Latest / What is Business Development? / Episode 100: BD Leader...Top 3 BD Tactics from Harris Fanaroff, Founder & CEO of Linked Revenue

Transcript

Episode 100: BD Leader...Top 3 BD Tactics from Harris Fanaroff, Founder & CEO of Linked Revenue · What is Business Development?

• 0:03
  Speaker 1: Welcome to the Business Development podcast, brought to you by
• 0:06
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:11
  Speaker 1: to boost your career and corporate growth.
• 0:20
  Speaker 2: Hello BD pros, and welcome to the Global Business Development
• 0:24
  Speaker 2: Associations podcast called What is Business Development? Now? I'm sure
• 0:31
  Speaker 2: a lot of you are on LinkedIn and you're out
• 0:36
  Speaker 2: there working your networks. But you wouldn't you like to
• 0:42
  Speaker 2: really build an impressive network and turn those relationships into
• 0:46
  Speaker 2: some real revenue. Yep, I'm sure you do.
• 0:50
  Speaker 3: I do.
• 0:51
  Speaker 2: We always like to build our networks as business developers. Well,
• 0:54
  Speaker 2: today we are going to have a guest with us
• 0:58
  Speaker 2: today to walk us through some of the top tactics
• 1:01
  Speaker 2: for building out your network and generating some real revenue.
• 1:05
  Speaker 2: But before we get to that, if you also want
• 1:07
  Speaker 2: to learn how to build some serious revenue, then get
• 1:10
  Speaker 2: your copy of the Business Development Body of Knowledge, and
• 1:13
  Speaker 2: that is the core document that is the baseline understanding
• 1:18
  Speaker 2: for the business development profession. And when you read the book,
• 1:22
  Speaker 2: you can take the Business Development Professional Certification exam available
• 1:28
  Speaker 2: at the Global Business Development Association website that's GBD Association
• 1:34
  Speaker 2: dot org. Get your copy of the book, get your certification,
• 1:37
  Speaker 2: and get to big growth in business development. All right, well,
• 1:41
  Speaker 2: let's jump into introducing our guest today. His name is
• 1:45
  Speaker 2: Harris Fanneroff and he is the founder and CEO of
• 1:49
  Speaker 2: Linked Revenue. And at linked Revenue, they specialize in relationship
• 1:54
  Speaker 2: based selling. Everything they do is rooted in your voice,
• 1:58
  Speaker 2: your network, and your goals. They co create content that
• 2:02
  Speaker 2: feels natural to you and research where your connections can
• 2:06
  Speaker 2: open doors and send personalized outreach that leads to real conversations.
• 2:12
  Speaker 2: You don't have to spend hours on LinkedIn. They keep
• 2:15
  Speaker 2: you accountable to a process that works while making sure
• 2:18
  Speaker 2: your authentic voice shows up where it matters most. And
• 2:23
  Speaker 2: the authentic voice for Linked Revenue is showing up here today. Harris,
• 2:30
  Speaker 2: thank you for joining the show.
• 2:32
  Speaker 3: Thanks so much for having me. Tony really excited to
• 2:34
  Speaker 3: be here. Yeah.
• 2:35
  Speaker 2: So, Harris, tell us a little bit. How did you
• 2:37
  Speaker 2: get into the business development field and what really drove
• 2:41
  Speaker 2: you to create Linked Revenue.
• 2:45
  Speaker 3: I'll give the short and condensed version. So I grew
• 2:49
  Speaker 3: up obsessed with sports, and really baseball was my thing.
• 2:54
  Speaker 3: That was what I focused on, That was where I
• 2:56
  Speaker 3: spent all my time and attention and energy. I was
• 3:00
  Speaker 3: drafted out of high school by the NATS here in DC.
• 3:03
  Speaker 3: I didn't go I went to college instead, and I
• 3:06
  Speaker 3: wasn't good enough to get draft out of college, so
• 3:08
  Speaker 3: I had to figure out what do I do with
• 3:10
  Speaker 3: my life post sports, And like many other people, I
• 3:15
  Speaker 3: struggled with that transition. I applied to a bunch of jobs,
• 3:18
  Speaker 3: got denied from a bunch of jobs. And actually, it's
• 3:21
  Speaker 3: pretty funny. I was just reminded of this recently. But
• 3:24
  Speaker 3: I was sitting in so senior year of college, I
• 3:27
  Speaker 3: tore my ACL and I spent a lot of time
• 3:30
  Speaker 3: in physical therapy, and I was sitting in the lobby
• 3:34
  Speaker 3: of the physical therapy office and I got to know
• 3:37
  Speaker 3: the front desk person pretty well, and she asked me
• 3:40
  Speaker 3: what I was doing next year, and I said, I
• 3:42
  Speaker 3: have no idea. And she said, well, my daughter works
• 3:45
  Speaker 3: for this company and she travels around the country and
• 3:49
  Speaker 3: she's in sales and she makes a lot of money
• 3:50
  Speaker 3: and she really likes it. I said, that sounds pretty interesting.
• 3:54
  Speaker 3: And that was actually where I started my career, was
• 3:57
  Speaker 3: cold calling chief nursing officer for a company called the
• 4:01
  Speaker 3: Advisory Board Company, which a pretty big company here in DC.
• 4:04
  Speaker 3: And I spent my first year, cold calling, cold emailing,
• 4:09
  Speaker 3: doing all the difficult things of inside sales. That was
• 4:12
  Speaker 3: where my career started in business development.
• 4:15
  Speaker 1: Yeah.
• 4:15
  Speaker 2: Well, you know, it's always interesting to hear business developers
• 4:18
  Speaker 2: talk about how they enter the profession because everybody has
• 4:21
  Speaker 2: a unique story. A lot of people just kind of
• 4:23
  Speaker 2: fall into it, just like you did. And so I
• 4:27
  Speaker 2: think that's fascinating. Now. You know you then progress through
• 4:32
  Speaker 2: the business development profession and then you created linked revenue.
• 4:37
  Speaker 2: Why did you do that?
• 4:39
  Speaker 3: So in twenty twenty, I was working I was leading
• 4:42
  Speaker 3: business development for a small leadership development company and our
• 4:48
  Speaker 3: full way that we got new business was we would
• 4:52
  Speaker 3: follow the founder or one of the consultants to wherever
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  Speaker 3: they were in person and talk with that client about
• 4:59
  Speaker 3: who else they knew or who else inside the company
• 5:04
  Speaker 3: would be good for new business. And so I took
• 5:07
  Speaker 3: the job in January of twenty twenty. In March of
• 5:10
  Speaker 3: twenty twenty, we stopped doing in person workshops in person gigs,
• 5:15
  Speaker 3: and so it was like, oh my god, we have
• 5:17
  Speaker 3: to find a new way to generate business. And so
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  Speaker 3: I took a social selling course in March of twenty twenty,
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  Speaker 3: and I said, this is pretty cool. This is pretty interesting,
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  Speaker 3: and so it was about how to create content on
• 5:30
  Speaker 3: LinkedIn and Twitter. It was Twitter at the time, and
• 5:33
  Speaker 3: I said, I'm going to start to do this for
• 5:34
  Speaker 3: myself and for our CEO and founder. And we were
• 5:39
  Speaker 3: able to utilize that content creation aspect to do really
• 5:44
  Speaker 3: well for the business in a time where we were
• 5:46
  Speaker 3: really nervous and worried about it. And I kept creating
• 5:49
  Speaker 3: content ever since. Then. I went and I went to
• 5:53
  Speaker 3: another company, a big staff in company, and then about
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  Speaker 3: nine months into that, I was having lunch with a
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  Speaker 3: mentor of mine and he brought a friend of his
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  Speaker 3: and at the end of the lunch, the one guy
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  Speaker 3: goes to the other and says, hey, Harris is really
• 6:08
  Speaker 3: active on LinkedIn. I know you brought that up to
• 6:10
  Speaker 3: me the other day, Like what questions do you have?
• 6:12
  Speaker 3: And so he's like, what's your process for doing this?
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  Speaker 3: I said, here's what I do. He said, I don't
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  Speaker 3: have any time for that. Will you do it for me?
• 6:18
  Speaker 3: And I said, will you pay me to do it?
• 6:20
  Speaker 3: And he said yes, And I took all my first
• 6:21
  Speaker 3: client at that point. That was about two and a
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  Speaker 3: half years ago almost at this point, and then boom bom, boom.
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  Speaker 3: One thing led to another, and now that's what we do.
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  Speaker 3: We help busy executives who don't have the time create
• 6:32
  Speaker 3: valuable content, connect with the right people, and send personalized
• 6:35
  Speaker 3: direct messages. And it was really built out of just
• 6:38
  Speaker 3: a networking lunch. Wow.
• 6:40
  Speaker 2: Yeah, that is really fascinating.
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  Speaker 3: You know.
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  Speaker 2: I think back then five years ago, that was kind
• 6:45
  Speaker 2: of the beginning of this concept of leadership LinkedIn presence.
• 6:50
  Speaker 2: I think a lot of leaders at the time were
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  Speaker 2: just thinking, I don't have time for it. I'll just
• 6:55
  Speaker 2: let my people do this, and we'll just post stuff
• 6:58
  Speaker 2: on our company page, and we'll post the new people
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  Speaker 2: that we hire and other things that probably most companies
• 7:05
  Speaker 2: other companies could care less about. And now I think
• 7:09
  Speaker 2: we've seen this trend really build up over the past
• 7:11
  Speaker 2: couple of years where you have, particularly within the high
• 7:15
  Speaker 2: tech space, you have some of these founders that are
• 7:18
  Speaker 2: really building massive networks, massive followers, and they're sharing a
• 7:23
  Speaker 2: lot of their most intimate challenges failures, and so I'm
• 7:29
  Speaker 2: excited to really deep dive your top three tactics on
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  Speaker 2: how you do this, Harris. So let's jump into tactic
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  Speaker 2: number one.
• 7:39
  Speaker 3: So tech number one, I would say not surprising, create
• 7:43
  Speaker 3: valuable content on a consistent basis for your ICPY, for
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  Speaker 3: your ideal customer profile. To what you were just saying before,
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  Speaker 3: I still think we're in the early innings of executives
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  Speaker 3: creating consistent thought leadership content on LinkedIn, and I think
• 8:00
  Speaker 3: if you can do that effectively and consistently, you stand
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  Speaker 3: out in a world where it's really hard to do that.
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  Speaker 3: Why I love number one. I know you're going to
• 8:07
  Speaker 3: ask some questions around this, but why I love this
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  Speaker 3: is because it's really hard to stay top of mind,
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  Speaker 3: like your buyers are only ready to make a buying decision.
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  Speaker 3: I think it's like five percent or whatever is that
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  Speaker 3: stat It's like, how do I stay top of mind
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  Speaker 3: on a consistent basis for a specific ICP. LinkedIn is
• 8:22
  Speaker 3: the only B to B channel that really matters for this,
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  Speaker 3: and so doing so puts you in the one percent
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  Speaker 3: of people who are actually going to do it on
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  Speaker 3: a consistent basis. So creating valuable content on a consistent
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  Speaker 3: basis for your ICP would be the number one tactic.
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  Speaker 2: I would say, yeah, and that consistency is so tough
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  Speaker 2: for people. I've been doing it for about two years.
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  Speaker 2: I just decided all right, I'm just going to be
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  Speaker 2: consistent and I'm going to produce content that I think
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  Speaker 2: is valuable for people. It's informational, it helps advance their
• 8:54
  Speaker 2: business development career and build a following that way. And
• 9:01
  Speaker 2: you know, so many people think, oh, well, you know,
• 9:03
  Speaker 2: maybe my network isn't growing as quickly, or maybe I'm
• 9:06
  Speaker 2: not getting the engagements that I hoped I would get.
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  Speaker 2: But I also like your approach to this, which is
• 9:16
  Speaker 2: your ICP, your ideal customer profile, your ideal prospect. They're
• 9:20
  Speaker 2: only in market for a very short period of time.
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  Speaker 2: By the time they do show up show up in market,
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  Speaker 2: they probably already made up their mind between one or
• 9:31
  Speaker 2: two vendors. So odds are you're probably late to the
• 9:35
  Speaker 2: game by the time you do know they're in market.
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  Speaker 2: And if they if you're not top of mind, as
• 9:40
  Speaker 2: you said, you're not part of that consideration earlier on.
• 9:44
  Speaker 2: And I'll add that they're probably not liking, commenting and
• 9:49
  Speaker 2: reposting your content, but they're reading it. I've had so
• 9:52
  Speaker 2: many people come up to me and go, hey, Tony Man,
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  Speaker 2: I love your content on LinkedIn. I'm like, could you
• 9:58
  Speaker 2: throw me a like or something.
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  Speaker 3: Happened to me hundreds of times, hundreds of times.
• 10:02
  Speaker 2: Yeah times. Yeah, people and they're seeing it, they're reading it,
• 10:07
  Speaker 2: and you know that we could probably dive into the
• 10:09
  Speaker 2: algorithm and the latest changes in what the optimum content is.
• 10:14
  Speaker 2: But that is the key takeaway for tactic number one.
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  Speaker 2: Keep it consistent and keep it geared towards delivering value
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  Speaker 2: to your ICP.
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  Speaker 3: Right mm hmmm. Yeah. And that's a big thing of
• 10:27
  Speaker 3: what I see is if an executive does create content,
• 10:29
  Speaker 3: it's a commercial for their company or it's just highlighting
• 10:33
  Speaker 3: some member of their team, and that's great to mix
• 10:35
  Speaker 3: in every so often, but like you want your CTO,
• 10:39
  Speaker 3: your CIO, your CHR, whoever you sell to that every
• 10:42
  Speaker 3: time you create content, they should get something from it.
• 10:45
  Speaker 3: And then you mix in a commercial every so often
• 10:48
  Speaker 3: or something about your team, like so many people have
• 10:50
  Speaker 3: that flipped on its head. It's like you want to
• 10:52
  Speaker 3: become the go to for valuable information. That's where actual
• 10:57
  Speaker 3: leads start to happen from this, and that takes real
• 10:59
  Speaker 3: dedicated work and focus that honestly, a very few percentage
• 11:04
  Speaker 3: of executives are doing and able to do on a
• 11:07
  Speaker 3: consistent basis.
• 11:08
  Speaker 2: Yeah, this is so true. Okay, all right, well let's
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  Speaker 2: jump into tactic number two.
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  Speaker 3: Number two, I would say is farm your network and
• 11:17
  Speaker 3: look for opportunities to reach out. So it's related to
• 11:20
  Speaker 3: number one as well. And this is one thing we
• 11:21
  Speaker 3: do for the executives that we work with is you
• 11:24
  Speaker 3: might start with a network of one thousand followers or
• 11:27
  Speaker 3: five thousand followers, and there's a very good chance there
• 11:30
  Speaker 3: is a good opportunity in your network that you're just
• 11:32
  Speaker 3: not thinking of. So we use Sales Navigator to figure out, Okay,
• 11:36
  Speaker 3: I have a network of twenty five hundred people, and
• 11:38
  Speaker 3: who I work with is a chro of a company
• 11:41
  Speaker 3: between one hundred and one thousand, and so the first
• 11:44
  Speaker 3: thing I want to do is I want to figure out, like,
• 11:47
  Speaker 3: who are those people already connected to me and my
• 11:49
  Speaker 3: network that I can easily first agree message and what's
• 11:52
  Speaker 3: the message that I want to send that and then
• 11:54
  Speaker 3: start to do that because instead of going after someone
• 11:56
  Speaker 3: completely cold, if you're creating content like, there are people
• 11:59
  Speaker 3: in your network who fit your ICP that you're probably
• 12:02
  Speaker 3: not thinking of, and so one is like look into
• 12:05
  Speaker 3: your current network and send outreach because going from a
• 12:08
  Speaker 3: warm hand is easier than a cold hands that would
• 12:10
  Speaker 3: be It's kind of mixed into this. But then the
• 12:12
  Speaker 3: second one is if you are creating content, look who's
• 12:15
  Speaker 3: engaging and use that as an excuse to outreach. I mean,
• 12:18
  Speaker 3: this is where our clients see the biggest amount of
• 12:21
  Speaker 3: success is someone fits your ICP and they and they
• 12:24
  Speaker 3: engage with the content, like use that as Hey, Tony,
• 12:27
  Speaker 3: great seeing your name Papaupa on LinkedIn. Would love to
• 12:29
  Speaker 3: share the latest of what we're seeing with linked linked
• 12:31
  Speaker 3: revenue and hear about what's going on with your business boom,
• 12:34
  Speaker 3: Like Tony and I work together a decade ago, but
• 12:37
  Speaker 3: now I have an excuse to reach out to Tony,
• 12:38
  Speaker 3: and I'm not a cold outreach guy. It makes me uncomfortable.
• 12:41
  Speaker 3: I don't want to do it. I never want a
• 12:42
  Speaker 3: cold call. I never want a cold email ever. Again,
• 12:44
  Speaker 3: what I love about LinkedIn is is there's a warm
• 12:47
  Speaker 3: signal to that outreach, and so farming your network and
• 12:50
  Speaker 3: thinking of reasons to outreach to them would be kind
• 12:53
  Speaker 3: of the second one that I would come up with.
• 12:56
  Speaker 2: Okay, and when you're farming the network, can you talk
• 12:59
  Speaker 2: a little bit more about that? Are you using us,
• 13:02
  Speaker 2: how you're using sales Navigator for example, or do you
• 13:04
  Speaker 2: even use sales Navigator And how do you do that
• 13:07
  Speaker 2: for your clients? Do they kind of paint the picture
• 13:10
  Speaker 2: of the ICP and then you do that analysis and
• 13:13
  Speaker 2: the filter setups for them exactly.
• 13:16
  Speaker 3: And I'm a huge fan of Sales Navigator, and I
• 13:18
  Speaker 3: would say one percent of people that actually have Sales
• 13:20
  Speaker 3: Navigator use it, and maybe that one percent is even
• 13:22
  Speaker 3: too high. I have had thousands of conversations with people
• 13:26
  Speaker 3: who have Sales Navigator and have never opened it and
• 13:28
  Speaker 3: used it. It is a tool that can be really,
• 13:30
  Speaker 3: really valuable if you actually know what you're doing and
• 13:33
  Speaker 3: have the time to do it. So that is something
• 13:34
  Speaker 3: that we run for our clients when we start off
• 13:37
  Speaker 3: with them, It's like, here's your network, here's your network
• 13:39
  Speaker 3: that fits your ICP. Let's go line by line on
• 13:43
  Speaker 3: what the message is to that person who we should
• 13:45
  Speaker 3: reach out to, and very often we uncover ten that
• 13:48
  Speaker 3: they're like, oh my god, I didn't know that person
• 13:50
  Speaker 3: ended up there, and that's an amazing opportunity because they
• 13:53
  Speaker 3: were a previous client from somewhere else. So it's like
• 13:55
  Speaker 3: doing the digging into their network and then executive to
• 13:58
  Speaker 3: executive outreach is going to work a way better than
• 14:01
  Speaker 3: BDR to executive outreach. I mean, that's what our business
• 14:03
  Speaker 3: model is really built upon, is like an executive is
• 14:07
  Speaker 3: going to be way more likely to reply to a
• 14:10
  Speaker 3: Pear executive than they are to SDR Harris reaching out
• 14:14
  Speaker 3: and saying, hey, at schedule a meeting for you. And
• 14:17
  Speaker 3: whether we like that or not, that's the reality of
• 14:20
  Speaker 3: the situation.
• 14:21
  Speaker 2: Yeah, And sometimes that's just the opening the door to
• 14:24
  Speaker 2: the support team that comes in and then picks up
• 14:27
  Speaker 2: the ball. Right, it's just a quick connection CEO to
• 14:30
  Speaker 2: CEO or executive to executive. Great, now let's hand it
• 14:33
  Speaker 2: off to our people. They'll continue the discussions for us.
• 14:37
  Speaker 2: And I also like what you're talking about, which is
• 14:40
  Speaker 2: leveraging LinkedIn Sales Navigator. You can just use regular LinkedIn
• 14:44
  Speaker 2: I suppose if you want. But I think you're going
• 14:46
  Speaker 2: to miss a lot of those trigger events. If they
• 14:50
  Speaker 2: move to a new company, it's somebody in your network.
• 14:52
  Speaker 2: You know, that's a great chance at trigger event to
• 14:54
  Speaker 2: say hey, congratulations on the new move, like to follow
• 14:58
  Speaker 2: up and learn more about what your initiatives are in
• 15:01
  Speaker 2: this new role. So I like what you're saying about
• 15:06
  Speaker 2: leveraging the LinkedIn, building the network, also keeping tabs on
• 15:10
  Speaker 2: the folks that are actually engaging with your content, although
• 15:15
  Speaker 2: some people, well a lot of people, as we previously said,
• 15:18
  Speaker 2: probably don't engage with the content. Are there other ways
• 15:23
  Speaker 2: that you know, just besides seeing a like or a
• 15:27
  Speaker 2: comment from someone, is there a way to also try
• 15:31
  Speaker 2: and build that network and know who's engaging who's Yeah.
• 15:38
  Speaker 3: Good question. I check all the people who view my
• 15:41
  Speaker 3: profile every single day. So if you have premium, you
• 15:44
  Speaker 3: can see who views your profile, and I don't spam
• 15:47
  Speaker 3: blast them. I just connect with them because something happened
• 15:50
  Speaker 3: where they were triggered by something that I came up somehow.
• 15:53
  Speaker 3: I don't know how, but I want to make sure
• 15:56
  Speaker 3: I'm connected with them. Because I'm creating content five days
• 15:58
  Speaker 3: a week. I went to to start to see that
• 16:00
  Speaker 3: content and get into that flywheel a little bit. So
• 16:02
  Speaker 3: that's something that I check every day. And then your
• 16:04
  Speaker 3: connection requests, like you're gonna have, of course a ton
• 16:07
  Speaker 3: of people trying to pitch you and spam and all
• 16:10
  Speaker 3: that stuff. But like when an ICP asked to connect
• 16:15
  Speaker 3: with you, accept and then send them a message, Hey Tony,
• 16:19
  Speaker 3: thanks for connecting let me know if I can ever
• 16:20
  Speaker 3: do anything be helpful for you, or what triggered you
• 16:22
  Speaker 3: to reach out, Like always looking to be a resource
• 16:24
  Speaker 3: for people I connect with. Like, those are two other
• 16:26
  Speaker 3: signals that we track and look for, and there tends
• 16:29
  Speaker 3: to be opportunity there.
• 16:30
  Speaker 2: Okay, the question I hear all the time should you
• 16:34
  Speaker 2: send a LinkedIn connection request with a note or without
• 16:38
  Speaker 2: a note?
• 16:39
  Speaker 3: You should send it without a note unless you actually
• 16:41
  Speaker 3: know them and have some type of connection to them.
• 16:45
  Speaker 3: We are all triggered that if there's a note in there,
• 16:47
  Speaker 3: that person's trying to sell me, and your odds of
• 16:49
  Speaker 3: success of them accepting are going to be way way lower.
• 16:52
  Speaker 3: If for some reason, I'm talking to you and you say, hey, Harris,
• 16:55
  Speaker 3: go reach out to John Smith and say Tony Gray said,
• 16:58
  Speaker 3: so definitely include that. If you don't have that as
• 17:01
  Speaker 3: a situation, just asked to connect, your odds are going
• 17:03
  Speaker 3: to be way higher.
• 17:05
  Speaker 2: Okay, great, Because I had a protracted argument with somebody
• 17:09
  Speaker 2: the other day about they're not argument a debate, an
• 17:12
  Speaker 2: academic debate about the benefits of note or no note.
• 17:16
  Speaker 2: And I'm a big fan of the no note concept too,
• 17:18
  Speaker 2: because if they do connect with you. Then that says
• 17:20
  Speaker 2: that they've reviewed your profile and they found some sort
• 17:23
  Speaker 2: of value in there. If they didn't, Okay, no big deal.
• 17:27
  Speaker 2: You can go back in and clear out all your
• 17:30
  Speaker 2: pendings that clearly somebody didn't accept. And I think it's
• 17:34
  Speaker 2: a ten days or something like that before you can
• 17:37
  Speaker 2: go ahead and send another connection request. Yeah, thirty days, okay,
• 17:42
  Speaker 2: all right, good stuff? All right, Well, okay, let's jump
• 17:45
  Speaker 2: into tactic number three.
• 17:47
  Speaker 3: Tactic number three, I would say, is be the chief
• 17:49
  Speaker 3: community officer for your ic PAY. So all of our
• 17:53
  Speaker 3: best clients are pretty intentional about this, where they are
• 17:58
  Speaker 3: consistently convening their ICP together. So we have a couple
• 18:01
  Speaker 3: clients who sell to HR, and it's really hard to
• 18:05
  Speaker 3: sell to HR. It's hard to sell to everybody. But
• 18:07
  Speaker 3: like HR, people really don't like to be sold to.
• 18:10
  Speaker 3: And so what several of our clients do is they
• 18:13
  Speaker 3: put on executive events with valuable thought leaders in different
• 18:17
  Speaker 3: cities all over the world, and then the outreach becomes like, Hey, Tony,
• 18:20
  Speaker 3: want to invite you to a intimate dinner with ten
• 18:24
  Speaker 3: of your peers that we're going to be having in
• 18:25
  Speaker 3: New York City, And we have this thought leader coming
• 18:29
  Speaker 3: and it's like, yeah, I want to go to that,
• 18:31
  Speaker 3: versus hey, come work with me for blah blah blah.
• 18:34
  Speaker 3: It's like nobody is going to ever reply to that.
• 18:37
  Speaker 3: And so my goal is to utilize LinkedIn, is to
• 18:39
  Speaker 3: how to take somebody from ice cold to a little
• 18:41
  Speaker 3: bit warmer and then like they're gonna hear about what
• 18:44
  Speaker 3: I do and hopefully they're interested and I'm gonna plant
• 18:46
  Speaker 3: enough of those seeds that good things are gonna happen.
• 18:49
  Speaker 3: When it's kind of related to number one, where it's like,
• 18:51
  Speaker 3: how do I become the person in my space where
• 18:54
  Speaker 3: every time somebody comes to something I put on, they're
• 18:57
  Speaker 3: gonna get value. So this is something I've been preaching
• 18:59
  Speaker 3: a ton of, especially in an increasingly AI world. It's like,
• 19:03
  Speaker 3: the chief community officer for your ICP inside companies is
• 19:08
  Speaker 3: a role that I think we will see more and
• 19:10
  Speaker 3: more of. And it's honestly a lot of the space
• 19:12
  Speaker 3: that my clients fit into is they are the chief
• 19:14
  Speaker 3: community officer for their prospects for that ICP. And I
• 19:18
  Speaker 3: think it's massive in an AI world where we can
• 19:21
  Speaker 3: send one hundred thousand messages spam messages and not get
• 19:24
  Speaker 3: a response.
• 19:26
  Speaker 2: Yeah, being the chief community officer, and this is so
• 19:33
  Speaker 2: critical because your community is ultimately what you're driving to
• 19:38
  Speaker 2: build on LinkedIn. You know, people say, oh, it's a network.
• 19:41
  Speaker 2: I say, it's actually a community. These are the people
• 19:44
  Speaker 2: that you like to engage with, you like to work with,
• 19:48
  Speaker 2: you like to collaborate with, you you want to do
• 19:51
  Speaker 2: business with. And I find that senior leaders are much
• 19:56
  Speaker 2: more responsive to Hey, here's a CEO dinner. We're organizing
• 20:01
  Speaker 2: with your peers, and you can get all of them
• 20:04
  Speaker 2: in a room. You don't even need to talk. They're
• 20:06
  Speaker 2: spending so much time enjoying talking to each other and connecting.
• 20:10
  Speaker 2: And then you become the person that everybody looks to
• 20:14
  Speaker 2: of Wow, I really valued the fact that you brought
• 20:17
  Speaker 2: me together in the room with a peer of mind
• 20:20
  Speaker 2: and I actually, you know, develop new business with them.
• 20:24
  Speaker 2: People really appreciate that when you bring all of them
• 20:29
  Speaker 2: together under one common purpose. I think that's a key
• 20:32
  Speaker 2: factor too, is understanding, you know, we're unified in purpose here,
• 20:36
  Speaker 2: and this isn't just random or random community of folks
• 20:40
  Speaker 2: that are just kind of all over the place. It's
• 20:42
  Speaker 2: building this unity of community and being the chief community
• 20:48
  Speaker 2: officer so when you're building out this community, are you
• 20:54
  Speaker 2: guiding your clients to intentionally create events, whether they're webinars
• 21:00
  Speaker 2: or live events. I suspect they're probably live events, right.
• 21:04
  Speaker 3: Live event, Yes, So we co create this and figure
• 21:07
  Speaker 3: out like what are the events, where are the events,
• 21:09
  Speaker 3: what should they be? And then we utilize LinkedIn to
• 21:12
  Speaker 3: invite people to these events, like people that have engaged
• 21:14
  Speaker 3: with their content, that have recently connected and so this
• 21:16
  Speaker 3: is a massive, massive part of what we do for clients.
• 21:19
  Speaker 3: And we work really well with someone who like they
• 21:21
  Speaker 3: understand this is part of their strategy and they're more
• 21:23
  Speaker 3: long term focused, Like we don't work well with the
• 21:25
  Speaker 3: person who's like, I need I need to schedule one
• 21:27
  Speaker 3: hundred calls tomorrow. It's like no getting conversations and good
• 21:32
  Speaker 3: conversations the right people and planting ten thousand business development
• 21:35
  Speaker 3: seeds and they sprout at different times is our methodology
• 21:38
  Speaker 3: and what we believe in. Like we spam blasting people
• 21:40
  Speaker 3: asking them to set up a meeting is never going
• 21:42
  Speaker 3: to work and not what we believe in. We work
• 21:45
  Speaker 3: more with the executive who puts on these events and
• 21:47
  Speaker 3: strategically invites the right people to them.
• 21:50
  Speaker 2: Now, who organizes that event. Is it something that your
• 21:53
  Speaker 2: team does or is that something that the client typically
• 21:56
  Speaker 2: does or do they use a third party?
• 21:58
  Speaker 3: The client that we work with usually has somebody internally
• 22:01
  Speaker 3: that helps to put that on. We help to get
• 22:03
  Speaker 3: people there, but like they had, the client size that
• 22:07
  Speaker 3: we tend to work with has that support in house.
• 22:11
  Speaker 2: Yeah, and folks that are listening, if you're not too
• 22:14
  Speaker 2: familiar with this, LinkedIn does have the feature where you
• 22:17
  Speaker 2: can create an event. I think it's company pages can
• 22:21
  Speaker 2: create an event. I'm not sure if an individual can
• 22:23
  Speaker 2: create an event, but the company page can certainly create
• 22:27
  Speaker 2: an event. And you can invite people to a live event.
• 22:32
  Speaker 2: You can invite them to a webinar, livestream. You can
• 22:36
  Speaker 2: invite also, I think out of groups, you think you
• 22:39
  Speaker 2: can also create an event. So when you're creating that event,
• 22:46
  Speaker 2: so your team then identifies those ICP looks through essentially
• 22:50
  Speaker 2: the executive's connections. These are first level connections, probably maybe
• 22:55
  Speaker 2: second some second level that you might be inviting that
• 22:57
  Speaker 2: maybe another trigger event. Maybe they ignored your initial connection request,
• 23:02
  Speaker 2: but you know, I think you can invite second level
• 23:05
  Speaker 2: connections to an event. If I'm not mistaken, you could
• 23:09
  Speaker 2: certainly send them a note a connection request with a
• 23:12
  Speaker 2: note if this is maybe the second time at BAT
• 23:14
  Speaker 2: for you, and just include a link to the event. Hey,
• 23:18
  Speaker 2: we'd love to see you at this event. Your peers
• 23:20
  Speaker 2: will be there. Here's a couple of connections that you
• 23:23
  Speaker 2: have that we know will be there.
• 23:25
  Speaker 3: So that's exactly that's like the type of stuff that
• 23:27
  Speaker 3: actually works. And I'm very pro in person events rather
• 23:32
  Speaker 3: than virtual Like inviting someone to a webinar, especially if
• 23:35
  Speaker 3: they're like a busy executive, maybe they'll accept, but like,
• 23:38
  Speaker 3: will they actually show up? I don't know, versus like
• 23:41
  Speaker 3: I'd rather do like a small intimate, in person meeting
• 23:44
  Speaker 3: that actually has like some ROI is more what we
• 23:48
  Speaker 3: tend to focus on.
• 23:51
  Speaker 2: Okay, great, well, folks. We've talked through three key tactics
• 23:55
  Speaker 2: on LinkedIn, especially for busy executives with Harris fannerof the
• 24:00
  Speaker 2: CEO and founder of linked Revenue. Harris, I'm just going
• 24:04
  Speaker 2: to summarize the top three tactics that you gave. Correct
• 24:07
  Speaker 2: me if I'm wrong, and add if I miss something.
• 24:09
  Speaker 2: But tactic number one is, you know, connect create content
• 24:18
  Speaker 2: that leads to connections. I should say, create that content
• 24:22
  Speaker 2: that is valuable to your ICP and be consistent every day.
• 24:27
  Speaker 2: And then tactic number two is harvest those farm and
• 24:31
  Speaker 2: harvest those relationships right. Get into understanding your ICP, who
• 24:38
  Speaker 2: they are. Connect with them blank request is perfectly fine
• 24:42
  Speaker 2: and sometimes preferred. And also use tools like Sales Navigator
• 24:48
  Speaker 2: where you can see trigger events for your connections that
• 24:50
  Speaker 2: may have moved to a new role. Perfect opportunity to
• 24:53
  Speaker 2: reach out, congratulate them, ask them what they're working on
• 24:56
  Speaker 2: in their new role. And then the third thing is
• 24:59
  Speaker 2: be your chief community officer. All of this builds up
• 25:03
  Speaker 2: by building out the content, the consistency, the messaging, your
• 25:09
  Speaker 2: top of mind, you're connecting, you're engaging. All of that
• 25:13
  Speaker 2: builds up to being the chief community officer for your
• 25:18
  Speaker 2: community that's driven by a key purpose to bring everybody
• 25:23
  Speaker 2: that's a leader in your community together in events, ideally
• 25:28
  Speaker 2: live events. Harris, you've been a pro in supporting us
• 25:33
  Speaker 2: today with your insights into LinkedIn and how executives in
• 25:39
  Speaker 2: the business development profession can really knock it out of
• 25:42
  Speaker 2: the park. How can folks connect with you follow your work?
• 25:47
  Speaker 3: Absolutely? Thank you, Tony for having me. The one caveat
• 25:49
  Speaker 3: to what you just said is for number one, with
• 25:52
  Speaker 3: the content. You don't have to do it every day.
• 25:54
  Speaker 3: I do it every day because I've been doing this
• 25:56
  Speaker 3: for five years and it's built into a habit. If
• 25:59
  Speaker 3: you're a busy executive, if twice a week is totally
• 26:01
  Speaker 3: totally fine, don't get overwhelmed by doing this every single day.
• 26:04
  Speaker 3: I just want to be very very clear about that.
• 26:08
  Speaker 3: If you've been doing this for a really long time,
• 26:09
  Speaker 3: you can start to do it, but like you will
• 26:11
  Speaker 3: burn yourself out very quickly if you go from zero
• 26:13
  Speaker 3: to one hundred. And that's I just want a caveat
• 26:15
  Speaker 3: back because it was confusing because I said I do
• 26:17
  Speaker 3: every day. Our executives do twice a week, some of
• 26:20
  Speaker 3: them are once a week, and that's totally totally fine
• 26:23
  Speaker 3: for the level of executive. People can find me obviously
• 26:26
  Speaker 3: on LinkedIn, search me, connect me, connect with me, mention
• 26:31
  Speaker 3: that you heard the podcast. Would love to get your feedback,
• 26:34
  Speaker 3: tell me what resonates, tell me what you like, what
• 26:36
  Speaker 3: you don't like, and then check out our website linkedsh
• 26:38
  Speaker 3: revenue dot com and appreciate you having me on Tony.
• 26:41
  Speaker 3: This was awesome.
• 26:42
  Speaker 2: Well, it was our pleasure, Harris, and for those busy
• 26:46
  Speaker 2: executives out there that have a challenge with being consistent.
• 26:50
  Speaker 2: You can be consistently great if you reach out to
• 26:53
  Speaker 2: Harris and his team at Linked Revenue. Harris, again, thank
• 26:57
  Speaker 2: you so much for joining us today.
• 27:03
  Speaker 1: Thank you for listening to the Business Development Podcast. Join
• 27:08
  Speaker 1: our free community of corporate partners and business development professionals
• 27:12
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• 27:16
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