hate selling? build profile instead

2012Build Profile - Susan Abbott

Presented to: QRCA Philadelphia/Delware ChapterMay, 2012 By Susan Abbott

Hate Selling?Build Profile Instead

Overview2012Build Profile - Susan Abbott

What is profile?

You have profile when• People you do not know have heard

of you• You have a large internet “web wake” • You get calls/e-mails out of the blue

Prospective clientsProspective associatesPeople who want something from you

• There are many sources supporting your reputation and credibility

Your Golden Chain of Profile2012Build Profile - Susan Abbott

List your top 5 clients

How did you get them?

Referred by supplier

Heard presentations at conference

Called up “out of the blue”

Was a co-presenter at a

conference

Encountered at previous company

Why did the top 5 people hire you?

B2B “Speaks Executive”

Online qualitative

Future trends Customer experience

Innovation

Be clear what type of birds clients you

want to attract

All possible clients, including the difficult, the boring, and the broke

People I can reach with profile building

Ideal clients – great projects, great people, lots of money

Build Profile - Susan Abbott

Clients who might want what I’m offering

Who is your target client today?

Build Profile - Susan Abbott 2012

Once someone becomes a client, they are no longer

in prospect territory

Tools and Tactics

Building Your Golden Chain

www.theideastudio.com

Sponsorship

Directory Listings

Publish a newsletter

Public Profiles

Expert Networks

Facebook

Web site

Speaking

Publish articles

Real people networks / associations

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Golden Chain of Profile

Sponsorship

Directory Listings

Public Profiles

Expert Networks

Facebook

Web site

Speaking

Publish articles

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

— Not doing this at all Do it but others do it better Do it as well as others Do it consistently Doing it better than others Pillar of my personal brand

Acknowledgement to Stuart Morley for the idea

Sponsorship

Directory Listings

Public Profiles

Expert Networks

Facebook

Web site

Speaking

Publish articles

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Basic essential foundations you need to have

Website Content is current? Client focused? Looks professionally designed? Has basic keyword optimization? Links to your other online content?

Website Grader from HubSpot marketing – free tool that assesses your website.Tip

websitegrader.com2012Build Profile - Susan Abbott

Directory Listings• QRCA, GreenBook, Quirk’s, etc.• Provide credibility• High quality links

Compare cost of a listing to the value of one hour of cold-calling time

Online Resume• For the business you want•Many articles talk about how to use effectively

• Post status updates via TweetDeck, HootSuite• Research clients and stakeholders• Make recommendations first

LinkedIn isn’t a place to dump a snapshot of where you’ve been. It’s an opportunity to stay connected to people and to demonstrate where

you are now and where you plan to go next.

Chris Brogan, entrepreneur, author + blogger

Brogan’s tips• Headline is important• Summary• What you do most• Type of business you want to do• Refresh every two weeks

•Write from the client’s perspective• Recommendations are powerful• He has written 146 178

Tip • Look at other high-profile people to see how others present themselves

Answer questions, join groups, lead groups

Have your own company page

Extra Credit2012Build Profile - Susan Abbott

Do not use the standard LinkedIn

invitation.Take the time to write a genuine

thought.

35 people who have my name!!!Yikes!

Public Profiles• Spoke• Naymz (was Visible Me)• 123People

• Search your name on a regular basis. Claim your profile. Correct the information.

• Caution - contact information may lead to more squirrels

“LinkedIn is for your professional network; Facebook is for your

personal network; Twitter is where you find kindred

spirits”

CB Whittemore, blogger, speaker, social media + marketing consultant

You need to decide about Facebook

You can use different types of Social Media to facilitate Social Networking. You can network using different forms of Social

Media.

Susan Sweeney and Randall Craig, Authors of Social Media for Business

Expert Networks2012Build Profile - Susan Abbott

The whole Internet is going to be social media: shopping will be social,

your resume will be social, your whole career will be built on social

media, and your kids’ education will be built on social media.

Penelope Trunk

Sponsorship

Directory Listings

Public Profiles

Expert Networks

Facebook

Web site

Speaking

Publish articles

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

A good next step without a huge time commitment

Don't let the fear of the time it will take to accomplish something stand in the way of your doing it.

The time will pass anyway; we might just as well put that passing

time to the best possible use.Earl Nightingale

Author, motivational speaker

Publish a newsletter2012Build Profile - Susan Abbott

• Tools make it easier Templates Anti-spam avoidance List maintenance

• Some have Automated follow-up E-commerce support

• Use professional tools – it’s easierTip

Write articles• Be interesting• Be insightful• Push yourself• Do a little research

• No long term commitment• Creates high quality links• Give you “expert” credentials

Write white papers• Provocative

Take a point of view

• Informative• Compelling

Conduct some new research2012Build Profile - Susan Abbott

• Global Village Teen and Technology project 2007

Advertising2012

Views magazine

NewQualitative Directory

• Consider the reader target• Why not an industry publication?• Online advertising another option e.g. LinkedIn

Sponsorship2012Build Profile - Susan Abbott

• Makes you look successful• No time commitment

Sponsorship

Directory Listings

Public Profiles

Expert Networks

Facebook

Web site

Speaking

Publish articles

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

A bigger commitment with bigger payoffs

If people knew how hard I have had to work to gain my mastery, it wouldn’t seem so

wonderful.

Michelangelo (1475-1564)Renaissance painter and sculptor

Speaking2012Build Profile - Susan Abbott

• Major time commitment • BUT not ongoing• Expert who speaks

• Leverage the content• Leverage the content• Leverage the content

SlideShare2012Build Profile - Susan Abbott

• Share your PowerPoints• Link with

LinkedIn your website blog Newsletter

Twitter2012Build Profile - Susan Abbott

• Not that difficult• Requires consistent effort• Reciprocity is important

Writing a blog2012Build Profile - Susan Abbott

• Major time commitment• Must be promoted to

get traffic

Page Views

• Traffic is slow to build, takes patience and persistence

• Consistency is important, or traffic falls off

A (reasonably) successful promotion effort: the Bathroom

Blogfest

Sponsorship

Directory Listings

Public Profiles

Expert Networks

Facebook

Web site

Speaking

Publish articles

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Highly visible activities that require serious commitment and their own promotion

Write an e-book2012Build Profile - Susan Abbott

• Leverage the content• Leverage the content• Leverage the content

Multi-media content2012Build Profile - Susan Abbott

• Podcasts• Video blogging or

YouTube channel• Internet radio• REAL radio• Webinars

David Van Nuys podcasting setup

• http://www.shrinkrapradio.com/about/my-podcasting-setup/

Write a real book•Write a real book

Martha Guidry Siri Lynn, Jean Bystedt,

Deborah Potts Judy Langer Others!

Sponsorship

Directory Listings

Public Profiles

Expert Networks

Facebook

Web site

Speaking

Publish articles

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Don’t forget about these basic human interactions that still drive a lot of business

Real people networks• Elevator introduction• Reciprocity principle

Making referrals2012Build Profile - Susan Abbott

• Nothing better• Must be qualified

For both sides!

• Real network or social referral?

Keys to success

Profile building is about impression management and

reputation management

Do the things you enjoy doing*

*Don’t swap one thing you don’t like (cold calling) for another thing you don’t like (e.g. public speaking)

Consider the audience you want to reach, and how

you want to interact with that

audience

Leverage your efforts

Don’t advertise what you can’t

deliver *

* “Get better, get busier” – Warren Evans

hate selling? build profile instead

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