1. Hi, we’re here with Jill Rowley. So tell us about what you do?
I’m a social selling evangelist and I’m a social selling super hero, ridding the world of all traditional, sleazy, slick-backed, cheesy salespeople who only know how to close and not connect.
2. Wow. People, this is what you need to listen to, this is what I’m preaching to you all the time. Now we have a full-blown super woman, look at this! So tell us about that. Tell us how lawyers could use what you’re talking about to help boost their practices.
Absolutely. Lawyers are a great audience for what we teach. It’s really around leveraging social networks, to really earn likability and trust. People buy from people they know, they like, they trust, and in today’s world, the beauty is, you can use social networks like LinkedIn and Twitter, to some extent Facebook, to find your buyers, your customers, to relate to them, to connect and engage with them and ultimately to amplify their advocacy. So lawyers, what you do is you really optimize your social networks for your customers. You optimize it with content that will help your customer learn something that he or she doesn’t already know.
3. You feel comfortable talking about LinkedIn?
4. Okay, tell our lawyers here how they could use LinkedIn to build their audience.
Sure. It is about building an audience and then turning that audience into a community. If you think about an audience, you stand in front of the audience and you shout, versus a community, you bring everyone into a circle and you share and you engage. The first thing that lawyer needs to do is think about their LinkedIn profile from the eyes of their buyer, from their customer. Not as an online resume. This isn’t an online resume that’s all about you and how fabulous you are and how many years you’ve practice law, it’s about what your customer, what you can offer your customer and why they would want to actually work with you. So the first and foremost is using LinkedIn to demonstrate your subject matter expertise.
5. Jill is telling you the same thing I’m telling you all the time, folks. Listen to her, she’s right spot-on here. Too many of you try to sell, sell, sell. Jill, tell us about why that’s so fatal.
It’s fatal because nobody has ever wanted to be sold to and today they have a choice. The reason they have a choice today is because of the internet, and then social networks have given the modern buyer unlimited access to one information, they can self-educate, they can read, they can listen to podcasts, they can subscribe to newsletters, they can download reports, so the buyer has unlimited access to both information and people. No one has ever wanted to be sold to, today they have the choice, so the modern professional doesn’t sell, she serves. She doesn’t sell, she helps. By serving and helping, she earns trust and likeability and again, people buy from people they know, they like, they trust.
6. Many of our lawyers who are intimidated by social media, who are intimidated by these things, what are some concrete steps lawyers can take to get into LinkedIn today?
Absolutely. I get that they’re intimidated because maybe it’s a more mature demographic, where they’re not what I call digital natives. Digital natives were born mobile, born social, born with unlimited access to information and people. The older demographic, it’s just not as natural as picking up the phone or sending an email, but you’ve got to get onto the social network, really think about how you want to demonstrate your subject matter expertise and then look for groups. Look for groups with other lawyers that are part of that group, look for groups where your customers actually belong and start to listen to the conversation. Get on, establish your brand, listen to the conversation, then—when I say ABC-ing is not Always Be Closing, ABC-ing is Always Being Connecting—business cards are LinkedIn connections. If you want to connect with someone, the art of a LinkedIn invite, make it about them. Say that you read an article where they were quoted, say that you see that they’ve got an awesome recommendation on their LinkedIn profile. This is just relationship building at scale.
7. Got it. We’re here at Social Media Marketing World, you’re a speaker, tell us what you’re speaking on.
I’m speaking about social selling. I’m actually going to confess my addiction. I am a social networking addict. I have almost 10,000 connections on LinkedIn, over 14,000 followers on Twitter and I’m addicted to likes, to retweets, to favorites, to comments, to shares, and the reason I’m addicted to those things is because it validates that the information and the content—I use content as my currency—the information, the content that I’m sharing is of value to the people in my network. So I’m going to talk about social selling.
8. So Jill Rowley, if our folks wanted more of you, they wanted to get even more deeper and drill down, where can they find you?
Pretty much everywhere, I’m offline, I’m online, #all the time. You can find me @Jill_Rowley on Twitter, on LinkedIn I’m Jill Rowely, if you send me an invite to connect, it sure as heck better be personalized. No generic LinkedIn invitations, what that says to the person you’re asking into your network, is you are just plain lazy.
9. Got it. Well, thank you so much. One more parting tip, this is all fantastic, what other parting tip can you give to our watchers or our viewers about social media, what they should be doing.
Be your authentic self, be human, be who you are. Social selling isn’t modern trickery and it’s not the next shortcut to success, there are no shortcuts to success. Be authentic, be human, and help, serve—serve and help, don’t sell.
Watch our interview with Jill Rowley at Social Media Marketing World