, they're. They're padding their numbers and the big thing that I hearfrom a lot of people is, you know, my I've got a thousandconnections on Linkedin, or two thousand or three thousand or whatever their number is. Now what do I do with them? And that's where the cultivate comes in. Okay, and Linkedin makes it really easy to cultivate your network.Every day, in your notifications button it tells you who's having a birthday,who has a job anniversary, who has a new job, who posted somethingand tagged you in it and it on your post. Those are all engagementopportunities and a at the bare minimum, once a year you can touch everybodyin your network with one of those five...

...criteria, and many of them you'regoing to touch three or four times. Got It. Okay. So sonow we've you know, you've connected your your cultivating that network. This nextpiece of the of the equation is borrowing and leveraging trust. Talk to usabout this one, Mike. Here's the biggest challenge facing sales people. Idon't know about you, but when I was young and boy I my firstsales job. I did a ton of cold calling. I would use adone in Brad Street list and I would just pick up the phone dial fordollars and I was really good at that. And somewhere around two thousand and seventhat stopped working. And the main reason it stopped working is because thedecisionmakers don't have anymore between caller ID and voicemail. They never have to listento your message. So unless you're just one charming son of a gun,they're not going to listen to your voicemail...

...and call you back. Yeah,we're linkedin. Becomes incredibly powerful is the second degree connection. So if Ilook at your profile on Linkedin, I'm sure I'll find somebody that could bea valuable connection to me, and then, when I identify that person, Ishare their profile to you and say, Hey, James, I notice thatyou're connected to Bob. Would you mind introducing me? I've had greatsuccess working with people like him in the past and I'd love to buy hima cup of coffee. Hey, now, one of three things is going tohappen with that. You're either going to say to me. You knowwhat, Mike, I really don't know Bob all that well. You know, we connected on linked in a couple of years ago and I don't evenremember why. Yeah, but my response to that is always well, anyway, you knowing better than I do. And then you get that next tierwhere they go, oh, yeah, I kind of know Bob. Youknow, we met at a cocktail party a few months ago and yeah,sure, I can make that introduction to you. But the one that I'mlooking for is again linkedin gold, when...

I reach out and you say tome, do I know Bob? He's the best man in my wedding,he was my roommate in college, he's my childhood best friend, because thenif I've done a good job of creating relationship with you and I asked youto introduce me to Bob, I'm guaranteed to me. Yeah, but Ilike that you put the emphasis there, Mike, on if you've done agood job nurturing a relationship with him, and I think so many people itdoesn't happen very, very often to me. I don't get a lot of peopleasking me to make connections for them, but I have had it happened inthe past where someone's asking for an introduction and and they really have donenothing to nurture a relationship with me, and so it's just extremely off putting. So I love that you make that caveat and put the emphasis on.You know, first you have to connect and cultivate and which the ultimately nurtureyour relationships in a genuine way so that...

...you then have the right to orhave have a much better likelihood of having someone actually want to introduce you tosomebody. Yeah, I was working with a client last week. He hiredme to do some one on one linkedin coaching with him and I give Igive all my people homework assignments and I say I'm going to follow up withyou in a week and I reached out to him. I said Hey,Ben, how's it going? And he ran down the list of things thathe had done and he said I got two appointments last week using the methodsthat you show me how to use. Love it. Yeah, that's supergratifying when somebody could turn around results in less than a week from working withme. Yeah, I love it. This is fantastic, Mike. Ifthere's somebody that wants to go deeper on on these ideas with you, theywant to learn more about the consulting work you do or they just want tostay connected with you, what's the best way for them to go about doingthat well, once you know how to...

...spell my name, s h eLah, I'm very easy to find. I like to say I'm very googleable. Okay, naturally you could connect with me on Linkedin. Just mentioned thatthey heard me on your show. They could also connect with me on twitteron instagram. Both are at Mike's Sheila and you'll find my mic's Hela consultingfacebook page. Love it wonderful. Michael, thank you so much for your timetoday. This has been fantastic, so I really appreciate it. Thanksfor having me on. This has been fun. If you've been getting valuedfrom this podcast, you can help us reach more people by reviewing the showon itunes. Here's how you can leave a review in less than a minute. Open your podcast APP and tap the search icon in the bottom right corner. Type in fetob growth, then select our show. Once you're there,tap the reviews tab and tell us what you think of the show. Thesereviews help us out of time. Thank you so much for listening. Untilnext time,.

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