Targeted Connections and Selective Meetings
A senior lawyer with a deep industry specialism only wanted to connect with a very rare and specific profile. He was therefore initially unsure whether there would be many relevant contacts on the site for him.
However, when we undertook research on his behalf, we found 30 decision-makers that he wanted to know and was yet to have met. Within days, we successfully connected him with many of these.
He is selective about those he invests time in meeting but, because of this approach, those meetings are highly rewarding.
Expanding Your Profile
A tax adviser with industry expertise was keen to build his business. He has half a dozen large clients who spend around £150k in fees each per annum and his objective was to double this figure in two years by expanding his portfolio.
Having spent time interviewing this specialist, we then sought out around 80 decision-makers on professional networking sites, within his geography and target industry.
Within a couple of weeks, he was connected with around half of this group. After five meetings so far with his new connections, he has already received an invitation to pitch for around £40k worth of planning work.
Rainmaking
An audit partner wanted to connect with the SMT, regardless of job function, at 12 ‘red flagged’ prospects, to break the ice with these companies.
After a week, we’d connected her with Sales Directors, HR Directors, CFOs and CEOs and had arranged meetings with 8 of the 12 targets at which she has built engagement and sought opportunities for her colleagues.
Having used telemarketing, events, publications and all the usual professional services tactics to get close to these companies, the personal approach through a professional networking website was the initiative which finally led to breakthrough.
Setting Up a LinkedIn Group
The Group Owner set up a LinkedIn Group called ‘Strategic Sales – Scotland’, aimed at Sales and Marketing/Business Development Managers and Strategists in Scotland (all sectors).
The purpose of the Group is to enable members to share ideas and learn from each other. It allows anyone who is a member of the Group to post discussions as well as contribute to discussions posted by others.
Within one month the group had approximately 100 members, with one tenth of members contributing to discussions.
The Group Owner has so far arranged five meetings with new connections made from the Group.