The Traditional Sales Person a LinkedIn Social Networking Virgin

With a few of my one to one Social Networking Coaching clients (most from a traditional sales background) who did not understand how to get started on Social Networks it was because they found it challenging to get out of “sales mode” and into networking mode when using Social Networking sites Like LinkedIn. So if you are new to Social Networks and want to use LinkedIn I hope you find this useful.

There are a number of ways people choose to use LinkedIn however there are those who have success, those who get frustrated because they feel it’s just not working and those who are just there and not bothered about using it as being on it is good enough in their view.

In my experience those who have success remembers that LinkedIn is a professional B2B white collar network used by professionals and senior business people who use gatekeepers in “real life” to filter out unsolicited sales enquiries and cold calls. So when you use Social Networks like LinkedIn to “sell” you might not find the returns you expected. Perhaps an analogy could explain it better, so think of Social Networks like LinkedIn as your resume or CV.

Therefore your profile should shows and demonstrates your specialist expertise or skills with any secondary complementing skills you might have and relevant references that demonstrate the levels of satisfaction “your clients” have from dealing with you. Your LinkedIn profile should not be a sales brochure or flyer of special offer updates.

Also important is to remember it’s about who you are and what you do to help your client solve their problem or overcome any challenges they might have, so your profile photo should be one of you not something impersonal like a logo. For more on profile photos follow this link:

After you created your profile and invited your trusted contacts to connect to you, you can start to use LinkedIn. Again there are different views on what one should have a Quantity or Quality network. For more on Quantity or Quality follow this link:

The best way to think of using LinkedIn in my view might be by using another analogy by thinking of LinkedIn in the context of dating. Dating where everyone is seeking a long term meaningful relationship and not a one night stand (if one can use that as a phrase) by doing this you build and develop a network that lead, guide and bring business to you. To put this leading and guiding of business in contacts you might relate better if you ever had a flat car battery and had to push the car to start. Which would you prefer to be if you had a choice; the person who is pushing the car or the person sitting inside steering the car?

If you understand this I am sure you would agree that it takes time and work for the cars to build up momentum, the same holds true for Social Networking. Also if you push you have to keep doing it and pushing is hard work especially if there is resistance in the environment like hills for the car or competition and preconceived perceptions if it’s your marketplace with the occasional downhill that makes you feel great but still doesn’t get the car to start. Again this could apply to your business when you look at conversions and repeat or refer business. I hope this helps you decide on how you want to use LinkedIn.

Has The Mobile Age Truly Dawned ?

I found Maija Plamer’s article “Android overtakes Windows in smartphones” in the FT interesting and wonder how much of this could be as a result of Google’s decision in March to network unlock their Android-based Nexus One smartphones from the AT&T network and geting involved with the 4G/LTE & WiMAX mobile broadband network trials by investing in Clearwire.

I also wonder how much of Google’s decision was based on Facebook Mobile’s announcement in February that they reached 100 Million users and was redesigning their Mobile websites: m.facebook.com and touch.facebook.com so Facebook users can access Facebook from any mobile browser in more than 70 languages.

After all technology has become a consumer commodity and consumers expect their devices to work across multiple networks. If consumers are living more mobile and support systems are in place to deliver to those needs I suppose all that is left is for businesses to make appropriate use of these technologies reaching their customer faster and serve them better.

Most large corporate organisations seem to have a grip on doing this. Unfortunately lots of (SME) Small Medium Enterprise looking into Social Media and Inbound Marketing, either don’t understand it or is still not willing to get involved. Some excuses I regularly hear SME’s use are; Social Media takes too much time or another favourite, I see how it might work for B2C businesses but it will never work for us we are a B2B business.

Another comment that I just don’t get is when a business owner who has finely reached a level where they can work on their business as oppose to in their business hiring a marketing director or manager say “we just hired a new marketing director or manager and they are very highly qualified”. Then when you continue talking you find out that they used a “high street recruiter”, because most high street recruiters, recruiting in this SME sector, tend to have a “tick in the box approach” when recruiting in my experience. So if you provide them with a job speck 9 out of 10 times you will get a suitably and highly qualified employee but because you don’t understand how the world you recruiting for work your recruitment could end up costing you a lot more that you intended.

I don’t believe that it is necessary to get in at the highest levels, integrating your web, billing, IT, Hosting, customer relations systems and processes from day one even if you had the budget to do so. In a perfect work we will all have a business plan and things will work perfectly according to our plan, but in reality things change. We get a different prospective as we start doing business that leads to change etc. What is important in my opinion, especially “when what you can afford is less than you ultimately need”? Is to be absolutely clear on; the impact an interim or short term solution has? Is it scalable? When and how you scale it? What will be effected and for how long? What could be lost in the upgrade process and how important is that area to the overall business?

In most cases its narrow-mindedness, or a lack of clarity or short-sightedness you should guard against and not dismiss the changes in you marketplace. Also don’t be in too big a hurry, remember there is no quick fixes, shortcuts or super fast solutions in life.   As example look at software as a service which is what Android effectively is and how the iPhone (SDK) Software Development Kit has enabled Salesforce.com to offer their clients mobility.

How Would You Use a Small Budget To Effectively Market Your Business?

It was good reading Seth’s blog post “The circles (no more strangers)” earlier and would ad that knowing who your “fans and true fans” are is in my opinion the place I would invest whatever budget is available for marketing its definitely the most cost effective.

It made me think of a recent meeting I had with a potential new client. One of my “fans” who recently referred a prospective new client to me by introducing us at an event I helped them with. When agreed to have a follow-up meeting afterwards so I can gain more insight and get a better understanding of what they needs are.

This meeting resulted in consultancy work with the client and another introduction to a prospective new client tomorrow afternoon all in the space of three weeks and the cost in new business development was a few phone calls to confirm meeting time and location, one lunch meeting and three coffees.

All that’s left to do now is continue “building the friendship” as these new “D” contacts move closer to becoming “true fans” or another of my trusted “A” list contacts.

How Well Do You Know Your Customer?

Some time ago a friend commented that when children become teenagers their brains leave their body’s to live on a different planet only to return after their twentieth birthday when one can start having a sensible conversation with them again. This made me determine that when my son enters his teenage years I will do my best to learn to speak “alien” so I can visit the “teenage planet” if only as an observer.

There have been some changes as my son entered his teenage years and learn to develop his own identity and independence. I do however enjoy his perspective on things when there is a moment to talk, about things he notice as he try to form his own opinions.  I don’t normally watch TV on my own and if there isn’t something we watch together he is free to play on his XBOX. Both of these are ideal opportunities to chat.

With the advent of XBOX live I have found it interesting observing him and his friend’s user behaviour and the way they intuitively find their way around things. Even when it’s time for everyone to go home it’s only a couple of minutes and they are all playing online from their own homes via XBOX live, talking to each other via headsets as if they are all in the same room again.

It’s not just the games but all the applications they can access, even Facebook can be accessed via the XBOX and having a XBOX profile linked to his laptop lets him know when someone is on XBOX. It’s a different world that he has been trying to get me interested in playing online games with him. Sadly with little success as online gaming is not something I have a big interest in. He recently posted a YouTube link on my Facebook wall to try and show me that it’s not just for teenagers.

Now what I found interesting is the way that the marketers who created this video clip for “Call of Duty, Modern Warfare 2” know their market. In my opinion brilliantly positioned and relevant to their target audience, if only all of us knew our customers this well all the time. It also illustrates to me that with a good product and content Social Media does work.

Adding Video To Your LinkedIn Profile.

Having video in online communication is always a good way for people to get a feel for what you are about. It could bring some of the elements that we pick up on when we communicate face to face into our online communications, therefore making it more personable. This could be a great way helping you build rapport online?

In business we know that recommendations and testimonials are important, especially when developing a referral based business. Therefore if you have good video testimonial why not use it on your LinkedIn, profile?

Now I know some of you might say “yes that’s all nice, BUT you cannot embed a video directly into a LinkedIn profile” and I agree. However! One could make use of Google Presentations Application in LinkedIn. The Google Presentations application allows you to create a presentation via Google docs where you can insert your YouTube testimonial video (“also posted on your YouTube channel”) into the presentation in the same way as you would normally do with a PowerPoint presentation.

You can also add a web link to your website on top of the inserted video that takes people to where you want them to go as example; a contact sheet on your website, so they can get in contact with you or make enquiries.  Once you created the “video presentation” you simply publish the presentation to your LinkedIn profile.  Look at the video clip below to see how to add embed video on your LinkedIn profile.

The Outsourced Workplace.

Over the last thirty years there have been many changes in the workplace and change is nothing new, we all live with it each day. It is the pace of change I find interesting especially the time it takes from first being adopted to it becoming main stream. Thinking back in the 1980’s almost all the workforce was employed as salaried staff. In the early 1990’s the workforce consisted of salaried staff and contract staff both with its own advantages and disadvantages. One advantage of being a contractor is that contractors have certain expenses that “Tax Man” or (HMRC) Her Majesties Revenue & Customs in the UK consider to be allowable expenses. In short this means that tax is paid after the allowable expenses have been deducted from income. Appose to salaried earnings where tax is deducted first and what is over is your income.

Some contractors was fortunate to secure long term contracts, because the employers at those companies realised that having a contractor do the work could mean that there is a smaller long term liability on their balance sheet. The categories that and employee takes on a balance sheet is different than that a contractor takes resulting in a reduction of expenses on a company’s balance sheet. The “Tax Man” then realised that they were losing money and in 1999 introduced IR35 Tax legislation that is also sometimes referred to by contractors as the 2 year rule. This basically means that if you are on a long term contract you could be liable to pay more tax and the company will have to consider you as salary staff. This is worth taking note of if you are thinking of outsourcing work to a service provider or if you are a contractor taking on outsourced work. Check with your accountant or management company that you work within the correct guidelines and don’t get any “unsuspected surprises”.

Some point that could be useful if you are looking at outsourcing;

  1. If you are looking to find freelance consultants or contractors to deliver work for you or if you are a specialist service provider, contractor or consultant interested in doing freelance work visit Elance. Founded in 1998 it is an online community and social network of over 180,000 freelance service providers, contractor or consultant that you can “hire” their freelance expert or outsource your projects to.
  2. It is important that you have the right contracts and agreements in please one key agreement to use with any service provider is a (SLA) Service Level Agreement you can find samples of SLA’s on the web so look for some relevant to you sector and industry identify your requirements and set out your own SLA you can find examples on docstoc.
  3. Another key agreement is a document that sets out and defines (KPI’s) Key Performance Indicators this is so you can measure the performance set out in your SLA and ensure that you get delivered to you what you expect to have delivered.
  4. Being clear on the terms of business or terms and conditions (T&C’s) is also extremely important especially when it comes to payment terms.
  5. It is important to remember the laws and rules of the country you trading in and trade with differ. If you enter into any outsource agreement ensure that you agree to the country where litigation will take place if it does as part of your T&C’s.
  6. Cash flow is the lifeline to any business so make sure that payment terms are clear and you know what the payment cycles are. Use Invoice factoring if you need to and make sure you know what the rules are in both countries if you are entering into agreements with suppliers in other countries.

I was always told by my dad to “learn the lessons for life’s experiences so you don’t have to keep paying school money by continuing to make the same mistakes”  Some of those “life lessons” invariably are our own but we can also learn from others and I would highly recommend that if you are interested in learning about outsoaring that you read Tim Ferriss book “The 4-Hour Workweek” it is packed with lots of insight and practice advice.

Another extremely useful reassures in the UK is the (FSB) Federation for Small and Self Employed Business one of the main benefits they offer the Small Business Owner in my opinion is the free legal support for members. As a FSB member you can also make use of their factoring service.

Being an Entrepreneur and Learning Entrepreneurship.

Being an entrepreneur seems to be one of the popular “buzz phrase” being thrown around these days.  Wikipedia describes an entrepreneur as, “one who undertakes innovations, finance and business acumen in an effort to transform innovations into economic goods”

There is even a section in the (FT) Financial Times dedicated to it entrepreneurship.

Not only do entrepreneurs need a business and finance acumen but also have an excellent team. Mike Southon author of the book “The Beermat Entrepreneur” and co-founder of YooDoo, a FREE e-learning platform that supports entrepreneurs and helps them develop their business ideas.

As Mike Southon said in one of his FT articles on entrepreneurship “The most important lesson I have learned about entrepreneurship is that it is a team sport” The key message in his book The Beermat Entrepreneur is that the ability to build a significant enterprise is not about the merits of the business idea, but the ability to find the right person with complementary skills to turn your good idea into a great business, a book well worth reading no matter what stage of the business cycle your business is in.

One of my favourite TV programs for watching and learning about successful Entrepreneurs is The Secret Millionaire and one of my favourites is Season 3 Ep.4 featuring Gill Fielding. It reemphasised to me that we are a product of our environment, the hero’s, mentors we look up to or being groomed by and the lessons we learn through our experiences or from the experiences of others.

The Entrepreneur Magazine also has lots of interesting information and another favourite website I like to visit is Young Presidents’ Organization who’s motto is “Better Leaders Through Education and Idea Exchange” if only there entrepreneurship was part of the national school’s curriculum there we could have more solutions to the challenges society faces today.

Cameron Herold, founder of BackPocket COO, spoke at TEDx Edmonton about “Raising Kids to Be Entrepreneurs” So if the system isn’t developing Entrepreneurial traits in our kids how can we identify these Entrepreneurial traits and skills in our kids?

What In Your Opinion Is Best To Have And Why, a Network Consisting Of Quantity Or Quality Contacts?

When it comes to “Networking” there are various opinions on what is the best way to network and build a network, about as many as there are opportunities and places to network. Traditionally most networking was done “face to face” and “who you know” or your trusted network of contacts was what got you through the door at “the right” business mixers, clubs and associations base on that trusted contacts influence and endorsement.

As I have moved through my career there have been a number of people I had build rapport with, but few I trust enough to “vouch for” and put my own credibility or r”eputation on the line for. In some cases this is because there haven’t always been enough opportunities or time to develop this level of mutual trust, as trust is something that does not happen overnight and we earn trust over time.

Then along came technologies like Social Networking Sites such as Linkedin, a business-orientated social networking site founded in 2002 by Reid Hoffman for business professionals to maintain contact with the people they know and trust.

I was one of the 1st users on Linkedin and one of the reasons I use Linkedin is to maintain contact with clients, suppliers, colleagues I worked with on different projects and people I have met who I choose to stay in contact with.

In the Linkedin User Agreement as per section 10 Linkedin user “dos” and “don’ts” point B Don’t It’s stated that: one should not include information like your email address. It also say to only connect to people you know and trust.

Another approach to connecting on Linkedin is as a “Lion Open Networker” “pioneered” in 2006 by Christian Mayaud. The “Lions philosophy” is more liberal to the one that I describe above and Lions will generally pride themselves in connecting to anyone even people they don’t know and haven’t met before.

Perhaps when you are starting out and have not got a referral network in place that you can rely on having a “Quantity Network” of connections is appropriate. However, if your work is based purely on referral having a Quality network could be more appropriate. In both cases work is required and an investment of time, to build rapport and trust. Seth Godin has really put this in perspective for me see his video below.

Useful Tools For Measuring Social Media Campaigns.

I find it interesting to observe peoples responses when meeting them for the 1st time at networking events and the “what do you do question” come up. There is generally a variety of response to a “Social Media ……” reply that sometimes result into really interesting discussions. Sometimes however you find a individual who will outright dismiss the value Social Media offers as part of their marketing mix with a statement like “yes but there is no way to measure a campaign  or quantify ROI”.

In itself this is not a bad response as it indicates to me that they have given it some thought and is interested in finding a way to make Social Media part of their marketing mix. When I was 1st asked this question I wasn’t aware of any tools that could do quantifiable ROI analyses. I started by speaking to people I knew has an understanding of SEO web analytic during July 2009 . Bob McClain a Facebook friend who I met because I was following his SEO blog posts. Bob starting a topic Tracking ROI for Social Media on his wordsmithblog and was one of the people who helped me get a better understanding of what is available to measure and track Social Media ROI.

Here are some useful tools I came across:

1.) Bit.ly is a mini url tool that also provides a level of analyticsthat can be used to measure “click through” for example where a visitor to you site or post came from.

2.) TwitterCounter is a useful tool to provide statistical data on twitter accounts.

3.) ObjectiveMarketer enables Social Media marketing and analytic allowing you to deliver your message through multiple channels.

4.) Radian6 is a Social Media Monitoring platform that delivers your business with cross functional intelligence that helps you manage inbound and outbound campaigns in line with your business plan, empower your team by offering integrated analysis and reporting of social media strategies.

5.) UNBOUND Technologies is a Social Networking Market Segmenting tool that help you to find key influences and develop social graphs to build and develop brand advocates.

5.) Bit.ly http://www.bit.ly/ is a mini url tool that also provides a level of analyticsthat can be used to measure “click through” for example where a visitor to you site or post came from.

What Is In a Name?

I attended the East of England Business to Business Exhibition at the Guild Hall in Cambridge on Tuesday 24th November 2009, where one of the highlights for me was, hearing  Dr. Roman Cholij talk on “What every business needs to know about trademarks.” He is the founder of and heads up the team at Cam Trade Marks & IP Services in Cambridge.

I use to think that if I have a company name registered at Company House and I have the associated domain names registered all is well and I am able to build my brand. However after listening to Dr. Roman Cholij I realise that this is not enough there might be a possibility of running the risk that I might be unknowingly trading under a name where I could be infringing on someone else’s trademark. This could result in me being forced to rebrand and made me think how I would stop someone using a similar trading name to me, as someone else trading with a similar name could confusing my potential customers resulting in me losing market share.

There are a number of things I prefer to do myself and I could give it a go trying to understand what tools are available and how I can protect myself by “fine coming” the Intellectual Property Office website but this sounds like a minefield and I have to agree with Dr. Roman Cholij making use of professionals like Cam Trade Marks who specialise in this type of work would be a much smarter way to protect your trading name.

Gerrit Van Deventer, Testimonial for Cam Trade Marks from David Bird on Vimeo.