Social Selling, Effective Emails, & Growth
Welcome back everybody to the zoo in 25 minutes on the podcast. This show is brought to you by all the colors of a note to self complete, is the very very beginning in my career way back. Now I was one of the social selling people. I know Jamie was pretty much the main guy at the time, then I know a lot of people in that spare you, but you had to know the sudden fig have people at a office in one of those. I was quite small little walk and then it's a bit different now so I'm sure we'll get into the hell. He's doing what he's supposed to be back. He can give me some some grief and tell me how we can do a better job site. And when I, when I left school, I joined the company. I was the social media manager, and basically, from that I fell into the wild of social selling. It was like the thing.
Really, I don't think it's much of a thing anymore. It's still like a practice as it's the thing that people do but people don't talk about it as much as they did that. So, how did you come to that point in your career? What you said, you know, we going to talk about this and it's going to be my thing from now, on. Mine was just a failure of a consulting company that was going nowhere. So long and the short 2010, I started pelting company jack-of-all-trades expert of nothing for two years. It floats around and I'm helping local Toronto businesses with that time there was this thing inside sales teams were just being built for the first time.
I saw in the summer, end of 2011 summer 2012. I saw the emergence of LinkedIn from a business development standpoint, and there's a whole longer story, but I would spend my nights reverse engineering how to use LinkedIn as if it were the telephone and email. And, I self-discovered that I could create pipeline for myself then I would teach others in Toronto how to do that. They were way more interested in what I was teaching them than actually my core services. Light bulb went off - I called it social selling and built the first kind of global curriculum on the topic. I, I fell into enablement, and within a year I was training Oracle and Thomson Reuters, and ADP, and it took off from there. So that I didn't intend to do it. It was a force function of a lack of pipeline for myself.
Right? Sorry that led you into basically training in those types of things, a whole lot of content and that was I would say five years and put in my crib that maybe that was a bit before I started. But that was a good five years by social selling, was the red Whitehall thing and then for some reason or maybe the wike social and kind of sound a bit strange. But anyways, so what did you do during that point? But why would why were you what were you doing? And I'm sure we'll get to buy. Y'all know a few companies, could put it into a framework that is fit for Global Enterprise. Golden Market companies for outbound account, they still development role. Do social selling, people were doing bits bits and Bobs of tips tricks and tactics, but a lot of it was teaching people to develop social profiles and share content.
And that works as a good solid in down strategy, if you're a precede seen round series a company that we're we're inbound. Flow is the majority of your leasing a picture that your Microsoft and all the sudden, the average seller is a complete outbound Cellar and everything needs to focus on a territory, a Google account. Framed. It, and we took social selling really thought of it as a prospect and we kind of went into the right social selling, the tactics would become free and commoditized on the internet. They don't work for every Rule and every situation because this is not inbound, social media marketing, this is true just prospecting in a completely fast-forwarded. What if you thought of it as a bell curve of early,
Adopters to kind of core function all the way down to laggards, covid. Made us all become quote, on quote, social sellers overnight. And so now, if you are not digital prospecting, your social selling, will you just not in a modern economy?
It's funny that you say that because until I joined the softball two years ago, I never made a copy of my life he ever sent emails, but my primary was always social media. I don't know why I just default it to it. Maybe it's like Asian the time of my life. I spy my career and just a province of what I was probably been, but I saw it off of, you know, we need new clients in the recruiting spice. Well, they're on LinkedIn, I got that right. It's just that obvious and the bus line obvious to me, but I know if she for people who are going out for cocoa in it, it's a different part for sales job was literally, as you said, and account-based, super duper Enterprise company on contract. So that was something that was with. We have to get five appointments a week with LinkedIn choice of running late, and we never missed. Once the problem was, they didn't build that skill. I do cuz we were outsourced so much as we got the appointment. They might as well just got any appointment from any channel and put it would have gotten more.
Doing a mix of channels, Robin and just social media as well. But I couldn't adopted because it was done for him. We should have been like training or a walk in with them and walk shopping and then other things. But it did work and then they had a problem of what to do with the late because they didn't understand how we do on them. So I totally was not with all of that kind of thing. So it's a little bit more than that cleavage wild. Why everything has changed and now you're doing something a little different. So let's go Global customers around the world and it's amazing how pareto's law rears its ugly horns. And what I mean by that is darker used to do a study on the percentage of sellers eight players, be players and CD players. As you always think that you can debunk that missed approach as long as it holds true, 20% of sellers Drive, eighty percent
20% of sellers will take new enable skills and run with them. Another 50% will begin to piecemeal parts of it and then you'll have 30% with it. So long, the short were teaching sellers. One of the most basic sales place, or teaching is called the sphere of influence, which means you take a happy customer of yours, put them in the center of a sheet of paper and draw a circle around it then draw spider webs. Coming off of that logo, let's say that logo was Yeti water coolers. Now all the sudden you're looking for customers on the move, people that believe that account. But sellers would say, I can't do this. I can't keep up with monitoring this information. As a global centralized business with thousands of customers, and thousands of prospects people in jumping from one territory.
1 verticals of the next. I can't possibly do that. Would you do this for us? So we we looked at the training business and said, what if we also created for business? So you are both enabled and we give you the answers to the test. So we created a software company called pipeline signals, that monitors, every customer, everyone who gets hired everyone. That leaves. And most importantly, did they come from your customer base? These are called your fans or your Advocates. We wrote that any sales tool could be vanillasoft Salesforce, HubSpot Groove, doesn't matter the tool and the seller. Now hasn't campaign of sales intelligent among the other forms of sales intelligence. They have
to make the most important decision around Prospect, which is decision-making, around account selection and account prioritization. We are giving them the opportunities to talk to customers on the move, which helps selected prioritize accounts for them.
Okay, I'm going to ask you a different question than my favorite skill in sales and something that I think I'm going to do is get better but this is where any good Cody mobile comes freaking great or just stays good. For example see the ability to net action to relation to something else is where things get interesting. Sorry trigger event such as funding round customer leaving and going somewhere else. If you just said something with knits seven towards the reason for connecting is
Paramount, I remember in school when we, when we were doing our exams, we would always have to, we would call you. So I guess you're going to get an average great, you just going to reference the, the quote in the book. What if you're going to get really great, what you going to do, is draw that line and it's the exact same thing. I, for some reason that always sticks out of my mind, how do you teach you for the do that so I can dye stain and watch the do it? They have incrementally better reply rights. They have so much more ability to communicate things on that cruise and obviously, that creates more deals for them, which is probably why they're going to 20%. So I will say something, maybe a little controversial to how we stitch this together. I believe the value of the message is not the stitching. On the fact that you and I went to the same University or congratulations on your B round graduations on your new job. You just came from our customer Apple.
That is the opening line to the email. The LinkedIn message. The Icebreaker
The substance of the message actually sits in what's called the value exchange. The value exchange means that Ollie, I want to book a meeting with you. What you have to give me, the only thing you have to give me, is time. The thing that I have to give you in exchange is knowledge about something you don't already know. I need to push you off your status quo. So, the main part of this message has to be that I need to, I'm trying to, earn 30 minutes of time from you, and in doing so I need to give you something. you don't already know. And, so you need to give insights that could be wrapped in a video, that could be wrapped in a PDF, or a landing page, that could be a study, that could be competitive intelligence, that could be - for us, we give free signal. So, I would give somebody - by the way, here are 2 of your customers that are on the move. Did your sellers already call these people? these
So I'm in the process of asking for time, back you go, nowhere. So, that's my take, is that what you describe is, the knitting of the connection point is important because it justifies the opening statement of your message, but that's not the real meat and potatoes and drives the actual meeting.
I agree but I also think it's a little bit how you say it. So if we're example, if I was the guy and then I'm going to send you a cross, but if I say, I'll do two examples of the Bible being, hey, Jamie, congrats on your new job. I send you some pipe when signals pretty crappy website it. Or if I got a new job, you probably want to stop for the buying like you're a senior Post in the company of singing along way, but you want to stop for the bang, he's a quick waiting for. You low hanging fruit, his six customers that you have with your looking. All the companies are leaving. Talk with you in a way you phrased that in such a way that I can now buy into it. Cuz for example, if I have a good friend of mine leaves the company and they start a new one, if I emailed them, and I said, congrats on the new girl, on the new job, whatever it is. They might meet with me. Like I'm relationship bases. But if I don't know them, they'd think that's it. Companies as well. If you doing this for customers,
Lots of customers and the likelihood of glasses that, you know them very well. So you go to have much more like trimming on it and address. Not, well, he's a for art message framework. I gave you the top piece. The Icebreaker statement is the connectivity between you and them, whether that's a personal level at 8, last customer level at a, I've done a little bit of homework. You just raise Capital level the second piece that before we get into the value exchange is the value creation. I believe there's only three ways to drive value for anyone or any company. I either make you money to save you money and, or mitigate risk risk of failure lawsuit.
Close down your business, whatever it is. So I quickly would wanted correlate, your congratulations on your B rounds. What I'm about to give you or show you that. I know that I'm freezing. This is, these are opportunities, that will open doors three to five times faster, or make you more money. I've got to get to the awesome moment of value creation for them, and I didn't always better to focus on the person. Like, what do you think that rule value creation for that role is a self-serving? That's where I would. So, that's, that's where I would flow from the Icebreaker to the value, creation value-exchange. And then, the cult action,
Like it became. So I want to watch the. I've seen lost it from like viruses abyss and embarrass the greatest success. I think it looks like we're seeing a large degree of your success comes down to how you apply it. Body body, body body knows about Outreach. Outreach is having common. When they're doing this type of thing today. Still, I just throw up the event and hopefully meeting of all the kinds of things to do while they're trying to use it well but they're not actually doing it is different. That's why coaching 21 style, there's Frameworks. But then they're saying this is the the greatest message ever for me. What I tend to delete quick lack of brevity do people who are because you remember most of the time, I'm viewing this off of a mobile device.
So if it can't fit, and if you really have to think of the framework of an iPhone, they can't sit within top of the fold of the iPhone. I'm going to pass by it. Number two is I'm a sucker for extreme person at personalization when I think of the things I bought for sales for life or pipeline signal many times, they're accompanied in a video format, doesn't mean that your buyer, the Chief Information officer. Chief Financial Officer is going to be into Loving video, but it is for me because I'm a visual person, I watch YouTube. And, and so video for me.
shows me that you actually really do, believe that you can add value to my business and I should pause for a moment to learn
I'm a visual person to be a video is wax me questions and I'm sure there's plenty. Every company's got loads of them. But what were some of the last? Because there were two three million dollars in a couple years.
I'll tell you where I thought I wasn't repeating a mistake and I did in reverse the make spiced and seals for life. We built a Content marketing engine first and only know about dessert at $3000000, but never really had the financial Acumen to understand the LTV ratios. I woke up 5 years in and my marketing, spend with $800,000 on at my cost acquisition. And my, my pay back. So out of whack and I regretted not building and outbound function as well as we start pedaling signals and we built we built a function first. Got to ask you all had a fantastic but now here in regret that we didn't because we consider ourselves were for so good at building in Mountain machine and content machine.
We'll get to that later but forgetting that is basically like planting a tree. When's the best time to plant a tree 20 years ago. Second-best times today, what I would have inbound slow one year later. As in this moment in time would be fantastic start and I regret not building that imbalance low. One year ago when we started.
It's funny how you did it the complete opposite so probably did look the same but it was just what I did is neglect inbound traffic. Okay. I'm going to do my last question that says, I said to stop and then we'll do the at the last final question. You're a listener. You listen to podcast. What do you like, what? You just like? I promised not to cry shown at a promise but they serve a part of the market that is rarely discussed. If you listen to up faster in all these sort of, they're always talking about stealing the hundred million dollar business, trying to get, I'm trying to get 10 million. There are I would bring on more, guess I would bring on more opinions into
Cycle of the shop that we got off. Thank you very much. I'm so lost to you. I know that you listen to the podcast, that's one thing. But how do you solve education, like what it? What are you trying to do. If you a visual person. So maybe they YouTube, that's why I do. So I listen to I have seven podcast in rotation. I listen to at least one or two podcast episodes. Every morning, back up, I get up at 5 a.m. everyday and I really start consuming content to audio from about 5:10. I have a shower speaker for the next couple hours. I will see you, a couple podcast episode and I chip away at a book a week. So, ironically the way that I retain knowledge, I never buy physical books even though I wrote to, I only list,
Truaudio is the only way I can remember.
Me too. I find play every now and then one book so I can do it. But I called their kids to stay off that. But a comedian for me. But but I just lost one Jamie. So why can people find out more about you and what you doing with my pain? Signals simple, go to pipeline signals.com, we're here to get you more a path that leads into. That looks like this guy in the footnotes that Jamie Shanks. You put that in connect with you on my desk. All right, well, thanks to things are much for coming over much appreciated. I know if that is the end of the show you. So make sure you like, it's describe whatever you're watching your own, pretty much, every possible know there is before we even linked in life sometimes too. So if you do, my life is described, leave a comment. If you enjoyed the show, I want you on the next one place. Thanks.
In this episode of The 0 to 5 Million Podcast, Ollie sits down with Jamie Shanks, the founder of Pipeline Signals, to discuss the ins and outs of social selling and the creation of Pipeline Signals. Jamie shares his journey in starting in social selling and the importance of value exchange in messages. He also delves into his 4-part message framework and what bad messages have in common. Tune in to learn from Jamie's expert insights!
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