Sales Hustle is now Sales Transformation
Aug. 6, 2021

Episode #129 Bridging The Gap Between Sales & Marketing with Scott D. Clary, MBA

Episode #129 Bridging The Gap Between Sales & Marketing with Scott D. Clary, MBA

In this episode of the Sales Hustle Podcast, Collin Mitchell welcomes Scott D. Clary as he emphasizes the importance of building a brand on LinkedIn and social selling. Also, let’s hear from Scott as he shares how “curiosity” made him successful in every role he was in.

Scott D. Clary is the Senior Director, Business Development at Grass Valley. The number one player in content and media technology with market-leading solutions, the industry’s largest R&D engine, and a growing financial commitment to the future of this industry. Grass Valley is a trusted partner entirely focused on empowering customers to create, control and connect content wherever, however and whenever it is consumed. 

Scott is also the host of the Success Story Podcast in which he has candid interviews with execs, celebrities, notable figures and politicians. All who have achieved success through both wins and losses, to learn more about their life, their ideas and insights.

Learn more about Scott D. Clary on the following links below:

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Episode 129 - Scott D. Clary, MBA

[00:00:00] Welcome to the sales hustle. The only no BS podcast, where we bring you the real raw uncut experiences from sales makers across various industries. The only place where you can get what you're looking for. 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. What is happening? Sales hustlers. Welcome to another episode today. I've got Scott D Clary, the senior director of business development at grass valley. He's also a super bad-ass podcaster, and we've got a topic that you're going to enjoy today. We're going to be talking about why people should build a brand on LinkedIn and social selling.

[00:00:54] Welcome to sell Sasol. What's going on? Colin. How's it going? Good, man. Thanks [00:00:59] for hopping on here. I've been looking forward to having you on and, uh, super pumped up about this topic, but we'd like to start these out the same way every time. And if you've listened to the show, you'd know. And if you not, if you haven't, you're not going to hurt my feelings, don't worry about it.

[00:01:13] Um, but give us the short version of your sales story. Cool. All right. So, uh, my, you know, going back to university, I jumped into tech sales. I worked for bell Canada, uh, telco, um, was supposed to go into law enforcement or, or to be a lawyer, my background or my, my back. My parents, my grandparents, uncles are all law enforcement.

[00:01:34] So I was kind of the ugly duckling in the family. As a jumped into tech sales made more money than any of my friends at the time. Um, went from individual contributor. Uh, well actually I went from retail, uh, to individual contributor and small market than mid enterprise kept moving up, kept making more money.

[00:01:49] Saying like, well, you know what, this isn't so bad. I can do it. Well, I'm good at it. It didn't really have a process or anything. And, uh, it was kind of just, I was [00:01:58] nerdy enough to get the tech and I was charismatic enough to sell it to people. Um, and then, uh, I guess as I grew in my career, I moved into sales and marketing leadership roles.

[00:02:07] Then started to formalize the process actually moved out of working for somebody, went into entrepreneurship, quote unquote, and did a fractional CRO or CMO work with a whole bunch of startups, helping them build up their sales and marketing process. Take the market strategy, helping them define their, their customer profiles by personas.

[00:02:23] Um, and then, uh, most recently fast forward to now, um, I signed up with the start a full-time, uh, at the time. Now it's grass valley. Uh, we were a small startup, but 10 years old founder brought me on to basically scale the revenue and close a deal with grass valley a much larger, uh, you know, roughly well high nine figure organization.

[00:02:42] About 60 years old, and the founder just wanted to sell a software. Prove the value to grass valley grass valley saw the value in our software, in our team, um, and, uh, acquired us about two months ago because grass valley was always just [00:02:57] hardware. So they wanted to bring us in as an innovation unit. Um, and that's my nine to five and that's my career story.

[00:03:02] And all my, you know, my entire career has just been focused on sales and marketing, very various capacities, dry, you know, right at the front line of an organization all the way through to managing teams that do that. Boom. Wow. You gave us the whole, the whole story kept it short and told it so elegantly, you know, what's sad when I do that, I realized like how, uh, short the career has been when you just break down like 15 years into it.

[00:03:31] One of the two minutes, you're like, oh, wow. Three, yeah, three minutes, three minutes. Yeah. But, uh, you know, you know your story well, so, um, I mean, You had a good run. I'm curious, kind of in the early days, like when you were working at the telco, just, you know, inching your way up, um, what do you think contributed to that success to keep leveling up?

[00:03:56] [00:03:56] Um, uh, it was the same thing that's made me successful in every role. It was curiosity. It was not waiting for people to tell me how to do stuff. It was figuring it out. I was the person who. Didn't want to get my quotes reviewed by my manager or my director, like a week into the job with a new technology that I've never heard of before.

[00:04:15] I just want it to just go, go, go, go, go. And I think it was probably a little bit, um, I was a little bit naive. I think. I, I think I thought I knew more than I did, but it just, it, it just pushed me to go and to make mistakes and to learn. I never waited for anybody to, you know, Give me approval. I never waited for, and I just went with it.

[00:04:37] And I also also, you know, cause I was a little bit technical. You, I was a nerd like growing up and I like to investigate and learn about stuff. I wouldn't wait for sales engineers. I'd try and architect my own solutions. Um, if you've ever worked in telco, you know that sometimes that can piss off sales engineers, but I just didn't want to wait for people.

[00:04:53] I, I had a really [00:04:55] great director, um, at Bellini, any said to me, once he said, I'd rather, uh, pull you in, then tell you to go out and, and to do more. I'd rather have to reel you in if you're doing too much. And I just took that to heart and that's kind of, what's led to my success. And because I had that attitude, um, I wouldn't, I would, if I didn't have some sort of curiosity or figuring it out or learning.

[00:05:17] Completely failed. So I just had to learn on the go, as I learn new tech, new processes, new ways to do things. And also, you know, the that's also why I've been successful in like startup land, because I've Belle, you're kind of just like, there's only so much you can screw up. Right? Like you're in a company decides to bell like, you know, fortune 500, I'm sure.

[00:05:35] Um, I haven't checked lately, but, um, I'm pretty sure fortune 500, you know, billions in revenue, like you're in your lane and there's a very small segment of customers that you're actually selling to. Um, so there is only so much you can screw up, but even within that, like you still try and explore and try and.

[00:05:50] Quick as possible. At least I did. And I always found that that attitude put me in [00:05:54] that top percentile, like quite literally any group that I was ever selling with. So the president's club, the trips, all that stuff. I got those and I loved it. And that's like, it's like crack, like, you know, like you get sent and you get sent to when you're, when you're younger.

[00:06:07] Yeah. In your career. You're not getting sent to as lucky as, as luxurious destinations, maybe like Mexico, Dominican, but it's still a free trip and it's a nice trip. But then when you get older, you know, and you're starting to go to Monaco or Germany. It is very, very nice places like for international trips.

[00:06:22] And you know, you, you don't do that stuff. And you don't think about that, uh, as like a trip when you're starting to come up in your career, you're not making a ton of money. Uh, you're making good money, but not enough money to go to Monaco for se. So it was a nice perk. And, uh, and actually that's the one thing I miss about working for large enterprise, the very luxurious president's club.

[00:06:39] You have free trips that you don't get and stuff. Yeah. Yeah. But there's other perks in startups, right? There are. Yeah. But so, all right. So out of all of that, the main thing I [00:06:53] pulled out of there was a number one you were super curious, right? Which I've talked to a lot of salespeople. And I would say that that is probably a consistent.

[00:07:06] Quality within all top performers is curiosity because curiosity leads to asking better questions and most people that are like genuinely curious, don't have that fear that holds them back from like asking a question that may be. You know, they don't have the answers to which leads to like,  more vulnerability with their prospects, better questions, better rapport, better trust, establish more of a collaborative conversation.

[00:07:35] Um, so that's one key, key thing. That's essential. If you want to be a top performer is like really flexing that curiosity muscle as much as possible. Um, but then something else that you. Scott really, really stood out to me too, is that you [00:07:52] didn't wait for anybody. You didn't wait for approval. So I'm curious as much as that got you, you know, the free trips that everybody loves.

[00:08:00] Did it get you a trouble? Yeah, for sure. It got it. Got me going in a lot of trouble. I got it. Got it. You know, I, I put quotes out in front of customers for things that were like 90% there, but like not quite, not quite a hundred percent of what we could actually do because I just want it to move on stuff.

[00:08:18] And I'm not saying. That's the best way to approach everything, but I'm saying that it's better than the opposite. The, the polar opposite of that is, is not feeling confident in anything that you do. And second guessing yourself to the point where you are, you have this like, uh, you know, this paralysis, right.

[00:08:36] So, yeah. Yeah, yeah. And so then in those cases, I'm guessing the sales engineers are like, It was, yeah, it's again, we've never done this before, [00:08:51] but creative solutions. Creative solutions. Oh boy. Yeah, I know. But in all seriousness, like it's, it worked out like it all, it always worked out. It was never something that it was sometimes, you know, and I also owned it too.

[00:09:07] Like I didn't screw up and then tell a sales engineer to call a customer and say, We can't do it. Like I own the mistakes. I was the one calling the customer and telling them that I told you that I could do something that we can't do. So I owned it completely. And that was also the, you know, it would've been, it would have been worse if I was the one who made up these horrible and like, this is not to say that everything that I tried to do ever, uh, blew up my face, a lot of stuff was, was normal and fine and worked out.

[00:09:35] But, um, yeah, there was definitely times when, uh, you know, you overextend or over promised and you have to re you have to rope back. Yeah. Um, it is what it is. And I enjoyed, I enjoyed, I enjoyed that process because that process forced me to learn quicker because if I jump [00:09:50] into a new role and I try to do something and I can't do it, and I'm embarrassing my aspect, calling the customer and apologizing, like you can be damn sure.

[00:09:57] I'm never going to make that mistake again. Right. Right. Like you learned in sales before stubborn people generally. At least any decent ones. Yeah. So sometimes we have to get our asses handed to us to be like, oh, okay. I'm not going to sell that again. Or I'm not going to say we can do that again. Or, you know, uh, even if somebody already told you, you shouldn't have done that, you got to get burned a couple times realized.

[00:10:23] Right. I tried to be good. I tried to, yeah. Yeah. That's fair. That's fair. So, yeah, so that was. I guess it was just that personality that, that really pushed, pushed me to be successful. And, you know, the numbers don't lie, um, stuff, clothes, stuff, a lot of stuff closed, and that was, and I was successful at it.

[00:10:40] But then I think that it was when I moved into, um, sales leadership at a smaller company, uh, where sales and marketing fell under the same purview. And I [00:10:49] started to understand, and I don't know why I really showed that much of an interest because you speak to a traditional sales leader. Actually, this is a generalization.

[00:10:57] That's not fair, but in many organizations, a sales leader that comes up through sales. Who's very good at sales is not looking over the fence at marketing and figuring out how to SEO website, how to drive demand, copy, design, all the things that would normally be in the marketing, in the marketing realm of business.

[00:11:13] And I, but I just took an interest in that because I just found that. It the, the direct correlation and the congruence between those two, those two revenue units. It just made sense. It just made sense that you had to figure both out because I also had my vision, right? My vision was CRO at fortune 500 or some something at fortune 500 fortune 100.

[00:11:33] I want it to be that tier before I jumped into startups. And I figured if I'm going to be there, I better figure out everything else that comes with what that person's going to have to know. And then I started looking at it. Self-studying autodidact, like just figuring out everything [00:11:48] about, about marketing.

[00:11:49] And then I started applying that to help build a sales playbook. And then when you learn more about marketing, then you start to figure out a little bit more about learning profiles and personas, and then you realize that those can be highly useful for how to build that sales and the sales team. And this is more of like a sales leadership piece right now.

[00:12:07] But, um, yeah, that was sort of the, that was sort of the inception of me trying to figure out the marketing piece, which now when we speak about everything I do with my sales team, it's always about aligning that sales mark. So that you have that congruent messaging going out and that, you know, now I subscribe to like the Marc Roberto's model of sales, where you're driving demand, you're educating.

[00:12:30] And then you do have a strong follow-up sequence. You do have strong outbound, but it's aligned the sales and the marketing departments, the website copy the social. It's all speaking the same language, the emails that are being sent up by your sales reps, the calls that your ISR is, are jumping on. Those are all the same [00:12:47] conversations that the customer is going to discover when they go visit your website.

[00:12:50] So I think that that's something that is very important. That's something that I try and speak about a lot, but, um, yeah, that's, that's sort of where it started when I started managing salespeople. Yeah. Yeah. And, and there is, there is a lot more, you know, organizations that are doing a better job of aligning sales and marketing these days.

[00:13:10] Um, and. Great sellers need to meet, need to make friends with the marketing team and, you know, great marketers need to figure out what happens after the leads come into to really do their job better and work, you know, more collaborative than in these separate silos and teams that can, you know, nail that.

[00:13:32] Yeah, for sure, man. Sure. Yeah. All right. So we did promise we were going to talk about a topic, so we better get to it here at some point, because we're just having too much fun. Um, but I'm curious, you know, two, two part question here really. [00:13:46] You know, you've had a lot of success on LinkedIn. Um, you've you have your podcasts.

[00:13:51] That's been, you know, pretty damn successful as well. When did you get started in, in bullet? Both of those, you know, how do they kind of work together? And then let's kind of dig into this topic of why people should be building a brand on LinkedIn and social selling. So I think that, um, started about three years.

[00:14:09] Yeah. Actually I'll tell you, I'll tell you why it started. So I always, I already kind of knew the power of LinkedIn, but I didn't, I was using, I was using it more for outbound than for personal brand building. And it's like, it's a funny story, but it's my girlfriend. She runs a very, very popular social media account and she she's monetized that and she's built a marketing company out of that.

[00:14:29] And, um, Basically. I was like, well, if she can do that in that niche, which is like, it's, it's a different niche than, you know, like SAS sales and marketing and B2B, she can do that now. Like, why the hell can I do that and monetize my brand and monetize the information that I have [00:14:45] and all it is, is putting myself out into the world again and again, and again, and again and again, and just talking to people that care about what I know and what I've done over my career.

[00:14:54] Like, I know how to do it. I know to do it well, you know, I become the student of the person who you want to emulate. You don't study say the Gary Vaynerchuks, but then apply your knowledge and your message. To that kind of content strategy and all of a sudden you have somebody building a brand. So anyways, and then I, then I thought, okay, so where do, what type of content do I create?

[00:15:12] I want to build myself a brand. What type of content do I create? Well, the stuff that I talk about is kind of like probably going to resonate more with an audience on LinkedIn than on Instagram. So why don't I go there first? You know, there's, there's opinions about how you should create content and what type of medium do you should go on.

[00:15:28] But LinkedIn made sense just because it was like, okay, People that care about sales and marketing. And then the podcast was how do I create media assets, not just text assets that also capture the same thing. So how do I have conversations that would be relevant to a [00:15:44] community or a group of people that care about business sales, marketing, entrepreneurship, um, I've I've since then grown the podcast a little bit to include, uh, just like best practices.

[00:15:57] Personal professional upskilling, but the initial iteration of the podcast was it was actually called sales versus marketing. And it's grown since then because I want it to build something bigger, but, and I want it to bring in some more opinions. And now I think about it, like how I built this times, Tim Ferris with like an added business focus.

[00:16:15] Um, but the first, the first iteration of the pocket. It was called sales versus marketing. And it was just because that was what I knew. That's what I wanted to talk about. And I didn't know what the end result was. And actually, when we speak about LinkedIn, I actually suggest people are more purposeful with the content they create.

[00:16:30] But, um, for me, it was just about, I know that I want to build a brand. I want my name to be out there more. I want more people to know my name because whatever I decide to do, the more building, the more people that know my name, the easier it was. Regardless of what that thing [00:16:43] is, but that's, that's sort of the first, that's the first sort of, you know, or the, yeah, the, the, the conception of, of the brand, LinkedIn podcasts building out an audience.

[00:16:56] Um, and now I can use that for anything. Um, and you can, you can use a much smaller, even if, you know, we're talking about LinkedIn and social selling. And purposeful social selling and purposeful brand building. Um, and more of a true B2B context. Like if I want my sales reps to build a brand on LinkedIn, to achieve X goal X KPI to drive leads, to convert, to give me more MQL, SQLs, whatever that may be.

[00:17:21] Um, that's great as well. And you can do that a lot sooner than three years later with, you know, a hundred thousand plus followers, you don't need that level. Brand, you don't need that level of community to be effective in a B2B space because the bar is, I find very low, so, Hmm. And so let's break down kind of the difference may be here for, so people that [00:17:42] don't fully understand, right.

[00:17:44] Where you said when you really first got into using LinkedIn, you were mostly using it for outbound and then yeah. You know, uh, started to invest more in your personal brand and creating content. Did the podcast kind of come around that same time, correct? Yes. Yeah, exactly. Because I felt that I wanted video content as well.

[00:18:02] And I also wanted, I wanted to, I wanted to expedite the process. So how do you expedite the process? Well, they won. Nobody knows who you are. So I wanted to give people content from other interesting people. Maybe people they would right. And, and associate my brand with those interviews and those people.

[00:18:19] And that's, that was the first, uh, that was, that was how the podcast got started. So the, so the podcast was a solution to having more video content, terminal, cloud, and more information and all that. Yeah. It just seemed like an easy one. To create content. That was, that was interesting for people. Okay.

[00:18:38] Awesome. And then, so, um, [00:18:41] now explain to people like the difference of using your LinkedIn profile and creating content to create more, you know, MQL or inbound versus like fully just using it for outbound, which is where I think a lot of sellers start, or maybe that's the only way that they really know.

[00:18:58] Use it or don't just, or even just quite, really don't know the difference. So. Okay. So this is good. So first before we talk about LinkedIn, just forget everything you just heard from me, because that's what I've done for myself. The average person who's looking to use LinkedIn in a B2B context to develop leads.

[00:19:17] You don't have to go down this path. Yeah. You don't have to be, you can start a podcast and that's a whole other conversation about why I think every company should have a podcast, but day one, all you want to do is you want to use LinkedIn, as, for example, say a third channel to capture leads. We'll keep this podcast highly sales specific.

[00:19:35] So, so you have, you know, if you're doing, if you're, if you're capturing leads, you have maybe your website you're [00:19:40] driving paid or organic traffic to your website. You're running outbound at the same time with, uh, emails. And with, you know, cold calling and potentially you are DM-ing people on LinkedIn. So what I would say is there's.

[00:19:55] A missing component. So you have your website that's that's done. Okay. We have our outbound. That's not LinkedIn can be used, not just for outbound, but LinkedIn can be used for inbound as well. So LinkedIn, I see it as an ecosystem where you can use it for, uh, inbound demand generation. You can use it for outbound and you can also just use it as a secondary landing page.

[00:20:16] Right? Already in an ecosystem of all your potential buyers. So your outbound, you got that. Okay. That's part, one of LinkedIn. You already are doing your outbound and DMS, your inbound. Technically your inbound should be, uh, from you posting content from you, getting people to look at you and you're putting stuff out into the world and you're creating content and a good content strategy on LinkedIn, especially in the B2B.

[00:20:39] [00:20:39] Is just answering questions that your potential buyer, your ideal customer profile buyer, persona, that avatar would have about your product. If you're creating content that answers those questions, you're getting the right eyeballs, looking at your content. So that's, you know, outbound inbound, but the third component is to turn your, uh, LinkedIn.

[00:20:57] Profile into an actual landing page. So I'm going to draw a parallel between your website and your LinkedIn profile. Um, when you run, uh, an outbound campaign on LinkedIn, when you post content on LinkedIn, uh, people are going to look at your profile and if you have no picture, Just your company and that's it.

[00:21:15] Um, they're not going to get much information. It's either going to be a net neutral or a negative experience for the person. So what I would recommend people do is you're already posting content. Hopefully you're already, uh, doing outbound. So turn your LinkedIn profile into a landing page, meaning that you have your header image that has a description of what you do similar to the way a website would have a header image capturing people's attention, [00:21:38] telling them in a sentence or a couple of words.

[00:21:39] Exactly. Um, you have some social proof on your LinkedIn header image. What have you done? What are you trying to accomplish? Who, what other companies have you worked with? Uh, where has your piece of software or hardware been featured? Has it been featured in Forbes is on the Inc 500, uh, you know, have you achieved, you know, 5000% growth, all these different things that can attract people to get them to know exactly what you do in one line.

[00:22:01] And it doesn't matter. Like a consultant play. Like you see a lot of consultants do this well, but I could say in a B2B or a B to C or a hardware or software, you can always optimize so that the second somebody sees your profile, they're going to understand exactly what you do in that header for your profile picture.

[00:22:17] You're gonna have a clear face shot at the bare minimum, nothing too complicated there in your summary, you're reiterating what you, what that header image on your LinkedIn profile. Is saying. So that summary is that little piece of text, a couple of characters under your, under your profile picture. So you're using that to, again, reiterate what you do.

[00:22:34] Exactly. Exactly. So that's, that would be [00:22:37] that those three components. So profile, picture, header, and summary, that's equivalent to like a hero image on a website. And then what happens? Somebody goes on your website, they're going to start scrolling down. So then in your summary section of your LinkedIn profile have an about, it can be about you or it can be about your company.

[00:22:53] Um, and then talk about what your company does, what your company offers, and then actually build a CTO. Into your summary section of your LinkedIn profile, tell people what you want them to do after they've read through, after they've seen your header, looked at your picture, write your summary, read your about.

[00:23:08] And then once the CTA is at the email, you said to try a free demo of a product, is it to jump on a call to talk about whatever service or whatever you offer. So. Build this, I call it a LinkedIn funnel for lack of a better term, but build this into your LinkedIn profile because it acts the second landing page.

[00:23:24] It acts as a second piece of, of, of virtual real estate for you to capture and to act as an inbound funnel for your customers, because they're all you're already reaching out to them on LinkedIn. You're already posting content. So [00:23:36] as opposed to the custom. Finding you on LinkedIn or reading your message on LinkedIn, going to your company's page, they can get all the information they need just from your summary.

[00:23:43] And it's coming from a human, which already builds a level of trust. And then you have a call to action right in there. So it's not hard for them to reach out to you if they want to learn more about whatever you're selling. And that should be at the bare minimum done across the entire executive team.

[00:23:56] And if you can actually get your company to buy into it, because now you're tying, for example, a sales rep. Uh, which is to make more money, to close more deals to the company goals. And you can say, if we do this, we can actually prove out that you will close more deals. You'll get more appointments, leads will come in.

[00:24:10] You don't have to work as hard for those leads. Then you can get your sales reps, your sales team, your Salesforce to buy-in, and they can have now branded LinkedIn profile or some sort of personal branding on their LinkedIn profile. That, that turns their profile into an actual sales page, for lack of a better term.

[00:24:25] And that's. I suggest people do to build a brand social style. It's turning your LinkedIn page into an actual landing page that can convert. [00:24:35] Yeah. Boom. I mean, there's so many nuggets in there. I think I might've even have a little bit of work to do on mine. Well, I think, I think mine is pretty decent and I've got some, some, some optimizations I can make, but, um, So many nuggets in there and all of those things really like, I mean, to turn your LinkedIn profile into a sales page, into a LinkedIn funnel, whatever you want to call it there, uh, benefit you in so many ways, because even if let's say you are using it for outbound, which you should be, uh, depending on like, whether you're putting content out there and you know, how optimize your profile is, that is a huge factor in, you know, how many.

[00:25:17] New relationships you're going to build from those outbound activities. So, you know, thinking that you're going to come up with just with some clever messaging and still have a piece of crap profile, it's not going to work. And then if you are, you know, taking the time and the effort to put content out there, or have a podcast or write [00:25:34] content or articles or posts or original pieces or video or whatever it is, or all of the above.

[00:25:39] To then not make it easy and simple for anybody who's consuming that content to actually convert and become, you know, into your world. However, that is with whatever call to action you have. That's a, that's a big miss. Yeah, for sure. And I, and I've seen, it's unfortunate cause I've seen a lot of, I've seen a lot of consultants do it.

[00:25:58] Well, I see like a, I'm trying to think off the top of my head, like a Shea robot. Them does a really good, she's a big name on LinkedIn. She does it well. Um, Um, McKayla Alexis, uh, she's another name on LinkedIn. She's a LinkedIn consultant. She does it well, but it's a missed opportunity for organizations.

[00:26:16] They just totally miss the boat on it. Right. And then you have, then you have the VPs of sales saying, why are my, are my sales rep spending so much time writing these damn posts? They don't get any leads from LinkedIn. Well, it's because you're missing that third component because you're, you're, you're posting content yet.

[00:26:30] That, that also is better than [00:26:33] nothing, but right. Why not do all of it. You wouldn't have a company bunny with no website and you're tweeting and posting on Facebook and posting on Instagram with no website and expect that to convert. So it just, it's a, it's like a touch, a low hanging fruit to do. And if you, if you really do have pushback from like your team and I get it because it's their personal profile, then it's no, then it's like any sales leadership lesson you have to tie.

[00:27:01] To the organization's goals. So find a way to do that. And if it's more leads, less effort, more money, uh, more exposure, find a way to give them some exposure to the care about exposure, whatever it may be, like, find a way to tie that activity with the organization's goals. And if you can do that, then that's when you get buy-in to initiative like this.

[00:27:22] Y in, in a, and I've heard this before and I don't even fully understand it, to be honest is why is it that some organizations are still given pushback on, [00:27:32] you know, people leveraging their profiles, posting, creating content. I mean, people buy from people, people build relationships with people. You know, I can't imagine that there's a ton of leads being created off of, you know, company, page, LinkedIn content.

[00:27:51] Definitely not, uh, I would say probably less than less than zero on some of the, some of the company pages. I see. Yeah. But he's following companies. No, on LinkedIn. I don't know what it, maybe they're employees. Yeah. Maybe, but I don't really know why people are so adverse to it. I think they're, I think there's like, you know, they're scared.

[00:28:09] Like, are you, you know, are you focusing on building a profile so you can get headhunted? Well, if that's your, if that's your question then maybe just taking a good, hard look. You know what you're, what you're doing to keep your employees around. If you're so concerned about posting a couple of posts on LinkedIn, that they're going to go fly, you know, runaway to another company, but that's a whole other conversation.

[00:28:27] And I think that, I think that's really it. I think that it's companies that are, are [00:28:31] scared of their employees, building profiles, putting themselves out there, but you see the best, uh, there's one, uh, one person who I'm going to give a shout out to who does this very well. Uh, Sarah, her last name is  from gong.

[00:28:43] She's an SDR now I think. Our Brasier is at Bracer. Well, I told him I'm so sorry. I'm so sorry, sir. I've never spoken to her in real life. I've only ever. I only ever that's the power of LinkedIn though, right? Like somebody's never spoken to, who's doing it. Well, like you already feel like your friends, like, you know them, like, you know what I mean?

[00:29:05] Like if you were going to walk down the street, you'd be like, you'd be okay. Talking to that. You do like, you feel like, you know her, she may be like, who the hell are you? I don't know. But like, you would feel, you don't even know how to say my last name. You don't have to say my last name, but, um, but regardless like she she's working for gone, she's leveling up and gone.

[00:29:25] She's getting, she's getting she's, you know, she's a new roles. She was STR I think she's now account [00:29:30] executive. And I'm sure part of that success has to be with her posting a lot and building a brand and now she gets invited to speak and she doesn't like, she hasn't screwed on. She hasn't just left gong and been like, no, like she's like proud of that.

[00:29:43] So like that's the model for an employee building a brand within a company. I think that's a good, a good place to start. Yeah. And I mean, even individual profiles typically have so much of a larger following than a company profile anyway. And if your company is saying like, Hey, the LinkedIn strategy is to take the company page content and share it on your personal page.

[00:30:07] Like. That's not a strategy that doesn't work. No, no, it doesn't. It doesn't have to be more. Yeah. Take a piece and maybe puts your own thoughts or put some original content around it. Maybe that's a good place. That's comfortable for you to start, but that's not a strategy that's going to, you don't want to give terms about the company when they get the job and when they quit.

[00:30:28] That's [00:30:29] it, and that's not good for the company or when they raise money or when they raise money. They're proud of that too. Yeah, yeah, yeah. Yeah. That's about it. All right, Scott. Hey, thanks so much for coming on, man. This is that's. I mean, That there was so much value in all of that knowledge that you dropped about optimizing the LinkedIn profile.

[00:30:50] So all you sell is hustlers tuning in today. You know, listen to that a couple of times, see where you can maybe make some adjustments and, and adopt some of these things that Scott was breaking down today. Uh, any final thoughts, Scott? Where can people follow you? What links are we going to include in the show notes?

[00:31:07] Yeah, man. Um, I would say, uh, you can check me out on all social. Um, I got the same, um, same name across, so it's at Scott declaring, which is quite convenient. And then I have a website, Scott, or I guess if you want to hit up the podcast because hopefully there's podcast aficionados on another point.

[00:31:24] Um, it's a success story, [00:31:28] Um, but that's pretty much it, man. Thank you very much for having me. We will drop your website, your LinkedIn profile, the link to the podcast, all of that in the show notes for your sales hustlers. If you enjoyed today's episode, please write us a review, share the show with your friends and as always we're listening for your feedback.

[00:31:44] Thank you for tuning into this episode of sales hustle. Are you a sales professional looking to take your sales career to the next. 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 column Mitchell.

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