The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

DPB 085: How to Use LinkedIn to Sell More Cars w/ Trevor Turnbull

ABOUT THIS EPISODE

Trevor Turnbull is one of the foremost experts when it comes to leveraging the power of LinkedIn to grow your business.

In this episode of The Dealer Playbook Podcast, Michael and Robert are joined by Trevor to discover the exact process he uses to optimize, grow, and leverage his LinkedIn profile.

You're going to learn what you can do to expand your community and grow your social influence. You'll also get access to Trevor Turnbull's LinkedIn strategy that will help you grow your customer base and sell more cars.

LinkedIn is about people

It's important to remember that social media is about networking with real people. Whatever wouldn't be acceptable to do in real life, should definitely not happen on LinkedIn or any social network, for that matter.

For example, when joining groups on LinkedIn, it's best to focus on building relationships rather than trying to jump into the conversation by promoting what you do. It's important to grow your network and circle of influence naturally.

 

Connect with Trevor Turnbull

If you'd like to get in touch with Trevor, connect with him on LinkedIn here.

 

Connect with Team DPB

This is the dealer playbook. Hey, what's going on? Thanks for joining us for session eighty five of the dealer playbook podcast, where every week we deliver creative strategies for you, today's automotive professionals. My name is Michael Cerrillo, joined by Robert Wiseman. What's going on? Hey Man, what's up? Brother, looking forward to this one. You know, you lined up the guests and I'm going to be totally honest, I mean when you came to me with with the guest name, I was like, who is that? And it's kind of funny because I mean the dudes everywhere and and he's like the closest to my geographic location that we've ever had a gap in the history of we're like four hours away from each other. He's in Vancouver. You know. You guys. I'm super pumped about getting people into this episode. It's a pretty in depth episode, but it's on subject matter that we've never had on the show. So I'm really pumped to introduce you guys, and Robert and I are are pumped to introduce you guys to Trevor Turnbull. He's our guest today. He's a linked in marketing a speaker expert, and today I mean really. I mean, correct me if I'm wrong, but what I'm taken from this is we're going to walk you through, or Trevor's going to walk you through, how to unlock the power of Linkedin. And I'm pump man because we never talked about this. It's always facebook, twitter, linked in or instagram and now snapchat. Right, Gary V has been hitting on that. So I mean, what do you think? Well, I mean this is I mean Gary v again. He brings on snapchat. He talks about using it in a way like this is designed. We're got to talk about using it for you, the Sales Professional Linkedin, and how you can, you know, optimize your profile and really get the most out of this growing network. That if you're not hip to the value in there. Of course Trevor's going to knock that out here in the beginning and clear up any questions or anything you might have with that. And you want to make sure you stick around to the end because then tell you about a free gift that you can get from him that takes you through the you know, lead generation, I guess, funnel for Linkedin to help you really pull some car buyers in your area, your lowcal off a linkedin. It's going to be great, man, I'm ready to jump into this one. This is a great one. Guy. Guys, this one goes a little bit longer than usual, but believe me, it could have went a lot longer. Let's do it. Here we go, and here we go, team dpb. This is the time to hear from the linkedin expert, Trevor Turnbull. Thanks for being on the show. Man. Hey, it's my pleasure, guys, so glad I got your name. All right. So, you know what, we're really looking forward to this because, I mean, you know, when we look at those that listen to our show, you know, we'd say a large variety of sales professionals and really, when it comes to social media and social marketing and putting yourself out there, building a brand or whatever it might be, I mean really heavy on facebook and instagram. Now, you know, people are talking snapchat. There's a million and one things. I mean we're people are speculating over the demise of twitter these days or whatever is going to happen there. But what we've realized is that, I mean, Linkedin doesn't really often come up in the conversation. So I guess to kick this off Toever, I want to turn it over to you and say why Linkedin? What's the power of it? What can what are the possibilities, and then we'll see how that spins out from there. Yeah, sure, well, you know, there's no doubts. You just hit it on the head. It's kind of that neglected step child, for lack of a better reference, here right now in the social media world that's people don't think of because it's Linkedin. Has Long Been Thought of as just that static resume sites where you only go when you need a job right, and the truth of it is is that it's actually the largest database of professionals using social media on on the Internet rights and it's a lot of times, you know, those senior decision makers that we're talking about that are joining at incredibly fast numbers nowadays don't even think of it as social media in the same context as a facebook or and instagram or snapchat. In fact, you know, you could be argued that a lot of those senior decision makers are not using snapchat yet, even though they might be starting to go forwards there. They're definitely open to the idea of using linkedin. So, just from the simple standpoint of you want to reach the kind of people that have the money, the disposable income, to be able to buy the kind of things that you have to sell, Linkedin is a place to go. It really is. It's where those decision makers are and are yet being invited by their trusted colleagues, that's making them go, HMM, maybe I should join this linked thing and see what it's all about. Okay, so I got to go in this direction now, I think. I mean, I'm at a point now where I feel like I've neglected Linkedin, even even though I've been digging in...

...a little bit deeper over the last little while, and I know our listeners are feeling the same way. For those listening in, Trevor, is there what would you walk them through, because undoubtedly there's so many people going, okay, well, that's all fine and I'm pumped and I want to get in on it. Is there a strategy? Is there a funnel to follow? Your profile photo is important. Your headline is probably the second thing that I would recommend. Now, by default, when you add your first job experience into Linkedin, it'll default to whatever that job experience is as your headline. So it'll say, you know, car sales, add x dealership, whatever that is. But you can edit that. You can actually change that out and I recommend that you do. And again, I recommend to change it to something that's very value driven. So it's all about, you know, who do you help? How do you help them? You know, helping my clients get into their dream car faster in the Atlanta area, whatever that might you know, something to along those life defines their specialization a little bit and like exactly. Yeah, do and what they do now is their length? Does length have anything to do with that? I mean how many characters? Sure, they limit your characters, but I mean do you want to make use that out if possible, or is it, you know, a few sentences? Is You seems to perform better, or is there any yeah, and it's good. It's a good question. There's a hundred and twenty characters available. The what I suggest actually is that whatever you put in there, that you have full, you know, a complete thoughts within the first hundred characters. And the reason being is that where that headline shows up most prominently is in the whose viewed your profile section within linkedin and that feature alone is by far the most popular one on it and it's the one where you can see the other people that are looking at you. Right everybody loves that one because it's differentiates itself from every other social network. He can get a little bit of a inside look in the WHO's checking the out, you know. So those first hundred characters are the only ones that will show up in whose read your profile section? The last twenty characters do not. So it's just something to keep in mind. You want to be concise within those hundred characters and it's easy try to be concer sce in your writing is probably one of the hardest things that that you can actually do from a copyriting standpoint. But if you try and do it from the perspective of again, you know, just resting. Who Do you help? How do you help them? Where you located and get as much of that information that you can within a hundred characters, you'll you'll leave a better first impression that makes people want to click through to find out more info. Okay, so so that's the second second part. The third part would be your summary. Now, by default, Linkedin does not include the summer. You actually have to manually add it, which is why I think a lot of people don't have it. I'm hoping at some point they'll make it a mandatory thing or walk people through a little bit more clearly, showing them why that summary Section is most important, because it's it's your opportunity with three thousand characters, to basically say again what you do, who you help, how you help them, where you're located, why they should trust you, but in a more complete thought right so you're not trying to squeeze it into a hundred characters. You can actually write out you know what exactly you specialize in, what market you're in. Here's some testimonials from my past clients. Those are super powerful. Like anytime you can get a referral from somebody else, it's worth ten times whatever you could possibly say about yourself. And then you know credit lenks is. I'd be it to that section too. That can drive people to your latest promotions. You can drive into a website. So you can drive them to your facebook page where you're posting the latest vehicles it just came in on the lot that are for sale, if they want to stay up to date, because there is other channels that are still better for that kind of information, right, like, Guy, don't necessarily think linkedin is the best place from from that standpoint, from a photos and photo gallery perspective. So anything they want the drost traffic to essentially, yeah, exactly. Yeah, so you have that stuff. Yeah, now, that's not by I'm sure that comes on later. So the summary, though, is just summary kind of of services and and what you do. They want to stay away from making that more of about that's not about them, right, like, yeah, I started in this, you know I was boring. Oh No, I'm glad you brought that up, because here's the one thing that I want people to take away from that too, is that your linkedin profile is not about you. It's about the people you're trying to reach. So what have you done in the past that will actually benefit them? Right? So what? What in your experience, and this is where you can tie in your resume type background, but you know of what you've done. How has that helped your past clients? Because that's all everybody, anybody ever cares about. Is What's in it? For me, right, it's unless you're looking for a job. That's a different story. But I think we're talking mostly about sales here. Right. Yeah, definitely, all right, so summary, then another like...

...crucial. There's other things that there's a lot of them. But so, yeah, from the summary which they have to you said they have to annually at they're not prompted to add that correct. Right. Yeah, and you can drag and drop these sections around within a linkedin profile and and it is fairly simple, once you log in and set up that accounts, it's fairly simple to find those sections where you can add them in and start adding in your content. And if you want, like if you guys are struggling with anybody listening to this, just go to my profile. You can see it, you can copy it, you can take some of the styling elements out of it and and make it your own too. That's exactly what I was just going to say, because I'm looking at your profile right now and I was going to say, you know, it's really creative how it's been laid out. Yeah, it's very you know, you've done what you can with the form adding to draw the eye to certain sections and I think it's, you know, really creative. So definitely go check that out. Will Link. Will you guys up bare limiting what you have available to you from a styling perspective. Like you can't bold things, you can't italicize things, you can't create active links within the summary Section. You can in the media section directly below it, but you have to get a bit creative using symbols and and arrows and dots and stars and all that kind of stuff, and there's a fine line there two of you know, not getting too busy where it looks geesy, whereas, more so, it's just easier to read. Okay, so when it comes to the profile, are those kind of the top three things that people should be looking for? Photo, headline in summary. Is there anything else you'd add to that before diving into a little bit more strategy? Well, there's a lot of other things, but I would say those are the main three that you want to focus on, of course, you know, closely followed by your experience. You want to definitely make sure that you have a good outline of your background and your experience with the different organizations or companies that you've worked with and again, you know, speak to the what value you provide it to the customers that you work with in those roles. More so than making it all about you. And then beyond that, you know, everything else that you can do in your linked in profile is all about, you know, just telling your story a little bit more. You know, like there's sections that talk about nonprofit affiliations and stuff. Those kind of things a lot of times go a long ways to you know, like I'm sure a lot of people that are listening to this can say that they receive referrals from people that they go to church with or that they, you know, volunteer on the weekends with the local chark shelter or whatever it is. Those kind of things go along ways on your linked in profile to differentiate you from somebody who's just trying to do business to be somebody that's actually human being and contributing into the well and, you know, and something that's good stuff. Something you said that that I love, it's something that we talked about a lot on the show, is in order to be able to do those things effectively, you also need to know who your audience is, and I think that's something that a lot of people can stuck on, is just not knowing, you know, it's that old you know, they're trying to talk to everybody in and as a result or not valuable to anybody, and we talk a lot about that on the show. So I guess you know, does that play into the strategy? Where does that come in? You know, getting to know your audience and what value you offer so that you can put together a profile? Yeah, definitely. You know, it's really kind of the next step of and you know what it's kind of tied together, as you're saying, because you can really find too in your profile as you know your audience better. But you know, realistically speaking, I'm assuming that most of your your listeners deal with clients within a certain geographic region. You know, they're not necessarily selling ushole world. Yeah, I'm sure some of them are, but you know, in most cases, if you're, you know, in Seattle, you're selling cars and trucks to people that are within a, I don't know, fifty mile radius right, because that's where your radio and your print and every other form of communication that you're sending out is going. So you know, being tightly tied to that community is important and you know, just in the same way that you would go to luncheons or breakfast networking events or whatever else do you want to target the same way on Linkedin. You don't want to be too scattered. You want to be adding value into those networks of people that you're connected to the same in the real world as you do on Linkedin. Like, all right, let's say that just created my profile right, very thing set up the way you did. I answered the hundred and one questions that linkedin ask me. So about a month later I'm live. Yeah, maybe they know where I went to kindergarten. It's not that bad. I'm not trying to turn any guys off, because this thing is well, that's just so, man. It's like what trevor was saying. How powerful a database it is. Right, that's how it that's to me, and correct me if I'm wrong, but that's how it became such a powerful database. Like with Linkedin, over the last few years they've been saying how powerful it's become as a crm, right, a customer relationship management software, and how it it's competing directly against...

...the sales forces of the world now, and you know, people are struggling to go well, how does that work exactly? It's not really a crm. It's kind of a terrible crm, but the truth is is that. You know, these CRM's your taxed with putting people's information into them. Linkedin. They volunteer to put their information into it. They give you all of their data. You know, like where do they work? How much experience do they have? What role type are they end what you could even, you know, target save searches and get alerts whenever somebody changes a job so that you can see, you know, so andso just got promoted to senior VP of manufacturing your sales within x company. Like, talk about buying trigger right, you got people that are making more money. What's their next thing? They're going and spending that money, right, they're upgrading their house, they're buying the boat, they're buying the car, they're paying for Johnny's education. I know a lot. I know I would. Yeah, absolutely, just that kind of intelligence is is priceless. It's priceless. So what's the you know, let's say you, let's transition new trevor as you're you're an automobile sales professional. Like, what's your move? So let's say you see things like that. Now that the the instinct is going to tell everybody. Well, let me just go ahead and inbox this guy. I don't even know. I just, you know, connected with them and be like hey, man, heard you got a raise. Listen, you want to come blow some of that money over here? I mean, what's the you know, yeah, the the the strategy. How do you like the the actions that somebody takes once they're set up, they're ready to go. Who Do they start adding? Who Do they don't? Who Do they want to search out, etc. Yeah, well, I think I'd say this. First, you have to look at Linkedin as a marathon, not a sprints, and what I mean by that is that by taking the approach of going, Oh, I saw so and so just got a promotion, I'm going to hit him up to see if they want to buy a car, is a mistake. Linkedin is not a direct sales tool. Linkedin is the mechanism for you to be able to build relationships, to get them off of Linkedin to then have that conversation. So you want to make sure that your presence on Linkedin and what you're sharing in the groups that you belong to and the engagement that you're creating within that community is making those people that when they get that raise and they go you know what, maybe I shouldn't upgrade that new whatever car truck. And you know what? I've seen this guy who's been sharing a lot of information about the new, you know whatever that car is. What's the hottest car nowadays? I don't need the key. UN that change. Are I hear that Doloreans. Aren't those cions? Oh Burn, never mind, scions dead. Is Lebron promoting the Keya now so that it's probably got a wait, it's not the little mice anyway, little hamsters anymore. Yeah, Lebron does Labron dry like? Yeah, I don't no. Seriously, maybe this is just a Canadian thing. I see these commercials. Lebron James is promoting kyas. Yeah, absolutely makes me want to drive and I no offense if you're selling key has no, no, not at all. That's Day. Definitely. Definitely. But there's room for the guy that sells key on Linkedin, though, two, because Lebron drops on. So that's where you can get with guys like him. Absolutely and talk about like a massive, you know marketing engine behind that, right, like that's the kind of thing that could separate you from the competition. Just sharing your existing materials of you know marketing. That's being created by your head office. You don't have to create the material. Materials being created for you already. And again, if you look at this as a marathon, which a lot of times some people go on gees and don't have time for that. But again, I want to remind you the people on Linkedin are decisionmakers, their people with the income. They're highly educated. If you're trying to, you know, throw darts at the wall that is facebook and hope that somebody's going to call you one day, you're not in the right pond right they there's always that reference of like swimming in the right pond and using the right lure and stuff. Linkedin is the right pond and what you need to be doing is creating enough value in that community that when people do get that raise and they do have that disposable income and they are thinking about all their options, that they're turning to you. And if there's a few things you can do with that, like you want to make sure that you're joining the right groups on Linkedin, for one. And when I say that, the common mistake that I see people make a lot of times is they'll go to linkedin and they'll run through the fifty questions, as you say, that Linkedin gives you when you're setting up your profile, and one of them is do you want to join some groups? And in most cases people think, well, yeah, I'll just join the car salesman group on the make sense. I that's what I do right, but the truth is is there are other car salesmen. They're not they're never going to buy from you. Exactly exactly you want to go where your target audiences? You want to go into the local chamber of Commerce Group, the local small business owners group, the local CEOS executive group,...

...all those ones, where, again, you're not going in there to sell cars. You're going in there to add value and be a valuable part of their network, which a lot of times has nothing to do with cars. It has everything to do with being helpful at as, everything to do with you know, might even be sharing articles about how to be more productive in your day, why eight hours of sleep and night will help you manage your team better. Like these are simple examples, but you know what I mean. Like it doesn't always have to be about what you're trying to sell. It's more about being a valuable part of that person's network so that they'll turn to you when they do need that car. Yeah, and it's just about starting that relationship because then obviously, once you build a relationship with someone, it doesn't really matter on the premise or with the means of why that relationship was built, but in the end they know you and now you do this. So it makes sense. And I was thinking, man, I think linkedin could be a great channel, especially in automotive when it comes to fleet, like Oh yeah, where the businesses that you know, people that want to sell to that that that fleet cars and want to, you know, lace out businesses and companies with with new makes and models and and, you know, company cars. I think it's a phenomenal I was thinking about like well, you know, you're saying all this, trevor, and I'm going you know what, like when, when did it change? I mean like I think about I think about my dad, who was a telephone book publisher for years, like through the S and s, when we still use those things. And you know, here's a guy he goes, you know what, I'm going to join my local like Rotary Group or whatever they call him. I don't know what they call him in the states, if they're still rotaries or whatever. But, like you know, his objective joining the group wasn't to sell advertising in the yellow pages. It was to just be connected and build relationships with other, you know, influential business people in the community. And so my question is like, yeah, was it the Internet that changed this all of a sudden, where it's like what, you know, Oh, all I need to do is cell cell, cell, cell cell. You know, we talk a lot about the whole building relationship things and how integral that that piece is in growing business. But it's almost like these days, and I don't know if you guys are feeling the same way, it's like we talked about building relationships as if it's this new, like Earth Shattering, mind blowing thing. But it's always been that way. It always and you don't walk into a let's say you join that local Commerce Chamber, COMP Chamber, Commerce group or Rotary or whatever local group do. If you went to a fical meeting the FURT, you wouldn't walk in there and be like who needs a new decreet out of use car. I'm yeah, right, and that's yeah, equivalent. Yeah, and that's what I'm that's what I'm getting at. It's like why is it. Why does that happen online then, like you know, and why is it this mind blowing thing? The key boil? Yeah, it's hiding behind the key. It's people. Yeah, perform and that they're people. Have a hard time being them. And Yeah, and it's like you wouldn't make yourself look like an idiot in like small group of thirty people. So definitely don't make yourself look like an idiot on the Internet. You know when you're when your audiences tens of thousands or hundreds of thousands. Yeah, tell me about it. Absolutely. I wrote an article, let's see, it was about a week ago, and the title is stopped spamming your prospects on Linkedin, and it's actually it's actually referencing one of your guys's past guests, Gary Vander check. He did a talk at our conference to this was very recent actually. So I just took a little clip of it out of there. What a forty tecond clip, where he talked about how people feel it's appropriate to connect with you and then try and sell you something instantly on Linkedin. Like when did that ever become the norm in the real world and why is it acceptable? On my well, sure, because it's not. That's not my favorite like kind of analogy with that. I think it was Ryan dice that might have said this. It's like the equivalent of asking someone to like do business with you. Like that is like going out on a date with a girl and asking her to marry you, like yeah, on the first thing counter. Yeah. Well, and we all know how to tacky like. I mean I accept friend requests. It's kind of hard to I mean, you know, I found a little bit more difficult to find out what people are actually all about because it is such a professional setting versus like facebook, creeping somebody and being like, okay, I have a pretty good sense of who they are as a person. So what I still find funny, and we all know this is tacky, but I get these friend requests and guaranteed, like twenty minutes later, you get the thanks for connecting. I've gone through your pro file and I'm convinced that you can handle this job position with Hoya corporate or like. I like, and I'm just reading a literally like this. This is one that's sitting in my my inmail right now. And so as Tacky is that?...

You know, we can all acknowledge that that's super tacky. That's how tacky it is when you roll into these groups and just want to sell right away without building that relationship. So turning it back over to you, Trevor, I mean we've talked a little bit about, you know, understanding that you need to definitely know your audience. That's going to help you set up your profile. We've talked about building awareness and getting into different groups and kind of thinking outside the box. So, you know, Chamber of Commerce or local business owners groups and things of that nature. Where does what are the next steps? How do we really maximize Linkedin? Yeah, well, kind of, you know, follows up on what we're talking about there, which is okay. Well, I have these people looking at my profile. There the right kind of people, the ones I want to be connected with and build relationships with. So what now? Right and truth is is that there's a lot of things you could do, but you really just want to be proactive in the way that you're connecting with people. So letting give you an example. So say you are, you know, in whatever market again, I'll just you Seattle again as an example, and you've started to identify all the different groups that you could belong to locally, like a full physical groups, and you go and you research and you find out whether those groups exists on linked into or some variation of that that's related to it. Join those groups, start creating safe searches within linkedin, which everybody has the ability to do. It's a free, free option within Linkedin, and you're going to want to start looking at the profiles of those people with the only intention of just doing what you just said, which is to build awareness, which is why, again, your foundation of your linkedin profile being properly set up and saying the right thing is important, because you're going to get that five or six seconds for that person to go, who's this that's looking at my profile? Oh, that's what they do. Interesting, I'm going to click through. Oh there's a link to the new product, that the the new Keya that they're selling them lebronze pitch and right, I want to go check out that commercial. They go check out the commercial, they dive into the website, they come back to you because you might be the person that can answer those questions. anyways, that's a perfect scenario. Doesn't always happen like that, but if you do have those people looking back to your profile. It's important that you are reaching back out to them, but you're doing it in a particular way. Number one is don't do it too quickly, and there's it's kind of like what you are alluding to a moment ago to above. You know, if you jump on people too fasting, like Hey, I saw you, you my profile four seconds ago and I'm really on the TAB here to make sure that I jump on you. When you do that, it's a little creepy, right. So you want to just you know, every twenty four hours or so, you're monitoring that WHO's you'd my profile section, your being who's checking you out, and then you're following up with a message. That message. What I always recommend is find some commonalities, find some point of interest that you have in common with that person, whether it is you're in a local market together, you're both in a similar industry or complementary industries, you both belong to a common group on Linkedin. Linkedin shows you your your connections that you have in common to so a lot of times you can even reference the fact that, hey, I see that. You know you're connected to so and so. So Am I. I'm looking to expand my network on Linkedin or I'm proactively using linkedin right now. I'd love, I'd love to connect with you. Would you be open to that? Right, that's kind of a wordy version of it, but there's some variation in there of how you could reach out to somebody to actually connect with them and get them to respond. And there's a key point of what I said there to the last sentence, where I actually ask them permission to connect. Would you be open to connecting with me, as opposed to the scripted message that's default on Linkedin? We find that when we do that, when we're running campaigns for our clients and our members doing this as well, that we get like a sixty two, seventy percent higher positive response rate. So people actually accepting those connection requests by simply asking them for permission to connect, as opposed to assuming that they want to connect with you. So hopefully I explained that lot. Did you guys get understand what I mean by that? Yeah, yeah, for sure, cool, because that because that's a big one, I think, and that's a mistake that a lot of people make is they just hit that blue connect button and they move on to the next person. Right. Don't do that customize that message, given extra four seconds of your time to put the person's name in their high ste and so here's the common interests we have. Would you be open to connected with me on Linkedin? That's simple, right. And then again, of course, your goal is to build your first agree in network, because the more people you have in your first agree in network, the more opportunity you have to follow up with more value ad content. Your whatever status updates you're doing on linkedin or going to show up in their feed. You have the ability to send them a direct message if you want to. And again, I wouldn't recommend just jumping on somebody right away trying to sell them something, because it's not the right way. But one thing we actually recommend to a lot of people is setting up your own group within Linkedin, which is, you know, kind of a bit of a more advanced way of using linkedin because you're building a...

...community in a list with that as well. But that's a very subtle way to add value to somebody's life, somebody that you're wanting to try and connect with and build a relationship with, is invite them to your local, you know, group that you've created. That's for impactful business professionals or whatever the name of that group might be. You want to create the community and be at the center of creating that, that community, so that you can help connect all the members together. So that's a good thing to follow up with. If you are following up, that's a good one. It's just a good excuse to follow up. That's not just a candid head what up, let's do business. Yeah, message, yeah, yeah, awesome. So it's it's a very subtle way to do it. There's a few other things that you can do, of course, too, but that's that's probably one of the best ones that we've found. From there it's really about just staying on top and monitoring responses. It's like managing your inbox in your email. You want to see WHO's accepting those connection requests. When they do, you know, give it a couple of days, follow up with a response, see if those people accept those connection requests. You can tag people within Linkedin even to so you might want to start using that functionality to tag them based on whether they're located or what industry they're in, or whatever it might be. You know, because you talk about fleet sales, that that's obviously kind of getting a more into the Bob side of things right business and business, and there's definitely a different approaching can take with be to be because, you know, from a business to consumer standpoint, people don't want to be sold anything. They just don't. They want to do their own research and they want you to be there for them when they need you. With be to be, it's kind of different sometimes. You know, when you reach out to somebody with you know, opportunities that could benefit them, make them look good in front of their bosses or save the money, you're actually doing them a favor, you're you're adding value to their lives by approaching them with a sales opportunity. So it's not always a bad thing to actually approach those you know more to more be to be transactions, with a little bit more direct ask or a little bit more direct information gathering or providing to those. How much time do you set aside, you know, to do that type of monitoring and engagement? Well, I guess I'm asking Ted them personally, like when you're when you're rolling into your day, like do you specifically set aside time so you're kind of in and out and not hanging out all day like some people might or I mean, how does that look for you? Yeah, I'm probably fifteen minutes in the morning and then I dive back in kind of midday just to see if anything else is new and updated. So I might be a half an hour to an hour per day type thing. But I'm putting that much time in because I've consciously stopped doing all the other things that are time wasters, like logging into facebook twelve times a day just to check the feed, you know. So I'm really reassigning my efforts right now to where they're better served, because I know that my fifteen minutes of, you know, monitoring and growing my network and and adding value in that community is way better than posting what I had for lunch on twitter or, you know, liking my sister's photos of my nieces and nephews, which I definitely do too, but I do that that's that's not worktime anymore. Yeah, where it's like work. You know what? Here's what I actually recommend for people, I think on social media. Get A snapchat account and start documenting your day to realize how boring you actually are and and and from there, definitely don't take the same photos and post them on facebook and Linkedin. Yeah, yeah, platform is meant to be said with exactly right on. So just setting to a couple of intervals during the day to just keep a keep a finger on the pulse kind of a thing. Yeah, and I think you you know, it gets easier and it evolves as you get moving to because one of the best ways to improve your linkedin presence and you know, even the messaging that you're using to reach out to people, is to be active and see what other people are doing. So you know, like go and see what your competitor in another market has on their profile. If you're wondering what to put on your profile. You know it's for I always butcher this this term, but it's like, you know, the whole idea of like good artist borrow great artist steel or something to that effect, right, and the truth is that's how it is on linked into. Like don't try and reinvent the wheel. Just you know, if you're staying active, you're going to find ideas and be like Oh, that's kind of cool that message that I just received. I should actually do the same thing. And and then falls actually having this exact conversation this morning with somebody else, and they basically said, you know, you need to understand the power of repurposing, because there really isn't anything new out there, like everything you need already exists, and so become a master of repurposing. You know, or, like you mentioned, even were take a look at my profile, look at how...

I form at did my my summary, and and I think you even said take it, copy it, do that sort of a thing. So modeling and repurposing what already exists that you know is working well, definitely a power play, I'd say. Yeah, yeah, and it goes it stands true to for content marketing, like if you're trying to think of how to be active on linkedin without having to create original new content, because of course you can. You can write it right, you just curry exactly. So you, you know, put together a set of Google lerts around a topic or multiple topics and you share articles that are of interest to you that you know your network would be interested. Okay, so and add value. I got a quick one quick questions. Really sorry and I know we're getting close the time. What about in that search feature where we're searching people out, is, can you search? Does does linkedin give you the option to search geographically? Yeah, absolutely, you can search based on city, states, country and then of that, things like that. Okay, that codes to you. Can you can narrow down. I think it's within ten miles. This is about the the closest proximity that you can use. Five miles. I've got sat, got somebody in my office there. You know, it's five miles, five miles. That's pretty good ray. So so you can actually you can actually get pretty dialed in using the search functionality. Nice. Absolutely. Yeah, and there's one of the things that we that that we teach and I know I'm going to provide you guys with this copy of this linkedin funnel that we've been talking about in in pieces a little bit here, but if people want to know more info, they can go and get it from you guys. But part of that search functionality too is using boolly and search terms, so the ends or the oars. So if you're looking for, you know, VP level, you might type in VP or vice president and manufacturing, right. So if you're trying to target people that are in that industry, you can actually really narrow with your linkedin search that way. And you know what I like is to as opposed to like the other platforms that that I know the person listening in right now is used to, like a facebook, even when you search out and search for people and whatever way like, sometimes their profile doesn't allow you to see if that's really somebody you want to connect with. Hey, although they're in your area code, they they're not displaying publicly to non friends x, x, x and x, what they do, where they're doing and what. But linkedin, I believe then you can pretty much have access to see if that person is right for your network or not. Correct. Yeah, there's there's restrictions that people can put on their accounts to I find a lot of people don't because they either just don't know how to or they don't they don't think of it as a concern. But yeah, you have the ability to narrow down pretty fine tuned and see a lot of information through linked in nowadays. Okay, so I have one more question and then we'll wind this down just in the interest of time. You've already like overdelivered. So you know what. I say this pretty much every episode, but I do literally have five pages of notes here because, hey, there you go. Yeah, because you know what we've been Robert and I've been talking linked in for a while and I know just from our own agency where we go. Okay, you know, that's that's heavy. Be To be. We got to get heavy in their facebook. Like for for someone in my position, facebook's cool, but it's you know, I haven't seen the the as rapid traction and growth as I have just working linked in. But here's my question. I know because a lot of people are going to be wondering this. Okay, we've got on the front end, we figured out our audience, we've were monitoring, we're at a part of groups, we're contributing. When is the right time and or what is the right format to get down to the nitty gritty, so to speak, so that I'm not sending a message that reflects I think I've gone through your profile and I am convinced that you know like what's the right way to pick up that conversation and new call? What's the right way to reach out to your network and try and take that conversation? Yeah, basically, like I mean, yeah, we've done all the jabs. Now we want to get down to a right hook. When and how? Ah, the Gary by reference. Yeah, you know, there there's a few different methods for that and I think that, again, it kind of comes down to take the time to make sure that you built the trust to allow the opportunity to do that first of all. So that would be the first thing I would caution against is, you know, please again, don't, don't look at Linkedin as a sales tool or even something that you might ever even try and pitch somebody on. Right. But that being said, there's a lot of things like. You know, of course, dealerships and stuff. They run promotions all the time, right, so you sharing that information on your feed within groups, that type of thing is a very subtle way, without a direct ask, to be able to capture the attention to people that might be interested in it. Right now, you may want to go directly into the INBOX...

...to somebody by sending messages with that same thing, but again, you just have to be aware of and okay with the fact that you might burn that relationship by being too direct. But sometimes you don't get what you don't ask for. To attitude is the better way to go to right like, as long as you're not doing it in a very spammy way and you're actually you know reaching out to people about, you know, promotions that are going on at that time where you really could save them a lot of money, or or you know that they own a three year least vehicle and it's time for an upgrade soon and it's something that's you know, would benefit them to get out of that least and into the new truck. Then you know, you popping into their world at the right time is actually a welcome thing in some cases right, because most times people don't even think about that until the salesperson actually reaches out to them. So, you know, I think the one thing with Linkedin to that I'll leave you guys with is that differentiates it. Where people might want to experiment with this is that, you know, people's inboxes are getting so filled nowadays with all kinds of stuff, like email in general is so overwhelming for people that when people see a linkedin message show up in their INBOX, they're more likely to open that up and actually give it their time, at least enough time to look at it. I A lot of times people just delete regular emails nowadays. So experimenting with Linkedin messages and doing direct message is is a good thing and I think you're going to see a higher response rate than just from regular email. So, you know, it's worth it's worth experimenting with that and trying it out around deals that you might be having at your dealership at that time. What about helpful linking them to helpful content, to like, let's say, do I want to link? Yeah, I can link them to like a blog post. Even that's about like five fleet you know, for companies. I'm just using fleeks. We keep till about that. So five, you know, tips or strategies or best practices when you're looking to at least a new fleet for your your employees or something like that. I mean, is that good practice? Like, Hey, you know, publish this article. I really think this will help you a lot with your company's vehicles or something like that. I mean it, that's that's the same thing. Yeah, that's a great example, because it's not a it's not a direct sales ask where it's you know, hey, let's hop on the phone, I think I can help you. It's more hey, here's a trend that I'm seeing in the industry, or here's something that that I know to be true, because I do this every day and you might only think of it. You know, Mr Sales Prospect once you know five percent of your job type thing, right, like when should you be flipping your fleet for new product? Right, for new, new cars and trucks? So and and by creating content to like you bring up a good point. We haven't really talked about publishing contents on Linkedin, but it's such a great way to establish expertise. So if you can put out content that's like a five tips to why you know you should upgrade your fleet vehicles now and not in two thousand and seventeen, but whatever that might be, and then share that with your network, it does become an attention grabber and value add to that end user, right, because they might want to know. We'll wait a second. What am I missing out on? Is there something that's going to happen in the economy that makes me want to buy now versus next year? I better read this, you know, because you're the one that's writing it. You get seen as the affirm you get to become an influencer and it also it gives ammunition to some other people for them to share out and and, you know, kind of be the sub influencer for their network. This is posted natively, natively and Linkedin, or you linking like a post you did back on your home base, at your website, or block. Well, you can publish on both. Like one of the things we recommend is that, because there's a lot of discussions out there on whether or not, you know, duplicate content through Google search is a bad thing, and I'm hearing more and more that it's not like to publish on your blog and on linkedin. The exact same content is not being punished by Google. Now who knows if that's going to change. We always actually recommend that you tweak things slightly, but you're just hitting people in different, different places. Some people like reading on a blog, so I'm like reading on linked in. Well, and you know what to that. You know to just like hitting it from a from a strictly distribution model. I mean, if your play is long term, organic, Seo, with all the credibility being on the original post, you know you're right. There used to be so many varying opinions about duplicate content, but I mean if you're if your play is like screw, screw, like organic for a second. I just want to be everywhere where there is already an audience, use the distribution methods the same as a magazine distributor would do it, or a or a print distributor. They just get they want that peace in front of audience. And so in that in that context strictly, I think who cares? You know, yeah, I've got the audience. Well, there's exactly the pros and constant both scenarios. But the obvious pro of publishing on your blog...

...is that you have some ownership over that blog because you own the Domaini on the website itself, but linked in as the built an audience. So how do you argue against that right? And the other thing I wanted to say about that too that's just popped into my head. I was listening to a podcast. I think it was actually Gary. Gary the had seth golden on recently and he was, I think, to embarrassed it to actually I think seth must be doing the speaking the speaking circuit, the podcast circuit. But anyways, he talked about the value of publishing one piece of content every day and to not, you know, stress yourself vote over like what what I possibly write every single day? It might just be two paragraphs of your thoughts about what's going on in the market, what's going on in your industry, what predictions you see in the future? And what it does is it creates a lasting legacy of you being on top of this space. Right. It creates trust with people to go wow, this person's been in this industry for fifteen years and they've been writing content around it. They actually saw that this trend was starting to happen and it ended up being a good time to buy a vehicle now versus next year. She's you know, they know their stuff right that it creates that expertise that that's tough to duplicate without actually just doing writing contents and putting yourself out there and on. Okay, so you know what, this episode was filled with power bombs and useful information for those you listening in. Definitely want to get you connected with Trevor, Trevor, so that you can take advantage of pretty much everything else that's floating around in his brain. Dude, we get around for another hour. It went by and I'm serious, man, I took a ton of notes. Super were glad to have you on the show, but as we wind down here, I want to turn it over to you. How can our listeners get in touch with you. Yeah, well, the best place is just I have my own personal website at Trevor Turn Bolcom to you, Urn bulll and I'm all over, you know, social as well. Linkedin, of course. Guys. Hit me up on Linkedin, go check out my profile, send me a connection invite to tell me that you listen to this podcast. When you do, give me some contacts as to how I would know you or know who you are, but happy to accept all connection requests there too. And and help people out on twitter as well. Starting to dive more into instagram. I use it more for my company brands than I do personally, but hey, a little bit at a time. But those are the best places and and that's where you can find out more information about all these training programs that we have to because like the thirty day sales machine, for example. You know, like I said, I'll give you guys access to this linkedin funnel we were talking about, so everybody can download this PDF. It's got those step by step instructions some of the stuff we were talking about here today, but also be a link on there that people can go to to check out, you know, more information about thirty day sales machine. What it's all about. How works, how our system works, support systems, we have in place, just everything you need to kind of get that kickstart in the accountability and the motivation. You need to see results from room. Although week we we don't have a long enough podcast to cover all of that. So that's what make that available. Yeah, absolutely, Travis a man, this was awesome and I know I learned a lot. Man, thank you so much for the time. Man, it's my pleasure. Guys, thanks very much. Happening all right, I's to tell you this was going to be a little bit longer than usual, but we just couldn't end this one, man, because it just kept going and going and going with awesome information. So what do you think of Trevor there? Yeah, not dude, I was going to say, and that was not let me just say that that's not because of Trevor, I mean the dudes. A busy Guye. And so we're super appreciative that he even was willing to entertain us that long, but it was because of USO. Man. Like we have so many questions about linkedin because, you know, like you heard through the episode, I've been digging in Roberts been digging in and the traction that we've been able to pick up in a short period of time, and I think you know, because of a lot of the things that trevor brought up in this episode, it is a professional platform. It's where the decision makers and the money makers are, and so, you know, thinking about that in the context of car sales. Like you know, we've even bounced ideas back and forth about how to dive in a Linkedin and you know, it was funny, just right at the beginning of the episode how easy the connection was, like, Oh, it's where all the disposable income people are hanging out. So as a sales professional, why wouldn't I want to be there and building relationships with them? So it out, man. I mean this was good. I mean we started this from you know, this was started with some one hundred and one, you know, because it's so important to get the profile and everything doubt. And I'll tell you what, like we said, they're I mean I literally have a bunch of notes of things that I know that I'm going to go back and start doing the my existing profile. Yeah, again, he offered the night. He Nice enough to give you access to...

...like kind of model your profile after his. Feel free to do that. So his link to hits. You'll be able to catch up with his linked in profile into the show notes. Make sure you give him a connection and, like you said, let him give him the context on where you found him from. And also in the show notes you'll be able to get access to his guess linkedin funnel to where it can help you start starting to create some leads and opportunities in your market place from linkedin. That'll all be at the in the show notes. What do you have to ads or also definitely go check them out. Triple W dot, the dealer playbookcom forward, slash eighty five were also on youtube and itunes and stitcher. So if you're hanging out with us there. Thank you so much, guys. Let us know what you thought about this episode. We know there was a ton of infolk here. Yeah, which is next? With US on Linkedin? Yeah, for sure. Yeah, connect with us on Linkedin. For sure. We'd love to hang out with you guys there. Until next time, man, let's roll this staying out.

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