The Pavilion Podcast
The Pavilion Podcast

Episode · 7 months ago

Ep 73: Build a LinkedIn Brand w/Sam McKenna

ABOUT THIS EPISODE

Ep 73: Build a LinkedIn Brand w/Sam McKenna

Part of the "Is this a Good Time?" series hosted by Brandon Barton.

Hello everyone and welcome back to therevenue collected podcast. I'm your host, Brandon martin and you arelistening to Is this a good time the show, I asked revenue collectionmembers some really basic questions and they have a credible answers. In ashort 15 minute ish conversation. We really shows on Tuesdays and thursday.So hit subscribe. So you don't miss hearing from our experts today. Ourguest is Sam McKenna who if you are close friends with her, we'll let youcall it Jason. She's the founder of SAM sales consulting and we talk aboutbuilding your brand on linkedin. This episode was brought to you by quotapath. A commission tracking software built for sales operations, finance andaccounting teams. If running commissions and payroll has you runningfor the hills quota path is for you quote A path helps organizations trackand manage commissions and pay their teams accurately. And on time everytime, keep your team motivated and are on target. Simplify your commissions atquota path dot com slash revenue dash...

...collective and give your reps the giftof transparency. All right, let's do this episode 25 quote a century. Isthis a good time? Alright, here we are with Sam. McKenna. Sam is the founderof SAM sales consulting amongst other things that she's done throughout hercareer. Can't wait to hear about it. Sam So, great to have you. Thank youfor having me excited to be here. Great. Well look, we do get right into things.I'll meet no filler. So tell us a little bit about how you got to whereyou are and what you do now. Yeah. So I spent 15 years in enterprise sales,both as an individual contributor and then executive leader. A standardcourse, broke a bunch of records, got promoted to management, then broke abunch more records with my ice is under me and then eventually hopped tolinkedin after probably about 10 years or a decade or so of doing that. First.I ran the enterprise team for linkedin sales Navigator, which I'm sureeverybody is familiar with. And then...

...after about two years of doing that,hopped over to start SAM sales consulting, which lucky you today isour 18 month anniversary. So that I know very exciting, congratulations.What has been the hardest thing in like having your own business and being onyour own, so to speak. I think, you know, the everybody thinks that thehardest part is building your business have been really lucky that I spenttime building a personal brand before, but it's, it's kind of knowing everytime you get to a breaking point and you say like I'm working 12 to 14 hourdays now, we get to another place where I need to take everything off my platethat I don't need to do and somebody else can do. And then finding the righttalent to bring on board has been an easy road, but always tough decisionsbecause we want to make sure you bring on the right people. Yeah, I agree withthat. And how many people on the team Were 13 people now, which is I know 63clients. 13 people. And we already we already hit our revenue goal from 2020and the first two months of 2021. So we're doing it okay, wow, incredible. Ican't wait to hear more about it. Well,...

I always tell our guests and tell theworld here that success comes from both hard work and luck. So give me a storyfrom each, we'd love to hear from both from both sides. You know, I think thehard the hard work for me is that in the relationship, So everybody talksabout that relationships are everything but they really are. And I find thatpeople don't quite invest in the relationships the way they should.They're always here to take, take, take and then move on and then come back toyou when they're ready to take. I am all about give first. Even in thepandemic, I thought how do we give a ton of our time away to help otherpeople, which came back to pay us in space, right? There wasn't the idea,but it helped. And I think for me, you know, I built an exceptionalrelationship with a lot of people that mentored me kept up with that. Yeah.And then those are the things that that gave us business in the end. Becausepeople, we built these deep relationships and they really rally forus. Look, I'll tell you, you know, I I ran into somebody at link when I wasstill at a company called on 24 I ran into somebody at linkedin. I was veryenthusiastic about their platform and they said you really need to talk toour marketing team and do a customer...

...testimonial for us and that I think wasluck. I got in front of the camera there, I almost fell out of my chairwith enthusiasm when I was talking about the product and then they saidyou should come work here and I was like, never, say never. And then ithappened with the person videoing you said this? I mean it was Yeah, here'san offer. Here you go, $10 an hour, will you come on board? Uh no, themarketing person was like, we have to have this internally and then referredme into the team. So yeah, it was just pure pure luck where that worked out. Ilove that. And what do you start as I mean, you know within linkedin? Yeah,so actually, and I actually turned down the first software that I got forLincoln, it was an enterprise sales later, leading a team of enterprise a'sfor linkedin sales Navigator. And I turned it down because I said there'sno way I'm going to be able to stand out here. This company is enormous andI'm coming from like a 500 person company. But then a leader there said,trust me, come on board, I think you'll do a great job. And within probably 4to 5 months I was doing, you know,...

...speaking for them globally on theirmarketing campaign. So I managed to stand out pretty quickly, wow, look atthat, that seems to be a theme. I love that story, that's great. And, look,you know, talk about building your brand a little bit, because you'vetouched on this twice now, it's clearly something that you've done. Well, whatis some advice on that before we get into the real perhaps, maybe this isyour marketing tactic, Like it's good, we're going to talk about building abrand and how do people do this people this all the time. You get, you know,regurgitation of what everyone else says on linkedin, and then it's garbage.So you we know this, your brand is who you are consistently for better forworse, right? So you've got to figure out what do you want to be known for,what do you want to stand out for? For me, One of the things that startedearly with establishing my brand is that I would give my sales advice to mypeers, my boss, my boss's boss's and I feel like that's a great idea, we'll dothat. And I'm like, why am I in this seat near in that seat? And you know,I'm giving, I'm giving you advice so I...

...started to think, I think I can putthis advice on linkedin, I can start to share my advice for the world, whoknows if anybody is going to like it, but I'm going to do it. And the firsttime I actually put my advice out there, I said, I need a hashtag hence hashtagsand sales. That's as creative as I can get guys. I'm in sales and marketing.So there you have it. But what was amazing and a seamless plug, seamlessplug that. But the first post that I did Brandon, you and I were talkingabout this before in our Green room were part of go to Market fund, whichis run by max and max is the founder and owner of sales hacker who sold tooutreach sales hacker reached out with that my very first post, they were like,this is awesome, do you want to write for us? And I'm like, yeah. And theywere like, you're six topics, we need. I'm like, all right them all. And theywere like, Easy tiger, just write one, let's see how you do. And then we'll gofrom there. And I was like, all right. But I think what was amazing to me wasin a moment I realized the power of reach of linkedin reach, right? So Istarted to build my brand, started to...

...say like this is who I am, this is myexpertise, this is what I'm not what I should be known for. And it createdthis immense following, Right? And even now this is our demand generationengine. Yes, we have a head of sales and yes, we have somebody that goes outthere and says like congress, but just the expertise. So we put out therealone, people say, we don't know how to do that. You do, we get so much valueout of you come teach us how to do this and there you have it. That's it. Thereit is just like, I mean, you also, I mean, look, we've known each other forall of like 15 minutes. Great. But like you think my name is Jason, that'sgreat. I thought your name was Jason at the beginning. It's a long story, uh,inside joke for the listeners. Great. But I mean, you obviously have anenergy, Right? And so what would you say to somebody who doesn't have theperhaps um outgoing, yeah, personality that you have. Somebody who has triedto do that because by the way, I'm like this, like I have to do stuff nowbecause I'm the freaking podcast host...

...for revenue collective. Hashtag thankyou Sam not this SAm but Sam Jacobs it. But but that that kind of forced me tobe a little bit more active on linked in all that stuff. But I hated it. Ihated it when I've been a part of Lincoln forever. But I just was like uhso how do you get off the couch, so to speak and do this? And what should youspeak about? Yeah. So I think I think about two if you're not thisextroverted person and if this makes you uncomfortable and even like beingon camera is uncomfortable for you and your sales meeting, just think aboutthis. So my future husband is an introvert and he's like, I hatenetworking, I'm a lawyer. I don't wanna, what am I supposed to do when I talk topeople think about this as long as you were curious, as long as you are,somebody who just shows up who just smiles like you don't have to beexcited, but like for love, a guy just put a smile on your face as long as youhave that and you ask meaningful questions like you'll succeed. If youthink about how to translate that to lengthen, the first thing I get alwaysis an objection is who wants to hear from me? Who cares what I have to say.Here's the start. So 750 million...

...members in linkedin. 300 or so millionof those come every single week for at least five minutes to the platform. 1%of those 755 million members are posting consistently. What that shouldtell you is that people want to learn, they want to read things, they want tolearn, they want to hear your expertise. So just write something, get somethingup about your expertise, your point of view, something you thought about anarticle, get something up there, right, start to do that two or three times aweek, you will see, people will engage with it, they'll be excited to offertheir opinions, You build relationships, maybe somebody will want to hire you.It's amazing. Look, I, I can tell you from like about a month and a half ofbeing more active on it. It is entire. This advice is entirely true. I guessby the time you listen to this will be a lot more months of that and you'll besick of hearing from me folks on linkedin, I'm sure. But It is entirelytrue. Just start posting shit and they will come at least bring out. But Iimagine though when when that number becomes 10 of all the population ofLincoln are posting, it's not going to...

...be that way. So there's still, eventhough everyone knows Lincoln is there's still an opportunity to get anaudience I think totally love it. Love it. Ok, so you look you just hired Ithink you said 12 or 13 people, what are you? Uh you know, what are you,what are you hiring for next? Yeah, so we're pretty, pretty capped out at themoment, but we're always looking for talent. That one I think we're we hirean exceptional type of person. So we typically look for a military spouseand an expat spouse. I think it's one of our differentiators because we'regoing after a great target market that's available that's 10 yearsexperience, incredibly educated, but just these little flexibility in theirlife. But we're probably going to hire for Next in my head of sales channelscould be like, what is our second salesperson? So we we're up to therafters with demand, which is so lovely, but there's so much opportunity outthere for us. So any any budding sales people that want to be part of an allfemale team by the way that kicks ass and takes names. Come on board, we'reready for you, wow. What? I didn't, I...

...did not know that. That's incredible.Uh obviously you have a passion for training women in sales as well. Isthis position open to a male? Oh for sure. Yeah, we'll take yeah, you wantto apply, we'll take you sorry. Sam Jacobs. I am, I am I know, I thinksorry. But I'm currently can I do my ceo role in this? Because like I'm inwell think about it. We'll need to see your writing sample first. But yeah, no,listen, we're all all for the voice. Um I will say we know we know that womenare better sellers than the men. So put your put your dukes up will go head tohead any day. No, I say this nearly every episode that I have learned overmy hiring, that women are just better at it than men are true. Everything.Yeah. Way didn't really throw any exceptions in there. Just they justkind of our give some shout outs. Who do you want to shout out that peoplethat you follow and then maybe some up and comers that you know are likecoming into the fold. Yeah, let me, let me give a good plan for my friend Robinaddis. So R O B Y N A D I S. Robin is...

...the chief operating officer and chiefbusiness development officer for a media agency and website design firmcalled Lee C L I S I Robbins about us. She is a mom of three. She hasreorganized the entire organization together. We have taken them to recordbreaking revenues in the last year in a pandemic to say the least. But she isall about empowering women. Her advice is incredible. You can also find herunder hashtag at this advice influenced by SAM sales but give her give herfollow. She's incredible. And I think also gives you great other women tofollow too. So good following. I like that. We will, we will definitely befollowing Robin. That sounds incredible. And what about any any kind of up andcomers? Yeah. Give give a follow to Shannon Lee on our team. Ellie I G. H.Also we've got including Shannon we have two comedians on our team so theysand sales for us during the day and they comedian at night. Our second oneis Dana Moon. If you guys want to check her out on instagram 25,000 followers Ithink. And her comedy makes me almost...

...peed my pants. So there's a goodnonprofessional follow for you. See, there you go. I'm a good interviewer.Ask the second question. Get the answer. Beautiful. Alright well look, I toldyou at the beginning I don't care about all the stuff we just talked about.What I do care about is where to eat. I want to know where are you sending me?Doesn't mean to be honest it can be but oh you just open the floodgates. Cometo D. C. There's a restaurant at the wharf called Delmar. It is exceptionaland has a celebrity chef that we love in D. C. And his food is justincredible. Italian kind of spanish mediterranean food. Oh my God,everything is just incredible. There were looking at it for a rehearsaldinner, getting married in a couple of months, shameless plug for me there. Ican't wait to hear from you. Thanks. So you're going to be married or maybeeven on a honeymoon? Hopefully hopefully I'm playing again for a yearand it will be nice. But yeah come there. Otherwise if you're if you're aD. C. Fanatic and you lean a little bit...

...to the left politically like Idefinitely do Jose Andres is incredible, incredible Dc chef. So you definitelyknow him Brennan of course. I mean he's the chef with the biggest heart in thisentire country, in my God, I mean, just melt your, melt your heart for all thethings that he does and how he feeds our entire capital and just asincredible things left and right, you know, um to support people so yeah,yeah. I love Jose and his restaurants. All right, Sam Jason, this has beenincredible. Really have enjoyed talking to you like, man, like you're just likea pump, a blast of adrenaline. So see it late on a friday, like you're readyto go into the weekend now, like you could work all night. Yeah, I'm goingto go straight to bed after this, but that's a totally different story, butit's not because of you. Sam Sam, you're the best. I appreciate you andreally looking forward to keeping track of what's going on with you. It'sawesome. Thanks for having me. All right. That is our shows. Thank you somuch for listening. If you love the...

...show, please write a review in theApple podcasts or Spotify app. Send it to some friends and make sure to smashthat subscribe button. A reminder. This episode was brought to you by quarterpath. Quota Path is the first radically transparent and to end compensationsolution from sales reps to finance. Get started for free at quota path dotcom slash revenue dash Collective. Had a lot of fun today. I hope you did too.Now go crush your numbers. Say something. Mhm.

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