The Pavilion Podcast
The Pavilion Podcast

Episode · 1 year 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 the revenue collected podcast. I'm your host, Brandon martin and you are listening to Is this a good time the show, I asked revenue collection members some really basic questions and they have a credible answers. In a short 15 minute ish conversation. We really shows on Tuesdays and thursday. So hit subscribe. So you don't miss hearing from our experts today. Our guest is Sam McKenna who if you are close friends with her, we'll let you call it Jason. She's the founder of SAM sales consulting and we talk about building your brand on linkedin. This episode was brought to you by quota path. A commission tracking software built for sales operations, finance and accounting teams. If running commissions and payroll has you running for the hills quota path is for you quote A path helps organizations track and manage commissions and pay their teams accurately. And on time every time, keep your team motivated and are on target. Simplify your commissions at quota path dot com slash revenue dash...

...collective and give your reps the gift of transparency. All right, let's do this episode 25 quote a century. Is this a good time? Alright, here we are with Sam. McKenna. Sam is the founder of SAM sales consulting amongst other things that she's done throughout her career. Can't wait to hear about it. Sam So, great to have you. Thank you for 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 where you 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 standard course, broke a bunch of records, got promoted to management, then broke a bunch more records with my ice is under me and then eventually hopped to linkedin 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 sure everybody is familiar with. And then...

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

I always tell our guests and tell the world here that success comes from both hard work and luck. So give me a story from each, we'd love to hear from both from both sides. You know, I think the hard the hard work for me is that in the relationship, So everybody talks about that relationships are everything but they really are. And I find that people 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 to you when they're ready to take. I am all about give first. Even in the pandemic, I thought how do we give a ton of our time away to help other people, 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 exceptional relationship 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. Because people, we built these deep relationships and they really rally for us. Look, I'll tell you, you know, I I ran into somebody at link when I was still at a company called on 24 I ran into somebody at linkedin. I was very enthusiastic about their platform and they said you really need to talk to our marketing team and do a customer...

...testimonial for us and that I think was luck. I got in front of the camera there, I almost fell out of my chair with enthusiasm when I was talking about the product and then they said you should come work here and I was like, never, say never. And then it happened with the person videoing you said this? I mean it was Yeah, here's an offer. Here you go, $10 an hour, will you come on board? Uh no, the marketing person was like, we have to have this internally and then referred me into the team. So yeah, it was just pure pure luck where that worked out. I love 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 for Lincoln, it was an enterprise sales later, leading a team of enterprise a's for linkedin sales Navigator. And I turned it down because I said there's no way I'm going to be able to stand out here. This company is enormous and I'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 4 to 5 months I was doing, you know,...

...speaking for them globally on their marketing campaign. So I managed to stand out pretty quickly, wow, look at that, 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've touched on this twice now, it's clearly something that you've done. Well, what is some advice on that before we get into the real perhaps, maybe this is your marketing tactic, Like it's good, we're going to talk about building a brand 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 for worse, 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 started early with establishing my brand is that I would give my sales advice to my peers, my boss, my boss's boss's and I feel like that's a great idea, we'll do that. 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 put this advice on linkedin, I can start to share my advice for the world, who knows if anybody is going to like it, but I'm going to do it. And the first time I actually put my advice out there, I said, I need a hashtag hence hashtag sand 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, seamless plug that. But the first post that I did Brandon, you and I were talking about this before in our Green room were part of go to Market fund, which is run by max and max is the founder and owner of sales hacker who sold to outreach 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 they were like, you're six topics, we need. I'm like, all right them all. And they were like, Easy tiger, just write one, let's see how you do. And then we'll go from there. And I was like, all right. But I think what was amazing to me was in a moment I realized the power of reach of linkedin reach, right? So I started to build my brand, started to...

...say like this is who I am, this is my expertise, this is what I'm not what I should be known for. And it created this immense following, Right? And even now this is our demand generation engine. Yes, we have a head of sales and yes, we have somebody that goes out there and says like congress, but just the expertise. So we put out there alone, people say, we don't know how to do that. You do, we get so much value out of you come teach us how to do this and there you have it. That's it. There it is just like, I mean, you also, I mean, look, we've known each other for all of like 15 minutes. Great. But like you think my name is Jason, that's great. 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 an energy, Right? And so what would you say to somebody who doesn't have the perhaps um outgoing, yeah, personality that you have. Somebody who has tried to do that because by the way, I'm like this, like I have to do stuff now because I'm the freaking podcast host...

...for revenue collective. Hashtag thank you Sam not this SAm but Sam Jacobs it. But but that that kind of forced me to be a little bit more active on linked in all that stuff. But I hated it. I hated it when I've been a part of Lincoln forever. But I just was like uh so how do you get off the couch, so to speak and do this? And what should you speak about? Yeah. So I think I think about two if you're not this extroverted person and if this makes you uncomfortable and even like being on camera is uncomfortable for you and your sales meeting, just think about this. So my future husband is an introvert and he's like, I hate networking, I'm a lawyer. I don't wanna, what am I supposed to do when I talk to people 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 be excited, but like for love, a guy just put a smile on your face as long as you have that and you ask meaningful questions like you'll succeed. If you think about how to translate that to lengthen, the first thing I get always is 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 million of those come every single week for at least five minutes to the platform. 1% of those 755 million members are posting consistently. What that should tell you is that people want to learn, they want to read things, they want to learn, they want to hear your expertise. So just write something, get something up about your expertise, your point of view, something you thought about an article, get something up there, right, start to do that two or three times a week, you will see, people will engage with it, they'll be excited to offer their 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 of being more active on it. It is entire. This advice is entirely true. I guess by the time you listen to this will be a lot more months of that and you'll be sick of hearing from me folks on linkedin, I'm sure. But It is entirely true. Just start posting shit and they will come at least bring out. But I imagine though when when that number becomes 10 of all the population of Lincoln are posting, it's not going to...

...be that way. So there's still, even though everyone knows Lincoln is there's still an opportunity to get an audience I think totally love it. Love it. Ok, so you look you just hired I think 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 the moment, but we're always looking for talent. That one I think we're we hire an exceptional type of person. So we typically look for a military spouse and an expat spouse. I think it's one of our differentiators because we're going after a great target market that's available that's 10 years experience, incredibly educated, but just these little flexibility in their life. But we're probably going to hire for Next in my head of sales channels could be like, what is our second salesperson? So we we're up to the rafters with demand, which is so lovely, but there's so much opportunity out there for us. So any any budding sales people that want to be part of an all female team by the way that kicks ass and takes names. Come on board, we're ready 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. Is this position open to a male? Oh for sure. Yeah, we'll take yeah, you want to apply, we'll take you sorry. Sam Jacobs. I am, I am I know, I think sorry. But I'm currently can I do my ceo role in this? Because like I'm in well 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 women are better sellers than the men. So put your put your dukes up will go head to head any day. No, I say this nearly every episode that I have learned over my 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 just kind of our give some shout outs. Who do you want to shout out that people that you follow and then maybe some up and comers that you know are like coming into the fold. Yeah, let me, let me give a good plan for my friend Robin addis. So R O B Y N A D I S. Robin is...

...the chief operating officer and chief business development officer for a media agency and website design firm called Lee C L I S I Robbins about us. She is a mom of three. She has reorganized the entire organization together. We have taken them to record breaking revenues in the last year in a pandemic to say the least. But she is all about empowering women. Her advice is incredible. You can also find her under hashtag at this advice influenced by SAM sales but give her give her follow. She's incredible. And I think also gives you great other women to follow too. So good following. I like that. We will, we will definitely be following Robin. That sounds incredible. And what about any any kind of up and comers? 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 they sand sales for us during the day and they comedian at night. Our second one is Dana Moon. If you guys want to check her out on instagram 25,000 followers I think. And her comedy makes me almost...

...peed my pants. So there's a good nonprofessional follow for you. See, there you go. I'm a good interviewer. Ask the second question. Get the answer. Beautiful. Alright well look, I told you 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. Come to D. C. There's a restaurant at the wharf called Delmar. It is exceptional and has a celebrity chef that we love in D. C. And his food is just incredible. Italian kind of spanish mediterranean food. Oh my God, everything is just incredible. There were looking at it for a rehearsal dinner, getting married in a couple of months, shameless plug for me there. I can't wait to hear from you. Thanks. So you're going to be married or maybe even on a honeymoon? Hopefully hopefully I'm playing again for a year and it will be nice. But yeah come there. Otherwise if you're if you're a D. C. Fanatic and you lean a little bit...

...to the left politically like I definitely do Jose Andres is incredible, incredible Dc chef. So you definitely know him Brennan of course. I mean he's the chef with the biggest heart in this entire country, in my God, I mean, just melt your, melt your heart for all the things that he does and how he feeds our entire capital and just as incredible 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 been incredible. Really have enjoyed talking to you like, man, like you're just like a pump, a blast of adrenaline. So see it late on a friday, like you're ready to go into the weekend now, like you could work all night. Yeah, I'm going to go straight to bed after this, but that's a totally different story, but it's not because of you. Sam Sam, you're the best. I appreciate you and really looking forward to keeping track of what's going on with you. It's awesome. Thanks for having me. All right. That is our shows. Thank you so much for listening. If you love the...

...show, please write a review in the Apple podcasts or Spotify app. Send it to some friends and make sure to smash that subscribe button. A reminder. This episode was brought to you by quarter path. Quota Path is the first radically transparent and to end compensation solution from sales reps to finance. Get started for free at quota path dot com 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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