Sales Hustle is now Sales Transformation
June 2, 2021

Episode #105 Sell Is To Serve At The Highest Level with Marcus Chan

Joining Collin Mitchell in this episode of the Sales Hustle Podcast is Marcus A. Chan. Let’s hear from Marcus as he shares a cliff version of how he got into sales and more importantly, he divulges some sales techniques in this episode especially in the area of how to use LinkedIn the right way to help you sell and connect better.

Marcus Chan is the Founder and President of the Venli Consulting Group, a professional training and coaching platform that specializes in helping businesses, sales professionals, sales leaders, and everyone else who wishes to achieve supercharged results. 

A professional who achieved a lot in the course of his career, Marcus is an Executive Member on the Forbes Business Council and has also been featured in Forbes, Yahoo! Finance, MarketWatch, and LinkedIn Top Voice. He’s also recognized by Salesforce as the Top Sales Influencer to Follow.

Growing up in a scarce environment, Marcus put himself through college earning his MBA a few years into the workforce. After achieving the point where he’s leveled the playing field, he eventually got the chance to work for two international Fortune 500 companies and was promoted 10 times in the 10 years he’s worked for them. During his 14+ years of tenure in Corporate America, he won countless awards and has been ranked in the top percentile every single year and in his last role, he led one of the top sales regions in the company with over 110 employees. He was 22 when he built his first multi-million dollar business and when he was in his early 30s he led a team that generated over $700+ million dollars in contracting new business sales. 

With the tide of his success, Marcus eventually left the corporate world to pursue his passion of wanting to do something greater and to give back to the world. 

Learn more and connect with Marcus Chan through the below links: 

Join the Sales Hustle Community! Text “Hustle” to 424-401-9300!

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Episode 105 - Marcus Chan

Welcome to the sales hustle. The only no BS podcast, where we bring you the real raw uncut experiences from sales change makers across various industries. The only place where you can get what you're looking for too. Uh, your sales game today's episode is brought to you by sales cast sales cast helps sales professionals transform the relationship building process and win their dream clients.

[00:00:30] I'm your host, Colin Mitchell. All right. What is happening? Sales hustlers. Welcome to another episode. Really excited today. I've got Marcus Chan, uh, for today's episode. He's the founder of the, uh, Finley consulting group. He helps B2B sales professionals sell more. And sell better without needing years of experience through his coaching and training programs, Marcus, as an executive member of the Forbes business council and has also been featured in Forbes, Yahoo, finance market, watch Salesforce and as a LinkedIn top voice for his results.

[00:01:05] So definitely going to be dropping some fire today. Marcus, welcome to the show. How you doing? Call us up, man. Excited to be here. We're going to drop some bombs. Hopefully for you sales hustlers out there. Be able to execute right after today's podcast. Awesome man. I'm excited. I know that we're gonna have fun.

[00:01:21] Uh, so just before we get into what we decided to talk about today, uh, which we literally planned like 30 seconds ago, uh, is how to use LinkedIn the right way. And we're going to jam out on some top of funnel stuff as well, which are topics I know you love talking about. Uh, so give the sales houses just a short version of your sales story.

[00:01:40] Yeah, super simple. Right. So first off I wasn't a, one of those born salespeople. I actually grew up with a speech impediment. Uh, struggled speaking for years, had to go to special classes as well. And I got into sales. It was purely by accident. Um, just got into it. Well it's in Charlotte. Be any good or not eventually, uh, figure it out.

[00:01:58] As B2B sales directly, a direct sales, a phone work, email cold calling cold, the profit to close everything full cycle. Fortunately, I had some pretty good success. Got promoted 10 times in 10 years in corporate America. A lot of fun. In my last role at a large sales org of a hundred plus employees, we did about nine figures a year in revenue, every single year.

[00:02:17] That was pretty cool. And then, uh, I decided to quit all of that and start my own business about 19 months ago and go all that, help him, BB Salesforce, sell it, earn more. And it's been an incredible journey since challenging, before fun. But that's my short version of the sales story, because it could easily be like a 30 minute conversation, but I cut down just for you.

[00:02:36] Yeah. I always have to preface to keep it short because you know, salespeople, it's hard to get them to shut up sometimes. Um, no, thanks for, thanks for giving us a little context there and setting the stage. Uh, so I'm curious, was there any like mentors that kind of helped shape you in the beginning of your sales career or, uh, you know, what has kind of like molded what you're now teaching folks?

[00:02:57] Yeah, so I think early on, um, you know, when I was struggling, it was really tough because I was in a structured event of a big company and there wasn't. You know, all the people that I was assigned mentors and stuff like that, they were like, There's a good blind leading the blind. Like they, they'd never done the job, never done B2B sales.

[00:03:13] Hadn't sold for years. And they were like, Hey, it's a numbers game. Just, you know, you know, smile and dial, you know, the more, the more handshake, the more money you make. Very, very old throw some shit on the wall. Yeah. Right. So I'm like, okay, that doesn't make any sense. So early on some of my early mentors were like, just these authors of books, like reading books, like somebody and it wasn't about reading and doing these old school taxes, but was understanding.

[00:03:35] Sales psychology and like human intelligence and how people actually profit, how people actually do buy, you know, so books, you know, some of the classic thing of Brian Tracy Zig Ziglar to started going into like, you know, Tony Robbins, you know, waking the jot with thin to read books about emotional intelligence and how people think that was really, really key early on.

[00:03:52] Um, and I had other mentors from a bar business life perspective that was key. And that really helped me a lot, but yeah. A lot was really trial and error. Roll down was a lot of trial and error to kind of figure it out. Um, and that was hard. It was really hard. And I think this is why I believe some people quit sales because easy and easy out, low barrier entry, easy in, easy out.

[00:04:12] So, uh, fortunately I stuck it through and, um, I was able to have success and then. Um, I was also really fortunate a sense of, because I got promoted pretty early on learning how to understand how I did, why it works, forced me to figure out a systematic way to produce it over and over again. So that was key, but a lot was trial and error, especially early on.

[00:04:33] I wish I could say it was one person for sales, but it really wasn't. I mean, it was a culmination of trial and error learning from experiences, reading books, opening my mind, expanding it. I definitely tend to conference and stuff too, but that was more overall like personal development versus just sales by itself.

[00:04:47] Yeah, no, I love that answer because, um, my experience is similar. I didn't have any, you know, like big mentor. I was just, I'm kind of a stubborn person. So sometimes I gotta make a lot of mistakes and learn from them to get better at anything. Um, and, and, and it's serve me well, but that, you know, for sales, hustlers that are listening, like if you're struggling in your role or you're just like, don't have that mentorship, like just.

[00:05:08] Keep doing what you're doing and like learn from those mistakes because they're extremely valuable. You know, a lot of people can get frustrated or let it like totally throw off their mindset and like sales isn't for me. Uh, but if you stick the course and learn and use those opportunities to get better, um, it can serve you well in the long-term.

[00:05:27] Yeah, I think on top of that too, selling today in 2021, the Thomas recording is so different than it was when I started, um, in 2007. Like there wasn't it wasn't cool podcasts like this right there. Wasn't like LinkedIn was like a recruiting platform there wasn't yeah, there wasn't really a sales blogs out there.

[00:05:44] There wasn't these tools and resources. All that. It was old school books put out there and people who never sold before. That's all that it was. So it's just a different world today where, you know, if you do your homework and you find the right people will fall on LinkedIn, you'll learn way more from that than probably when you and I started sales, where we were forced by the nature of the environment, you just have to figure it out.

[00:06:05] Yeah. Yeah, no, that, that's a great point. And that's why I think, you know, anybody who's maybe struggling to hit quota or having a hard time in their role is you've got to take ownership for your personal and professional development. And I love what you said is that you, you know, a lot of things that you invested in were.

[00:06:23] Actually your personal development, which actually feels your success in your professional, you know, your professional success, which I'm a huge believer that like investing in yourself personally is going to make you better in your role. Um, but you, you got to take ownership, you know, like Marcus said, sales, hustlers.

[00:06:39] There's so many resources out there today. Like you really have no excuse. And Hey, you're investing in yourself right now, if you're listening to this. So, so kudos to you. Uh, but there's lots of awesome people on LinkedIn, like Marcus and other people that you could follow that give tons of stuff away for free.

[00:06:57] All of the time, even if you can't afford their surfaces, uh there's you know, books and blogs and other great podcasts, like there's so many resources that you could use to get better. Um, it's really awesome on you. If you're not hitting your number. That's exactly right. I mean, you know, in order to acquire the right to have a sales knowledge, there's really like three ways to do it.

[00:07:17] Number one, you take the time to do it just as trial and error. Right? That's what you and I did. Okay. Oh, hello. It's really painful. Number two, you pay to acquire, right? So you're paying people to quiet their knowledge, right? That's mentorships programs, et cetera, or number three, it's a mixture of both.

[00:07:34] Like for me, even for my own, my own business, it's a mixture of both is there's childcare for sure. Which it's costing me time. And there's me spending lots of money to invest. Like for example, this year I've already invested over $20,000 in my own mentors and coaches, I pay to help make me better.

[00:07:49] Because again, I'm trying to expedite my speed. Cause time is greater than money. So I want more time. So I'm paying the money to get the time back. Yeah. Yeah, no, that's a great example. Uh, all right. So let's, let's dive into a topic that you, you love talking about how to use LinkedIn the right way, and maybe we should start first with.

[00:08:13] What not to do. Yeah. Yeah, absolutely. Right. So, um, the thing is what's key. Understand is LinkedIn is a tool, just like any other tool out there, any other sales, enablement tool, whatever tools are you using for your, for your business, for your pipeline, understand that. And if you use it right, it's amazing and you can build an incredible pipeline and results and generate a ton of revenue and commissions for yourself.

[00:08:37] If you use the wrong way. It's just a crappy tool. Okay. So that's the person you understand. And a lot of times what I see and unfortunately it still happens. Nonstop is number one, people are just first just. Blankets, spamming people. So very generic template, a message, again, sent out very common. They're like, okay, I'm going to, I'm going to set as many as I can be as template to messages.

[00:08:58] And I'm just gonna see what sticks and there'll be, there'll be either a full pitch message that that's what they do. That's the first thing. Okay. The second big mistake I see people make is they, you know, they say, you know what? Oh, I heard you can generate inbound leads, sort of putting content out there.

[00:09:14] So they just start like, you know, sharing company, blog posts, you know, you know, webinars, companies doing all, whatever, and they're hoping again, they can get inbound leads. You know, those are probably the two biggest, most common ones I see. Or number three, they don't do, they don't do anything with it. So that's also a mistake to always find the most common ones.

[00:09:32] Um, fortunately. They're all very much fixable. So there's many ways we can tackle. So I'll let you guide me whichever, whichever way you want me diving. In first, we'll dive in my favorite, which is the big, long spam message in your DM, right? Typically asking for your time, adding zero value and typically is even too long for you to give a shit to read.

[00:09:57] Uh, Sometimes it comes with a link for you to book some time in that first message. Um, everybody's seen these before and LinkedIn has now thrown a wrench in, in that game plan where you can only send a hundred a week. Rather than a hundred a day. So you don't have as much shit to throw at the wall these days on this tool.

[00:10:20] So let's pick this one apart first and what should people do different and what's working and what do you teach? Perfect. So our number one, before we do any of all that, right? If you think about this, um, when you get first, get that message, whether it's a long, crappy messenger sending out okay. Or a really good one, they're gonna check a profile out.

[00:10:36] Right. So at that point, um, if you are saying directly a direct message, that means you're probably connected, ready. So it's not InMails. You actually, you send them a direct message. So you connected with them. So they probably took your profile out and they're like, okay, they don't seem like a spammer. Now, if you want to increase your chance of them actually responding, you want to make sure your profile is highly optimized and why mean optimize.

[00:10:57] It has to be able to show them you are a person of value and you can truly help them. And you're not going to spam them. Be super annoying. So that means everything from, you know, do you have a good headshot that looks professional is what they're looking for. Right? Uh, your banner is a clear how you can truly provide them a value, add your tagline.

[00:11:16] Is it clear exactly what you do and how you can help them? It can be funny in there, which is totally great move as well. Your about section, you know, your summary, your, your historical war, where you work, the feature section, all of that picture is basically a sales page. Like if you do a good job with that, then when they kind of glance through like, okay, Pretty reasonable.

[00:11:35] Now, after you messaged them, they're probably gonna check out your profile again, because it'd be probably his glasses. Now they look at my look in more detail. So again, you want to be able to showcase you are a valued tubes. First, number one, optimize your profile. So if your target market was to look at your profile, like, Hm, this person potentially could help you.

[00:11:52] Maybe it's now maybe it's in the future, who knows, but they see value number one. Now, when you send your message, um, the second thing before you even send a message is number two, number two. Are they the right ICP, ideal customer profile. Did you actually do a hyper-targeted search of the right people?

[00:12:10] Really important? So sometimes it's like the searches to Jack. That's a small, deep detail that a lot of people miss Tony. I get messages where people are referring to me as an author and I'm like, haven't wrote a book, but yeah, yeah, yeah. I've got like, Hey, I see you work at a four, but I'm like, I don't work at Forbes.

[00:12:29] Like, like it just says I'm, uh, like it's a totally different thing. Okay. Like they'll pay me any money I wish. Yeah. So, um, so make sure, yeah. It's an actual well done hyper-targeted source and that could be a Boolean search. It could be a whatever. So just make sure you have a very good hyper targets or so your list you're building in there is the right person now a third.

[00:12:54] So when you're sending that message, I'm a firm believer. Um, and let's, let's assume you get to send it via the regular inbox instead of sales navigator, in case you don't have sales nav. So if you are sending them a message within your regular inbox, I highly recommend the first message is actually a video message.

[00:13:09] Because this will cut right through the noise after the connection, after you already connected. Correct. After this could be. So this could be. Uh, if you've just connected with them, it's technically the second touch. If ruts, you are already connected maybe in the past, the first touch of, you know, trying to drive the conversation or 100%, 100%.

[00:13:28] Yeah. It depends on where you are in that state, because maybe you even engage on their content a bit, a little bit awareness, then you send a connection request and now you're going to send a message. So that first message you send them is really, really important because this is your opportunity now to really.

[00:13:42] Cut through the noise. So that's why I recommend the video function in the fastest way to cut through the noise. And I recommend about a 20 or 32nd video. And your goal there is there's no pitch in there, but I'll really recommend dropping something of really high value for them, but the very, very soft call to action.

[00:14:01] So for example, let's just say you are targeting an HR exec. Okay. And by the way, what you give them, shouldn't be like, You know, it shouldn't be something that's like, Hey, Hey, Booker calls me that that's not, that's not what they're looking for. Okay. Like, let's just say not a good call to action, but you think about what are the pain points and HR exec has maybe it's, what's called.

[00:14:24] Turnover, right? I mean, if you pay attention, the great resonation is coming right now, right. For, you know, for everyone. So maybe turnover is a big topic. So maybe your company, even though maybe you sell an HR software, but maybe they put together a blog post, you know, maybe a year ago, who knows? That's like three tips to reduce employee turnover that costs you nothing that could be, imagine HR exec.

[00:14:46] Okay. So let's make it somebody up. What else would be a value to them? So you take, you take your phone out. IOS. Andrew does not matter to hit the plus side to do a video and you record a quick video and it might sound something like this. It might be like, Hey, call on Marcus here with ABC HR software.

[00:15:02] Hey, thanks so much for connecting. Hey, the reason I'm reaching out is my goal is give massive value for HR execs. And actually we put together a blog post three tips to reduce turnover that cost you nothing. I thought you might enjoy it. Check it out, have a great day. See ya. Boom, send it over to them.

[00:15:17] Have a little bit of copy below very short amount of tax in case they watch the video or they can watch the video because they're starting to buy loud noises or kids or whatever. So that way they can read that as well. Really quick. It's a very short, easy text, easy to read, no scrolling. Okay. Boom. They get that.

[00:15:33] Now your chances of them opening that up and watching them like, oh wow. They stood out. Hmm. Hmm. Okay. That's a value. Uh, now question, are you sending them the link to the blog? Yeah. Link a link to the blog as well. Exactly. Right, exactly. Right. Or are you waiting for them to say like, oh yeah, that sounds interesting.

[00:15:51] And then send them the link you could do either. So if you, if you want, I both work pretty well. Um, this way, you know, it depends on them. If they're like a really cold prospect, they haven't, they know nothing about you maybe, but for a small company, I find sometimes it's nice to have a little bit of credibility that they click on it wherever they go.

[00:16:07] Hopefully if you're coming on a good job, it may nurture them some more. And there's other really valuable content on the blog site or wherever you're sending into that can really nurture them even more. So that's some of the top of funnel content that they could see like, oh wow. And they might go down a rabbit hole potentially again, more and more nurtured by some of these articles.

[00:16:26] It's like, oh, you read this article. Maybe you'll see this post. Interesting too. Oh, you actually know what that is real interesting before, you know, it, maybe they consume 30 minutes of content and now they're more open as a result. So we don't really know. So you can go out of the way. There's no right or wrong test it for sure.

[00:16:40] Because obviously. If it's, if it's a really crappy article, it's not going to convert, like if it's a general value high value, and if you wanted to do a little bit of a longer video, you could give him a little recap of what to expect in there and let them raise their hand before you send it. Because if they're, if they're super cold and you just connected, right.

[00:17:01] Um, Sometimes sending a link could come off, even though you are really like genuinely trying to add value. There's so many people before you that have unfortunately ruined it. So you send them a link and immediately, you know, they can kind of like shut down and was like, oh, I don't want, I'm not interested not going to read this, not clicking this that's exactly right.

[00:17:22] This is why the tests are right. Was also key to understand too, is how you deliver on video is key too, because let's say you're shitty on video. Well, number one to work on it. Okay. Like, like, are you looking in the camera? Do you have decent lighting? Are you bringing the energy? Does your background convey your pro or an amateur?

[00:17:42] So like, let's say for example, like, I don't know, like you're, you're like, uh you're um, you're, you're in your apartment and you have like pictures of like, I dunno, weird stuff on the wall or something like we had posters or Andre, Bob, Molly smoking a joint, I mean, was my war for some industries, but if they're like a really conservative and the mother who is this.

[00:18:04] God cow shoot me as the video. So just be really caught be it. Yeah. What angle? The angle of the camera matters? The lighter matters, uh, even, um, I had Mario Martinez on not too long ago and he told me a little tip that I never really thought of before. So many people, uh, tend to just smile, like, you know, uh, right in looking at the camera.

[00:18:25] But you know, when you send that video, there's a big play button right in the center of your face. So it's not as inviting. So you actually want to go like. Out of frame a little bit and smile that way. When they see the video, they can see your face with the smile rather than just your face with a big play button, the middle.

[00:18:42] So, you know, little, little, little, you know, I don't know how much of a big difference it makes, but those small little details add up. You know, if, if you're following all of those things, you know, maybe you get 10 to 20% more people to watch your video, which could make a huge difference. Totally, totally.

[00:18:58] And it's like, and think about even the vibe you bring on the video. Look, if you're like, Hey Colin, thanks for connecting. I'm like, okay, that, that dude's super boring. I don't want to talk to him like that. Like, I mean like, like do you, I don't care what you sell. Like you can be selling the most boring thing in the world, but do you have some energy and enthusiasm in your own way?

[00:19:20] It's authentic. And real to that person and doesn't have to be a perfect video. It's okay. If you don't say the right thing, or if you stumble over your words a little bit, but just be real, laugh it off, keep going that people will know better if it's not perfect. Totally. Totally. So I'll do video, like maybe my kid who was like right behind me, you know, like that's always a fun thing to express.

[00:19:38] If I know they're at a dead demographic where they're most likely to have kids. Huge connection right there. Oh, you know, he's so cute, you know? Oh, she's so cute. Well, it's actually a boy. He's got long hair and it's funny right now we have a conversation going. Right. So yeah. So again, um, those things really matter.

[00:19:54] All right, because that now leads to, you know, like, you know, if you, if, if he did an interest, well, Hey, you know, if you're interested, let me know. I'll shoot it over to you. Yeah. I am sort of cool. Now I have a little bit dialogue. Now you can open that conversation a little bit, right? You send it over. Cool.

[00:20:07] You wait a couple of days. It's so much easier now to, Hey. What did you think? I'd love to get your feedback on that? People love the word feedback. So now you're, you're naturally open to more real conversation. So that's, that's, uh, that's, that's how you do a mess message like that. Now, if you are using sales navigator, um, you know, and I should, I should clarify too, like for some people, when they do in the inbox, they will use a third party tool.

[00:20:31] Like, you know, like, you know, a BombBomb or video card loom. Those can work too. I've tested both. I've found. Native and the app is still the highest, highest response rate, just because I think there's lots of friction of having to go somewhere else. Right. Probably because the LinkedIn, like you mentioned, so I found for you native and app, it's the best, but if you aren't sales navigator, you do have it.

[00:20:53] You can't do a video natively in the app, so you have to do like a video or something else or, you know? Yeah. I honestly don't know how many people are sending messages and sales. Now I get them occasionally. But, uh, they do come off as a little spammy. So, you know, as, as coming in as an, as an InMail, you know?

[00:21:14] Oh, wow. Yeah, I wouldn't do it in mail by the way. That's a great point. So if you are using sales navigator, uh, why means specifically is don't send the V in mail. Um, you still want to be connected with them first, so connect with them and then send a message, but you need to send it from the regular inbox, not the sales nav inbox.

[00:21:31] If you want to use video. Yeah. Well, you can do. I mean, if you do sales navigator inbox, it just has to be a third party app. That's that's the only thing. If your inbox is it's, it's clunky because like you build a list and sales now, and then if you are going through in that list and now messaging the people to have to go.

[00:21:50] Into your phone now. And it's, it's clunky, it's clunky, but sometime that you won't be hyper efficient. You're like, okay, you know what? My energy is high. I've had over last week, 50 connection acceptances. I'm going to spend all day today, filming videos. It's a little bit easier to be like filming on video or Lucas.

[00:22:07] You can pull up their profile, they can see themselves. And bones nice and clean. So there's, there's nice things you can do with it as well. But again, I don't, I don't know why it's a LinkedIn, but regardless of LinkedIn, what's up to inbox. What's the, what's the deal, dude. It's confusing. Fix confusing. Like, you know, it's, that's what happens, but that's, um, that's how you do the video piece.

[00:22:26] That's really, really powerful for opening conversations. Cause obviously if you split sprinkling other pieces of a touch, other touches as well. So as a phone call or email in between, depending on that and, and interacting with them. Their content, they are posting it. Now you create this omnipresent feel around and you're building awareness and trust because sometimes it may require eight, nine different touches before they even respond to your first video.

[00:22:50] And hopefully in the perfect world, they watch it. They respond immediately, not always the case sometime you still need to continue to nurture and guide, move to get them to be more open to at least a conversation. Yeah. Yeah. And there's a detail that you mentioned a few times that I just want to make sure sales, hustlers don't overlook is everything that you've been talking about is driving with the goal of having a conversation that's right, right.

[00:23:15] Not the goal of. Booking a meeting, not the goal of like, you know, the, it is a total mind shift of like, yeah, you need to book the meeting or get the demo or whatever the case is. But w when you focus on just connecting with the right people, adding value and driving conversations, it actually becomes a lot more fun.

[00:23:35] It totally does it totally does now. Um, and then the next thing is, um, I think a key thing to talk about if you're open to is talking about how to use content to help with that, because yeah. So you talked a lot about like really dialing in the profile, make sure that you're using all of that real estate from the headline to the, you know, to the banner background, you know, good headshot.

[00:23:57] Featured content about, you know, all of that stuff, get that dialed in so that when you do connect or send that message, you look like somebody who's not gonna, you know, send them a bunch of junk or stuff with no value or just ask and not give. Right. So that's number one, before you even start messaging people, right?

[00:24:15] Messaging people in the right way, using video, following up, don't expect everybody to just, you know, don't send 50 videos and nobody replies and be like, damn video doesn't work. Yeah, you still might have to follow up three or four times on the video, or even send a second video to get them to pay attention.

[00:24:32] Because if, if, if you've used LinkedIn at all, you know how frustrating the inbox is? It's hard to stay on top of it. It feels good. Some people don't check it. Some people get too many, you know, you see it on your phone and then you get busy and you do something else and you forget to reply like. Yeah, you got to bump that thing back up to the top.

[00:24:53] That's exactly right. That's exactly right. It's just, um, it's a lot of times people will say, oh, I tried a video. It didn't, it didn't work well. Do more of it is first off to get a better gauge of it. Get better at video, but also, do you have a good followup sequence too? Because people are busy. Like people are just legitimately busy, like an exec is not going to spend all day on LinkedIn.

[00:25:15] Most of them are not like they don't have time for that. So they might check. They might check that like twice a week at best. Okay. Yeah. So after you had to make every touch point, really count when you're doing an outreach, this is why you actually need to mix up other ways of reaching out as well. It's eight.

[00:25:30] You can't be a one hit. Wonder if I'm only LinkedIn outreach. Now you need all the ways too, because submarine better view of phones and are better via email. Some are more present on a Facebook group, sort of better versus on Twitter. DM sounds better on a Reddit thread. Where are they at? That's what we got to go hang out with them.

[00:25:45] Right. That's the key. Yeah. Yeah. Yeah. All right. So, so how can, how can content, cause I think this is a part that people miss, right? Like I don't think they, I think that a lot of sellers don't really understand or haven't maybe made the connection that like, okay, I'm doing LinkedIn, I'm sending messages, I'm connecting, but it's not working.

[00:26:06] Right. Well, Content plays a huge role in, in, in, in how well those things work. Right? If you, if you're not doing con like what are the, what's the lift in like response rates and conversations driven for people that are putting content versus not. Do you know, or like, what have you seen? I have no idea, but I know it helps me a lot.

[00:26:30] And my business helps people that do it a lot. Right. Because, um, but the thing is, is doing it right. That's a key. It's it's how do you do content? Right. And I'm not saying like every single sales hustle out there needs to be a Gary Vaynerchuk puppy knock. I'm not saying that. Um, and that's the mistake some people make, and also like don't be fooled based off what people's follower account and amount of likes engagement a post has, uh, that they are actually generating real opportunities off it.

[00:26:59] A lot of them, I see that like I've seen people with incredible followings. And then they go on to start my own business and they flop. Yeah. Because they might not have the right people. They might, you know, uh, I mean, there's so many things, right. So, right. So doing content, right. Kind of sticking with that theme, like, and, and you see it, even in, it even happens in the sales world, like you see a lot of salespeople say posting sales content, and it's like, right.

[00:27:28] Okay. If you, if you sell to sellers, that makes a lot of sense, but not everybody sells to sellers. Right. So how is posting sales content adding value to the people that you want to drive conversations with? Exactly. Right. So if you think about this, cause this is all possible overall LinkedIn, or even a social selling strategy.

[00:27:47] If you've done a really good job targeting people and you're building an audience of the right followers, your target market, your ICP, and your, you know, that you're sending out messaging as well. And you now know them inside. Now, the content you create should serve that target market. That's the key. So, if going back to the HR exec example, are you creating content that serves them?

[00:28:10] That's a value to them, highly valuable. It's going to help them. And that's what you've got to focus on. And it gets an, and it's not about your goal is not to get likes and whatever your goal is. Can I show them? I actually know what I'm talking about and I'm not just. Any other sales person, who's spamming messages out there, but now I'm actually producing things that are of high value.

[00:28:31] That's not a pitch. So sometimes I see as you know, the posts that some salespeople will put out there or just pitches, you know, Hey, we have this, you know, we're super hot. We have this brand new product. We just came out with a brand new service. The, let me know if you have any questions or you want to have a jump on a call, Chris.

[00:28:48] Across the board, right? So instead create content. That's going to be a value to them. So for example, if you are on a sales call, the HR executive you're on cognizant really key pain points and heartburns and issues are running into how could you create content? That's going to be a sales person for you that you could solve a problem for them.

[00:29:09] What or was it going to be right? So say for example, you know, maybe it's, um, you'll go back to the, uh, the turnover issue, right? If they have a real, huge issue of turnover and they're, they know it's costing them literally thousands of thousand dollars a year, you know, could you create content surrounding that?

[00:29:24] You don't know what to write about? That's okay. Go on Amazon and find the most common books they're probably getting. All right. Maybe it's on turnover. You get the book. I don't know. Seven hidden reasons. Why employees quit your, something like that. Right? Go into the reviews. Look for the two to four star reviews.

[00:29:42] What are people posting in there? Complain about the book on, well, they're not covering write content about that. Okay. Or maybe, you know what? You get the book, you read the book and let's say it's 15 chapters. Take one nugget from each chapter and create a story and turn it into a post. Okay. 15 chapters, 15 posts right there done.

[00:30:05] Right. It could be video could be tax. It could be whatever, but again, it's a value to the target market. All right. Yeah. And you can actually mix it up. You could, I mean, you could take one. Concept or topic, and you could do a text post, you could do a video post, you could do a quote card, you could create something.

[00:30:24] And you could repurpose that in, in many different ways, over a course of time, because only single digit percentage of people in your network are going to see your content. And if you post the same thing in a different way, 30, 45, 60 days later, it's not. Oh yeah. And sometimes the timing is so key too. So wherever that person is may hit them differently.

[00:30:44] Know, now they're a different frame of mind because of the situation or whatever. Like, oh, you know what? Oh, Johnny just quit last week. You know what? Ah, that's such a good point. So now they're buying into you in the company. They're not, they're not buying into your brother buying into you and the company to be more open to conversations.

[00:31:01] So maybe you already said them, a video message. Maybe you already tried calling and emailing, but now they see like, oh wow. And now they go in like your posts and now, or they engage at all, you know what like call and that was a. The way you explained that that was really insightful. Or even just taking, even just taking your sales conversations and dissecting them into content ideas, hundred percent.

[00:31:23] So there's content everywhere and depending how you want to do it. Right. Um, I find stories are very powerful, right? Being able to share a story or an analogy can be a really great way to transfer certain specific concepts that could really help us well. So you can create a lot of thing. Now, if you want to get super ninja strategic, you start breaking down the most common objections.

[00:31:41] Why your buyers are not buying right. And you create content to diffuse them upfront in the content and you start selling against the objections and your content. That's a little more advanced, but, but that's how you can start really utilizing content as a way to be a salesperson for you. So you picture this, you've called them.

[00:32:00] You've emailed them. They know you're calling no, your email, your message down. This is all obviously not all one day. All throughout, maybe days, weeks, months, et cetera, it's all spread out. And now on top of that, you have a content that they're seeing they're getting nurtured by, and then it could be like, I can't tell you the number of times someone said, Hey, Marcus, I finally decide to start working with you because you wrote this post the other day.

[00:32:21] Yeah. And the interesting thing is the interesting thing is, is those conversations with those people. Are coming in off the people who liked and commented. Most times I've found that they're coming off the, just the lurkers man, the people that you're connected with the right people, they're seeing your content.

[00:32:40] You're staying top of mind. If you're a little bit more advanced, you're even engaging with their content. If they're putting any out and then they slide into your DMS or like, Hey, I'm ready to have a conversation now. Totally. Totally. And that is so powerful. Right. Um, and the thing is like, you know, if you have sales navigator also, I love sales navigator.

[00:33:00] Like if you have a list of people that you have built your target market, right. The thing is you can be very much top of mind in their mind by engaging in the content because you have your own feed on sales navigator of their stuff, but people in your list are commenting and posting stuff. So now you can go and just, I know that's my favorite feature.

[00:33:17] That's my favorite feature other than search. I mean, without search, forget it. But, uh, before they had that feature, I used to have a big Google sheet of. Yeah. Apple's LinkedIn activity URLs spend 15, 20 minutes a day. Like here's all the people that matter that I want to stay top of mind, click. See if they put anything out.

[00:33:37] If they did say something thoughtful, not just, not just, don't just like it. Like inject yourself in, in, in, in, in show your thoughts around whatever they said, you know, uh, you got to stand out, right? Just like how the video stands out in the inbox. You got to stand out in their comments. And in a lot of cases, most of them probably aren't getting a lot of comments it depending.

[00:33:58] Um, but I would say the vast majority. You know, a common alone stands out in a lot of cases. Uh, but, but yeah, I love that feature. So if you, if you don't know what it is, basically you have your own feed of the people you care most about in your sales nav, because you can't rely on the algorithm to just serve you the people that matter most or spend hours looking at.

[00:34:20] Oh yeah. And the cool thing is, is like, if you're, if you're engaging with their content, if you share their content, now you're getting a little bit of ego boost because, you know, They are out there. These platforms designed to suck you in to want you to want likes and engagement. So now, like no ones, if they have like zero engagement on that post, you went and liked it.

[00:34:39] You comment, and then you shared it. Now you're standing out even more. And I don't just like, share, like, this is cool. Like drop something very insightful in your share posts of their content. And now they're gonna feel even better. So now they are, it's, it's so much easier to even December a message after that, but Hey, you don't want like, even engaging for a while and they haven't responding.

[00:35:00] I loved your post a day, you know, I hope you don't mind that I shared it. Boom. They're like, yeah, that was awesome. Thank you for sharing again, accomplish and open again. So now I'm telling you this, this, I mean, I know that, you know, it works right? Cause this, this is, this is what you're doing and, and, and, and I can tell you, it works as well, because a lot of the things we're talking about are things that I do.

[00:35:21] Right. And I'll give you sales hustlers a quick example. You know, I had somebody who I met on LinkedIn. Didn't make sense for us to do business together. I added a tremendous value, tremendous amount of value to that relationship. Wasn't a good fit. Not a big deal. Referred me, somebody. You know, three, six months later, uh, that person had set up a call.

[00:35:43] Uh, they were promoting some sort of event I shared and helped permit promote that on my feet, we hopped on a sales call the next week and we closed that deal within 24 hours. Like it works. It works. It takes a lot of work and a lot of discipline and really committed to doing things right. The way that, you know, Marcus has kind of laying out this playbook here.

[00:36:04] Um, but you know, it, there's no silver bullet. Like you gotta do all of these things, right? Like the content helps increase the conversion to conversations from the DMS, like, you know, engaging with people even because they're not engaging with you can help, you know, increase those conversations. Right. So.

[00:36:23] All of these things, you know, help each other. Yes. Yeah. Th they worked very cohesively and they key is it's it nothing's going to be perfect. But doing consistently you being able to show up consistently is really, really powerful. Most salespeople will maybe have one or two pieces of outreach and then they kind of give up and they kind of move on.

[00:36:44] But you know, if you, if you're, if you're an enterprise salesperson, you're an enterprise seller, you know, you only have so many opportunities that are, that can be that big. So you can't let those go. But even if you were in the SMB space, you don't want to just treat that way. I mean, each relationship is vitally important.

[00:37:00] So being able to show consistently engage with them is very, very powerful. And when you do it consistently, this is how you start building a brand reputation. So people start saying, okay, now what? Because sometimes it's just timing because maybe who knows when he initially had reached out maybe their business going through something, you know, maybe a weird, a weird thing that, you know, because of COVID who knows.

[00:37:20] So they are interested, but the timing is not right. But because you're so consistent with showing up and even after your hours, maybe a months later, your content is, will hook some, they see some real value as it applies across the board. From your stories that you put up there as well, they find, say like, you know what?

[00:37:37] Okay, now they're thinking about you. They're thinking about you. And I think about it's kind of the old school, like mailers, mailers still work, actually. Like I think about like, I get mailers every single day from like lawn care or whatever. Right. Um, and it's mostly pretty consistent, but I'm at a one local guy.

[00:37:54] And he like every, every few months he sends me a mailer for like, um, uh, for, uh, cleaning gutters for cleaning gutters. It's mostly like, you don't click those all the time. Like, you know, it's just like every, every few months he sent me, sends me that. Right. I can see he's consistent. He's got, he's got me on a cadence, right.

[00:38:08] A mailing cadence. And, um, I'm like, I don't think mom. Okay. I see. I'm like, whatever, it's the same guys, him and his family, his pictures. And then finally, when I'm like, I need to get done, I'm calling, I called that guy because he's been tired 50 mailers before you need your gutters cleaned. Yeah. But I mean, here's the thing, you're not calling the person who didn't send you the mailer.

[00:38:32] No, cause I, cause it's top of mine and sometimes as you know, sometimes it's a right timing, right. Place has nothing to do. How good you are. Nothing. How could you do with your sales cadence? It's just. Right timing. You just happen to hit someone at that right time. And that's why I like, um, people are scared of content, but content is such a powerful tool because it can, it could be that person that helps sell for you consistently.

[00:38:57] It could help you go. Non-stop like, for example, like, you know, even from my own business to, uh, to extend the life of content, because right now you have about 24, 48 hours of a lifespan on a post. You put it out there for, for that. But I repurpose the content. Onto my Facebook page. And I use that for retargeting ads and I push it out.

[00:39:17] So I'm reusing the asset over and over. And I didn't know, you're not going to as a sales person, but I share that with you because I know the content so good that sometimes someone needs to see them multiple times. And when the timing is right, that's when it hits them. They're like, Ooh, I need, I need help to, I'm going to reach out to those Marcus guy.

[00:39:34] And that's your goal to be able to do that because you have to mix everything all together. This is why I'm in sales. This is the scoreboards important terms of, you know, how you finish a month, a quarter that's important to a certain extent, but you can't always control the score on the scoreboard. But you can always control your effort leading up to the game.

[00:39:53] And that's why it's so key that you were always consistent with your effort, you know, for sale for your outreach and your pipeline. Because some, sometimes you're gonna have, you're gonna bang out months, month after month, but sometimes you'll just have a lull, but if you are consistent with your outreach consistently your pumpkin system with LinkedIn, they can offset each other over time.

[00:40:10] And you're able to continue to rise up because you are so consistent. Yeah. Yeah. Well said. So consistency is the key in everything that we talked about today. Uh, Marcus, thanks so much for coming on and talking about these topics. It was a lot of fun, uh, tons of value here for all the sales hustlers that were listening.

[00:40:29] Any final thoughts, anything you want to leave them with? Uh, any links that we can share in the show notes for them? Yeah, absolutely. So first off, Carl, thanks so much for having me on absolute blast. Uh, I love, I mean, I love talking to sales. I know you do it so well. So, uh, if we're not connected on LinkedIn, you know, you're connecting me on LinkedIn Marcus, Shan's the Olin guy, Speedos and the tagline that did sell Speedos at one point.

[00:40:50] Uh, if you want some more cool, more free resources that head over to six-figure sales, Heather, I have free trainings, free, whatever, and they're going to love as well. Awesome. Thanks so much. And if you enjoyed today's episode, please write a review, share the show with your friends and as always we're listening for your feedback.

[00:41:08] Thank you for tuning in to this episode of sales hustle. Are you a sales professional looking to take your sales career to the next level? If the answer is yes, then I want you to go over to. Sales check us out. And if you feel that you are ready, set up a time to talk with me and my co-founder Chris, I'm your host collum Mitchell.

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