Do You Want to Leverage LinkedIn for Your B2B?

I am asked a lot whether LinkedIn is the “right” tool for a B2B. My answer is almost always “it depends.” One thing that separates me from many other professionals is that I want the best for your business first, regardless of whether you choose to work with me. If LinkedIn isn’t the best option for you, I don’t want you to use it.

So, is LinkedIn the right option for you? The best way to determine that is to jump on a call with me, but here are a few cheats to try to figure it out for yourself:

Ask Yourself: “Is my audience on LinkedIn?”

It’s simple, but it’s critical. If you are targeting a group of people who don’t like LinkedIn, you may struggle with results. That’s not to say your target has to spend a lot of time on LinkedIn. I have clients who have had great success reaching out to individuals who spend little time at a computer.

The key is to look at the connections of the people you are targeting. If your ideal client has fewer than 100 connections, no headshot, and next to nothing in his or her profile, you may want to avoid LinkedIn. Again, this isn’t a dealbreaker, but it’s one thing to consider.

Ask Yourself: “Can I easily identify my target audience?”

This is a big one.

The first thing someone is going to do when you reach out is qualify whether you have a legitimate reason for reaching out. You have a split second to catch his or her attention before being written off as a spammer.

This is why people who target a specific geographic location can often have more success than those who target behaviors or industries. If you start by saying, “Hi, I’m reaching out to local businesses to ask …” you are instantly relevant. Yes, some people will still be annoyed, but it’s a far cry from reaching out with something along the lines of, “Do you need a new website?!”

If you provide bookkeeping services for influencers who have little time to focus on anything other than influencing, you have that same relevance. “Hello, I see you are a big-time influencer in your space and I would love to chat with you about the bookkeeping services I offer.”

On the other hand, if you are target people who are dissatisfied with their websites, you can’t know that without asking. That drastically increases the time and energy you will have to expend before you uncover your ideal target and it makes for a tough ask. Think about it: by approaching them, you have to assume they hate their website. And what if they are the ones that designed it?

Ask yourself: “Are those within my target audience disgruntled?”

I once worked with someone whose target audience was angry. Every fifth person I looked up had “don’t contact me or I will publicly shame you” written within their profiles. It was so stressful!

If the people you are contacting have a chip on their shoulder when it comes to cold reach-outs, there’s a good chance you’re going to fail miserably at your LinkedIn sales endeavor. You’re probably best to settle in with a nice, safe inbound marketing or SEO campaign and call it a quarter.

Ask Yourself: “Will my leads make me enough money?”

Personalized reach-outs take time, which means money. This is true whether you’re conducting them yourself or hiring me to do it — time equates to money regardless.

It’s important that what you’re selling will make you enough money to make the reach-outs worth it. This can happen in volume or value. Convert many lower-tier services a month to cover the cost of outreach or convert one high-end service a month to cover the cost – either way works.

Okay, you say. If time is money, is it better to just go with ads?

If you are selling on LinkedIn, I see one reason to leverage ads instead of personalized reach-outs and that is if your ask will insult your audience. As mentioned above, if the only way you can approach your audience is by asking whether they’re dissatisfied with their current way of doing things, ads may be a better approach.

So, what do you think? Are LinkedIn reach-outs the way to go for you? Do you have any questions? Ask them 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.

This Kind of Lead Generation Advice Drives Me Crazy

I love lead generation. To me, it’s like a code to be cracked. I work with all types of businesses with many different goals to determine what marketing strategy and lead generation tactic will work best.

That’s why it drives me crazy when anyone touts that one type of lead generation strategy will work across the board.

I recently came across a professional on LinkedIn who made a bold statement about nurturing leads. She posted a pitch someone made and — I’ll be honest — it was a bad pitch. In response, she posted about the importance of nurturing people into becoming leads.

I agree that is a good tactic, but I don’t necessarily think it is a good tactic all the time.

Here’s why.

Let’s say you are trying to sell to Person A and Person B. Person A hates being pitched. She feels uncomfortable and irritated when anyone tries to sell to her. Person B considers her time valuable and prefers that people get to the point. If she is being sold to, she’d prefer to be asked point-blank whether she wants the product or service.

Clearly, attempting to sell the same way to both people is a bad idea. Person A needs to be nurtured. The pitch has to be disguised. Person B wants the opposite. Just cut to the chase.

Great, you say, but I can’t read people’s minds. How does this help me?

Here’s the thing: you can predict which type of person you will be pitching based on your service and target audience. If you are a vendor for hotel chains, for example, nurturing your potential leads probably isn’t necessary. You can reach out to the decision-maker or gatekeeper at the hotel with a direct, customized ask.

Research the chain and mention important business details. Maybe you recently stayed at one of their hotels and loved the service. Once you’ve written your personal note, you can simply ask, “Do you need [what I’m selling]? If you do, let’s set up a call. If not, it was great to connect!”

On the other hand, you may be an accountant for entrepreneurs. That type of relationship tends to require more nurturing. Instead of reaching out and asking someone to sign up for services, you may say, “Hey, Person B, I see you have your own business. Fantastic! I work with business owners as a CPA and would love to connect with you in the event you need help in the future. Thank you!” Then you work your inbound marketing strategy with blog posts, interviews, and other tactics.

The key here is personalization to both the business and individual. The service you are providing makes a difference and so do the people you are reaching out to.

The point is that it’s all relative, which is why I dislike professionals saying one way is the only way. It’s all about uncovering the right code and executing.

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.

The “Extra” Worry That Comes With Being an Athlete in Business

Becoming an entrepreneur is a vulnerable experience. We put ourselves out there as the product or service, putting a price tag on what we’re worth. It can be intimidating, especially for a professional athlete who has only done one thing for his or her entire life: focus on sports.

Impostor syndrome (also known as impostor phenomenon, fraud syndrome or the impostor experience) is a concept describing individuals who are marked by an inability to internalize their accomplishments and a persistent fear of being exposed as a “fraud”.

Beyond that, though, is another reality that many of us don’t experience: dealing with the court of public opinion. I suppose some of us may grow our businesses to the point that we are spoken about publicly, but it isn’t the norm.

Professional athletes have to keep in mind that their business will be seen through the filter of having once being in the public eye. This can be a blessing and a curse. The blessing? I wrote in early November that athletes must capitalize on their status as playing in the pros or in college.

The curse is being under a microscope. So many fans believe athletes are entitled millionaires because the cliche guy throwing around money is typically the one covered in the media. Sensationalism sells.

So, what do you do if you’re a professional athlete-turned-entrepreneur to keep your name and your business out of the mud?

1. Hire Well

First, it is important to know that there will always be naysayers. Some people enjoy blasting others on social media — that’s how they get their kicks and pro athletes are a great target.

I know it’s frustrating to see the ignorance in the face of trying to make an honest living. It’s frustrating for me to see people I know, like, and respect spoken about as though they are selfish and wrong for wanting to build a business.

Make sure you invest in quality public relations or marketing professional who can screen your social media and guide you in how you present yourself to the public. You always want to be one step ahead.

2. Recognize Your Differences

Even if you didn’t finish your pro career as a millionaire, you must recognize that the public sees you as one. That might mean you have to showcase the nonprofits you support, give away “scholarships” to the coaching program you run, or simply be ready to ignore criticism.

Some industries are easier to navigate than others. Real estate, for example, won’t be met with a great deal of criticism. If you plan to work a lot with the public, however, you may run into some. It’s completely unfair, but the public doesn’t see you as a “real” person — to them, you are a caricature.

Take that into account as you’re putting together your marketing plan.

3. Be Transparent When Necessary

Are you just starting on your business journey? Let your fans and followers know you are figuring out your workload as you go and, therefore, won’t be able to accommodate everyone just yet.

If you’re offering coaching for youth sports, for example, be transparent about the number of kids you can take at any given time. Begin with a “soft launch” so you can determine how many clients are realistic and how you should price your services.

You don’t want to present yourself as a bumbling newbie, but you can talk about wanting to do things right and, therefore, beginning slow.

Customize Your Plan

I am speaking in very general terms — customizing a plan is essential in this space. If you are just starting your business or need help re-branding or putting together a marketing strategy, reach out to schedule a free consulting 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 atchrissie@chrissiewywrot.com.

marketing strategy

What Is the Best Way to Market Your Business?

There are countless tools at your fingertips when it comes to promoting your business online. From email marketing to social media, you could literally come up with dozens of ways to market your product or service.

The million dollar question is: which do you choose?

In my experience, I see business owners go with what is familiar. Maybe they have heard of Facebook ads and, therefore, believe that is the way to go. They think they “should” be on Twitter or “should” build an email list.

While those options may end up being the best course to take, that approach is backwards. Uncovering an ideal marketing plan is done in a series of steps starting, most importantly, with business goals.

What are you trying to accomplish?

It’s amazing how easy it is to overlook this question, but it is the most important to answer. Articulate for yourself what you are trying to achieve and remember that you may have more than one goal.

Outline the what and the who.

Example of professional with a single goal:

  • I want to sell my services as a virtual assistant to solo entrepreneurs making at least $100,000 per year.

Example of a professional with multiple goals:

  • I want individuals who want to be public speakers to purchase coaching packages from me.
  • I want to establish myself as an influencer in the area of public speaking.

Why will others want what you are selling?

Dig into the motivation of others to purchase your product or service. If your ideal client or customer needs a lot of convincing, your strategy will include more touchpoints.

Another factor is trust. If you are selling coaching services, for example, your client will need to know you before purchasing. Your marketing strategy will be heavy from a content standpoint: blog posts, podcast interviews, videos, etc.

If, on the other hand, you are selling a service with a black-and-white need — lawn service, for example — trust isn’t as big of a factor. You can simply identify the best way to reach individuals or businesses that need your services and get in front of them with your call to action.

Will your ideal client or customer be looking for you?

This will greatly impact your marketing strategy. If clients or customers are actively searching for what you’re selling, Search Engine Optimization (SEO) is critical for your website and other platforms like LinkedIn or YouTube.

If they aren’t, you may want to look into lead generation or paid advertising and your marketing strategy will have to nurture your audience from cold to customer.

How can you best showcase the benefit of working with you?

Your value is critical to conversion. If you are selling a service, look to promote your expertise in a way that puts you in the best light.

Do you light up when you talk about what you do? Make videos or pitch yourself as an on-camera or podcast interview. Are you a strong writer? Write blog posts.

Think about how your audience will want to learn more about you. Are you targeting people who are rarely in front of a computer? Try direct reach-outs and ask for a phone call.

Is your ideal client a mom who is always checking Facebook? Put together Facebook ads or do live videos.

Need additional help?

This is just a start to putting together your marketing strategy. There are many other factors involved to determine the best plan of action.

If you are feeling overwhelmed at the thought of putting your own marketing plan together, reach out to me for help. We will go over all of these questions and more. Then I will provide you with a detailed marketing plan you can execute yourself or hire someone to execute.

Email chrissie@chrissiewywrot.com or visit my marketing strategy page!

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.