ExecSense | How To Network With CEOs

Presenter: Pamela Gilchrist, Chief Strategist, Gilchrist Group @PamGilchrist
Execsense.com© ExecSense, Inc.
Slide 1
How To Best Network With CEOs
As A Business Executive
Reach Them Online Using Social Media, and Enlarge Your Circle
The Best Tips, Techniques and Tools to Meet More CEOs, Of Influence
Featured Presenter: Pamela Gilchrist, Chief Strategist, Gilchrist Group ®
Sales 2.0
Author | Speaker Pam Gilchrist

Slide 2
• As chief strategist at the Gilchrist Group®, Pam Gilchrist is a Fortune 100 leadership and
communications expert. She advises organizations on how to have more impact by focusing
on breakthrough business strategies, leadership, brand identity and influencer engagement.
• Pam works with organizations during times of dramatic growth and change. She is well-
known for her go-to-market roadmaps and high impact communications proven to increase
influence and engagement.
• Pam speaks to organizations across the country and connects with audiences through her
wit and wisdom. She shares insider knowledge of what works and what’s dysfunctional at
top companies. Pam is recognized as an International award-winning marketing expert.
She was honored with the most prestigious, peer reviewed, global award in her industry
before she was even 30 years old.
Connect With Pam At: http://www.gilchristgroup.com
http://www.linkedin.com/in/pamelagilchrist.com
http://www.twitter.com/pamgilchrist
http://www.youtube.com/pamgilchrist
Pamela Gilchrist, MA, APR, CPT
Chief Strategist, Gilchrist Group
Author | Speaker
859-431-9090
@pamgilchrist
info@gilchristgroup.com
About Your Webinar Speaker

Slide 3
Overview
Networking is more important than ever
for Business Development Executives right now.
1. Recession continues to limp along. This leads to lagging sales
and longer lead times for business development executives
2. CEOs are under more pressure than ever to do more with less,
therefore they must count on trusted relationships
3. Social radically changes the traditional sales game – making
networking essential for success
Your Network Worth

Slide 4
5 Areas Of Focus
1.Sales Fundamentals Still Matter
2.Understand The Law Of Attraction
3.Where To Find Whales
4. Social Media Levels The Playing Field
5.Enlarge Your Circle Influence W-O-M

Slide 5
What to Know #1
Sales Fundamentals Still Matter
• The traditional sales model still has value. We can’t throw out all the old concepts, approaches and skills
just yet. It is critical that biz dev experts know their fundamentals
• Mainstream corporate and government sales success is still driven by overall
compliance with a buyer-centric sales methodology.
• Some major market segments are today very, very far away from regular and
widespread use of social media between buyers and sellers. Industries such as
industrial equipment, insurance, and some sub-sectors of health care have a long way to go.
• The success of many business development execs still depends
on many of the more traditional sales skills and capabilities to
drive the tens to hundreds of millions of dollars in revenue they
each bring to their companies each year. Will that change? Sure.
But not this week, this month, or maybe even this year.
• 80 to 90% of direct salespeople in B2B sales need to get
better at the more traditional approaches to selling–
for the time being -- This will likewise improve
their online success
• CEO Currency: Time | Money | Trust

Slide 6
What to Know #2
The Law of Attraction
1. Develop A Relationship Plan
2. Authentic Networking
3. Use Emotional Intelligence
4. It’s Not About You
5. The Relationship Value Chain
6. Give Give Give
7. Build Long-Lasting Trusted Relationships
Like Attracts Like

Slide 7
What to Know #3
Where to Find the Whales
1. CEOs Don’t Get Around Much Anymore
2. Live Whales Go Where There Is Value | Friendship
Watch for whales at events, board meetings, civic or community
projects, business functions, sports games, conferences, vacations,
airplanes and airports
3. Virtual Whales Want Resources | Experts
Virtual whales go to tried, true and trusted resources for answers.
Blog, write articles for industry journals, comment on major
publications websites. Be visible in the right circles.

Slide 8
What to Know #4
Social Media Levels the Playing
Field
Position yourself and your area of expertise to be of interest to specific CEOs
• Be knowledgeable on hot topics impacting key
industries
• Be current and relevant
• Have an opinion
• Remember your manners
• Use Linked In groups for CEOs and
industry associations
• Comment early and often on major news sites

Slide 9

Slide 10
What to Understand
1. Why Social Networking Is A Game Changer
2. What Social Networking Is and Is Not
3. What Are The Best Networks To Build Community
4. How To Stop Selling And Start Adding Value
5. Where To Focus Time And Resources

Slide 11
Engage In Social Networks
1. Thought Leadership
2. Blogs
3. Comments
4. Linked In
5. Twitter
6. Facebook
Slide 11

Slide 12
Linked In
• More than 100 million
professionals globally
representing 150 industries (from
their website.)
• Plaxo is also a similar online
network of people. They have
more than 40 million hosted
address books.
• Sales Best Practices community
in LinkedIn
• CEO Groups
• Additional reading: “100+ Smart
Ways to Use Linked in.”

Slide 13
Facebook
• Facebook (and other similar
social networking sites such
as MySpace) are powerful
opportunities for businesses
• More than 800,000,00,000
(800 million) active users
• It’s pure opt-in. No one can
stalk or spam you.
• 16-year-old Steffie explains
the difference: “MySpace is
for music, Facebook is for
friends and business.”

Slide 14
Microblogging: Twitter
• Watch ideas and
information explode and
ripple through the
Twitterverse
• It’s a challenge to write
something meaningful,
clear, concise and
compelling in 140
characters or less.
• Only 15-20 words
• Keyword optimize tweets
• Dell attributed $1M in sales
to Twitter

Slide 15
Microblogging: Twitter
• Follow These Feeds:
AllTop: Guy Kawasaki, CEO: @GuyKawasaki – Http://www//twitter.com/guykawasaki
Cincom: Louis Columbus, Analyst: @LouisColumbus Http://www.twitter.com/louiscolumbus
IBM: Events and news – http://twitter.com/ibmevents
Dave Stein, CEO ES Research: @davestei – http://twitter.com/davestei
Zappos Employees: Aggregated feed of 438 Zappos employees who tweet:
http://twitter.zappos.com/employee_tweets
Wall Street Journal Health Blog: Scott Hensley – http://twitter.com/WSJHealthBlog
David Henderson: Author of “The Media Savvy Leader”: @davidhenderson
http://www.twitter.com/davidhenderson
David Meerman Scott: Author of the World Wide Rave: @dmscott – Http://twitter.com/dmscott
New York Times: @Nytimes – http://twitter.com/nytimes
Wall Street Journal: @WSJ – http://twitter.com/WSJ
Steve Kayser: @stevekayser – http://twitter.com/stevekayser
USA Today: @ondeadline – http://twitter.com/ondeadline

Slide 16
Where’s the Most Value?
LinkedIn
Keep your profile up-to-date and build your network.
Blogs
Read and comment
Forums of other salespeople
Look for quality groups to join including
sales forums on LinkedIn

Slide 17
5 Steps to a Successful
Social Strategy
1. Strategize Early
Execution without strategy is just guessing
2. Publish Regularly
Value-added content your audiences will want to read
3. Follow Often
TweepSearch, 25-35% of tweople you follow will follow you back
4. Engage
Interaction is key to building trust, credibility and action among
prospective customers
5. Build Relationships
Use a lead nurture strategy without pitching

Slide 18
5 Strategies that Work
1. Practice Authentic Networking
2. Build Credible On And Offline Impression
3. Thought Leadership
4. Expand Your Sphere Of Influence
5. Link | Participate In Groups

Slide 19
Strategy #1: Practice authentic networking
• Trust is the foundation of all relationships
• Character matters with persons of influence
• Connect and build positive relationships
• Model the vision and values of your company
• Listen to understand and engage, not just hear
• Tune radar to the WII-FM CEO channel 24/7
• Know that values drive decisions and decisions drive
behavior

Slide 20
Become Emotionally Intelligent
• Emotional intelligence is the hidden
factor in relationships and
communication
• Emotions influence the way you relate
and react to others — often without
your awareness
• Strong relationships are based on
emotional intelligence
• Mastering the tools of emotional
intelligence
• Nonverbal communication speaks
louder than words

Slide 21
Emotional Awareness Helps You:
• Understand other people
• Understand yourself, including your
deep-rooted needs
• Get motivated and take action to achieve
goals
• Communicate clearly and effectively
• Attract and influence others

Slide 22
How to Improve Relationships in a Minute
• Stop, look and listen
• Go on sales calls (listen, watch,
learn)
• Look at situations through the other
person’s eyes
• Ask pertinent questions (sales
cycle, support, customer pain, etc.)
• Set ego and expertise aside to
collaborate for best-practice
solutions that drive revenue and
build success

Slide 23
Strategy #2: Cultivate a Credible Online
Presence & Virtual First Impression
• My grandma always said: If you don’t want it on the front
page of the newspaper tomorrow morning – Then keep your
mouth shut today.
• You are the message! Roger Ailes
• Clean up your profiles and pictures
• Be consistent across channels
• Decide your online conversation boundaries
• Complete all of your profiles to 100%
• Get endorsements from credible third-parties

Slide 24
Strategy #3: Be a Thought Leader
• Be a resource (Share tips | trends)
• Leverage the media for interviews | publicity
• Write a book
• Blog
• Write articles for industry journals
• Speak at industry conferences and events
• Offer advice, connections and referrals

Slide 25
Strategy #4: Expand Your Sphere of Influence
Diagram by Klaus Kneale
Forbes.com

Slide 26
How CEO’s Network at the Top
• According to Julie Knudson, robust network connections help CEOs gather
information, scope out trends, and spot potential brand problems.
• David Nour, a consultant and author of Relationship Economics: Transform
Your Most Valuable Business Contacts Into Personal and Professional
Success, says: “Networking really is for the purpose of expanding the
wealth of knowledge of things that are paramount and relevant.”
• Marley Hodgson is quoted saying, “Developing a good network doesn’t
happen overnight. Hodgson is CEO and cofounder of Denver-based Mad
Greens. “You have to work at it for a while. It’s something you can’t just up
and start,” he says. “When I really put in the effort to make sure the
network is healthy, those are the times when it’s paid dividends.”

Slide 27
Brian Carroll’s Start With a
Lead blog
1. Start by mapping out key players, experts, and opinion molders in your industry.
Look at speakers at industry events, authors, bylines and contributed articles in
trade journals, and blogs. Now you should have a pretty good map of the people you
need to know.
2. Research them, their companies, their clients or customers. Do they work with
companies that fit your ideal customer profile? Make your short list.
3. Approach them with a simple value proposition via a phone call. “I’m contacting you
as a recognized expert in our industry. We’re interested in your feedback on our
company’s value proposition as it relates to your industry. Would you be willing to
brainstorm with me for a few minutes?”
4. Common ties – Another simple but powerful way of finding new business influencers
is getting to know your clients’ other trusted advisors. Ask permission to contact
them. Call and let them know you have something in common — you share the same
client. This can be an easy way to create new relationships that are mutually
beneficial.
Klaus Kneale, Forbes.com

Slide 28 What to Know #5
Enlarge Your Circle Influence W-O-
M
• W-O-M
(Yours | Your Connections)
• Build trusted relationships
• Invest in others
• Let others shout your praises
(Social Shout Outs)
• Referrals still work great
• Ask for the intro
• Coffee or lunch

Slide 29
Strategy #5: Link | Participate In
Groups
• Get involved in boards, committees, chambers of
commerce, Rotary International
• Volunteer. Volunteers are leaders
Build a house with Habitat
for Humanity
• Participate in virtual networking
• Join groups in Linked In
• Follow key industry conversations
• Post a poll or survey on Linked In
• Contribute comments to major news media sites

Slide 30
Learn How CEO’s Buy:
Reputation
• Read How Clients Buy: The Benchmark Report on
Professional Services Marketing and Sales from the
Client Perspective
• Online publication RainToday asked 200 buyers of
professional services how they find and learn more
about potential service providers.
• After referrals, “I already knew about the service
provider” (in other words, reputation or brand reach)
was the top source.

Slide 31
Case Study 1:
Thought Leadership
www.cincom.com
Solution-based selling
Great social media newsroom
Cut the collateral
Better up the case studies

Slide 32Case Study 2:
Social Networking
Success
• Early on closed 20% of his
sales via LinkedIn and
Twitter
• Four months, pipeline full.
10 highly-qualified leads
several hundred thousand
dollars
• Regularly updates status
box, generates email
1. Drives people to his updated
profile which includes a 5 slide
“Slide Share” presentation
2. After using this methodology for
90 days, 80% of qualified leads
were the result of social
networking
3. He closed 50% of his monthly
quota this way
4. Sales were closing in 30 days
Dan Harding,
Regional Director of Sales
ConnectandSell

Slide 33
Case Study 2:
ConnectandSell Dan’s Best Practices
•Dan also “social calls”—he uses social media to make cold
calling more personal—by reading his prospects’ and
customers’ blogs, blogs that are popular in the vertical
industries he targets, and blogs that his prospects and
customers read.
•RSS feeds alert him when updates are available, which
triggers new personalized customer contacts. Dan then
weaves the blog content into his outreach message, letting
prospects know he is following them, their industry, or their
area of interest.

Slide 34
• Launched a mixed media
• Hybrid campaign included
traditional (press releases, e-mail,
and webinars) as well as new
media (blogs, Twitter, and
LinkedIn Groups)
• Announced new product to a new
market and offer a free trial.
• VP of Engineering and VP of
Corporate and Product
Management sent out tweets from
their personal Twitter accounts
•2/3rds came from social media
and networking
•Early on closed 20% of his sales
via Linked In and Twitter
•50% of the traditional sales
opportunities were qualified
•90% of those coming from social
programs were qualified”
•Within 30 days, $3 million in
incremental revenue added to
pipeline
Mark Hamilton,
Vice President, New Scale
Case Study 3:
$3M In 30 Days

Slide 35
Case Study 4:
Connect At Live Events
• Strauss Troy is a mid-sized regional law firm
• Several attorneys actively attend business events
• After meeting the CFO of large company, they did a small
amount of personal work for him – but no one developed the
relationship further. In fact, the attorney who had done the work
had left the firm
• Then, at an Association for Corporate Growth event, two other
attorneys introduced themselves, said that they would love to
keep working with the CFO
• They set up a lunch and closed a major deal in a weekwww.strausstroy.com

Slide 36
Case Study 4:
Best Practice Tips
• At events… simply stick your hand out and say “hi.”
That’s all it took for these attorneys to make the connection
• Lose your inhibition and fear of rejection
• Have a clear purpose in mind
• Be relational
• Be receptive to opportunities
• Be subtly aggressive
• Always set up a following engagement (coffee | lunch)www.strausstroy.com

Slide 37
Case Study 5:
W-O-M

Slide 38
Business Development
No "Howdy Calls” online or off
Be prepared
Be professional
Add value always
Shut up and listen – really listen
Create value at every interchange with a customer
Looks count
Execute with excellence!

Slide 39
5 Top Secrets To Success
1.Likeable
2.Believable
3.Credible
4.Expert
5.Trusted

Slide 40
12 Things That Show Poor Form
1. You’re A No Show
2. You Do A Drive By
3. You Get Drunk
4. You Pre-Judge People
5. You Push For A Sale
6. You Break Confidences
7. You Don’t Follow-Up
8. You Self-Promote
9. You Spam
10. You Forget To Thank
11. You Abuse
Relationships
12. Your Forgot
Everything You
Learned Today

Slide 41
Key Take-Aways
1.Sales Fundamentals Still Matter
2.Understand The Law Of Attraction
3.Where To Find Whales
4. Social Media Levels The Playing Field
5.Enlarge Your Circle Influence & W-O-M

Slide 42
Useful Resources
• Cincom
http://radio.cincom.com/
• Scott Ginsberg, The Name Tag Guy
http://www.hellomynameisscott.com/
• Rain Today
http://www.raintoday.com/
• Jill Konrath
http://www.jillkonrath.com/
• Dale Carnegie
http://www.dalecarnegie.com/
• Pam Gilchrist’s Blog
http://www.gilchristgroup.com/news/

Slide 43Q&A SESSION
What Questions Do You Have?

Slide 44
As chief strategist at the Gilchrist Group®
, Pam is a Fortune 100
leadership and communications expert. She advises
organizations on how to have more impact by focusing on
breakthrough business strategies, leadership, brand identity
and influencer engagement.
Pam is an author and professional speaker. She connects with
audiences across the country through her wit, wisdom and real-
life stories of what goes on inside Fortune 500 companies.
Pamela Gilchrist
Gilchrist Group®
pgilchrist@gilchristgroup.com
859-431-9090
@pamgilchrist

Slide 45
How To Best Network With CEOs
As A Business Executive
Reach Them Online Using Social Media, and Enlarge Your Circle
The Best Tips, Techniques and Tools to Meet More CEOs, Of Influence
Featured Presenter: Pamela Gilchrist, Chief Strategist, Gilchrist Group ®
Sales 2.0
Author | Speaker Pam Gilchrist

ExecSense | How To Network With CEOs

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