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2012 Build Profile - Susan Abbott

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A 90 minute workshop on how to build a stronger professional profile that will help you get more business. This presentation was customized for a group of independent qualitative research professionals, but can be customized for your group. There is an accompanying worksheet that goes with the presentation, which attendees use to create an individual ONE PAGE plan of action. This has been our most requested material, and audiences find it entertaining and inspiring!

TRANSCRIPT

Page 1: Hate Selling? Build Profile Instead

2012Build Profile - Susan Abbott

Page 2: Hate Selling? Build Profile Instead

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

Hate Selling?Build Profile Instead

2012Build Profile - Susan Abbott

Page 3: Hate Selling? Build Profile Instead

Overview2012Build Profile - Susan Abbott

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What is profile?

2012Build Profile - Susan Abbott

Page 5: Hate Selling? Build Profile Instead

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

Page 6: Hate Selling? Build Profile Instead

Your Golden Chain of Profile2012Build Profile - Susan Abbott

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List your top 5 clients

How did you get them?

2012Build Profile - Susan Abbott

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Referred by supplier

Heard presentations at conference

Called up “out of the blue”

Was a co-presenter at a

conference

Encountered at previous company

2012Build Profile - Susan Abbott

Page 9: Hate Selling? Build Profile Instead

Why did the top 5 people hire you?

2012Build Profile - Susan Abbott

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B2B “Speaks Executive”

Online qualitative

Future trends Customer experience

Innovation

2012Build Profile - Susan Abbott

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Be clear what type of birds clients you

want to attract

2012Build Profile - Susan Abbott

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

People I can reach with profile building

2012

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

Build Profile - Susan Abbott

Clients who might want what I’m offering

Page 13: Hate Selling? Build Profile Instead

Who is your target client today?

2012Build Profile - Susan Abbott

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Build Profile - Susan Abbott 2012

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Build Profile - Susan Abbott

Once someone becomes a client, they are no longer

in prospect territory

2012

Page 16: Hate Selling? Build Profile Instead

Tools and Tactics

Building Your Golden Chain

2012Build Profile - Susan Abbott

Page 17: Hate Selling? Build Profile Instead

2012Build Profile - Susan Abbott

www.theideastudio.com

Page 18: Hate Selling? Build Profile Instead

Sponsorship

Directory Listings

Publish a newsletter

Public Profiles

Expert Networks

Facebook

Web site

LinkedIn

Speaking

Publish articles

Real people networks / associations

Blog

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Build Profile - Susan Abbott 2012

Golden Chain of Profile

Page 19: Hate Selling? Build Profile Instead

Sponsorship

Directory Listings

Publish a newsletter

Public Profiles

Expert Networks

Facebook

Web site

LinkedIn

Speaking

Publish articles

Real people networks / associations

Blog

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

Build Profile - Susan Abbott 2012

Acknowledgement to Stuart Morley for the idea

Page 20: Hate Selling? Build Profile Instead

Sponsorship

Directory Listings

Publish a newsletter

Public Profiles

Expert Networks

Facebook

Web site

LinkedIn

Speaking

Publish articles

Real people networks / associations

Blog

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Build Profile - Susan Abbott 2012

Basic essential foundations you need to have

Page 21: Hate Selling? Build Profile Instead

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

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websitegrader.com2012Build Profile - Susan Abbott

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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

Tip

Page 24: Hate Selling? Build Profile Instead

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

Tip

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2012Build Profile - Susan Abbott

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

Page 26: Hate Selling? Build Profile Instead

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

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2012Build Profile - Susan Abbott

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

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Answer questions, join groups, lead groups

Have your own company page

Extra Credit2012Build Profile - Susan Abbott

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2012Build Profile - Susan Abbott

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Do not use the standard LinkedIn

invitation.Take the time to write a genuine

thought.

2012Build Profile - Susan Abbott

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2012Build Profile - Susan Abbott

35 people who have my name!!!Yikes!

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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

Tip

Page 33: Hate Selling? Build Profile Instead

“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

2012Build Profile - Susan Abbott

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You need to decide about Facebook

2012Build Profile - Susan Abbott

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2012Build Profile - Susan Abbott

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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

2012Build Profile - Susan Abbott

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Expert Networks2012Build Profile - Susan Abbott

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2012Build 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

Page 39: Hate Selling? Build Profile Instead

Sponsorship

Directory Listings

Publish a newsletter

Public Profiles

Expert Networks

Facebook

Web site

LinkedIn

Speaking

Publish articles

Real people networks / associations

Blog

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Build Profile - Susan Abbott 2012

A good next step without a huge time commitment

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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

2012Build Profile - Susan Abbott

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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

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2012Build Profile - Susan Abbott

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

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

Tip

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Write white papers• Provocative

Take a point of view

• Informative• Compelling

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Conduct some new research2012Build Profile - Susan Abbott

• Global Village Teen and Technology project 2007

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Build Profile - Susan Abbott

Advertising2012

Views magazine

NewQualitative Directory

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

Tip

Page 47: Hate Selling? Build Profile Instead

Sponsorship2012Build Profile - Susan Abbott

• Makes you look successful• No time commitment

Tip

Page 48: Hate Selling? Build Profile Instead

Sponsorship

Directory Listings

Publish a newsletter

Public Profiles

Expert Networks

Facebook

Web site

LinkedIn

Speaking

Publish articles

Real people networks / associations

Blog

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Build Profile - Susan Abbott 2012

A bigger commitment with bigger payoffs

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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

2012Build Profile - Susan Abbott

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Speaking2012Build Profile - Susan Abbott

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

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

Tip

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SlideShare2012Build Profile - Susan Abbott

• Share your PowerPoints• Link with

LinkedIn your website blog Newsletter

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Twitter2012Build Profile - Susan Abbott

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

Tip

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Writing a blog2012Build Profile - Susan Abbott

• Major time commitment• Must be promoted to

get traffic

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2012Build Profile - Susan Abbott

0

100

200

300

400

500

600

700

Page Views

• Traffic is slow to build, takes patience and persistence

• Consistency is important, or traffic falls off

Tip

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A (reasonably) successful promotion effort: the Bathroom

Blogfest

2012Build Profile - Susan Abbott

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Sponsorship

Directory Listings

Publish a newsletter

Public Profiles

Expert Networks

Facebook

Web site

LinkedIn

Speaking

Publish articles

Real people networks / associations

Blog

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Build Profile - Susan Abbott 2012

Highly visible activities that require serious commitment and their own promotion

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Write an e-book2012Build Profile - Susan Abbott

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

Tip

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Multi-media content2012Build Profile - Susan Abbott

• Podcasts• Video blogging or

YouTube channel• Internet radio• REAL radio• Webinars

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David Van Nuys podcasting setup

2012Build Profile - Susan Abbott

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

Tip

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Write a real book•Write a real book

Martha Guidry Siri Lynn, Jean Bystedt,

Deborah Potts Judy Langer Others!

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Sponsorship

Directory Listings

Publish a newsletter

Public Profiles

Expert Networks

Facebook

Web site

LinkedIn

Speaking

Publish articles

Real people networks / associations

Blog

Publish a Book

Twitter

Write an e-book

Make referrals

Advertising

SlideShare channel

Multi-media creator

Build Profile - Susan Abbott 2012

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

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Real people networks• Elevator introduction• Reciprocity principle

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Making referrals2012Build Profile - Susan Abbott

• Nothing better• Must be qualified

For both sides!

• Real network or social referral?

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Keys to success

2012Build Profile - Susan Abbott

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Profile building is about impression management and

reputation management

2012Build Profile - Susan Abbott

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Do the things you enjoy doing*

2012Build Profile - Susan Abbott

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

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Consider the audience you want to reach, and how

you want to interact with that

audience

2012Build Profile - Susan Abbott

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Leverage your efforts

2012Build Profile - Susan Abbott

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Don’t advertise what you can’t

deliver *

2012Build Profile - Susan Abbott

* “Get better, get busier” – Warren Evans

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2012Build Profile - Susan Abbott