MMS #97 - Video Prospecting: Avoiding Common Pitfalls and Achieving Success with Juan Pablo Garcia

[00:00:00] Welcome to Mastering Modern Selling, Relationships, Social and AI in the Biocentric Age. Join host Brandon Lee, founder of FistThum, alongside Microsoft's number one social seller, Carson V Heady, and Tom Burton, author of the Revenue Zone and co-founder of Leedsmart.

[00:00:19] As we explore the strategies and stories behind successful executives and sales professionals, dive in to business growth, personal development and the pursuit of excellence with industry leaders. Whether you're a seasoned executive or an aspiring leader, this podcast is your backstage

[00:00:35] pass to today's business landscape. This is Mastering Modern Selling, brought to you by FistThum. Okay, welcome to episode number 97, Mastering Modern Selling, Tom Burton, here with my co-host Brandon Lee and Carson is wrapping up his Florida vacation, and Brandon sounds like you're starting your Florida vacation tomorrow.

[00:01:02] Well, it's not a vacation. I have business meetings in Tampa, but you know what? Anytime you're in Florida, it's kind of a vacation, right? Yeah, so anyway, Carson said I think had a couple weeks down here. I'll be back with us next week,

[00:01:15] but again we have a great guest to fill in for Carson's absence, one Pablo Garcia live from Spain, not quite Barcelona but close to Barcelona, right? Yeah, that's right. I live between Barcelona and Tarragona.

[00:01:31] I don't know if people know this place, it's awesome. I really like to live here. I'm really happy about their culture, the place, and everything. I'm not native Spanish, but they've been here for 21 years now. Well, as you were just saying, when it's 9.30 there,

[00:01:47] and you're going to be thinking about going to dinner in a couple hours. So after the show is over, that's normal, normal, and it's time there. So we're going to talk about a subject today

[00:02:00] that Brandon, we've touched on this, I think a couple of times over the last 97 episodes, but what we had Julie Hansen on, right? We talked quite a bit about video and video prospecting,

[00:02:10] but we're going to take a deeper dive. Yeah, and if I remember correctly, Julie was really talking more about video conversations, more than prospecting. That's why I've really been excited for Juan Pablo to, and he shared with me several times on LinkedIn messaging about his

[00:02:26] system he uses with video prospecting. And I think we've talked a bit about, oh yeah, you should use video or send videos to people and LinkedIn messages be different, but we've never really talked

[00:02:36] about a system or what that actually looks like. So we brought the master Juan Pablo into the common kitchen. This is an exaggeration from your part and the other thing is that

[00:02:50] if I have to fill this lot, let's like, Carson, Eddie, he's one of my heroes, so I don't want to have that responsibility over my shoulders. You have all that responsibility. I'm here, you need to carry the credit. Speaking about video prospecting,

[00:03:07] I'm not on authority, but I learned the hard way things that work, things that don't work. So I'm really interested in helping your audience and you to understand what I found

[00:03:18] you in these latest years, really practicing this. And if you want, I can share some basic stuff with you, and then we can go deeper if you have questions or things. Yeah, let's do that. Let's start off

[00:03:30] you know, Juan Pablo tells a little bit about your background, what you do, how you got into video prospecting and then yeah, we'll get into the system and then kind of keep peeling the onion from

[00:03:39] there to see, you know, what's the right way to go? Okay that's a great point so I can start with with a story. If you ask me what I do, my whole life, I'm 56, I think, yeah, 55, a lot of

[00:03:53] be 56 in one week in two weeks. And I've been my whole life selling technology. I've been selling technology since I started selling Apple computers and Apple related computers in the ages where you can see the wire magazine, the do-move Apple will fail, they will disappear. So I'm such

[00:04:16] all guy. So the first job I had here when I arrived to Spain maybe 21 years ago, this will help me the big, the whole situation about video prospecting because I think that selling

[00:04:30] involves change but there are things that never changed. So I had one colleague in the first company I started working here in Barcelona, he's day was like this. He will arrive in a motorcycle first

[00:04:45] in the morning, he will be there. You will arrive to the, to there, he will be oh and he was like in a hurry, in a hurry for what? He was grabbing a cup of not a cup, they machine for the coffee,

[00:04:58] coffee on the table, get a list of names, numbers or whatever. One hour or two hours calling people when he was finished with that helmet again running onto the motorcycle of he went and then you will

[00:05:15] the next time you will see him was next day. And then the other time you will see him was when they say the best seller of the company is Raoul Lopez Puch, that's the guy. So he was doing what was

[00:05:28] he really doing. He was having conversation with people, that's what I think is our main job. But he had a really important detail I think in my opinion, is that he was an expert in what

[00:05:42] he was talking about. It's not that how I wing it and he in my opinion to sell his to help. So our main job is to help people. You can't help someone if you don't know what your value

[00:05:54] or what do they need. So that thing never changed. So how should I position be the selling? It's just to be in contact with people. People is in digital media today, you have after

[00:06:09] COVID especially people is more used to be on screen like we are here or to receive videos or to send videos. And then at our age I have teenage kids and then you say, what are they doing?

[00:06:22] Remember, five or six years ago people was making jobs or the teenagers are all they texting there. What are they doing? They are communicating that's their way of communicating with other people. It's not that they are obsessed with their phone with the media. They are just

[00:06:38] interacting with people. So I think that video is a way to do that. And the main thing that I want to speak with you tonight, tonight for me is like I see that there are several

[00:06:53] details in be the prospecting that the done absolutely wrong. And people says these fails or this is not working for me because of these and this and that. If you ask me, this is not working because

[00:07:06] of A, B, and C, I will tell you A, B, and C are the result for disaster. We never were like that. So that's my my position around this. And then the other thing is it's a part,

[00:07:18] it's not, I'm not recording videos all day and that's the only thing I do. I still consider that the best thing to do is what Raul did 21 years ago and still doing because I went

[00:07:30] to the he works for Adobe Education today and he went to his office. He was not there of course, he was selling some place and I asked a colleague, where's Raul? Oh, yes Raul is our colleague.

[00:07:42] This is his desk. His desk was covered by a worse, presidential club, trip to Bahamas, everything that you will understand that a successful sales guy will have in his desk was there because

[00:07:55] that's not what he does, that the main thing to do, not be the prospecting, did it or not expecting something? But if you do it wrong, we'll create more harm, like good and we should focus on that.

[00:08:07] So Raul sounds like a Spanish version of Carson. Raul, yes, of course I read the full series of the salesman on fire and I love that and it's yes and I know lot of Raul's around the

[00:08:22] war in other companies. You know that they prefer the guys focused but he's not focused. People sometimes mistake. They say all successful sellers are greedy, they don't have time, no they don't have time to lose and they always focus on helping people,

[00:08:38] and knowing people and interacting with people. They are experts managing internal resources that what that's another really good characteristic of successful sellers. So before we get into the system let's define because I think there could be people that are wondering what exactly do you

[00:08:54] mean by video prospecting? And how does that differ from you know brand and what you do on LinkedIn or what you do on here? What exactly is video prospecting and how it differs from other

[00:09:05] use of video? Okay I will I will define it in my own terms related to what we have been sharing until now. Is to use video? To achieve the first goal that I consider that you have to do when you

[00:09:21] speak with someone. Remember when you create an opportunity in Salesforce and your boss asking who do you know there? That's the main thing. Do you know anyone? So the first goal is to know people.

[00:09:32] If we don't know people, we can do business with anyone. If you are unknown, there's no way to interact with people and to advance opportunities to help people. So video prospecting is using video

[00:09:46] with modern social channels. The main one is LinkedIn. So the first goal that you can you can achieve with that is to know people and to be known. And also to understand and then to understand this, to be understood. It's not the other way around.

[00:10:04] The first zero status is they don't know me. Second status is they know me and I understand them. How do you understand them? Interacting. Having dialogues. That's one of the main mistakes I see

[00:10:19] in the video prospecting that I will tell you, it's a matter of timing. timing is crucial. It's something that we can speak about. So just real quick, Brandon. With video prospecting, then the objective of that is to get that ultimately to get that conversation, to get a conversation

[00:10:42] with somebody, a live conversation. That is the objective of doing video prospecting. Is that the ultimate goal? In half, yes exactly. To create the live conversation, conditions is the goal. But it's not immediate. This is a really, it's a really, it's one of the main confusions.

[00:11:04] Because maybe I'm being disorganized with this, but this is a, this matters to say this here. People that says video prospecting is not working for me. And then if you speak about the technique,

[00:11:15] is to record a video of yourself and send it into someone. If I connect with you, what I would do is I connect with you in LinkedIn. And then I will send you a video. First rule I use

[00:11:27] and the first rule people is not using is I never ask for anything. It's like if you see, I don't know, top gun when Tom Cruise Mabel goes to the bar and dances and the lady instead

[00:11:44] of smiling, she said, oh, you are going to try to take me in the boat in the next session of them movie because you is too fast. So you can't rush people. If you don't know them and they

[00:11:57] know, they don't know you in my vision and in my experience, you can't ask for anything. So people say, oh, if you don't ask for anything, what do you do? I present myself. If I have to tell you

[00:12:12] how I do it is like, hi Tom, imagine I'm recording a video. Hi Tom, thanks for connecting with me. I'm here on LinkedIn because I like to share interest and stuff about what we do and learn

[00:12:23] about the things that matter to everyone. Let's make this place a better place. Thanks, fun. That's it. That's it. Because the video prospecting has several layers. You say, oh, the first

[00:12:38] one is to be known and to know people and to understand. Why do you understand or try to understand and then you have to be understood? You have to maintain a dialogue. This thing that we used to

[00:12:51] be, go, I remember the first work I had here in Spain. I didn't have a car. I went by train, train 45 degrees to go and visit someone and then come back, one visit per day. Today with video,

[00:13:02] you can do like, I personally have like 40 or 50 dialogues per day with different people. So what's that? Is that I send you this and then let's pick about some numbers. The replay rate of this kind of action was higher than what I'm going to tell you. This is

[00:13:22] change in really fast. Maybe people is implementing this today and in three months it's not working anymore because of something that we can go. But my experience with real numbers and I do it a lot,

[00:13:32] I do it consistently is like more or less between 20 and 40 percent of the people that receive this video will say something positive above that. Say, oh thanks for the video. I love it or thumbs up,

[00:13:47] something. What the next step? I will not tell him, oh, I see, I sell market services in our remote countries. I sell into United States and other places far from Spain. So it's not that all,

[00:14:01] and everything I'm explaining, I learned doing it wrong. So I'm trying to explain you the good part, but I did what everyone does. Sure. You know, when you are connected with someone that you know

[00:14:13] that they will pitch a love you immediately, they will be automated. So people does some of this, also in video. It's like, oh, now that you know me and that I know that you work in this company

[00:14:26] that you use in market, I'm sure I can help you with this blah blah blah blah. This is a showstopper for me. This will, if we'll not work, the time is really important. Let me say something because

[00:14:42] other things to avoid is to try to hide because I was taking a look at this. LinkedIn has 9, 930 million users and I have the 30 million users. And some people tired about these that people say, oh, they are pitch-lap in me or they are aggressive. They say,

[00:15:05] are you trying to help me? I can tell you without any doubt that 930 people in LinkedIn are selling. My title says, I sell, but everyone is selling all of them are selling LinkedIn. The architect sells buildings and administrator sells his human power to be hired by someone,

[00:15:27] a consultant sells that, a marketer serves contacts, networks, SEO sells his company. So everyone is selling. So if you take to hide that, it's worse. Let's go back to the video. So you are correct me if I'm wrong, if whatever I have wrong here. You're finding your prospect,

[00:15:51] you're doing searches, you're finding the people he want to meet that I'm assuming or your ideal customers. You send a connection request. Are you just sending a cold connection request?

[00:16:01] Or do you send a message with that? No, I can see there on this is, I read them these from other experts and people that know about this. I consider my profile should be explaining what

[00:16:15] I do, and if you receive a blank connect from, I always send on, I only send blank connects. If you take a look at my profile and you are like in my ICP, you should be interested in connecting

[00:16:28] with me and that's it. I don't do anything about doing special message unless there's an exception. If I hear you say in something that I ensure that I help you immediately, maybe my connection with request will have something about that. But in general, I only send a blank

[00:16:50] connection request. Something important that I learn from other gun is that in my summary, I don't speak about myself. I speak about the problems I see in my market, so if they're really

[00:17:00] my profile, then we not see a fantastic I have a dog. I have three kids. I've been working since I was a kid. It's what I see in the market, what's my take or I were taking our company to try to

[00:17:12] help them. So they are reflected in that. And except on right for my blank connect request, are between 50% or a little more. And the selection of the ICP is really precise and I don't

[00:17:23] think that I think I could not help. Okay, so you pop your list. You send out a cold connection request about 50% of them accepted and then you immediately will send a video

[00:17:37] like the video that you told us just introducing yourself. Yes. This is inserted into if you want we can go deeper into that. That inserted in my daily routine in my workflow. I can tell you

[00:17:52] people says, oh, video. This is complicated. I have to have a studio. I have to do these at the perfect make the camera. Everything. This is related also with authenticity. Yeah. Automatic authenticity

[00:18:06] and vulnerability that people say how to be authentic, how to you can't appear authentic. You have to be. So the best way to be is just to show your life. So I've inserted an ICP, you brand-own

[00:18:21] this kind of post in LinkedIn I really like them because I feel I'm closer to you. Oh, he said the airport is doing this. He's doing that. You are doing that naturally and for me,

[00:18:31] I feel closer to you. So in my experience, I had all those we use in our company. We use video or we use other tools that like that the machine to produce video and then they didn't work

[00:18:46] as the simplest of the workflows that I will describe today. I'm integrating this in my morning walks with the dogs after I take my little kid to the school. So the little kid goes to

[00:18:59] cool and my message, I describe this as upscale recording down because it's healing, uphear recording, downheal editing or cutting. At home, it's like putting it into the template and sent. So this is

[00:19:19] this is when I have to say something more elaborate because I maybe I'm going to fast. But first video, hello brand-own this is JP. Thank you. You don't have to edit anything but I review the list of

[00:19:32] the new contest I have and then I do that natively in the LinkedIn application, I do anything. I don't edit nothing. I do just like that. Then the other thing is the other usage of video

[00:19:46] that I really have good results with is when I say, okay this is something that marries in my market and I have something to say, I will create something some content so that's their way to

[00:19:59] uphear recording down, downheal editing. I just use I'm moving the iPhone and the only thing I do is I cut cut cut cut and then I glue everything and I'm I'm working the dose. I work for one hour,

[00:20:11] one hour and a half and I create a video using that and then that will be shared with what I consider my audience, anything that has been created using the first step. So first you connect

[00:20:26] then you get closer to them with video messaging, then you have dialogue with them and then what I do is I segment people by interest and I say, oh this today, this thing that I'm speaking

[00:20:38] today, I will publish this in LinkedIn and then I will personally share these with these audience because those are for example German companies that have this related to what I'm thinking

[00:20:49] so I share that with them. The other thing I do and then with this I finish is that I reuse and re-share what the company produces. Everyone is doing webinars sometimes I record webinar from other

[00:21:02] people imagine I'm recording this and then I get their recording and I do and edit three or four minutes and I put a summary on introduction with my thoughts and then I publish that in LinkedIn,

[00:21:13] you can look at my profile is everywhere is filled up of these home-made videos. I publish this and I share with what I call the audience because this is related with one of the first mistakes.

[00:21:24] It's not I don't have results it's not immediate. The mindset is I need to be adding value for people trying to help them always so if you if you try to help people sharing contact content sorry

[00:21:43] you can reuse video and you can do other things so that's my workflow. So Tim, Tim thinks that your whole secret is that you are taking pictures or videos of

[00:21:55] your dog and your beat in the beat. I think that summarized it but I wanted to kind of build on what you were saying Brandon because I think there's some nuance here on what J.K. is saying so

[00:22:09] I made you make a connection request right I accept it you then send a video to me you know just an intro hey how are you nice to meet you blah blah blah right I made reply back on thanks one

[00:22:21] Pablo you know great to meet you as well or whatever but then what I hear you saying is whether it's your own content or your company's content you're kind of curating that content

[00:22:31] based on the interest that they're there so you're looking and going okay what content would be valuable to Brandon what content could be valuable to Tom what could be valuable to Mary and then

[00:22:42] assume you're doing this all through direct message or so you're doing all this. Yes I'm doing that all from diet messages I consider them my audience and I'm doing I'm taking the time to do that. Right but you're not in the way. No good Martin.

[00:22:57] Hosting video also to LinkedIn so they're proposed or is it are you doing only sending it as direct messages to specific people. No what I usually do is I post them but you know people

[00:23:13] unless you are really famous on LinkedIn you will not have the reach that you expect and I think that's not the problem at all because I consider my audience if the context are already

[00:23:22] hard so I publish something on LinkedIn and then I share that specific post and in some occasions I say oh Mark I was thinking about you because this relates to this in this and that

[00:23:33] that really take the time I consider that anything that's too easy really is of no value. Too easy no value in any any any activity in life so no shortcuts yeah so so the new

[00:23:50] one to there and I think you're right Tom so the new one to there is your publish posts with different videos and then you identify your audience which are your connections. Who would find value in this

[00:24:03] video and then what I know about you is you send that to them as a direct message with some very specific reasons why you're sharing a link to that post which just happens to be another video.

[00:24:16] Yes it's kind of it's done properly though you really are care rating content right to your audience so you're not just shotguning everything out to everybody you're giving content that could be the most relevant to that to that each of those individuals and your ideal customer profile

[00:24:32] and I would assume that and that so the next step is what are the responses you're getting from that are you getting I'm sure there's some people that say stop doing this or what kind of results

[00:24:46] are you then obviously not everyone's going to welcome it but what kind of results are you seeing and and then where does that lead? I would say that people say in stop this maybe less than 1%

[00:24:59] but okay is way less well as my if you say how many people do you have in these workflow maybe 2000 so that I've received a message saying stop please maybe two or three

[00:25:15] in total because I there's some some things to say about this first it's not every day second it's not automated it's not that they are in a sequence so they will receive nonsense

[00:25:29] even when you do what I will call hybrid sequences that you have some human touch on top of something as automated if you do that you can take some time to do it but it's not automated in

[00:25:44] the way the oh I send this on and I receive that from the other day and I say oh this is the Friday message from blah blah blah they are this is automated every Friday at 6 p.m. I received something

[00:25:55] there's no one that the same thing I told you if it's not a fourth there's no value so I received that as oh this is an automation I don't care so I care about what I do and in some cases

[00:26:06] they said the first the one that hate her it was like a bad mouth for me was one from a from my vendor we represent one of the pre-sales guide that I may maybe a message like a 90

[00:26:23] of them saying please stop don't share this with me I was like oh sorry but this is good for your clients because we do your services so but I explain but is one case is please stop and then

[00:26:38] two more say I'm not interested but it's not massive and I'm not anxious at all and then regarding let me say something about what team is writing here about my dog and my big the beach and the

[00:26:51] videos because this is important because they were like controversial and until something happened it was like I started doing this I said oh I went to this and then one day I had a meeting with my

[00:27:02] boss I was I said JP what are you doing this is not official this is not a template you should be doing this why don't you do a frequent meeting with marketing so you are raising the messaging

[00:27:17] you are agreeing on the content you use the template and rora let me say that's impossible because my method is uphill recording whatever I want to say and I'm speaking with people all day so

[00:27:30] I will not have time to wait for marketing or whoever to agreeing that so then part of the company won't went to Las Vegas to really big big big event from Adobe and then in the playback my boss

[00:27:44] was texting me JP you are famous what do you mean everyone knows you when we say we work at cultural that we say oh one part of my friend and I said that wasn't my goal I don't want to be

[00:27:58] famous but I want to be known I want to understand I want to be understood so did that so he was on the plane I was texting is it happening to you no no no this happened to Josh and I'm also too jury

[00:28:13] three of us so I'm saying okay so that's what I was doing with the beach with the dog and whatever so I know it works so that's the and this is related with something we were discussing the previous

[00:28:25] of these conversations at that you should have some way of tracking what you do because it's like they say oh this is the the deep way about the deep funnel is that it's not really easy to prove what

[00:28:37] you are doing but in my case it was easier because they they had the proof there oh you are people know you our market is always speaking about you asking questions about you so you are doing something

[00:28:48] value for the company I wasn't doing it because it was fun and convinced it was working to be known no people understand that was the goal yeah I like that I think that I think those are

[00:29:04] two of the biggest opportunities with LinkedIn is you know as we say there's two goals that we have far clients number one is that people in your industry are going to say oh I see you everywhere

[00:29:15] and it's not that we're literally everywhere but they'll see us consistently because we're consistent and LinkedIn I think the bigger one is the second one that says you know that people say I feel like

[00:29:26] I already know you I think that that familiarity that sense of connection of course that's why we call our company fist bump is it there's a there's somebody fist bump you it's there's a connection

[00:29:40] there's there's rapport versus so in that you shake your hand and I really I see the value and how video helps you accelerate that because you're putting your person you're putting

[00:29:52] more of your person in front of them in video format and your voice and your face and your movement and everything instead it just something coming in writing yes that's absolutely and it also

[00:30:04] helps with something you know what you name Julie Hansen I consider her one of my inspirations to understand that you have to be looking at the camera and everything that she teaches I love her

[00:30:16] and then someday I did a video that was coming fun about avatars so I say oh I'm JP Zavatar this is I'm doing the ad was joke and Julie wrote me T.P. what technology are you using I'm

[00:30:31] afraid these avatars perfect and say Julie wasn't joke so it's only something to have fun so you to use video also reduces the barrier that everyone is having today is easy for real

[00:30:46] is that the person or is a machine creating an automated message is that is getting oh I'm thinking about the other thing that usually is about using an automation that I sometimes I use it but the

[00:30:59] main mistake is to use it to persuade using some supposed to be important public information about you like my sister lives in Florida so I receive an automated message oh I see your sister lives in Florida

[00:31:12] as well who cares about that so people is using that to persuade and it's a bummer is something awful and we are inundated by that and the other thing is to use it to prescribe based on what people

[00:31:25] says I care about these because I'm doing filming this form and I select these I'm reviewing this product so you can use that information automated to prescribe about something but if

[00:31:38] if you try to persuade it's a it's a no go for me so on the on the comment are that once you are starting to curate that content and send it through direct messages could be anything

[00:31:54] how does that usually evolved is there some point where you ask for a conversation is there are do you wait for them to ask for a conversation or how do you then bridge that from

[00:32:06] hey I'm building a relationship into actually prospected opportunities okay I will say that the main thing to do I mean sales and we are legendary to be fighting marketing but I consider selling a team sport

[00:32:18] is like I'm the seller I have colleagues that are in the sales team in my company we have a marketing department we do activities so everything has to be coordinated in some way so you get people into

[00:32:32] your funnel or they get people in contact with you at the opportunity level and one of the main results I got when I do this kind of activities is that people that comes to our own webinars for

[00:32:43] example women are that are highly technical and with a high value maybe 30 or 40% of those people are my quote-unquote friends so they come to our webinars after they meet me or they know me because

[00:32:57] they are in a conversation with me so once they are down into the funnest so they come to the webinars it's easy for me it's here for me to ask oh I've seen we've been speaking we've been dealing

[00:33:11] with this if these good moments to talk about this thing that you are interested in because you are attending our webinars or that's it that's one part another part is that in some times

[00:33:23] it would be really good to say oh you change jobs what are you doing with these marketer services can I help you can we do this and then I have several different stages of people it's people that

[00:33:35] remember I say always be helping maybe you will interact with people that's looking for a job when they find a job they say oh JP thank you for all your help when I was not working now I

[00:33:46] want to ask you for help with this or people change jobs they will be already know is everything was done to what Brandon said that you feel closer to people so that's absolutely real that's what I think

[00:34:02] so on public when you're sending these direct messages you're doing it with the purpose for each person you're not just spraying at you said there's no automations when do you know or when do

[00:34:15] you think to or is it always you then invite them to a webinar and that's kind of the way that you try to get them deeper in your funnel or at some point is there a queue or or something that happens

[00:34:28] that you're trying to engage them more the personal level to create a call sometimes that happens but is rare because my strategy remember I said be the upper thickness one of the things

[00:34:43] you can do I also email I also do call calls I also use the phones but in this way what I do is what I don't know if you know just in Michael but I like what he says about having direct messages with people

[00:34:58] having conversations until that happens something that he says and I believe that for real he says is a polarity shift is that if you push people they will be like at the defense if you have

[00:35:12] conversations with them and you are really helpful and also curious if you're curious about what they care about not your version of your life is their problems if you're curious they will ask you

[00:35:24] in some time they would say can you help me with this so that creates the valuable opportunities not as fast as call calling people and say oh I'm trying to sell you this but I see that in these kind of relationships

[00:35:38] these ways much solid is not better is solid also depends on the type of thing you sell I sell services high quality services complex things is not easy to sell something to this place

[00:35:52] compared on in a call is that tomorrow you're going to this maybe the first stage is that they know us and they know us in a higher quality way by doing the other thing that are just to

[00:36:05] embed in them there there there there this is what what I practice and what I believe I really do actually like I really like the weapon our strategy of inviting your friends as you would say right it's very different to invite your quote unquote friends

[00:36:23] to a webinar versus somebody who is a cold prospect because what I think will happen is first of all you'll get more engagement at the webinar so it'll just be a better overall experience they'll

[00:36:36] likely invite their colleagues to attend those as well and and just the quality of the outcome is going to be much better than somebody who's never heard of you that goes to a traditional

[00:36:46] webinar which we all know how webinars are laid out right they're laid out to educate and then call the action as as we go through but having that much deeper relationship when they show in

[00:36:56] it's going to make the quality of that webinar result way, way better yeah and that's really what I like is one public you're talking about strategically using your personal brand as part of your

[00:37:08] sales process I mean you're networking we're going back to what Raul did yeah he made calls in the morning and then he got on his motorcycle and he went and he did face to face with people

[00:37:18] and as you said earlier when you were on the train it's 45 minutes to somebody you can have one meeting a day maybe two with LinkedIn yeah it's two-dimensional it's on a screen but we can have

[00:37:33] 50 or more conversations in a day and it takes just consistency you know pull out your phone and do a little research look at their LinkedIn profile look at you know look at information about

[00:37:47] their company know as I like your saying is you're quoting Kavi you know know and then before you're known right you're doing your research and you're trying to add value you just you're using

[00:37:59] I mean I remember learning a long time ago like video is just what they call a richer media it's because you can have inflection you have facial expressions you have your body posture

[00:38:12] you can have a little bit more fun with it than just a message just just a written word and the other thing I really like about it won't be on the one hand I think with the proliferation of AI

[00:38:27] you know we can spot AI images you know the increase in social posts because of AI and a lot of these AI images that look kind of mirrored I always joke around you know this is my your max

[00:38:45] painting from the 1994 World Cup but a lot of the AI images that I see are kind of in this style they're almost mirroled you know I don't know there there's just something about them and it's

[00:38:57] as you're going through a newsfeed you see an AI picture I don't know about everyone else but my thing I just kind of move I just keep going like six months ago or so I was more curious about

[00:39:08] oh how's the AI picture it wasn't like oh the picture capture my attention it was oh it's an AI picture is it any good video in the in these types of videos there's no substitute you're not

[00:39:22] using AI and I'm sure it's coming but with a personal video for somebody you're taking time you're doing it deliberately and you're sending it to a specific person and then when you do that

[00:39:35] with your posts as well you're creating a persona you're creating a personal brand about delivering content delivery information being known you know knowing and being known through video as a rich

[00:39:48] media I really like what you're doing hey thank you and related to that I've seen I don't know if you've seen that because I was taking time to analyze that that the auto commenting on LinkedIn that

[00:40:03] you see that people is there like the holistic is like a golden name or an ad the name and then say something brief about X being incredible or awesome or so so I was in some post because this is also

[00:40:19] important you have to be when you say a tone that you have to you are inviting your friends maybe they are not my friends it's people that I have frequent dialogue with but I always curious I'm

[00:40:31] always trying to help them or trying to feed not not feed but share with them something interesting it can be a podcast it can be something I read it can be anything you're curious yeah I'm not

[00:40:42] trying to convince them to buy from me I'm just trying to understand them and to share who I am so why I take sometimes when I comment in post I'm really interesting what the post is saying I try to

[00:40:57] do but then you see those automated things and then I see like I would put a you as a bad example brand like you go to a friend in LinkedIn I used to say brand the Lee is saying awesome Tom that's

[00:41:09] great about this is really important accounting for banks is really important so when I go to your profile and I search for your comments and I see that you've done 10 of those automated comments

[00:41:23] in everywhere it's it's absolutely awful so I I created the post I was saying if you're doing this you are harming your reputation and then you say your personal brand to say about what I do

[00:41:37] that I'm creating my personal brand maybe is too really I'm just showing who I am I think for some if you say I'm like a quiet guy I could say I'm an introvert but this digital world allows me

[00:41:53] to contact with more people in an open way because it's myself that's me you know Brandon it's interesting you mentioned or Juan Pablo you mentioned your the show that your that your boss went to

[00:42:08] this is yet a great example also of leveraging and amplifying your results at a live show right which we we work with as well because I mean you look at the amount of

[00:42:19] the amount of money that we spend to go to these shows and our boots and so forth having people that at least know us and we have credibility with coming by the boot that's a very different

[00:42:28] experience than somebody who's never heard of us before the quality of that conversation is going way way better well in time I'm gonna I'm gonna kind of tune your horns and like Kevin with your show the around the horn and wholesale distribution you know Kevin tells the stories

[00:42:46] that he goes to these trade shows and people walk up to him and start talking to him like they're his friend and he's not even sure who they are but it's because they log into the show

[00:42:56] every week they kind of use you guys is getting the news because of the format of your show and people feel like they know you I mean it's it's you know I I really like telling this story

[00:43:07] too my friend my my good friend now Natalie born who I was we were connected on LinkedIn for quite a while we had you know commented a few times years ago but it had been years gone by

[00:43:20] and I'm sitting at the airport and I've got my air pods in I'm right in an email and she taps me on the shoulder and I look up and she goes brand-in and honestly at first I didn't

[00:43:31] even know who she was like I looked up go hi cuz you know I get some things to you feel like she knew me and I'm trying to like you know I'm getting older we gotta get the brain going

[00:43:41] and gear but it was my LinkedIn activity my videos the post and everything that she gave me a great big hug we had a talk she's like I've got I've got customers in mind that need but fist bump

[00:43:56] does let's talk and we've since had breakfast we text each other but that never would have happened if I didn't have my post my videos now I know you're specifically really talking to

[00:44:08] about using videos and direct messages but I think using videos on our posts too it just gives us that richer opportunity to demonstrate to people who we are and to be known and to be liked and to

[00:44:22] be trusted or for people to feel like they know us because in this big all sea of sameness it is linked in we need to stand out as an individual yeah I said also sorry come do you want to say

[00:44:34] something sorry no no go ahead I wanted to make sure though it was we're running out of time here I want to make sure if there's kind of any other parts of your system one pop below that we want

[00:44:45] to make sure that we hit that we cover because I think this isn't really a brand and I think this really is a system that he's here today and I think the system and the philosophy and the practice

[00:44:57] behind the system is important as the content itself yeah yes if I would summarize these about the important things is one you have to be consistent to be consistent you have to integrate it

[00:45:12] into your day it's not I will find the perfect moment so I'm and maybe people takes I do that but I don't record business there maybe people takes the gift to training for some sports so you

[00:45:24] can do that there it's only I sent between 10 and 20 videos per day and for me it's less than half an hour to these personal videos because they are spontaneous and they are on this spot so we have to be consistent

[00:45:37] that I think is you don't need to be anxious about expecting immediate results because remember one is the personal video the second is you are building your audience so anyone that you're

[00:45:49] already sent a video I have something that to not make this too long but when I send a video I keep track of all the videos I send if someone is not replying and we send some brief

[00:46:01] text about oh that's what for you maybe I do have you seen the AI suggestion about the contact message that you say oh Greg to contact with you how you're doing that's something not good so

[00:46:15] sometimes I take a screenshot having fun about that and say Tom I send you a video because I hate this I want to have a personal connection with people take a look so immediate results is between 20

[00:46:31] 15% then the other weeks two weeks or three weeks people replace all sorry I just saw your video that's awesome blah blah most of the reprisar positive that's awesome thank you and then you continue and then they are in your audience and then you do the other things

[00:46:50] sharing the company things and for my videos in one of the other would I find too and I use a lot of video messages as well but what I find is that there's were certain people that it just accelerates everything I've had somewhere I send now for everybody

[00:47:09] I'm going to show this I've got this little tripod with the remote on it so I can set my phone on it because to send a video file you have to do it through

[00:47:19] the LinkedIn mobile app you can't do it on your desktop so I set up my phone and I put my phone in here like that and then when I wanted I connected with somebody or something I look over at my phone

[00:47:34] I use the remote you know I look at their LinkedIn profile like a little bit I do a quick message you have one minute video you can't send more than one minute and then I pull out my phone and then

[00:47:46] I attach it and send it to a mesmese and sometimes not always but I'd say I have a couple of weeks one of my videos will just accelerate that like I had a CEO of a company out of Vancouver Canada

[00:48:04] sent me back a message right away he's like oh my gosh I've never had a video direct message before that is so cool and I'm like well send one back it's really easy it's like how do I do it

[00:48:14] and I told him to do it then he sent me a video back and then I sent him a video back and then we're like oh my gosh let's get on a zoom or a team's name and it was fun and it was my ideal customer

[00:48:28] like everything about it was good it was fun we connected we were humans and I got to have a sales conversation about it and he didn't buy at the time but he still he's still in my he's still in my

[00:48:41] list I still connect with them I comment on stuff and who knows when it'll happen I bet I bet I'll get a referral from him or he'll become a client at some point because the starting

[00:48:51] point of that relationship happened organically and fun but it's because I took the time to do the video yes absolutely you don't have to take so much time in my view because you because he's too fast

[00:49:07] to say oh I've seen this and that's that's not needed around the other thing is that I think it's way of expression people ask me you play guitar yes in such way you play the piano yeah in such

[00:49:20] way I draw in such way but there are means of expression and maybe we can close this with this design I don't know about my keep my keep plays the piano but he plays really well but because of

[00:49:32] this and this reminds me about the the iPad controversial advertisement that they say you can replace everything everything that this great things in life you can replace that but I buy the iPad and

[00:49:46] I say who cares who wants to replace right yeah I'm not playing with something digital I don't and so they anecdot about my keep is it was maybe nine years old the piano teacher was coming home

[00:49:59] every week to teach his older brother he three years older and the the pianist to warm up he was playing the ronda la torca really complicated piece of classical music so my little kid

[00:50:12] nine years old said I want to learn that so the the teacher said what do you want I want to learn that you can't yes I can no you can't well let's try so he was like three years

[00:50:29] you can ask his brothers three years playing the same thing until now that he plays in churches they invite him to concerts because he enjoyed the experience he wasn't worried about doing this

[00:50:43] brilliantly good no he was learning to play the piano something really hard a really piece of piano music that was also really hard and he enjoyed the process so doing video and doing whatever

[00:50:58] writing anything if we can not cut the they need it things to do are humans the value is seen from the other part a lot so my song will not change their iPad for the piano and we should not

[00:51:13] change these human connection for other things because sometimes people ask me can you scale that now I don't want to I don't want to because you remember when we were young that they say the

[00:51:22] highway of information because of the internet now the highway is like the San Francisco highway at rush hour we are collected by too many things too many messages people sell to make it

[00:51:35] everything so to if all of us scale at the same time the bandwidth that we need to be able to process it's impossible you never you'll never rise above the noise by trying we create more

[00:51:47] noise and we break things right not to happen with with email marketing now is it we we when email was first started it was actually really good it was new it was novel and then we automated everything

[00:51:59] we did landing pages with a bunch of automation and then guess what happened yes junk folders why didn't create junk folders because people were sending junk like so yeah and that's I

[00:52:12] like that like I enjoy doing my videos because I know it speaks volumes to somebody I send it to it's obvious it's unique it's to a person I say hey one problem how are you whatever it may be

[00:52:29] it's it's it's personal and it's the one thing I can do that will totally differentiate me from everyone else that's exactly the case I agree 100% this is been great now I think this is some really

[00:52:44] good system stuff in fact I want to go back and rewatch the Julie Hansen episode and kind of can look at the you know it was very different right she was definitely more about how your

[00:52:54] presence was and I think this is more of a good way of using that with some of the system one Pablo working people find out more about you connect with you I assume I'm linked in but

[00:53:06] yes LinkedIn and there my profile is public you can see you can look for Juan Pablo at capital and you will find me and that's it and my boss says you live in LinkedIn not so much

[00:53:20] but I'm really active there trying to meet people and connect with people daily that's part of my job that's great well if you're not in your ideal customer profile connect with you Juan Pablo and see

[00:53:35] your process right experience right oh I'm also I'm also totally open to that because in reality and we see a lot of messages from people saying oh I will I will be watching your video can you

[00:53:47] train me can you teach me and I don't do that for a living I just like to help people doing that because I see the result and I see people sense some videos in some groups of time and I say oh that's a

[00:53:59] Juan Pablo influencing so that's the good way though that can be true I'm always trying to help people in that because I love it I love to help people doing that because the results are good

[00:54:09] for them when they when they do it in the way I consider it's proper but let me finish with the same thing I said the first few minutes things are evolving really fast maybe these works today

[00:54:23] and in three months because of the pollution digital pollution that we are living into people will be tired about video prospecting too but we should find something human to contact with them

[00:54:35] from an authentic way that's what I think you know I'm an outlet I'll end my part on the sorry Tom is that as much as I like loom or video art there's a big difference when you send somebody

[00:54:49] a direct message with the link to a video they got to click it linked in says you're about to leave linked in are you sure you want to go they have to say yes in order to get to your video

[00:55:01] but when you just record your video here and you load the file on the mobile app it goes directly to them they could quickly watch it right inside their message and you don't have to

[00:55:14] force them to leave and I I know in my data when I first started using video art and then moved to loom and I was sending links my click rates were a lot lower

[00:55:26] take that little bit of time extra to record it as a file I found is just much the data is much better way of as friction right way that's friction and all this stuff that you just talked about so

[00:55:39] all right well thanks again while Pablo we don't have Carson to wrap this up brand and so I'm going to turn it over to you again yeah you know it's it's hard I I've got to figure out my own

[00:55:50] way to end it though without a carcass just it's you know my hotly modern selling isn't my thing it's no it doesn't quite come across the same one yeah my thing is gonna be you know maybe just a

[00:56:01] fist bump yeah I could do the fist bump but my encouragement to people is you know own your personal brand by being consistent it opens doors yeah own your personal brand all right well Pablo go have dinner thanks again thanks everybody for listening and we'll see you

[00:56:24] next week thank you for joining us today on mastering modern selling if you enjoyed this episode don't forget to subscribe for more insights connect with us on social media and leave a review to help us improve

[00:56:43] stay tuned for our next episode where we will continue to uncover modern strategies shaping today's business landscape learn more about fist bump in our healthier service at getfiss bumps.com mastering modern revenue creation with fist bump where relationships social and AI meet in the buyer's centric age