You May Not Think It’s a Big Deal, But It Is

I don’t care if you rode the bench for three years at Nowheresville College. If you are (or were) a college or professional athlete, you can leverage it in business. This is something I am deeply passionate about.

I make my living digging into businesses to uncover what makes them special and then I turn that into successful marketing. My favorite businesses (or entrepreneurs) to work with are those who are killing it at what they’re doing but don’t have the slightest clue how to market themselves.

Many athletes fall into this category, but have an even greater advantage than the successful businesses. They can actually launch a successful business (or at least get off to a great start) around being an athlete.

Again, I don’t care where you played or whether you played. Our culture loves athletes. Simply carrying that label will open doors.

If you are currently an athlete, network NOW

Make your current experience section within LinkedIn your status as an athlete and search for anyone and everyone relevant to what you want to do (or think you want to do) in business.

There are three kinds of connections you can make:

  • Fellow athletes. You have street cred simply by playing college or professional sports. Look for athletes with successful businesses and connect. Ask for advice. There are waters they’ve already navigated and they can provide invaluable insight.
  • Business pros. Do your research and find business professionals you respect. If you are a higher profile athlete, you have many people bugging you for attention. They want you to start a business with them. They want you to work with them. Make sure you find the business professionals you want to work with.
  • Influencers. Depending on the type of athlete you are, this may include media, performers, speakers, or authors. You will capture attention simply by being an athlete. Use that to your advantage.

If you are a former athlete, leverage your past

Whether you have a business or you’re working for someone else, your past as an athlete will open up conversations. Maybe you’re in sales and being a former athlete is a point of connection with potential clients or customers.

Perhaps you’re starting your own business and bringing up your playing career will open doors for sponsorships or partnerships. There is a way to leverage your past — regardless of what you do for a living — if you do it the right way.

The key is to look at what you do and strategically work it in. This may be in the public eye or behind the scenes, but there will be a way you can benefit from playing college or pro sports.

If you don’t believe me, I am living proof and I didn’t even play professional (or college) sports. I managed a website for an NFL team and my husband works in media relations for a college program. Mentioning what we do (and who we know) opens doors.

The same will happen for you.

It’s never too late to start

Even if you’re 10 years beyond your playing career, it’s never too late to start. Optimize your LinkedIn profile to include your playing career and start connecting. Add custom notes to your connection requests mentioning your past as an athlete.

Connect with big-time influencers who went to your college or university or businesses associated with the pro team you played for. Reach out to other former players and athletes. Take the same determination you used to compete and leverage it in business!

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her atchrissie@chrissiewywrot.com.

Should You Leverage LinkedIn Cold Reach-Outs for Your B2B?

Are you considering cold reach-outs on LinkedIn for your B2B?

In some instances, leveraging Sales Navigator to conduct cold reach-outs is better than using targeted ads: they are more personal and direct.

My process is as follows:

  1. Search for your target audience on LinkedIn
  2. Filter those results to see who is most active on the platform
  3. Send unique InMail messages or connection requests to individuals who fit your ideal client
  4. Engage those who respond to set up a discovery call

Simple right? For the most part, yes, but there are factors that can impact the effectiveness of the process. One I speak about in today’s video, and it is: how many reach-outs do those within your target audience receive each day?

The truth is that I have worked with clients who receive an insane number of InMail messages each day from individuals trying to work with them or sell them something. It’s overwhelming.

That means that it will be much harder to get that person’s attention, so you either need to leverage a different sales tactic or get creative.

Connection Requests

One way to test the effectiveness of LinkedIn reach-outs for your business is to use connection requests. I find that connection requests get through to professionals with a lot of LinkedIn noise better than InMail messages.

Here’s why:

1. InMail is “salesy.”

Especially for those who receive a lot of solicitations, InMail messages may be something they now ignore.

2. Connection requests are still personal.

You have fewer characters to work with when you send someone a connection request, but you can — and should — still add a personal note. For my clients, I start with an introduction and then touch briefly on what I’d like to speak about.

3. There is an inbound marketing benefit.

There is residual benefit from a connection request beyond the reach-out. If the person accepts, he or she is now in your network. So, even if they don’t respond to your initial reach-out attempt, they will be nurtured through your sales process as you publish content and remain active on LinkedIn.

4. You have future access.

Once someone connects with you, the message you sent as part of your connection request becomes active in their messages. Even if they choose not to respond to that, you are now connected with them and can message them in the future.

Think it Through

It is possible that your target audience is too bombarded with solicitations for your reach-out to be worthwhile. Test out the theory by working with connection requests and see if you gain any traction. At the very least, you will learn invaluable information about your target audience to apply to future tactics!

If you would like help with this process, don’t hesitate to reach out via LinkedIn or chrissie@chrissiewywrot.com!

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her atchrissie@chrissiewywrot.com.

4 Ways LinkedIn Lead Generation is Just Like Dating

The more advice I give as part of my B2B LinkedIn Lead Generation business, the more I recognize my advice could double for someone looking for a date.

Let’s face it: both areas find us putting our best selves forward, scrutinizing every aspect of a person’s profile, and getting really excited when we see new inbox alerts.

Take a look at the following tips to improve your LinkedIn reach-outs … or to come across as more appealing on your first date:

Tip 1: Don’t Talk About How Great You Are

Just as the person sitting across the dinner table doesn’t want to hear your life story, it’s not appealing to dive right into how great you are when reaching out to a business prospect. The goal for a LinkedIn reach-out is to articulate the mutual benefit.

It’s why businesses that can easily identify someone in need of their product or service have the highest likelihood of success. Think about it: when you can send someone a message and say, “I see you are in Year 2 of your business and our service is specifically designed for businesses in Year 2,” you are going to generate responses.

On the flip side, if you send someone a message and say, “I see you are a startup. We have a lot of success with startups, helping them grow exponentially over their second year …” you are going to generate a lot of deletes.

Tip 2: Make An Effort to Say Something Nice

As you would if you were going on a first date, it’s nice to do your research before the first meeting. Look over the person’s profile before you reach out and make note of anything nice to mention. Maybe someone makes great jokes you can reference. Perhaps they speak of a love of fly fishing.

When you take the time to notice and mention these things, you will at the very least gain a few extra seconds from the person. That may be the difference between a response and a delete. I’ve had multiple occasions where people replied mentioning the reference and appreciating that it was made.

NOTE: Looking over someone’s profile can also save you time. I’ve read summaries of individuals who threaten public scrutiny if they are solicited. Yikes.

Tip 3: Don’t Be Desperate

Desperate is never a good look, whether you’re dating or prospecting. I’ve been in the middle of sending reach-outs when someone I’ve reached out to accepted my connection request. I hold off sending a follow-up so I don’t look like I’m sitting there waiting for a response (… even though I kind of am).

This is the most relevant parallel between dating and lead generation — no one likes a desperate person or business. It’s why we attract all the business when we have a full plate and struggle to attract anything when we could use more clients.

Let’s face it: we are most attractive when we are popular.

Tip 4: Muster Up Genuine Excitement

Genuine excitement when meeting someone for the first time is always a plus. From a lead generation standpoint, the same is true.

When I’m working with a new client, I try to get as specific as possible with who they’re targeting. I do this for a number of reasons, but one is so I get really excited when I find the right person or business. That excitement translates into the message I write and creates a connection that wouldn’t otherwise be there.

Here’s an example:

Let’s say my client told me he was selling to women in the technology industry. I’m not going to get overly excited since they are a dime a dozen. Additionally, my reach-outs will be as generic as the target (“So, I see you’re a woman … in the technology industry …”)

If he told me instead that he was looking for women in the technology industry who attended Brown University in the past 10 years, I’m going to get way more excited when I find those women. My reach-outs will also be more specific and engaging (“Hi there! I see you are a Brown alumna, which is exactly who I’m looking for …”).

Even though I could pretend to get excited about the women in the technology industry, it’s going to be genuine when I have a more specific target.

So … are you ready to get out there?

Now you know — prepare for your LinkedIn reach-outs the same way you would for a first date! You’ll end up being the biggest man or woman on campus. If you think this sounds great but have no desire to enter the “dating” scene yourself, you can also reach out for a discovery call and we can talk about me playing the field on your behalf.

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

Can Your Prospects Hear You Through All the Noise?

As you look to generate leads for your business-to-business through LinkedIn, it’s important to take a step back and recognize the atmosphere in which you’re trying to reach people. There can be a lot of noise to get through when trying to capture someone’s attention, which may require an adjustment in strategy.

Take a look at your target audience and gauge whether they are likely to receive a lot of solicitations. If you are reaching out to C-level individuals, human resources, or business owners, for example, you’re going to have to be really good.

Determine whether an adjustment in strategy is needed by asking yourself these questions:

1. Is my LinkedIn profile telling the right story?

This is critical for everyone, but especially for those reaching out to highly sought-after individuals. Even if you successfully capture the attention of a prospect, they will only skim (yes, skim) your LinkedIn profile to see what you’re about. If it doesn’t paint the right picture, you’ve lost them.

Your LinkedIn profile is like your personal landing page — you have one opportunity to capture new business and you better deliver.

2. Are you generating appropriate content?

Generating LinkedIn content has a slightly different objective than content on your website. LinkedIn content is part of your profile and acts as supporting material when a prospect is trying to learn more about you.

Your three most recent articles will be prominent, so make sure you:

  • Use highly enticing headlines. I use CoSchedule’s headline analyzer.
  • Provide value. You can’t give away too much expertise as a B2B. The more you showcase what you know, the more businesses will want you to personalize your approach for them.
  • Make sure you are targeting the right audience. This isn’t all about you. Don’t write to convey what you know, write to showcase the skills that provide help to those you service.

3. Do you have the right ask?

I addressed this a little bit in a recent article, Be Confident, Not Cocky, When Pitching Your Services. While the way you pitch is important, so is what you’re pitching, and this is especially critical when you’re reaching out to individuals who are frequently solicited.

If Business Owner Joe receives 10-plus reach-outs per day and you send a message asking him to invest five figures in your service, he’s probably going to snicker and move on. You will blend in with the noise.

If, on the other hand, you simply ask Business Owner Joe to connect, engage in a conversation about something relevant, and then move on without asking for anything, you’ve planted a seed. This is not nearly as exciting as getting a quick win, but it’s realistic and, ultimately, effective.

4. Do you have the right expectations?

A continuation of making sure you have the right ask is having appropriate expectations. Generating immediate business from your reach-outs may not be realistic considering the people and services you’re pitching.

Your reach-outs may act primarily as a connection point to begin a longer sales cycle that will require inbound marketing — high quality content, engaging on the platform — in order to convert. What’s more, using the approach that you will get a sale from one reach-out may actually be hurting you.

For someone who is constantly bombarded with solicitations, reaching out with an expectation of receiving business may be a put-off. On the flip side, simply looking to connect and make conversation could be refreshing and start you off on the right foot with potential business down the line.

Get the Right Strategy

You may be struggling to recognize the right approach for your B2B, which is completely understandable. We are so immersed in our own businesses that it is difficult to remain objective.

Reach out via InMail or at chrissie@chrissiewywrot.com if you’re looking for a lead generation strategy and we can talk next steps!

In the meantime, take a look at your LinkedIn profile to make sure you’re conveying the appropriate message to the right people!

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

Be Confident, Not Cocky, When Pitching Your Services

Conduct a search on Google and you’ll find a million suggestions for selling yourself and your services. Sell value, go the extra mile, meet objections with questions, etc.It’s enough to get your head spinning.

The truth is, the majority of your effectiveness in sales happens in your own professional development work, especially if you are selling services attached to your personal brand. If you are confident that what you’re pitching is a valuable service, you will convey that confidence in the way you speak (or write).

Don’t move beyond confidence into cockiness, though — that is rarely effective. The key is to showcase yourself as a capable professional looking to provide a mutual benefit. A few other qualities and tactics that will benefit you in the sales process:

1. Get Personal

If you looking for individuals to purchase a product or service for you and there isn’t a clear mutual benefit or it isn’t highly personalized, you will more than likely come across as desperate.

Here is an example:

“I’m offering free coaching packages for entrepreneurs — three, 30-minute sessions. Are you interested?”

This can come across as desperate because there is nothing specific to the pitch. Yes, it’s specific to entrepreneurs, but there are many of those.

Compare that to this one:

“I am a business coach who works specifically with speakers. If you don’t already have a coach, I am currently offering three, 30-minute sessions for free. Please let me know if you are interested and we can set them up!”

This adjusts the focus to the fact that you have a specific type of person you are looking for and the individual you are reaching out to is that kind of person. It will help them feel special, something always good when pitching.

2. Consider A Longer Sales Cycle

As an add-on to No. 1, it may be beneficial to lengthen your sales cycle as it pertains to your pitch. Instead of going right for the jugular, you can ease your potential leads into getting to know you better.

Here’s another example to the initial pitch:

“Hello, great to meet you! I am a business coach who works exclusively with speakers. I would love to add you to my network so we might get to know one another better. I’m also offering free 30-minute sessions to new clients if you’re interested!”

This example adds a step to your sales process to take some of the pressure off your prospects and shows that you care about getting to know them, something many individuals who are frequently pitched appreciate.

3. Make it Casual

There are two ways to make a pitch casual.

First is a casual approach. This tends to benefit the person pitching because it presents the idea that you care about getting new business, but you don’t need it. It is another aspect of fostering a relationship over time instead of attempting to become business BFFs in the blink of an eye.

Second is a casual offer. A casual offer will acclimate your potential prospect with you and your business without giving up too much. You aren’t asking someone to fork over $10,000 having never heard of you before — you are asking them, for example, to engage in a free discovery call or webinar.

There are a number of ways to come across as cool and confident while you’re pitching your services — the key is to toe the line of confidence without heading into arrogance. Keep it personal, gradual, and casual, and you’ll do great!

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

Why Being Helpful Will Attract More Clients

As you put together content to promote to your audience, you may want to hold all of your “good stuff” close to the vest.

Giving away all of your trade secrets may seem counterintuitive. After all, if you tell everyone what you know, they won’t need to hire you … right?

Wrong.

This is a thought many professionals consider as they develop their content, but it couldn’t be further from the truth.

The key, however, is in the targeting. If you have a high-end B2B offer, but you’re targeting startups, you’re going to end up with individuals who try to tailor your advice to their businesses on their own because they can’t afford you. You have to extensively showcase your expertise to the right audience to convert.

(The “right audience” is too busy to perform what you do on their own and has plenty of money to pay you.)

As far as what to say within this “expert content,” use the following guidelines:

1. Ask your target

One of the best things I’ve done in terms of content is ask my target audience what they want to know about my area of expertise. If you’ve never done this before, I will bet money that — upon doing so — you will be blown away by the simplicity of what your audience wants to know.

The reason being, we become very affluent in our area of expertise to the point that we start assuming everyone knows the basics of what we know. This, however, is not even close to being true. I can’t begin to tell you the number of basic LinkedIn features I assumed “everyone” knew only to find out I was one of the only ones.

2. Be basic

Building off of point No. 1, you want to be as basic as possible, but also be complete with your information. Spell out the steps of what you do: how do you come up with a particular sales strategy? How do determine which social media network you leverage for your clients?

You may think you’re giving away too much, but think about it this way: your target does not have the same skill set as you do. If they did, they wouldn’t be your target. As long as you are focused on the right people, all you’re doing when you get detailed is showing how much you know.

3. Help for the sake of helping

If you’ve ever been in a business social media group, you’ve experienced individuals obscenely soliciting at every turn. Susie asks for advice with Facebook ad strategy and Steve volunteers, “I can help, PM me.” Steve is looking for business.

Instead, Steve could say something like, “My clients frequently ask this question and this is what I advise,” or, “I do such-and-such for my clients.” These are helpful responses that (subtly) promote that he is available for paid services.

It’s all about trust …

When you are genuine with your desire to help others, you will attract business. Those who approach content and social media with, “pay me first and then I’ll tell you” turn off people and businesses who know nothing about them.

Now, the idea isn’t to give your services away for free. It’s to be free flowing with your expertise. The more you share, the more you’ll be trusted as an expert, and that will pay dividends.

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

The 3 Things I Did to Get a Response From a Cold Reach-Out

I was conducting lead generation on behalf of a client and received a response that made me smile. The individual said:

I actually looked at your link because you wrote a very personal and to the point note.

He went on to say that what I was offering wasn’t for him, but the fact that he took the time to respond should speak volumes to you if you’re in sales (and, if you’re an entrepreneur, you’re in sales).

What did I do that was so personal? Three basic things:

1. I read his LinkedIn profile.

Yes, that’s right. I read it. It seems simple and — to some — a waste of time, but it is a few minutes that goes a long way.

As someone who conducts cold reach-outs, when I’m on the receiving end of them, I know exactly why they bother me or why I’m happy to respond:

If you have clearly done your homework (which could mean spending all of three minutes reading my LinkedIn profile) and recognize I’m truly a good fit for what you’re offering, I’m interested … or, at the very least, happy to respond.

If it’s obvious you’ve sent the same message to me that you’re sending to another 100 people, I (shake my head and) move on.

2. I referenced his experiences.

This person had a long career in journalism — it’s clear he’s led an interesting life. When I wrote him a note, I mentioned that. Suddenly, he recognizes I care. He recognizes I took three minutes to read his profile. He recognizes I’m not a bot or an automated system.

I’m seeing him as more than a target.

I’ve read a number of articles lately that talk about solving problems instead of selling services. This is completely true, but let’s take it one step further. We should care about solving those problems. Caring goes a long way, and it can be felt … even through the written word on LinkedIn.

3. I was conversational.

I read a great article today about dealing with objections in sales and agreed with the concept, but the example language used was way too formal and “salesy” for me. My No. 1 tip when it comes to reach-outs: just talk.

Yes, it’s important to be grammatically correct. It’s important to spell things properly. It’s important to sound intelligent. But it’s also important to talk to people as though they’re human beings instead of a statistic.

You can tailor the language to the industry — a doctor will probably respond better to more formal conversation than a life coach — but don’t sound like you copied the text out of a Sales 101 textbook.

In closing …

I truly believe 10 personal reach-outs beat 100 stock reach-outs any day of the week. Yes, there are other factors to being sales savvy, but being personal is No. 1 in my book.

Spend that three minutes reading someone’s LinkedIn profile. Trust me, it’ll pay off.

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

What I Believe is the Key to Great Sales Success

I love sales, and I’m good at it. But it wasn’t until recently that my “secret” to great sales came up in a conversation.

It was actually during a discovery call with a potential client. We were going over my method for lead generation and this person’s skill for closing sales came up. We went back and forth on the subject, unequivocally agreeing on this fact:

The key isn’t convincing someone to want your product or service; The key is determining whether the person ALREADY wants or needs your product or service and then helping them to recognize it.

The Downside of “Convincing”

If you’ve ever been convinced by a “good salesperson” to buy something you didn’t really want or need, you get it.

Perhaps you were guilted. Maybe you wanted the sales conversation to end. Regardless of the reason, you bought what the individual was selling and then regretted it. You let the product or service go unused and mourned the loss of money wasted.

Whether I’m selling on behalf of myself or a client, I don’t even want to talk to individuals who will end up regretting a purchase. To me, it’s depressing. What I enjoy about business is providing people with products or services they need.

A Different Approach to Sales

How does this change my approach to sales? Quite simply, it makes it better.

Instead of reaching out to people asking them to purchase, I’m reaching out to gauge interest. There is a subtle, yet important, difference here. When you reach out to someone with the tone of, “Hey, what I’m selling is amazing, you should buy it!” it puts people on their heels. They feel affronted and used.

When you reach out with the tone of, “Hey, I’m selling an amazing thing and would love to know if it could be of use to you!” you are shifting gears from focusing on you to focusing on them.

You are filtering through the throngs of people or businesses who fit your ideal target by getting personal. You’re asking if they have a want or need.

Isn’t that nice? They’ll certainly think so.

Why It Works

There are a number of reasons this approach works.

1. Your Prospects Are At Ease

This relaxed, just-checking-to-see-if-you’re-interested approach gets your sales cycle started the right way. Instead of being on the defensive because someone is being a self-absorbed salesperson, your prospect may feel appreciation right out of the gate that you (at least seem to) care.

2. It’s Personal

I don’t have an email list because I consider it impersonal. Whenever I get a stock email from someone that is geared toward selling, I get annoyed and delete it. If someone is trying to sell me with the same message he or she is selling 400 other people, it’s not personal to me. I want to feel special. Reaching out one-on-one to gauge interest with a potential lead makes them feel special.

Disclaimer: Email marketing can absolutely be done “the right way” with this same tone I’m speaking of — in fact, I just subscribed to a service this morning from a great email!

3. You Save Time

This approach can be quick. You’re shooting a quick note to see if someone is interested and they respond with a yes or no. Done. You are saving time, which — in turn — boosts your morale and keeps you going.

Need Help?

I love this process. If you’re looking for help weeding through potential leads on LinkedIn, reach out to learn more about my services. I can take over that part for you, sending quick notes to gauge interest and then handing over people ready to hear your best pitch. Email me at chrissie@chrissiewywrot.com and we can set up a call.

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

The Most Important Thing I’ve Learned in 3 Years As An Entrepreneur

Nearly three and a half years ago, I said goodbye to my NFL job with the Detroit Lions to set out on my own as an entrepreneur. To say the journey has been smooth sailing would be a huge lie, but I wouldn’t have it any other way. Every bump along the way has been an invaluable learning experience.

With all of that learning going on (believe me … there have been plenty of bumps-turned-learning experiences), there is one lesson that has popped up time and again:

Trust your gut.

It’s easy to veer off-course from gut-trusting. In the early phases of owning our own business, we have no idea what the heck we’re doing … or at least we have the illusion that we don’t know what we are doing.

It’s the equivalent of learning to ride a bike without training wheels: we are capable of doing it, but we have to practice (and fall plenty of times) before we get it down.

When it comes to trusting my gut the past three-and-a-half years, there are four key areas that stand out as the most important to my growth in my business and as an entrepreneur:

1. Knowing When I Didn’t Fit the Norm

This has been huge for me. When we get excited about business, it’s easy to get caught up in the what-everyone-else-is-doing trap.

You may think you’re supposed to build an email list, post to all the social media channels, and develop a “lead magnet” or a course. The truth is that those things may not fit who you are as an entrepreneur.

I don’t really have an email list — I don’t need it. My bread-and-butter is networking and selling on LinkedIn. An email list is actually too impersonal for me. I also don’t have a lead magnet (why do that when I can just send a personal message?) and I don’t post to Instagram, Pinterest, or SnapChat.

You may do one or all of those things and they may work for you — that is fantastic! But I’ve learned to trust my gut and do what fits me and my business.

2. Knowing When Advice Isn’t Right

It’s easy to get caught up in what your mentor, coach, or business bestie is saying, especially when things aren’t going so well and your confidence is in the toilet.

They’ve been in business longer than I have … I should just do what they’re telling me to do.

The bottom line is that you know your business (and yourself) the best. If you have doubt that what someone is advising you to do isn’t right for you, don’t do it. Even if the person giving you advice is one of the top business minds out there … you have to trust your gut.

I have learned this lesson from being on both sides of the spectrum: listening when I shouldn’t have and ignoring when I should have. The exercise builds confidence through success and through failure.

3. Knowing When to Cut the Cord

We’ve all had that conversation with ourselves regarding those clients. You know who I’m talking about … those clients.

Is it me or them? Am I the problem? What the heck is wrong with me?

This insecurity regarding our clients flares up the most when we are first starting out and excited to welcome anyone who wants to pay us. It also flares up when we have a “down period” and haven’t yet learned how to manage it mentally and professionally.

We let clients who are bad for us and our business hang around too long because … they’re paying us, right? Plus, we feel bad. What will they do if we let them go? Raise your hand if you’ve tried to make a client break up with you. Come on, raise it.

I’ll never forget a conversation I had with my business coach, who said, “Why are you letting him dictate your business?” It’s important to trust your gut when it comes to firing clients. When you have to do it, suck it up and do it.

(And don’t get caught up worrying you’re losing money … letting go of one client opens space up for another!)

4. Knowing When to Stand Up for an Idea

Have you ever been caught kicking yourself because you didn’t stand up for an idea in the face of a client’s objections? You were worried you’d be wrong and end up with your pants around your ankles, so you just gave in?

Yeah, me too.

Then, inevitably, what the client wanted didn’t work and you are left knowing you were right. The truth is, you have the expertise. You just have to trust your gut and know that you know what you’re talking about.

I find this often happens because we are so immersed in our expertise that we believe everyone knows the basics of what we do. I, for example, may believe that everyone knows the power of LinkedIn, what Twitter is used for, and that a blog title should be made up of more than three words.

But everyone doesn’t know these things and they’re looking for me to guide them toward the right thing to do.

It’s Gut-Check Time

When have you trusted your gut and reaped the reward? When have you not trusted your gut and realized you should have?

I want to hear your stories in the comments below!

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

How to Effectively Reach Out to Leads on LinkedIn

I engaged heavily in direct sales for the better part of a year in 2015. I was successful, building a good income through product sales. Recruiting, however, wasn’t my forte.

Here’s why:

I couldn’t bring myself to try to sell to someone who didn’t want what I was selling.

Products were a different beast — I generated interest through Facebook posts or one-on-one conversations and responded to inquiries. With recruiting, I felt pressure to reach out to as many people as I could and pitch that the business could generate massive amounts of revenue.

The problem, though, was that I knew the truth: the only way it would generate “massive amounts of revenue” was if the person was good at sales. I saw an opportunity to use standard business marketing practices to bring in warm leads, but I saw a much greater advantage to focusing on my own business rather than someone else’s.

My suspicions were confirmed when my LinkedIn consultancy took off and I left direct sales in the dust.

Whose Needs Matter More?

My point here is that I’m not the person who will try to talk anyone into something they don’t need. That’s not my style and it shouldn’t be yours.

Instead, I look for people who want what I’m selling. When I sense even the slightest bit of interest, I’m as good as you’re going to get.

So, you may ask, how do you determine whether a person has interest?

This is where I think a lot of people miss the mark. Instead of putting time into determining whether a lead has a desire for the product or service they’re selling, they jump right into the ask.

This is both off-putting and ineffective, even for those who do have a genuine interest.

Here’s the thing:

When you jump right into asking someone to buy from you without getting to know them first, you’re essentially telling them that it’s your needs that matter, not theirs.

To gauge whether a person has interest in what you’re selling, you must first engage in a mutually-beneficial relationship. The person you’re engaging with must believe that you have his or her best interest at heart, or you will fall as flat as a pancake.

The Mutual Benefit

Needing to establish a mutually-beneficial relationship doesn’t mean the cold reach-out is dead — quite the opposite, in fact. You’re reading the words of someone who loves cold reach-outs (you can learn all about how I conduct them here).

What is important to remember is that a cold reach-out is rarely done to actually make a sale. Typically it’s done to spark interest.

The key is to be patient — desperate isn’t a good look and your prospect will be able to sniff it out a mile away. Be willing to build relationships and let them flourish. If someone is interested, they’ll be interested … give it time.

What does it look like to kick off a budding online relationship? It can look different with each prospect. Take a look at these three scenarios, each of which has a different objective:

  1. Connecting on LinkedIn
  2. Scheduling a call
  3. Making the ask

Scenario 1: Connecting on LinkedIn

You develop the personal brands of current and former professional athletes. You are engaging on LinkedIn and find John, a former professional football player who now has his own consulting agency. You would love to work with John, but have never spoken to him and don’t want to put him off.

To kick off the relationship (no pun intended), you send a connection request that includes a (very) simple note:

  • “Hey John. I work with professional athletes on their personal brands. Seeing as you’re a former NFL player, I would love to connect with you here on LinkedIn!”

John accepts your connection request and you add him to your list of leads on Sales Navigator. Then you continue pushing out original content geared toward professional athletes, sometimes sending John your articles via private message and asking him to share to his network.

One of two things will happen from here: either John will reach out to learn more about your business or you will eventually reach out to gauge interest and schedule a call.

Scenario 2: Scheduling A Call

You’ve seen Sally, the owner of project management company, on LinkedIn. You aren’t connected, but are in a LinkedIn group together. Your hope is that she needs someone to manage her social media.

A cold reach-out may read like this:

  • “Hey Sally, I saw we’re in the same social media group together. I’d love to connect here on LinkedIn and maybe schedule a call to learn more about one another’s businesses. Are you available this week?”

If Sally is interested in a call, you chat about one another’s businesses. If she truly is in the market for social media help, you mentioning that you manage social media for small businesses is likely to spark her interest.

If it doesn’t, you can mention that you would love any referrals she can give, and then you feel good that you’ve added someone to your growing network.

Scenario 3: The Ask

Yes, sometimes you make the ask right away. In this scenario, you specialize in working with business coaches who are also public speakers. You produce original content on their behalf, manage their social media, and generate leads for speaking gigs.

You’re perusing LinkedIn and come across Laura’s profile. Laura is a business coach and public speaker who hasn’t published an original article in six months. She has, however, shared videos of herself speaking at a few live business events and she’s good at what she does.

A cold reach-out might read like this:

  • “Hi Laura! I am a marketing specialist who works specifically with business coaches and public speakers. I came across your profile and am really impressed by what you do — you have a lot of great information and are a fantastic public speaker. I would love the opportunity to speak with you over the phone about what I might be able to do for you. I help my clients with original content as well as lead generation for speaking events. If you’re interested, I’d love it if we could connect here on LinkedIn and then schedule a call for this week!”

This reach-out makes the ask right away, but it’s personal and mutually-beneficial. By asking in this way, you are acknowledging a specific need Laura might have. If she doesn’t have that need, she’ll say so (and you should respectfully end the conversation and not badger her). If she does, she’ll be pretty darn excited you reached out.

Enjoying the Chase

I’m a self-professed lover of lead generation. The art of scouting out potential leads, learning all I can about them, and reaching out as I deem appropriate is something I enjoy doing for myself and my clients.

If you are interested in lead generation for high-end offers, connect with me via LinkedIn or email chrissie@chrissiewywrot.com.