MMS #99 - Lead with LinkedIn: Why Every CEO Must Show Up

[00:00:01] [SPEAKER_00]: Welcome to Mastering Modern Selling, Relationships, Social & AI in the Biocentric Age.

[00:00:08] [SPEAKER_00]: Join host Brandon Lee, founder of FistThum, alongside Microsoft's number one social seller, Carson V Heady

[00:00:14] [SPEAKER_00]: and Tom Burton, author of the Revenue Zone and co-founder of Leedsmart.

[00:00:19] [SPEAKER_00]: As we explore the strategies and stories behind successful executives and sales professionals,

[00:00:24] [SPEAKER_00]: dive in to business growth, personal development and the pursuit of excellence with industry leaders.

[00:00:30] [SPEAKER_00]: Whether you're a seasoned executive or an aspiring leader, this podcast is your backstage

[00:00:35] [SPEAKER_00]: past to today's business landscape. This is Mastering Modern Selling, brought to you by FistThum.

[00:00:50] [SPEAKER_01]: Okay, welcome back episode number, Brandon. 99.

[00:00:55] [SPEAKER_03]: It prompts people to think a song like 99 episodes of Mastering Modern Selling on the wall.

[00:01:02] [SPEAKER_01]: Keep going, Carson. Keep going.

[00:01:05] [SPEAKER_01]: Oh, 99. That's for you, Mastering Modern Selling.

[00:01:09] [SPEAKER_01]: You take one down, pass it around.

[00:01:12] [SPEAKER_01]: Around 98.

[00:01:15] [SPEAKER_02]: Carson, what is that mean for next week?

[00:01:18] [SPEAKER_03]: Well, that means next week is episode 100 and we are welcoming back the

[00:01:24] [SPEAKER_03]: gentleman who was in episode 50, the King of Social Selling, Daniel Disney.

[00:01:29] [SPEAKER_03]: I'm excited. I just got back from Disney and I don't know if I'm more excited about Daniel Disney

[00:01:34] [SPEAKER_03]: or Walt Disney, but I can't believe 100 episodes guys. Wow.

[00:01:40] [SPEAKER_02]: Yeah, this is great. Well, before we jump into this and I'm really excited about today's topic,

[00:01:47] [SPEAKER_02]: I think it's extremely valuable for everybody in a low-hot of Bob,

[00:01:52] [SPEAKER_02]: enjoying this. But we started this going, I had my fledgling little show that I had Tom

[00:02:00] [SPEAKER_02]: come on as a guest when he first launched Revenue Zone book and then Tom's like,

[00:02:05] [SPEAKER_02]: hey, you got to get Carson on and I didn't know Carson at the time so I had Carson come on.

[00:02:10] [SPEAKER_02]: And then I'm like, well, let's get both of you on and then we're like,

[00:02:13] [SPEAKER_02]: hey, let's do it again and then it was like, hey, why don't we just do this for a while and see how

[00:02:18] [SPEAKER_02]: works and that was 99 episodes ago with a couple different changes as we pivoted and

[00:02:26] [SPEAKER_03]: trying to find out what's almost causing legal action. I mean, we've been through it on this show,

[00:02:31] [SPEAKER_01]: you know? We were just inches away from being wiped out legally. And I'm going to tell you,

[00:02:37] [SPEAKER_03]: we've got guests coming up that will knock your socks off. I mean, it's just,

[00:02:43] [SPEAKER_03]: can't wait for the next 100. Yeah. When we've had some guests at knock your socks. Amen.

[00:02:48] [SPEAKER_03]: Knocks off, right? And Larry Levine who's book just one week. Yeah. Yeah. Like why do you

[00:02:55] [SPEAKER_02]: yeah, Larry, Larry plug Larry's new book that just launched this week. Yeah. So I don't know if

[00:03:02] [SPEAKER_01]: I haven't kept up on all the messages but I think we have a hundred more guests now booked.

[00:03:07] [SPEAKER_02]: 100 episodes. Yeah. We have a lot. Yeah. It's, it's, we're Norse talking to potential guests going,

[00:03:13] [SPEAKER_02]: how is May 2025 look on your calendar? We'll still be selling stuff in May. That's right.

[00:03:21] [SPEAKER_03]: We'll still need to be sold. That's right. That's right. That's right. That's right. So

[00:03:29] [SPEAKER_02]: welcome everybody and we got Bob but anyone else, you know, if you're first time to the show

[00:03:36] [SPEAKER_02]: on the podcast or on live, if you're live, enjoy this in the comments. We bring your comments up.

[00:03:41] [SPEAKER_02]: We make you part of the show. We answer, answer your questions. We comment on your funny stuff.

[00:03:47] [SPEAKER_02]: Whatever it would ever. It's going to be we've had one person that kind of trolled us one time. That was fun.

[00:03:53] [SPEAKER_02]: Yeah. Yeah. We haven't had that for a while. Maybe maybe we'll get a troll today.

[00:03:56] [SPEAKER_03]: No, you never know. I feel like we're almost like bringing up the greatest hits today.

[00:04:00] [SPEAKER_03]: It's like a little nostalgic. Right. I mean don't forget about it. Party is like it's episode 99 here.

[00:04:06] [SPEAKER_01]: So don't forget about Lorraine on Carson's birthday. I mean come on. That's right.

[00:04:11] [SPEAKER_03]: You only got a couple of months to book Biff. That's right. We're working on it. We're working on it.

[00:04:16] [SPEAKER_01]: All right. He's going to be a full on guest. Oh.

[00:04:21] [SPEAKER_03]: I mean he wasn't this guy. He was selling George on doing his work for him. So that's right.

[00:04:27] [SPEAKER_01]: That would be fun if we could get one of them to come online. All right, Brandon. So post some strings and make it out.

[00:04:32] [SPEAKER_01]: Work it. All right. So what are we talking about today?

[00:04:37] [SPEAKER_02]: Hey, you know I timing on this was exceptional. I think because we had planned that today we're going to talk

[00:04:43] [SPEAKER_02]: about personal branding. We're going to break it down and we're going to talk about reputations and

[00:04:49] [SPEAKER_02]: the three of us are going to talk about some of the different things that we do

[00:04:53] [SPEAKER_02]: and that have helped our call at your personal brand, call at your reputation. But it's the

[00:04:59] [SPEAKER_02]: things that we do to network and is I like to say, businesses always about who do you know

[00:05:06] [SPEAKER_03]: and who knows you. And that is really a Bob Maxwell smart. It's right. Get smart.

[00:05:14] [SPEAKER_03]: Get smart. Sorry. It missed it. It's a product in my use. It's a pop culture references.

[00:05:22] [SPEAKER_02]: So we're going to talk about that. But I want to preface it with last week and if you didn't see

[00:05:29] [SPEAKER_02]: 98 with Alice Hyman you owe it to yourself to go listen to that because Alice brought a ton.

[00:05:37] [SPEAKER_02]: And I love how we started that episode and she talked about CEOs being a sales inventor,

[00:05:44] [SPEAKER_02]: which is probably the worst thing in the world of CEO, whatever want to be said about them.

[00:05:48] [SPEAKER_02]: And as she talked about a lot of times they do it without realizing that they're doing it.

[00:05:53] [SPEAKER_02]: But there was a part in there about halfway through where I asked her about LinkedIn because you know a lot of

[00:05:59] [SPEAKER_02]: CEOs will say, oh I don't have time for this or you know that's just social media. It doesn't really do anything.

[00:06:07] [SPEAKER_02]: And Alice had a very strong, very bold statement that was basically and we've got a clip of it

[00:06:13] [SPEAKER_02]: about I think we can show it but it was really a first saying look if you are a CEO and you were not or even

[00:06:19] [SPEAKER_02]: executive of Carson you brought that up even just executives in a company and you were not taking a

[00:06:25] [SPEAKER_02]: advantage of LinkedIn building your personal brand and elevating the company brand through

[00:06:30] [SPEAKER_02]: your personal brand then your sales propenter. You're hurting your company if you were not doing it.

[00:06:36] [SPEAKER_02]: And then we had scheduled the next week to talk about personal brand and CEOs and executives

[00:06:42] [SPEAKER_02]: of leveraging LinkedIn and so the time he was great if you're listening to this and you've got

[00:06:48] [SPEAKER_02]: the excuses of oh I don't have time or this doesn't work or I tried it a few years ago or the one

[00:06:55] [SPEAKER_02]: that I've been hearing lately is oh LinkedIn's ruined because of all the direct messages.

[00:07:00] [SPEAKER_02]: If any of those are your excuses I encourage you to listen and hear what we have to talk about

[00:07:06] [SPEAKER_02]: with some of the tactics that either work for the three of us or work for some of our clients

[00:07:10] [SPEAKER_02]: that get you thinking and get rid of some of your excuses actually get rid of all your

[00:07:17] [SPEAKER_02]: excuses. How's that for a setup gentleman? I love it. I mean look while you're talking

[00:07:21] [SPEAKER_03]: Brandon I mean I'm thinking about it and you know I think you're spot on I think a lot of people

[00:07:27] [SPEAKER_03]: you know see levels executive they're going to be thinking of themselves you know my old

[00:07:32] [SPEAKER_03]: tried and true methods are good enough my roll of acts is good enough it's more than social media

[00:07:37] [SPEAKER_03]: it's more than a networking tool it's really a platform for leadership and influence and

[00:07:43] [SPEAKER_03]: whether it's you galvanizing your workforce and leading by example all the way to you know how

[00:07:49] [SPEAKER_03]: we've explored on this show how leads are flowing into organizations where the sea levels get it

[00:07:56] [SPEAKER_03]: and are leading by example on social media on social media leads are flowing in as a result of that

[00:08:02] [SPEAKER_03]: and that's a unique nuance you know leads don't necessarily necessarily flow in just because I'm

[00:08:09] [SPEAKER_03]: making my daily post we've got platforms and I think we're going to talk about that on this

[00:08:13] [SPEAKER_03]: show today kind of how we've leveraged books e-books podcasts things of that stature to build

[00:08:19] [SPEAKER_03]: that brand CEOs and executive they have a very unique ability to leverage this to their

[00:08:25] [SPEAKER_03]: organizations and their teams advantages and they would be remiss to discriminate against

[00:08:30] [SPEAKER_02]: that part of their audience it's that's them I love to in Alice said you have a CEO title

[00:08:38] [SPEAKER_02]: leverage it because everybody wants to talk to the CEO right they have an account manager or

[00:08:44] [SPEAKER_02]: whatever their title is and people like you have a CEO title and I always equate that back to

[00:08:50] [SPEAKER_02]: at a trade show or it's some sort of a conference we start scheduling meetings what it

[00:08:56] [SPEAKER_02]: sales people do oh CEO can you come join me with this client because we want to go back to the

[00:09:02] [SPEAKER_02]: client or the prospect and say our CEO's going to join us why the CEO brings so much credibility

[00:09:09] [SPEAKER_02]: to it we want you know we leverage them their name their title to get prospects to come speak

[00:09:15] [SPEAKER_02]: with us we have this platform called you know LinkedIn and other social media tools I think

[00:09:20] [SPEAKER_02]: you too is very powerful as well that we can be doing this 24 hours a day and if you don't know

[00:09:28] [SPEAKER_03]: what to do or what to post with it go on follow a few prolific CEOs and I used to work in the

[00:09:34] [SPEAKER_03]: healthcare space and I had some very large med device organizations I go out and I followed their CEOs

[00:09:40] [SPEAKER_03]: they were very prolific on LinkedIn and I run the bell so I was notified every time they made a post

[00:09:46] [SPEAKER_03]: and I just now personally I was using it to get meetings with them I was commenting on their

[00:09:52] [SPEAKER_03]: posts and I ended up using that parlaying that into ultimately getting meetings with these CEOs

[00:09:57] [SPEAKER_03]: but if you're an executive and you want to know kind of a blueprint go on follow some of these prolific

[00:10:02] [SPEAKER_03]: seal-up seal-ups see what they're saying how they're engaging you know from how they're talking

[00:10:09] [SPEAKER_03]: about innovation that's happening in their organization recognizing their people putting post out

[00:10:15] [SPEAKER_03]: recognizing their teams these things motivate and inspire their internal organizations but they also show

[00:10:22] [SPEAKER_03]: how these organizations are leading the charge in their desired industry and solution area you can do that too

[00:10:30] [SPEAKER_01]: but I think we should hit before we kind of go into some of the mechanics here why is this the case right

[00:10:36] [SPEAKER_01]: why did Alice say that not being out there it sales prevention like why is that the case and

[00:10:45] [SPEAKER_01]: you know it comes back to what I talk about in my book right is the revenue zone

[00:10:50] [SPEAKER_01]: is composed of two things it's building trust and creating demand and what I have certainly learned

[00:10:57] [SPEAKER_01]: even since writing the book is creating demand for my product and service is so much easier

[00:11:04] [SPEAKER_01]: if I've got that foundation of trust and no-like interest in place versus trying to create demand

[00:11:11] [SPEAKER_01]: when nobody knows who the hell you are or why they should you know care about you it's not

[00:11:17] [SPEAKER_01]: you can't do it it's just harder which again is a sales prevention activity

[00:11:23] [SPEAKER_02]: you know it's on my I know you kind of wanted to do this in stages but could you explain like

[00:11:28] [SPEAKER_02]: because of this show and your other show what happens in your first conversations with

[00:11:36] [SPEAKER_02]: perspective clients this this is really important for people to understand we're not just

[00:11:40] [SPEAKER_02]: one with smoke this isn't like we're going to do some things on social media and good things happen

[00:11:45] [SPEAKER_01]: like this is very tangible yeah well Mike the company that that I work with most of the time

[00:11:51] [SPEAKER_01]: lead smart right isn't a very it's a software company in a very vertical market so we only

[00:11:57] [SPEAKER_01]: sell demand you factures and and wholesale distributor so it's very vertically focused

[00:12:02] [SPEAKER_01]: and that market is also very relationship based it's a big market but there's a lot of

[00:12:07] [SPEAKER_01]: relationship in there so when we created the the the other show that I'm co-hosted I've

[00:12:13] [SPEAKER_01]: called around the horn and wholesale distribution what we do each week in that show on LinkedIn

[00:12:19] [SPEAKER_01]: is we talk about the news and what's going on in that industry and we just actually celebrated

[00:12:24] [SPEAKER_01]: our hundred deposts out a few weeks ago so we've been at it now for for a while as well but

[00:12:30] [SPEAKER_01]: myself it's myself and my it's right this month it's myself and my partner we do this and we bring

[00:12:36] [SPEAKER_01]: on guest from time to time but we review the news we have a newsletter that goes out and we

[00:12:40] [SPEAKER_01]: reviews the news technology news and so forth the point being is right we probably have on any

[00:12:50] [SPEAKER_01]: given week several thousand people in that industry that are exposed to that through the podcast

[00:12:57] [SPEAKER_01]: or through LinkedIn through that show Kevin my partner who is just at a show coming home right now

[00:13:03] [SPEAKER_01]: as we speak right when he goes into a show or even gets on a phone call with a prospect the majority

[00:13:10] [SPEAKER_01]: in a live trade show you live trade show yeah live trade but even if he gets on the phone and I

[00:13:16] [SPEAKER_01]: or we get on the phone the majority of the time not always but the majority of the time is

[00:13:21] [SPEAKER_01]: the way they'll start off is hey we really love your show we enjoy your show

[00:13:25] [SPEAKER_01]: you appreciate it and it's your thing brand and they already feel like they know us

[00:13:31] [SPEAKER_01]: and what happens is the quality then of the conversation as it relates to sales and the

[00:13:37] [SPEAKER_01]: prospect goes way up right because we're not walking on egg shells and trying it's like everybody

[00:13:42] [SPEAKER_01]: feels like their friends almost and so the quality of everything then goes up and it doesn't mean

[00:13:48] [SPEAKER_01]: everybody buys but you know they're not going to buy they end up saying they're not and when

[00:13:54] [SPEAKER_01]: they communicate or they whatever the case may be because the relationship is there and that all

[00:14:00] [SPEAKER_01]: came from that show and that's just one way of using LinkedIn right it's not it's not the only

[00:14:05] [SPEAKER_03]: way of of using LinkedIn and social I mean look you've got this unique opportunity whatever your

[00:14:12] [SPEAKER_03]: but especially for executives where you can engage your audience in a number of ways I mean

[00:14:19] [SPEAKER_03]: you know right now we're in election season and what candidates wouldn't give to have this

[00:14:25] [SPEAKER_03]: direct opportunity to speak directly to their audience you have it every single day and you know

[00:14:31] [SPEAKER_03]: some people and I want to do I want to hit odds comment here in a moment and get your thoughts on

[00:14:36] [SPEAKER_03]: it's very poignant by and large he's thinking a lot of CEOs he goes get in the way of them

[00:14:42] [SPEAKER_03]: engaging authentically on LinkedIn and I think there's a definite true element to that I think the

[00:14:49] [SPEAKER_03]: key element though is every executive should want to open doors any which way they can and to have

[00:14:59] [SPEAKER_03]: this opportunity to speak directly to their audience and engage those folks you know in a lot of

[00:15:05] [SPEAKER_03]: times at scale you know and there was a comment you made earlier Brandon you know people shy away

[00:15:10] [SPEAKER_03]: from this because you know the inboxes are flooded and things of that stature but you know we've all

[00:15:16] [SPEAKER_03]: had you know business relationships personal relationships that have not gone the way we've wanted them

[00:15:22] [SPEAKER_03]: to it doesn't stop us from going out and pursuing new ones and I think that's the key element is

[00:15:27] [SPEAKER_03]: there's some gold in them hills and we've got to make sure that we are figuring out ways that

[00:15:32] [SPEAKER_03]: are comfortable with I personally I've explored just about every avenue whether at the you know

[00:15:38] [SPEAKER_03]: we've talked on this show TikTok Instagram a WordPress blog Spotify where I you know put my own

[00:15:45] [SPEAKER_03]: podcast and you know now I'm on a couple of different shows and it's different avenues but

[00:15:50] [SPEAKER_03]: it's amazing like when I talk to someone people reach out to me all the time and you know I my

[00:15:55] [SPEAKER_03]: calendar's full and when I jump on a call with them they're like well I feel like I want your podcast

[00:16:01] [SPEAKER_03]: you know and I love that thing you said about blank it's it's that recognition and

[00:16:07] [SPEAKER_03]: I want to hit on the CEO ego thing and get your two your two thoughts on this regardless of

[00:16:13] [SPEAKER_03]: a CEO's ego I mean personally I think there are ways that even if you've got an ego you can play

[00:16:19] [SPEAKER_03]: this to your advantage you know wouldn't you want to I mean I don't like the vanity stats chasing

[00:16:26] [SPEAKER_03]: and I know we've talked about that on the Darren McKee show maybe a CEO would be you know more

[00:16:31] [SPEAKER_03]: interested in vanity stats but I think the key element is even as an ego driven CEO don't you'll

[00:16:36] [SPEAKER_03]: want to use your your cloud and your pride and your company or in your team to go out and create

[00:16:43] [SPEAKER_03]: some net new conversations I can't tell you how many times I've leveraged executive presence

[00:16:50] [SPEAKER_03]: to go out and get meetings that I couldn't get and what I mean by that is you know a lot of times

[00:16:55] [SPEAKER_03]: when an executive comes to town and wants to meet with your customers a lot of times we as

[00:17:00] [SPEAKER_03]: sellers we put our boss in front of the ones that are going to say all these rave things about us

[00:17:05] [SPEAKER_03]: the sellers oh I love cars and he's great nope I go out to the customers that won't give me

[00:17:10] [SPEAKER_03]: the time of day and I say I have this unique opportunity to get you in front of this C level and this

[00:17:16] [SPEAKER_03]: VP level they're they're gonna be the ones who are reviewing investments we want to make in the

[00:17:21] [SPEAKER_03]: future discounts we want to approve in the future et cetera you better believe they take those meetings

[00:17:25] [SPEAKER_03]: the C level the VP level there is a inherent ability to leverage that title and you've got to use it

[00:17:32] [SPEAKER_01]: ego driven or not but wouldn't wouldn't you know Brandon what is your tagline be

[00:17:40] [SPEAKER_01]: everybody knows you and what were the one of the two things everybody knows I see you everywhere

[00:17:45] [SPEAKER_01]: and I feel like I already know you what better way for if you have an ego wouldn't that basically

[00:17:51] [SPEAKER_01]: lint here you go I mean if if you're walking through a show or or a hotel or whatever and somebody

[00:17:58] [SPEAKER_01]: reaches out to you and I mean I can't imagine that would be it would play right in if you're

[00:18:03] [SPEAKER_01]: if you're ego you know if you're I mean heck look at Brandon I mean he's got the biggest ego

[00:18:08] [SPEAKER_03]: I know and look at everybody knows Brandon what they see right I mean hell I have people walk

[00:18:13] [SPEAKER_02]: up to me asking me you're you know Brandon right yeah we yeah after from from episode 101

[00:18:20] [SPEAKER_02]: we got to come up with a new talk track around that oh it's so good we gotta keep using it

[00:18:26] [SPEAKER_02]: I know you're allowed to you guys are just jealous that you were not back to the future in

[00:18:31] [SPEAKER_02]: Brandon I wasn't old enough but I like that backhanded compliment hey I want to

[00:18:41] [SPEAKER_02]: address the ego thing because I I bought by I actually I disagree with you I don't think it's so much

[00:18:47] [SPEAKER_02]: ego I think it's fear and ignorance and there is some there is some ego in it as well I'm sure

[00:18:53] [SPEAKER_02]: but look I think I think they they have a misperception and I talk about the the false beliefs around

[00:19:01] [SPEAKER_02]: linked end or social media they tend to think that social media is self promotion

[00:19:09] [SPEAKER_02]: and they want to stay away from it because then it seems like they are pushing their own agenda

[00:19:13] [SPEAKER_02]: and I have an ego I think it's it's a bit of an education in realizing that this isn't self

[00:19:20] [SPEAKER_02]: promotion it's brand promotion leveraging the title that you carry and the way I try to give people

[00:19:28] [SPEAKER_02]: to think about this thank you is and it depends on the era that you're you grew up in but if I say

[00:19:35] [SPEAKER_02]: the word if I say the company Carson Holdan if I say the company Microsoft who do you think of

[00:19:42] [SPEAKER_02]: my CEO right but in you know other people might say Bill Gates if you say Apple who do you think of

[00:19:51] [SPEAKER_02]: jobs 10 cups I say I say SpaceX who do you think of you right say Virgin who do you think of

[00:19:59] [SPEAKER_02]: Branson right what they did is they leverage their personal brand their reputation because

[00:20:07] [SPEAKER_02]: you can connect better with a human being than you can a brand so they leverage their personalities

[00:20:14] [SPEAKER_02]: their their reputation their personal brand in order to elevate their companies and just because

[00:20:21] [SPEAKER_02]: their large enterprise multi-billion dollar companies your five or ten million dollar company

[00:20:27] [SPEAKER_02]: or fifty million dollar company the same rules apply and we know that it's true

[00:20:34] [SPEAKER_02]: because if you've gone to the same trade show for five six ten twenty years when you go there

[00:20:42] [SPEAKER_02]: and you walk around and everybody knows you as a CEO what does that do for your team what gives

[00:20:47] [SPEAKER_02]: them confidence it gives them pride they get more people say yes to have meetings with them

[00:20:53] [SPEAKER_02]: your HR person when they're reaching out and recruiting somebody oh I know what your CEO is yeah

[00:20:58] [SPEAKER_02]: tell me more it opens up so many opportunities for your company we just have to get rid of these

[00:21:04] [SPEAKER_02]: false beliefs it's not self-promotion it's brand promotion the other thing is it's not your

[00:21:10] [SPEAKER_02]: kids social media we're not saying do duck faces and be all me me me me we're not influencers on

[00:21:16] [SPEAKER_02]: Instagram you're being influential in in Carson to to what you said earlier and I thought of this

[00:21:24] [SPEAKER_02]: and I love this one if somebody just think for this for a second if you go to a conference

[00:21:30] [SPEAKER_02]: and you spend a whole bunch of sponsorship dollars to have a breakout session and be on stage

[00:21:36] [SPEAKER_02]: you're paying 25 grand you pay 40 grand you paid more whatever whatever that price point is

[00:21:43] [SPEAKER_02]: when you have a show on LinkedIn and you have a place that you can publish content every single

[00:21:48] [SPEAKER_02]: day and be in front of tens of thousands of people for free I love it something else too

[00:21:56] [SPEAKER_03]: brand I mean you called out one of the big inhibitors and that's you know the time restraints

[00:22:02] [SPEAKER_03]: or you know even just finding the right tone not knowing what to say and I would challenge

[00:22:07] [SPEAKER_03]: sea levels executives today that that have those thoughts first off it's not as big of a time

[00:22:14] [SPEAKER_03]: constraint as you think there are ways to scale the content and what I mean by that is

[00:22:19] [SPEAKER_03]: you know something that I may put out on LinkedIn they also go out on my blog on Spotify on WordPress

[00:22:24] [SPEAKER_03]: on Instagram on TikTok on Facebook you name it so it's a way to touch all of those potential audiences

[00:22:29] [SPEAKER_03]: and not all of them are going to be relevant for your business but some of them make and the other

[00:22:34] [SPEAKER_03]: element is finding even ways to broaden your horizon I did a presentation about a month ago

[00:22:42] [SPEAKER_03]: to a group called the Leadership Development Program that we have at my company and what I love

[00:22:49] [SPEAKER_03]: about it is you know this is something that I wish was more prominent in other organizations but

[00:22:53] [SPEAKER_03]: it's basically taking a group of individual contributors they're nominated every year by their

[00:22:58] [SPEAKER_03]: leaders and they'd go through a full you know course a full curriculum and I did a presentation on

[00:23:06] [SPEAKER_03]: brand and on career progression and one of the things that I talked about was how some of these

[00:23:13] [SPEAKER_03]: types of things you know the different ways that you can do these things to engage and what I actually

[00:23:19] [SPEAKER_03]: did from this is I took the transcript of that call and I was able to turn it into multiple

[00:23:25] [SPEAKER_03]: social posts in seconds flat with AI and you know you tag a picture with it or a quick video

[00:23:32] [SPEAKER_03]: or something like that there are ways that your content can continue to touch lives engage meaningfully

[00:23:42] [SPEAKER_03]: and have the desired intent at scale without you really lifting much of a finger and that's

[00:23:47] [SPEAKER_03]: what I challenge people to look at these are things that you couldn't have done a year or two

[00:23:53] [SPEAKER_03]: ago but now we can and so I challenge you to think about how you can you know take that YouTube

[00:23:58] [SPEAKER_03]: video or that interview that you did a year ago take some of those golden nuggets and present them to

[00:24:05] [SPEAKER_03]: today's audience because here's the thing being on LinkedIn is a great way to develop

[00:24:10] [SPEAKER_03]: the trust and credibility with your audience that you seek and you can do it very easily

[00:24:15] [SPEAKER_03]: and it doesn't take nearly as much time as you think it does. Carson that's excellent and you're so

[00:24:21] [SPEAKER_02]: spot on and I love it and I think it Jeff Lee's your high-geaf thanks for joining us today too.

[00:24:29] [SPEAKER_02]: His question I think lens to that as well is there a better ROI to a CEO than being visible

[00:24:38] [SPEAKER_02]: and there there is I want to answer about in the second but you know Carson you're talking about

[00:24:47] [SPEAKER_02]: they're scared or they have an ego. My pushback I believe it's it speaks from the CEO's

[00:24:56] [SPEAKER_02]: hesitation trying to get my brain around this the CEO's hesitation has more to do with just

[00:25:02] [SPEAKER_02]: question than anything I believe they haven't connected the dots to the value proposition

[00:25:08] [SPEAKER_02]: more than just oh you want me to be visible on LinkedIn. It's an investment. It's an investment

[00:25:14] [SPEAKER_02]: and it's a strategic investment and it's a targeted investment. It's it's top to middle of the

[00:25:20] [SPEAKER_02]: funnel yes to speak to Bob's question about their bias towards immediate response I get that

[00:25:27] [SPEAKER_02]: it is top to middle of the funnel but if they started to understand it really took time I find a

[00:25:32] [SPEAKER_02]: lot of times CEOs I I was introduced to somebody last week week before it was a CEO and said oh

[00:25:40] [SPEAKER_02]: I got talked to Brandon about this like done stuff and when I when I got in an email exchange

[00:25:45] [SPEAKER_02]: with a he didn't want to hear it. He said oh yeah yeah we did link we tried to linked it before

[00:25:50] [SPEAKER_02]: it didn't work. What the hell does that mean what did you do when did you do it? Like there's a

[00:25:56] [SPEAKER_02]: lot of things that don't work that's like saying I try dating and it didn't work so exactly

[00:26:01] [SPEAKER_02]: I try cold calling and I put my four year old daughter on the phone and it didn't work so the

[00:26:06] [SPEAKER_02]: phone doesn't work right it's if you had an issue with your supply chain you would go figure out

[00:26:13] [SPEAKER_02]: how to fix it. If you start to understand peel back the onions and go where is the value of this

[00:26:22] [SPEAKER_02]: beyond being visible that you go fix it and you invest in it so Jeff let me pause I've been

[00:26:28] [SPEAKER_02]: talking about do you guys want to answer Jeff's question well I'll weigh in a little bit on that is

[00:26:35] [SPEAKER_01]: and it comes back and I want your take on this brand and end Carson from what you've seen

[00:26:39] [SPEAKER_01]: but remember I said before right it's a lot easier as an executive to

[00:26:46] [SPEAKER_01]: for your company to make sales if in fact you're known right and there's trust and who you are

[00:26:51] [SPEAKER_01]: I would suspect that carries over to other parts of the business it carries over to recruiting

[00:26:56] [SPEAKER_01]: it carries over to employ retention it carries over to really all aspects of what your

[00:27:02] [SPEAKER_01]: responsibility is as a CEO or an executive right in that business so you not you talk about an ROI

[00:27:09] [SPEAKER_01]: the ROI goes beyond the dollar and sense of the sales yes it's going to add it's going to remove

[00:27:14] [SPEAKER_01]: friction for your sales team it's going to potentially remove friction for your recruiting and your HR

[00:27:20] [SPEAKER_01]: teams it's it's going to just it's it's a foundation that I'm not sure there is a better ROI

[00:27:27] [SPEAKER_01]: holistically for a CEO than being present and having that brand personal brand recognition

[00:27:33] [SPEAKER_03]: it's a really good point Tom I mean look I'm nobody and I post a lot of stuff and mostly

[00:27:39] [SPEAKER_03]: I tell stories I tell stories about things that I've learned through the years and you know experiences

[00:27:44] [SPEAKER_03]: that I've had in leadership and with teams and building cultures what this does is this enables

[00:27:49] [SPEAKER_03]: you to create a destination culture people that will ultimately reach out to you tell you how many

[00:27:54] [SPEAKER_03]: people that I don't even know who they are and they're reaching out to me saying hey well the

[00:27:58] [SPEAKER_03]: connect with you have you mentor me with the work for you type of thing only because of this opportunity

[00:28:04] [SPEAKER_03]: now think about at a CEO level if they're doing that and they're going in and they're talking

[00:28:09] [SPEAKER_03]: about stories and the culture that they're so proud of and they're highlighting and spotlighting

[00:28:14] [SPEAKER_03]: their people and the innovative things that their organization is doing how is that going to hurt

[00:28:19] [SPEAKER_03]: I mean here's the thing one of our one of the biggest challenges that we have sometimes is

[00:28:23] [SPEAKER_03]: organizations is standing apart from the crowds, standing apart from the competition and if you're

[00:28:28] [SPEAKER_03]: sea levels going out there and touting this amazing culture and a competition isn't guess who's

[00:28:35] [SPEAKER_02]: going to get the interested parties I want to put a little bit more meat on this Jeff and and here's

[00:28:42] [SPEAKER_02]: the challenge with a better ROI answer it takes work to understand the ROI and most teams just say

[00:28:53] [SPEAKER_02]: we don't have time so we don't do it I mean when I first started getting involved with looking at

[00:28:57] [SPEAKER_02]: LinkedIn in like 2016 2017 the marketing teams would say well we need ROI we need ROI

[00:29:04] [SPEAKER_02]: I need to know what the ROI is if we're going to give these posts to people and then when you

[00:29:09] [SPEAKER_02]: talk about how to actually get the ROI they would say oh we don't have time to we don't have the

[00:29:14] [SPEAKER_02]: time to do that it's like well wait a minute do you do you want to see if this really works or

[00:29:19] [SPEAKER_02]: we just making a convenient decision about implementing this or not and they Jeff Walker does not

[00:29:26] [SPEAKER_02]: Jeff Walker Chris Walker he talks about this a lot and he's doing some amazing stuff for

[00:29:33] [SPEAKER_02]: companies you've got to put in the systems to ask where did you hear about us and you've got

[00:29:41] [SPEAKER_02]: track because what may happen is your CEO has a show or is a guest on someone else's show

[00:29:50] [SPEAKER_02]: and somebody listens to that podcast in two months from the time that it was recorded

[00:29:56] [SPEAKER_02]: and they go oh what's the name of that very you know listen to it they know the company name

[00:30:02] [SPEAKER_02]: and then they go do a Google search for the company and they click it sorry they do a Bing search

[00:30:08] [SPEAKER_02]: and they click it and they go to the company well did your marketing goes attribution is search our

[00:30:15] [SPEAKER_02]: SEO did it but it wasn't your SEO it was your CEO because their prolific online did they have

[00:30:24] [SPEAKER_02]: their own show they're getting invited to be guests on other people shows it's raising the brand so

[00:30:29] [SPEAKER_02]: it is it's it doesn't have to be that tough to measure but it isn't it reminds me is one

[00:30:36] [SPEAKER_02]: Pablo who is our guest a few weeks ago he commented on one of my posts I don't know a week or so ago

[00:30:42] [SPEAKER_02]: and he said we do all the matrix whenever our CEO gets media every department in our company

[00:30:51] [SPEAKER_02]: benefits and we have data to prove it they actually track the data because they want to know

[00:30:57] [SPEAKER_02]: and guess what they do a big part of their marketing effort is around getting their CEO more media

[00:31:04] [SPEAKER_02]: attention because they they they've tracked the data and realized how much it elevates

[00:31:09] [SPEAKER_03]: every other department in the company now in Jeff you make a great point it's tough to measure

[00:31:14] [SPEAKER_03]: the benefit and it's rarely immediate that's very true but there are ways to do it and I would

[00:31:20] [SPEAKER_03]: encourage any organization to at least start into creating some type of mechanism to track these things

[00:31:25] [SPEAKER_03]: and Brandon you talked a couple of times about you know the value of having a show I was mentoring

[00:31:31] [SPEAKER_03]: somebody earlier today and I was talking about like getting getting them on shows you know this is a

[00:31:36] [SPEAKER_03]: VP level individual they're trying to you know really build their brand and I was talking to them

[00:31:43] [SPEAKER_03]: about like how I started getting on shows I literally went out and I started sending emails to people

[00:31:49] [SPEAKER_03]: I looked up sales podcasts and I started sending emails to the producers of or the hosts of the most

[00:31:56] [SPEAKER_03]: common it shows I got yes is from Jeb Lunt Jeffrey Getimer right out of the game I mean I was on these

[00:32:04] [SPEAKER_03]: guys shows years ago when I was literally a nobody and then a time turned after a couple of years

[00:32:11] [SPEAKER_03]: and I'd never asked to be in a show again it was always me getting requests but my point is you're right these

[00:32:16] [SPEAKER_03]: things are not immediate but I challenge you to look at the things that are feasibly possible

[00:32:21] [SPEAKER_03]: another thing I told this gentleman this morning I'm like this person is on some shows they've

[00:32:25] [SPEAKER_03]: got a content they're starting to you know make a lot more prominent posts cultivate this stuff together

[00:32:31] [SPEAKER_03]: making e-book now you're a published author like there are things that you can do the continue to be

[00:32:36] [SPEAKER_03]: investments in your brand and to Brandon's point like you're not going to necessarily be able

[00:32:42] [SPEAKER_03]: to attribute every single one of these things to what you're doing however as you start to have

[00:32:48] [SPEAKER_03]: some of these conversations and you're asking the question you know how did you get engaged or you

[00:32:53] [SPEAKER_03]: when you get the messages from prospects and things of that nature and you're digging in a little bit more to find out

[00:32:59] [SPEAKER_03]: what are the biggest things that one of my greatest mentors ever instilled in me was

[00:33:05] [SPEAKER_03]: Carson it's great that you're this great social seller but what does that mean for anybody beyond

[00:33:09] [SPEAKER_03]: yourself you know as you continue to build your brand and in your value to your company

[00:33:14] [SPEAKER_03]: you want to think about how you're realizing outcomes but also having broader impact and so I started

[00:33:21] [SPEAKER_03]: tracking anywhere I could and not all of its tangible evidence but anywhere I could I would track the

[00:33:26] [SPEAKER_03]: tangible evidence and outcomes of the things that I was doing whether it was for my peers

[00:33:31] [SPEAKER_03]: for colleagues now internationally you know I I contribute things to global audiences within my

[00:33:37] [SPEAKER_03]: organization and I can track these things sometimes by even just soliciting them based on what

[00:33:42] [SPEAKER_03]: they're getting what signals are they getting and the last thing I would say on this is revenue

[00:33:47] [SPEAKER_03]: and year over year growth are also great barometers of hey if I'm doing a lot of these things and

[00:33:53] [SPEAKER_03]: I'm seeing the revenue and the growth I've got to get sold on the process at the end of the day but

[00:33:58] [SPEAKER_03]: if you're seeing the gains that you want to see and you're putting yourself out there in all the

[00:34:02] [SPEAKER_03]: areas where your audience can be that's a net positive period well I'll just I'll just piggyback

[00:34:08] [SPEAKER_01]: on what you're saying about revenue there are three KPIs that we started measuring about a year ago

[00:34:15] [SPEAKER_01]: related to this and it's interesting none of these are attribution these are outcomes

[00:34:20] [SPEAKER_01]: so there were three things what were the number of opportunities that we had come in

[00:34:25] [SPEAKER_01]: that close at a higher than a 25% close right so in other words high quality opportunities

[00:34:30] [SPEAKER_01]: that close at least a 25% rate or better two what was the value of those opportunities

[00:34:38] [SPEAKER_01]: and three what were the speed of which they closed the velocity right those three things together

[00:34:44] [SPEAKER_01]: I mean let's think about it almost if you look at any business right what do we want

[00:34:48] [SPEAKER_01]: we want higher quality opportunities we want higher dollars and we want faster results that's

[00:34:54] [SPEAKER_01]: what we want so we measure those things not that we can attribute anything specifically oh my god

[00:35:01] [SPEAKER_01]: that guy watched our shows so therefore but if you look at holistically what we've been doing

[00:35:07] [SPEAKER_01]: the results that were seen on those in the in the value and the average contract value was up over

[00:35:13] [SPEAKER_02]: 100% in the last year wow I think huge I mean look the pauser for zinc is that's not something to just

[00:35:21] [SPEAKER_02]: say and move on the average contract value grew by a hundred percent as you've done a show for two

[00:35:29] [SPEAKER_01]: years pretty much right and the the velocity hasn't the velocity the speed you know from from

[00:35:38] [SPEAKER_01]: initial contact to close has sped up some but not to that level of meaning but the number

[00:35:43] [SPEAKER_01]: of higher quality opportunities I believe was up 40 or 50% in the average contract value

[00:35:49] [SPEAKER_01]: with pretty much the exact same marketing you know wasn't like we tripled our marketing budget

[00:35:57] [SPEAKER_01]: or anything like that now there's nothing I can attribute that to right I can't go and say he

[00:36:02] [SPEAKER_01]: watched that episode so but if I it's if you just look at the outcomes right then you have to

[00:36:08] [SPEAKER_01]: trust and believe that the foundation of that trust helped create the demand people are willing to

[00:36:14] [SPEAKER_01]: spend more money and do more things faster I'm a little bit hard and Jeff I would I would see

[00:36:20] [SPEAKER_02]: too some of the tangible and so you can start looking at is you can look at your analytics and

[00:36:25] [SPEAKER_02]: visits to your website now you can look at opportunities that are created or you're even

[00:36:33] [SPEAKER_02]: conversations that are started you can tangibly look at inbound leads that come in to either the

[00:36:40] [SPEAKER_02]: CEO or someone on the team that says hey I've been following you and I'm curious about this like

[00:36:45] [SPEAKER_02]: we we have a client of the fissile client of ours who landed their biggest client I think it was six

[00:36:51] [SPEAKER_02]: years their biggest contract in six years and somebody walked into their booth and we did a program

[00:36:58] [SPEAKER_02]: around driving traffic to their booth with LinkedIn content and some some paid ads but the

[00:37:04] [SPEAKER_02]: guy walked right into the booth he looked and he said I've been paying attention to your videos

[00:37:09] [SPEAKER_02]: I'm really curious about this and I've been waiting for the show to talk to you and of course

[00:37:15] [SPEAKER_02]: I kind of looked at me like you you said that was going to happen and it happened and then several

[00:37:20] [SPEAKER_02]: months later they closed their largest contract in six years I believe it was so Jeff there's there's

[00:37:27] [SPEAKER_02]: a lot of easy ways to be able to track the ROI too by looking at some of the some of the typical

[00:37:35] [SPEAKER_02]: attribution points but you also need to be a little bit I guess deliberate and ask ask some of

[00:37:43] [SPEAKER_02]: those questions and you know I can tell stories of you know we have a client that we've been

[00:37:51] [SPEAKER_02]: serving now for a little while and I even spoken in event for them but it was their enterprise sales

[00:37:59] [SPEAKER_02]: leader sent me a connection request said I've listened I've somebody introduced me to your show

[00:38:05] [SPEAKER_02]: I've listened to the last few episodes I'd love a chat and then you know three four conversations

[00:38:12] [SPEAKER_02]: later their fissile client they asked me to speak at one of their events but it came from the show

[00:38:20] [SPEAKER_02]: and it's trackable I can show you the initial connection request that came in from it so

[00:38:27] [SPEAKER_02]: it's not impossible I think the key is do you really believe that there's value and are you really

[00:38:34] [SPEAKER_02]: doing the research to understand the value? I still think going back to Bob's initial about you go

[00:38:39] [SPEAKER_02]: I think there's a hangover of you know 10 years ago we hired a LinkedIn trainer to come in

[00:38:48] [SPEAKER_02]: do a half day session and we all changed our LinkedIn profiles and nothing happened

[00:38:54] [SPEAKER_02]: well yeah I was a waste of money you didn't work but that's not what we're talking about

[00:38:58] [SPEAKER_02]: and oh we use some employee advocacy tool and we had posts that were created in a first of all

[00:39:06] [SPEAKER_02]: I find a lot of marketing departments they create content that's more like a billboard it's like a brochure

[00:39:13] [SPEAKER_02]: it's trying to sell product and when you publish that to your personal account that's like

[00:39:18] [SPEAKER_02]: walking up to a prospect in a networking of an or in a bar a conference it's just putting your brochure

[00:39:24] [SPEAKER_02]: in their face and not having a chat not having a conversation but there's there's some

[00:39:29] [SPEAKER_02]: these old hangovers that they still have in the back of their head and they just go into

[00:39:34] [SPEAKER_02]: and we did we tried it and we didn't work it didn't work it's like well that was 10 years ago

[00:39:40] [SPEAKER_01]: yeah I think to your point brand and there is a lot of evidence that you can spot if you're looking

[00:39:45] [SPEAKER_01]: for it after a while are you going to be able to get like an attribution report like you can

[00:39:50] [SPEAKER_01]: dump out of a Google ad or LinkedIn ad or whatever and no but there's a lot of evidence that you

[00:39:55] [SPEAKER_01]: can see developing that is showing what you're doing is actually working unfortunately or

[00:40:02] [SPEAKER_01]: whatever that evidence sometimes takes a little time to materialize it doesn't happen after the

[00:40:06] [SPEAKER_01]: first day or the first week on there I wanted to hit Bob's most recent comment here he says

[00:40:13] [SPEAKER_01]: isn't this a matter really just a matter of a chosen marketing mix everyone has a different ratio

[00:40:18] [SPEAKER_01]: of channels some way LinkedIn more heavily than others I mean they're wrong for not engaging

[00:40:23] [SPEAKER_01]: and LinkedIn and they're roadmap I have a take on this I'm interested in you guys take on this as well

[00:40:27] [SPEAKER_01]: I don't look at LinkedIn or let's just not even call it LinkedIn let's call it personal brand

[00:40:34] [SPEAKER_01]: building is a channel I look at that is a foundation of which then I can build channels on

[00:40:40] [SPEAKER_01]: for other purposes and other marketing campaigns so I don't I don't see LinkedIn and personal

[00:40:46] [SPEAKER_01]: brand building as a marketing channel but a foundational element again of which then I can build

[00:40:52] [SPEAKER_01]: other campaigns on am I looking at this right I mean I think of all the

[00:40:59] [SPEAKER_03]: possible ways the LinkedIn can be leveraged for a CEO or for an executive certainly marketing

[00:41:05] [SPEAKER_03]: could certainly play more and different arenas right but I think beyond the marketing element I

[00:41:11] [SPEAKER_03]: mean we talked earlier about the recruiting retention building a culture furthermore I mean I even

[00:41:22] [SPEAKER_03]: think about the opportunities that I've gotten from LinkedIn and I would multiply that for an

[00:41:27] [SPEAKER_03]: executive right you know the opportunity to go out and follow prolific leaders and learn from them

[00:41:33] [SPEAKER_03]: the opportunity to leverage you know doing a show connecting you know gotten the opportunity

[00:41:41] [SPEAKER_03]: to become a strategic advisor for different organizations as a result of LinkedIn so there's that

[00:41:48] [SPEAKER_03]: individual component and element for a CEO why they need to be there because a lot of CEOs

[00:41:54] [SPEAKER_03]: I mean they may make a move at some time in their career they may make some connections so there's that

[00:42:01] [SPEAKER_03]: personal element of creation of relationships networking but also that unique opportunity to build

[00:42:08] [SPEAKER_03]: credibility with a broad audience that they may be interacting with at some time in the future

[00:42:15] [SPEAKER_03]: I feel like anyone not on LinkedIn or not leveraging LinkedIn is almost operating with a tunnel

[00:42:21] [SPEAKER_03]: to remind me of when I long ago worked for an organization and I had a manager who literally

[00:42:30] [SPEAKER_03]: you know said that if they started an abysnus today their first thing that they would invest in would

[00:42:37] [SPEAKER_03]: be in the yellow pages and this was after internet after you know Google and it just it's

[00:42:45] [SPEAKER_03]: I feel like if you're not investing in LinkedIn today in some way personally professionally

[00:42:51] [SPEAKER_03]: and also in ways that it can make your organizations brand and ballast look better shine and sparkle

[00:43:00] [SPEAKER_02]: then you're missing out. Yeah I think you know change change the lens that this isn't LinkedIn

[00:43:11] [SPEAKER_02]: This is networking it's it's meeting people and we never went to one networking event came away

[00:43:23] [SPEAKER_02]: and go well that was a waste of time no it was always we'll go back and go back and go back

[00:43:29] [SPEAKER_02]: and then we didn't attend we didn't always go well who exactly did you meet and did it become an

[00:43:35] [SPEAKER_02]: opportunity it was like no I'm building relationships with people and then opportunity start to come

[00:43:41] [SPEAKER_02]: referrals start to come from it. I think you know to Bob's point assigning direct causation

[00:43:50] [SPEAKER_02]: if we think of LinkedIn or any social platform even you know YouTube as a channel

[00:43:58] [SPEAKER_02]: it makes us look at it in a light or from a lens that doesn't make it valuable

[00:44:05] [SPEAKER_02]: If we look at it more like hey I need to build my reputation I need to be known by more people

[00:44:12] [SPEAKER_02]: and I need to know more people and I don't think anybody can argue with that that those are good things for

[00:44:19] [SPEAKER_02]: your career for your business for creating opportunities for finding new employees for having

[00:44:25] [SPEAKER_02]: you know meeting new vendors that could serve you better than your current ones or any of those things

[00:44:31] [SPEAKER_02]: it's why we golf with business or we go to cocktail parties why we want to know more people

[00:44:38] [SPEAKER_02]: when we want to be known by more people if you look at that lens then we can get out of these

[00:44:43] [SPEAKER_02]: conversations of what's EROI. It's like really does everything if everything has to be EROI

[00:44:52] [SPEAKER_02]: then we're gonna scrutinize like why do you get on that plane? Well because one of my really great

[00:44:58] [SPEAKER_02]: alliances there and they've been with us a couple years in competition has kicking up but we need to go

[00:45:03] [SPEAKER_02]: make sure that we're in pull position but is EROI direct EROI right now it just I believe that we've

[00:45:12] [SPEAKER_02]: overscrewed nice EROI around anything digital content, social media, YouTube, LinkedIn because

[00:45:23] [SPEAKER_02]: people were scared about how to use it or they're scared to do it wrong and ruin their

[00:45:29] [SPEAKER_02]: reputation so a lot of the excuses and I will call them that they are excuses to not figure it out

[00:45:35] [SPEAKER_01]: are just convenient. So hey in the last you know 10 15 minutes here let's talk a bit about

[00:45:46] [SPEAKER_01]: some specifics right because I think there's a lot of ways to potential like you know brand

[00:45:55] [SPEAKER_01]: active on LinkedIn with posting is you too are but I am on two shows every week right so

[00:46:03] [SPEAKER_01]: I'm out there I'm just out there in a different way what are the ways that you know people can

[00:46:09] [SPEAKER_01]: put themselves out there what are the different ways that you can contribute to that personal brand

[00:46:14] [SPEAKER_01]: and build that that visibility I just not just one thing that you have to do or necessarily

[00:46:19] [SPEAKER_01]: absolutely have to do I think it's a combination of things. Yeah that's a good thing

[00:46:24] [SPEAKER_02]: Carson once you I like I really like what you do Carson because you maximize every single piece of

[00:46:31] [SPEAKER_02]: content that you create or you're a part of and you maximize it and I see it on Facebook I see

[00:46:38] [SPEAKER_02]: it on Instagram I see it on TikTok obviously we see it in LinkedIn you you do a really good job

[00:46:49] [SPEAKER_02]: being everywhere and qualitatively I know it works when I was with you and we had lunch and

[00:46:58] [SPEAKER_02]: I love this story because we Carson I got to go eat somebody's leftover the fay lunch

[00:47:06] [SPEAKER_02]: because their meeting was ending and they had leftovers and as we're walking back to our room

[00:47:11] [SPEAKER_02]: this guy came around a corner and it was like he was all fanboys like oh my gosh Carson it's

[00:47:16] [SPEAKER_02]: going to see you and I don't get embarrassed because it's true you've you've earned it like you

[00:47:23] [SPEAKER_02]: you've done the work to earn this and he was so excited to see Carson and I'm like oh cool like

[00:47:29] [SPEAKER_02]: Carson's buddy and you know Carson shakes his hand and I'm like pulling Carson's plates who is

[00:47:35] [SPEAKER_02]: food doesn't fall because the guy was so excited to see him and we start walking away and I go

[00:47:39] [SPEAKER_02]: Carson who was that and he goes I don't know okay that it may not be a tangible ROI but my gosh

[00:47:50] [SPEAKER_02]: that is huge valuable because that guy knows you he may refer you your top of mind when he

[00:47:57] [SPEAKER_02]: needs you I think he was a Microsoft employee as well but there's so many good things to come

[00:48:03] [SPEAKER_02]: up that and that was one person how many thousands of people are out there like that who think

[00:48:09] [SPEAKER_03]: of Carson in the same way well we have bits some big offices like in Dallas and I'll go there

[00:48:15] [SPEAKER_03]: and everybody knows who I am and it's surreal it's the only type of celebrity I would ever want to

[00:48:22] [SPEAKER_03]: be like a zealist celebrity where I'm known for certain things and with certain people but I can

[00:48:27] [SPEAKER_03]: still go outside and nobody cares who I am but in all seriousness I get to say like the opportunities

[00:48:32] [SPEAKER_03]: that have come from the shows and the content and and don't give me wrong that everybody's

[00:48:39] [SPEAKER_03]: going to love it I know there's absolutely been people that you know I go back to the David

[00:48:44] [SPEAKER_03]: Goggins quote you're never going to find a hate or doing better than you I mean there's going to be

[00:48:48] [SPEAKER_03]: people that don't want to do the work and they're going to not like you because you're out there and

[00:48:53] [SPEAKER_03]: they're going to say you're being self promotional and you're doing all this well you know if I'm

[00:48:57] [SPEAKER_03]: not out there tuning the horn of some of the great stories that I feel like I have nobody's going

[00:49:02] [SPEAKER_03]: to do it for me and the ends justify the means I have created relationships that never would have

[00:49:08] [SPEAKER_03]: existed without social not to mention over a billion dollars in deals that never would have existed

[00:49:12] [SPEAKER_03]: without LinkedIn or the first meeting being from LinkedIn but job opportunities relationships new

[00:49:20] [SPEAKER_03]: vendors like Brandon just said people like I jumped on a call yesterday with a brand new vendor

[00:49:25] [SPEAKER_03]: they're like oh it's the LinkedIn star and it's like these people know who you are when you walk into

[00:49:32] [SPEAKER_03]: these meetings which it's honestly very helpful because it's a unique differentiator it's something

[00:49:39] [SPEAKER_03]: that not everybody is doing and I tell people all the time you know I know what my strengths are

[00:49:44] [SPEAKER_03]: you know know what my strengths are not and I believe strongly that you can leverage you know you're

[00:49:49] [SPEAKER_03]: asking about different mediums Brandon I looked at where my audience is and also could be

[00:49:57] [SPEAKER_03]: and was really intentional about how I could touch those audiences now I talked on this show before

[00:50:02] [SPEAKER_03]: but I kind of straddle online I worked with you know people that of you know consume technology

[00:50:08] [SPEAKER_03]: I worked with nonprofits I worked in healthcare but I also work with sales people and none of

[00:50:13] [SPEAKER_03]: those audiences just care about the same messaging so I've kind of straddle the line and I try to

[00:50:18] [SPEAKER_03]: know I do a lot of career focused things a lot of leadership focus things that will resonate with

[00:50:23] [SPEAKER_03]: you know throwing bouquets to all audiences but the things that you can do with like LinkedIn groups

[00:50:29] [SPEAKER_03]: going on creating a group and inviting people to that creating a show creating a newsletter on LinkedIn

[00:50:35] [SPEAKER_03]: you get tens of thousands of views of some of these articles just by making a post and that article

[00:50:42] [SPEAKER_03]: can go out on LinkedIn as a newsletter it can go out to my WordPress blog I can also post it to Facebook

[00:50:47] [SPEAKER_03]: or wherever I want and Twitter and you name it and these things can happen in minutes and the way

[00:50:55] [SPEAKER_03]: that you can repurpose some of this content now with AI I can pull a transcript from something I did

[00:51:00] [SPEAKER_03]: six months ago and turn it into today's post tag it with a recent picture and it gets a lot of hits

[00:51:06] [SPEAKER_03]: and so being able to think strategically and intelligently about how you can put the message out

[00:51:13] [SPEAKER_03]: that represents what you're about engage the audiences in as many places as possible build community

[00:51:22] [SPEAKER_03]: you know like with groups and you know fostering connections but also encouraging other people to

[00:51:27] [SPEAKER_03]: share and contribute promoting their posts going on commenting like we've talked about on this show

[00:51:32] [SPEAKER_03]: there's so many things that you can do to create genuine relationships but also establish

[00:51:39] [SPEAKER_03]: what you're all about and I have to say that the results of going down that personal brand path

[00:51:51] [SPEAKER_03]: about a decade ago I don't know that I've made many better decisions in my life other than

[00:51:57] [SPEAKER_02]: marrying my wife. Yeah and I want to say some Carson for a purpose and I know me

[00:52:06] [SPEAKER_02]: embarrassed you with this but I had somebody one time saying you know I don't get Carson and I

[00:52:11] [SPEAKER_02]: don't get what he does on there and I said well what don't you get and they're like wow his message

[00:52:17] [SPEAKER_02]: in this and and and I said well how do I say this the right way I was a little bit

[00:52:24] [SPEAKER_02]: direct and maybe a little bit blunt maybe a little bit borderline rude because

[00:52:30] [SPEAKER_02]: this person as a CEO had zero presence on LinkedIn. I was like they not not zero but not much

[00:52:39] [SPEAKER_02]: and I said let me ask you this if you get out Carson speaking in a vent for your company

[00:52:46] [SPEAKER_02]: would you want him there because he would draw a bunch of people well yeah yeah that'd be great

[00:52:52] [SPEAKER_02]: and I said then what don't you understand about what Carson's doing wow right and

[00:53:00] [SPEAKER_02]: I think that's an example for me of people that are scared of doing this LinkedIn thing

[00:53:09] [SPEAKER_02]: I don't think it's so much it's a ego I think it's confidence I think it's self-esteem and even

[00:53:14] [SPEAKER_02]: look I've been a CEO for 25 years and I'm one of the most insecure people out there at times because

[00:53:21] [SPEAKER_03]: it's scary. Sam we're not telling people to do this to the end degree either

[00:53:27] [SPEAKER_03]: you know nobody like Tom I mean you said earlier like you're not posting everything all this stuff

[00:53:31] [SPEAKER_03]: every single day and what you're doing multiple shows and you're doing it your way like

[00:53:35] [SPEAKER_03]: I think that's what we're ultimately saying find your find your way find your sweet spot figure out

[00:53:40] [SPEAKER_03]: where your audience is but we're gonna we're gonna absolutely recommend to all the channels by which

[00:53:44] [SPEAKER_03]: you can explore to potentially meet your audience. I would say the same thing I'm very introverted

[00:53:50] [SPEAKER_03]: I have a lot of insecurities but I've gotten over them over time before these things become

[00:53:55] [SPEAKER_03]: comfortable muscles they are very uncomfortable muscles when I made my first YouTube video I was

[00:54:00] [SPEAKER_03]: terrified that was back in 2010 and it blew up all my old co-workers and my you know colleagues

[00:54:06] [SPEAKER_03]: they were loving it and it just encouraged me it just became it added momentum and I would tell

[00:54:13] [SPEAKER_03]: you like if your social presence today is a tiny little snowball the way to make it an avalanche

[00:54:19] [SPEAKER_03]: is by accumulating momentum by exploring different mediums that you're comfortable with

[00:54:25] [SPEAKER_03]: learning about them studying them trying them and don't just give up when it doesn't work you

[00:54:31] [SPEAKER_03]: know we don't give up things and go back to comfortable ways of mediocrity or comfortable ways

[00:54:35] [SPEAKER_02]: of failing we figure it out like Brandon said earlier. I want to I want to quote Carl Leaba

[00:54:42] [SPEAKER_02]: who is our guest I think Carson you were gone you missed a great one that show I was on that episode

[00:54:48] [SPEAKER_02]: you were okay yeah um even when I first in a public speaking class in college we were told you

[00:55:00] [SPEAKER_02]: know just just picture everybody in their underwear which don't know if you can get away with that

[00:55:04] [SPEAKER_02]: anymore but the idea behind it was take the pressure off that they're just human beings out there

[00:55:10] [SPEAKER_02]: they're just like you Carl really impacted me when he talked about I just think about everybody

[00:55:17] [SPEAKER_02]: being the eight year old version of themselves just they're just they're just a eight year old version

[00:55:23] [SPEAKER_02]: of themselves bring that to LinkedIn as well just be yourself and think about your audiences

[00:55:31] [SPEAKER_02]: their eight year old version of themselves because when we were eight years old everybody was our friend

[00:55:36] [SPEAKER_02]: everybody liked us we liked everybody you know unless something happened you thought over in a

[00:55:41] [SPEAKER_02]: racer or something but overall you were friends with everybody and and you found everyone liked

[00:55:46] [SPEAKER_02]: if you can bring that into this LinkedIn thing that's half the battle you know we there's a

[00:55:56] [SPEAKER_02]: bunch of stuff about a posture syndrome and I don't I don't talk about it a whole lot but it doesn't

[00:56:02] [SPEAKER_02]: mean I don't think it's real I think it's the most important thing in the world to get over but

[00:56:06] [SPEAKER_02]: by talking about a posture syndrome isn't it I think we talk about the value proposition

[00:56:11] [SPEAKER_02]: we talk about strategies and we talk about what is your strategy that works for you

[00:56:17] [SPEAKER_02]: and let's start there and we can start small and work our way up you don't have to do a show day one

[00:56:23] [SPEAKER_02]: you don't have to publish every single day but just figure out how to start because it's

[00:56:29] [SPEAKER_02]: it's like being in your entry level job and your boss tells you you need to go to networking events

[00:56:35] [SPEAKER_02]: because you need to go out and meet our customers and you just go no now we're getting events don't work

[00:56:43] [SPEAKER_01]: BS so you know I as we wrap up here episode number 99 I think today is episode it's interesting

[00:56:53] [SPEAKER_01]: I was thinking back we started with social selling for newbies right then we changed it to social

[00:56:59] [SPEAKER_01]: selling 2.0 and then we changed the mastering modern selling over the last 100 but everything we've

[00:57:06] [SPEAKER_01]: talked about today I think is a combination of pretty much everything that we've been talking

[00:57:11] [SPEAKER_01]: about for the 99 episodes profound not but it's true right when you think I mean it's like

[00:57:16] [SPEAKER_01]: it all comes back to I think this foundational element I think we've got the point

[00:57:22] [SPEAKER_01]: as we move ahead to the next 100 and the next 100 guests that we've got queued up here going forward

[00:57:28] [SPEAKER_01]: everyone's gonna bring a bit of a different take in a different perspective whether it's sales

[00:57:32] [SPEAKER_01]: management or or you know sales or whatever it is that they're bringing to the table but everything I think

[00:57:39] [SPEAKER_01]: that they're gonna talk about will be enhanced and isn't enhanced by the things we just went through

[00:57:44] [SPEAKER_01]: today and got here and I just I think we've got the point I think we really made the point so

[00:57:50] [SPEAKER_02]: it is it is a foundation that's a you guys remember when when we when we started we said hey the three

[00:57:55] [SPEAKER_02]: of us are gonna do this show you guys remember with social selling for newbies yeah that's when I was saying

[00:58:01] [SPEAKER_02]: I don't want the word social selling like in real we have Carson's on the producer and known

[00:58:07] [SPEAKER_02]: for sales Tom has a marketing book and I'm like that personal branding networking person

[00:58:14] [SPEAKER_02]: and I hated the word social selling because it it brings images of pitch slapping and

[00:58:22] [SPEAKER_02]: automation and things like that and I've been very resistant to it and I'm okay with that now

[00:58:29] [SPEAKER_02]: this but mastery modern selling but the foundation of it just like everything in sales it's always

[00:58:35] [SPEAKER_02]: if your personality sucks you're not getting anywhere with your customers if you don't know how to

[00:58:41] [SPEAKER_02]: start a conversation you're never gonna have a conversation like and in the foundation of all

[00:58:46] [SPEAKER_02]: that in this modern selling or this digital selling world is your personal brand. Right?

[00:58:54] [SPEAKER_01]: It is modern selling it's the foundation of modern selling. I see you everywhere and I feel like

[00:59:00] [SPEAKER_02]: we have a little bit of time to me I've heard two people over the last few months looking back

[00:59:08] [SPEAKER_03]: so our longest episode I had to look this up it was Donald Kelly and it was one hour eight

[00:59:13] [SPEAKER_03]: minutes so we technically by that parameter we've got 10 more minutes. I love you guys to take

[00:59:19] [SPEAKER_02]: on this I've heard two times now probably the last three months when I say you know it's it's the

[00:59:25] [SPEAKER_02]: I see you everywhere and I feel like I already know you twice now I've heard that well

[00:59:30] [SPEAKER_02]: I don't want everyone to see me everywhere because then they'll think I'm not working. Wow you've heard

[00:59:36] [SPEAKER_02]: that? I've heard it twice now and I'm like really like I'm scratching my head going really that's

[00:59:44] [SPEAKER_03]: that's the reason why you know the best way to calm that results nobody's ever questioned me

[00:59:51] [SPEAKER_03]: everywhere. I had somebody tell me one time oh every single time I pull a blinked in there you are

[00:59:56] [SPEAKER_03]: how do you find time for this stuff but nobody nobody's ever complained about my results.

[01:00:02] [SPEAKER_01]: There you go. Hearts and you pop up on my my Apple Watch two to three times a day that's beautiful

[01:00:08] [SPEAKER_03]: yeah you pop a mind it goes back to what someone told me years ago literally 2013 at this small

[01:00:18] [SPEAKER_03]: consultant firm where honestly like one of the executives tried to steal my biggest lead and claim

[01:00:24] [SPEAKER_03]: it as their own but one of these guys literally said like use lengthen it'll use it to find ways

[01:00:31] [SPEAKER_03]: to stay top of mind and that always stuck with me you know because people know you right I made a post

[01:00:39] [SPEAKER_03]: my gosh well was it like two weeks ago about how I had not been feeling well and like I've

[01:00:45] [SPEAKER_03]: so many people reach out and I'm doing better I'm not 100% the thank you to everyone who's reached out

[01:00:50] [SPEAKER_03]: it's just it's amazing like people follow your journey they know you as a person even if you don't

[01:00:57] [SPEAKER_03]: know them or know them well it's it's just unbelievable and Bob's dreaming about us.

[01:01:03] [SPEAKER_02]: Sorry Tom and I started laughing while you're talking we thought thoughts?

[01:01:08] [SPEAKER_02]: No I love it but we dream about you too. Okay we do.

[01:01:14] [SPEAKER_01]: All right well excellent excellent points today excellent episode

[01:01:20] [SPEAKER_01]: I'm really looking forward to the next 100 we've got guests lineup is like

[01:01:26] [SPEAKER_03]: no it's incredible I mean just blown away by some of the some of the roster that are as well yeah

[01:01:33] [SPEAKER_03]: this gets better and and seriously we appreciate everybody in the audience that shows up week after week

[01:01:39] [SPEAKER_03]: shows up asking questions saying you know provocative and poignant comments like if you got

[01:01:45] [SPEAKER_03]: suggestions on the next 100 Judas and out make a comment tag people you want to see on the show

[01:01:51] [SPEAKER_03]: it's amazing like you know we've we've approached some people that are pretty prominent in sales and

[01:01:57] [SPEAKER_03]: nobody turns us down I mean people want to be on the show it's it's amazing to think how far we've

[01:02:02] [SPEAKER_02]: come in 99 episodes. And if you're on the podcast we honestly we've kind of neglected

[01:02:10] [SPEAKER_02]: promoting the podcast as much because we've been we really enjoy the comments and all that but

[01:02:14] [SPEAKER_02]: if you're on the podcast the next 100 episodes we are going to focus on a more we actually have

[01:02:20] [SPEAKER_02]: an advertising campaign that we're gonna be doing to help us get get more more reach in front of people

[01:02:25] [SPEAKER_02]: but if you'd be so kind of help us give us a review screenshot it share it with somebody you know say hey

[01:02:32] [SPEAKER_02]: these guys are a bunch of dorks but they're saying some good stuff whatever we'll take it

[01:02:37] [SPEAKER_02]: and I we'd appreciate it we're just we're just three knuckleheads trying to have fun and figure this out

[01:02:42] [SPEAKER_02]: that's when we start for social selling for newbies we're like we're all newbies we're all trying

[01:02:46] [SPEAKER_02]: to figure this thing out let's go have some fun doing it and just create conversation so

[01:02:52] [SPEAKER_02]: if that resonates with you we'd love for you to join the community and be a part of it. You're here

[01:02:57] [SPEAKER_01]: all right so Daniel Disney next week number one hundred we'll kick off the next the next

[01:03:03] [SPEAKER_01]: century of shows Carson you want to wrap us up. Yeah thank you both gentlemen I learned a lot from

[01:03:11] [SPEAKER_03]: you guys and it's been a fun run let's keep doing it and to our audience and everyone out there

[01:03:17] [SPEAKER_00]: until next time happy my thank you for joining us today on mastering modern selling

[01:03:29] [SPEAKER_00]: if you enjoyed this episode don't forget to subscribe for more insights connect with us on social

[01:03:34] [SPEAKER_00]: media and leave a review to help us improve stay tuned for our next episode where we will continue

[01:03:40] [SPEAKER_00]: to uncover modern strategies shaping today's business landscape learn more about this bump in

[01:03:45] [SPEAKER_00]: our healthier service at getfisbumps.com mastering modern revenue creation with fist bump

[01:03:51] [SPEAKER_00]: where relationships social and AI meet in the buyer's center page