One of the most challenging things in sales is initiating and developing new business.
When I started my professional sales career after university, no LinkedIn or B2B social platforms existed.
The key to success is building a strong referral network in your industry and establishing yourself as an expert—someone that people reach out to. It's a journey that takes time, but it’s worth every minute and effort.
I encourage you to book a 'Power Networking Hour' on your calendar for one hour a week. I do it every Friday, and it's a powerful tool that can empower you in your sales journey.
Because of my network, I was able to move countries, expatriate, and change to better roles and careers. I was introduced to key client stakeholders and so much more. Your network will shape your career and business to a certain extent.
Build and develop deep relationships to create your lifelong network.
Build your “rolodex”, a term used to describe a personal contact list or address book, as they would say.
Your network will accompany you throughout your life.
A rich network is not just an asset for the present, but also for the future. It’s a resource that can make it easy to find a job, clients, and opportunities. Building such a network may take time, but the long-term benefits are worth the effort. It's a reason to feel optimistic and inspired in your sales journey.Make your sales journey fun!
So today I’m going to show you how to find clients and build trust by using LinkedIn.
An important prerequisite here is that you have nailed your “ICP,” Ideal Customer Profile. If not, this will NOT work. You have to target the right clients.
In the B2B Sales Maturity Framework it's important that you have clear Goals and Objectives, Ideal Client Profile and Sales Materials.
Please work on your Ideal Client Profile. Here are your resources and template.
Step 1: Find your ICP on LinkedIn.
1.1 By Role Function
If you have a specific role function, find their look-alike on LinkedIn and Sales Navigator through the search filters.
1.2 By Values
If you want companies into “wellness” and “mental health” programs use these keywords.
1.3 Communities
Follow thought leaders and organisations in your space. You will meet like-minded people aligned to your industry or interests.
1.4 Google Open Source Intelligence
Sometimes, LinkedIn and Sales Navigator could have better search functions. This is where Google Open Source Intelligence can help.
What is Google Open Source Intelligence?
Google OSINT refers to the strategic use of Google’s freely available tools and resources (such as its search engine, Google Scholar, Google News, etc.) to gather publicly accessible information online.
It’s a powerful method for conducting research, investigations, competitive analysis, and staying informed about a wide range of topics.
How to Use Google OSINT Effectively
Craft Precise Search Queries:
Example 1: You are an Account Manager providing Cybersecurity solutions for Healthcare companies is NZ. You want to find Cybersecurity Managers, Cybersecurity programs and initiatives.
Keywords: Identify the most relevant keywords for your topic. In your case, think about terms like “cybersecurity,” “health,” “healthcare IT,” “New Zealand,” “breaches,” “threats,” “hospitals,” etc.
Operators: Utilise Google’s search operators to refine your results:
Quotation marks (““): Search for exact phrases, and Google will ONLY find DIRECT matches (e.g., “healthcare cybersecurity New Zealand”)
“AND”: Put AND between any phrases, and Google will return all searches with both terms together.
Minus sign (-): Exclude terms (e.g., cybersecurity -insurance)
Filetype: Returns all Google searches with an attached file (e.g., filetype: pdf cybersecurity report New Zealand)
Site: Narrow your search to all instances where the search is true for pages on a Particular link (e.g., site:linkedin.com/in)
Example Search Queries:
“cybersecurity” (“health” OR “healthcare” OR “hospitals”) New Zealand
“cyber attacks” (“health sector” OR “medical”) NZ
“data breaches” “health information” site:.govt.nz (Focuses on government websites)
Example 2: You are a founder of a wellness program. You are considering approaching the Top 200 Fortune organisations in the US that are into mental health and wellness.
Keywords: Combine terms like “Fortune 500,” “corporate wellness,” “employee well-being,” “health programs,” “wellness initiatives,” “case studies,” and “success stories.”
Operators:
Quotation marks (““): Search for exact phrases like “corporate wellness program” or “Fortune 500 wellness.”
Minus sign (-): Exclude irrelevant results, e.g., “wellness” -fitness.
Example Search Queries:
“Fortune 500” “corporate wellness program” case study
“employee well-being” initiatives “Fortune 500 companies
Step 2: Connect by sending a personal DM
Now that you know who you are connecting with, have information about them and what is important to them, and have a business hypothesis or “common interest” that you share with them, use this information in your connection request.
Make it short and sweet.
No selling, no pitching. No “hire me!” message please.
It has to be about them.
I receive unsolicited cold DMs from strangers daily, and they’re often overly assertive and not tailored to my needs. It’s not rocket science, but people still don’t get it.
Here is an example of my LinkedIn Direct Message,
Hi Ben, “I just listened to your podcast! Awesome work with your sales team’s mindset. I’m a Telco veteran (Alcatel- Lucent/Ruckus/Vodafone) and love your work. Keep the great posts coming!” Ren
Tip: If you are having difficulty writing DM’s, try using Blizzy Ai for your LinkedIn connection requests.
Or get ideas from ChatGPT or Gemini. Be careful though- remember, you want to be honest and personal.
Step 3: Nurture and build relationships
People buy from people they trust and know.
The first thing we need to do is build the relationship. Online or offline.
Meet them on Teams or Zoom and get to know each other better.
Research their company before your meeting. Come from a place of curiosity. Prepare for a few questions. Learn more about them.
Ask yourself, what do you want your prospective client to feel, say, and do after meeting you?
Example:
Feel: Wow, this guy is so cool and energetic!
Say: Let’s keep talking
Do: Talk to his CEO about me and explore working opportunities.
Remember!
No pitching.
Yes, you can talk about what you do, but don’t pitch. This is only a quick call. You want to know more about them and what value you can provide.
End the call with the next step.
Example:
“This is an awesome chat! I’ll send you the B2B Self-Assessment, and let me know what you think. Catch up in a month?”
Conclusion and Next steps:
Book and Spend a 'Power Networking Hour' a week.
Leverage LinkedIn and Sales Navigator to find your ICP
Send a simple, no pitch slap, warm and intriguing direct message on LinkedIn.
Nurture and build relationships.
💡Another tip:
Now that you have people in your network, you can start thinking of how to add value and build your brand.
One of the best ways to build your brand and meet prospective clients is to run a live webinar.
Plus, you create content, and you get real, high-qualified leads! No one signs up for a 30-minute webinar if they are not interested in learning more about you and your company.
Next week, I will share with you how we run successful webinars!
See you next week, keep well!
Ren Saguil🫰💜
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