242 – Micro-Targeting and Flipping the Funnel: How to Land High-Value Contracts on LinkedIn

Karen Yankovich 0:00
You’re listening to the good girls get rich podcast episode 242.

Intro 0:05
Welcome to the good girls get rich podcast with your host, Karen Yankovich. This is where we embrace how good you are girl, stop being the best kept secret in town, learn how to use simple LinkedIn and social media strategies and make the big bucks.

Karen Yankovich 0:23
Hello, I’m Karen Yankovich, the host of this show, and this is episode 242 of the good girls get rich podcast. And today’s show is a little bit different because it’s kind of more of a story than most of my shows are. And, you know, I wanted to tell the story on the show. And I went back and forth over outlining it. And then I’m like, You know what, I’m just gonna tell the story. So that’s what I’m doing. You know, you probably have heard me say on the show 100 times, that I don’t want you to be out there spamming your network, I don’t want you to be out there sending a million connection requests out, I am not. I mean, I guess it’s sexy to hire somebody that says I can get you consistent leads with my snazzy tool. But you know, I’m gonna give you some real life reasons why that doesn’t work and what you should be doing instead. So hopefully, you’re ready for this. Because this is really, I think, a big block that a lot of people have, when they’re using LinkedIn, they open up LinkedIn, and all they see is the spam and they just close it. And you’re missing massive, massive opportunities. So I hopefully you’re ready for this. So first, I want to talk a little bit about the don’ts. There’s, I’m sure you know this, there’s tons of tools out there. Now. They’re not authorized, by the way. So if somebody’s telling you, they are there, they’re lying. They’re not authorized. LinkedIn does not authorize these scraping tools, that allows people to send 100 or 200 connection requests out a day with all those follow up messages, right? And you know, actually, do somebody say today, like Stop complaining about the spam? If you don’t want it, just don’t read it? You know, it’s not an intrusion on your inbox. And I disagree. It is an intrusion. It’s an intrusion. I look at it, I gotta click it on, I am deleted, I don’t want it. I don’t want it right. And frankly, it I think it reflects negatively on your brand. If you are doing this, and by so many people are doing it that and the people that are out there selling these services are good. Right? So they’re out there saying I can get you consistent leads? Well, there was I had a conversation a few months ago, with somebody who booked call to get some support from from her company. And this person worked for a guy that I know. And I we didn’t know that at the time when he booked the call, but it turns out, I knew the person who he was working for. And he came onto the call and said I am getting you know, we’re getting you know, a like 60 good leads every single month are great, amazing leads, and we’re not closing any of them. And as of whoa, wait a minute, first of all, how good they could they be if you’re a closing anyone, any of them and besides like I knew his boss, guys, personable guys friendly guys really good at what he does. If he can’t close these leads, they’re not great leads. But but he was getting like, be over the head by the people selling him the service saying, Oh, my gosh, is a great leads. They’re not great leads because they’re cold. Right? And it’s really hard to sell that. So. So what all I saw was this guy that I know is smart, and personable and busy, had 60 hours worth of calls with people that didn’t produce a single solitary sale. Right? So so that’s why that’s like a don’t. And that’s why you don’t want to do this. And I can’t tell you how many people come my way after they’ve done that work. And you’re lucky if you come to me before you get your profile banned. Because very often people are getting their profiles banned when they’re doing this stuff. Because they’re you know, it’s, like I said, it’s against LinkedIn Terms of Service. True story. That was that’s an absolute true story. So fast forward to recently, and I’m not going to share this person’s name with you. But I am hoping that we’ll get her on the podcast at some point. And then we can maybe refer back to this episode. So this is me. But there’s a woman that just recently joined my shoes linked up accelerator program, and I know her through another program. So I know I know we’re kind of personally and she’s got a product that she’s looking for big corporate contracts for like six figure contracts. And right off the bat I love this because one of the hardest parts about my job when people come into my shoes linked up accelerator program is convincing them that there are six figure contracts out there for them. And if you’re listening to this, thinking, well Karen that isn’t a six figure contract out there for me like yes, there is yes, there is okay I can assure you there is and this is one of my sweet spots is what I love to do the most is to have those conversations and then to help you land a contract for those big fat juicy contracts right and that’s why I call this like flipping the funnel let’s get to make the money first. Right let’s get the big contracts first and then we get paid able to do all the things people are doing. And we did an episode on procrastinate training recently right paying all these things to do and before Are they started selling anything? And I’m like, no, no, let’s just start selling things first, and let’s make some money, right? So this woman came to me, and she already had a multi six figure offer. And she joined our program. And she knew exactly who her target market was, at least initially, because again, I’m looking for you to get like one with a 12 week program, if you learn one six figure contract, or even a five figure contract, you know, in that 12 weeks, I’m happy, right? Like, I want you to land more than that. But, but that’s our goal is for you to land one big fat juicy contract, we spent some time with you, on the front end, have a conversation about what that looks like. And then we reverse engineer everything to help you learn that contract. So she reached out, she joined the program, and we have the initial call, where she were really clear on what market she’s going after first. Because again, you can go after another market once you get a kind of a client or two, right, and remedies or six figure contracts, for the most part. So she had that call. And then she comes to the next call. And she’s got a list of like, 50 people that she wants to reach out to. And she wrote this message that she wants to send to them. I was like, whoa, whoa, whoa, what messages is like, do you really want to get this three paragraph message from people? Nobody wants to get these three paragraph messages from people they don’t know. Right? So this is not me dissing her, this is me continuing to pull her back, right? Like, hang on, hang on, we want one big fat, juicy contract, take these 50 names, let’s do some research. So we ended up she ended up sorting them by people that were she knew needed her the most. Right she there was a there was a particular statistic that she could look at. So she could see which of them needed the most. And she reached out to some of them. And I said do not and send a connection request or send a message with the all these paragraphs. Nobody wants to read all this, right? So I said, here’s what you want to do. You want to just reach out and say, Hey, I see you’re in this industry. I am doing a lot of work in this industry. Right now. As a matter of fact, I have a lot of success with this company, I’d love to connect and learn more about your business. That’s it. That’s it, because what you want them to say is Tell me more, right? Before you send these three paragraphs, you want them to say tell me more, right? Because this is magnetic marketing. This is not push marketing, sending out hundreds and hundreds of connection requests, right? It’s magnetic marketing. So she did that. And she picked I think 10 names initially and she sent out also send out 10 emails. And because we I fully recognize that everybody’s on LinkedIn. Right? So and again, of those 10. I don’t remember the numbers offhand. But I know that I think about half of them accepted, our connection requests are immediately like within the first couple days. And sometimes you don’t, they don’t accept your connection requests for a week or two, because they might not be on LinkedIn for that week or two, right. So just because they don’t accept immediately doesn’t mean they’re not going to accept eventually, which is why I want you to do and I said, Don’t do this to all 50 Do it, just give me a couple, just a couple, she reached out to some of them. And she also did some via email. And she when I talked to her the other day, she had a call with one of these, she had already had turned one into a call. And they were very interested in her services. And remember, this is a, this happened to be a smaller opportunity, because they’re just a smaller facility than some of the others that so it may or may not be a six figure. But we also talked about kind of like a lead in into that six figure, right? Because you can’t just cold call people and expect them to sign a six figure contract with you, right, but you can make it happen with a nice warm strategy. So she ended up having at least one call that I know of on her calendar, she had two more people that she’s in discussions with a few more people that she’s having emails with. So we’re chatting, and she says, so I asked her about how her call went. And she said it was amazing. And you know, we were going to she was gonna actually she had a great call with me, she was gonna come back to them with some recommendations. And then she said to me, I also have a couple of other irons in the fire. And I’ve only reached out to half of these opportunities. And I still need to follow up with people I reached out to that didn’t respond yet. And I said to her, and I liked labs, and I said, That is why I keep pulling the reins in on you. And why wouldn’t let you connect with all 50 of these at once. Right? Because I don’t I want you to not blow your opportunities. Right? She is only sent out a few of these has one conversation, a couple of other irons in the fire and has some follow up work to do before she even sends out messages to some of the rest of these these companies. Right? So this is what I mean when I say micro targeting, if she sent all these messages out, right? She would be just like everyone else out there sending out these cold call three paragraph messages that nobody’s reading and nobody wants. Right? And she would have lost the opportunity with possibly 50 potential leads that she wants to work with. Instead, she took my advice to micro target. She reached out to a few of them personally. She used personalized connection requests she let them say tell me more. Right so that she You can continue conversations. And now it’s their idea. They want to know more about her services. And she’s, I’m telling you, she’s gonna land multiple contracts while she’s still in the 12 weeks with us. And I wanted to tell you the story because I wanted you to see this in action, because it’s easy for me to say, I want you to micro target and you go like, what does that mean? Right? So I hope you can see why this works so well. When you use LinkedIn to truly build actual relationships with people, even though this was cold, she did not know any of these people. Right? And this is as cold as I ever wanted to go. But she was able to connect with them with a message that that intrigued them. She didn’t pitch them in the message. She just said, Hey, you know, we both know similar people. We’re both in the same market. I’ve been doing some interesting thing and fitness market. I’d love to know more about what you’re up to, like it was mostly just that and yes, is it a is it a salesy message, it kind of is but listen, this is LinkedIn is about business to business, right? People are expecting to do networking there. And when you approach it in this warm, confident way, with an eye to the biggest opportunities you can think of this is how you build quarter million dollar half made on million dollar your businesses, right? This is what I mean by flip the funnel, this is what I mean by micro target. So I hope that this explained it to you a little bit better. Not the best storytelling, right? But I want even though Marsha Shandra, if you don’t know her, we’ll link to her episode. And as I’ve studied with her, I’m kind of hopeless I think. But she was like, I think she was episode two or three of the show. Anyway, at the end of the day, you know that I’m not a fan of in authentic LinkedIn strategy. So here I am telling you that I advise my client to do some cold calling, but we created this warm process. And within a week of her sending out anything her profiles done, like we write their profiles, I don’t even think her profile was on when she did this, like imagine what’s going to happen when she has a profile that makes her look like an absolute Rockstar, right? So this is what I mean by micro target. This is what I mean by flipping the funnel, and this is available to you. Okay, in our she’s linked up program, our goal is for every woman that comes into this program, to see the path and take the first steps down the path to becoming a wealthy woman of influence, right? I want there to be more wealthy women in the world, women with money change the world, they have more choices. And we can do so much with those beautiful choices. So if you want to know what it’s like to hang out with the woman that I described to you today, and all of the other beautiful women in our program, let’s talk just go to Karen yankovich.com/call, grab a spot on my calendar, and we can chat and see if it’s a fit for you. It’s no obligation, we genuinely want to support you if we can, if we don’t think we can, we will absolutely tell you that. And we’ll give you some ideas. I want to help you either way, right. But I know there’s opportunities for you that maybe you can’t see. And I’d love to see if we can find them together. Right, Karen yankovich.com/call gets you there. So I hope you liked this a little bit outside the norm podcast episode. And if you love it, you know, I’d love to hear from you. So hopefully you’re following good girls get rich on Apple podcasts or wherever it is that you listen to podcasts. I love your reviews. That’s always fun for me to see the new podcast reviews. And of course, I’d love for you to share this episode on social media use the hashtag good girls get rich. So I see it, make sure that you tag me because my goal is to lift you up, right. And if you’re sharing my content with your audience, I am sure as heck going to share your posts with my audience and help you get more visibility as well right? In the show notes, which is at Karen yankovich.com/ 242, you’ll see a link for SpeakPipe where you can leave me an audio message I love your audio messages. I respond to every one of them personally, maybe there’s a guest you’d like to see me interview or a topic you’d love to hear me talk about. Or maybe you just want to say hi, and tell me what’s going on in your week. I would love that to just go to Karen yankovich.com/ 242. You’ll see all the links for everything we talked about here today. We’ve got something really fun coming for you. So keep an eye on this show. Because in the next couple of weeks, we’re about to share something with you that we have not done before. I’m so excited about it. I’m going to be talking about it so much. Hopefully you’re not gonna get sick of me. But it’s going to be so much fun. It’s something no one else in this industry is doing or at least in the LinkedIn industry is doing and I’m really excited to be doing it. So stay tuned. Make sure you’re following the show so you don’t miss that. And I’ll be back here next week with another episode of The Good girls get rich podcast.