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Reaching B2B Client Decision Makers Without Cold Calling Or Advertising? Easy!


Tala Chisholm
Tala Chisholm

Isn't it frustrating when "gate-keepers" within organisations make it impossible for you or your sales team to reach the real decision makers? It's common practice for the receptionist or PA of the high-profile and well-guarded decision maker to simply 'block' your attempts at identifying them and any chance of reaching them.

Those gate-keepers might believe they're serving the organisation by keeping salespeople away. Yet in doing so, they quite often also block them from gaining advantage of great opportunities that they would otherwise not be aware of.

If only the decision maker would realise how valuable your product or service really is. If only you got the chance to speak to them directly, you would have been able to make your case heard and allow them the opportunity to benefit from your product/service.

And so, cold calling has become a long and painful journey with hundreds of calls to be made and little return, not to mention the sense of rejection and disappointment.

The next alternative we as business owners are given is advertising - whether digital or print- with the hope that the advertising channel or publication will reach our target audience and that our ad will attract their attention. This can work in some circumstances such as this publication, where the target market is well defined and readership is keen, but if your target market is hard to define or the advertising is too expensive then results can be hard to quantify and justify.

To many people Linkedin is an option that although seems like it has potential, has never served them to gain new business. Most view Linkedin as a waste of time or an enigma yet to be solved.

The reality is, that this social media channel has the capacity to transform your sales and marketing like it did for me.

I first started using Linkedin in 2016 when I was looking for marketing alternatives for our professional Lighting and Audio distribution of products used in installations and event productions. A business that predominantly targeted resellers who sold to Entertainers, DJs, Venues and performances and often had installation teams to install and commission Lighting and Audio set ups for their clients. This is a fairly narrow industry, where most operators were small to medium sized businesses. We needed to find a way to reach them on mass to expand our business without wasting too much money on advertising in the process.

At the time one option was industry magazines, which were far too expensive and didn't hit the mark for our targeting. Google Ads (known as Adwords at the time) was another option but had very little search volume for the required terms.

And the third option was social media ads on the likes of Facebook, which felt like trying to perform neuro-surgery with a sledgehammer. The chances of pinpointing the individuals who owned those businesses that sold the products - as opposed to using them - based on their 'interests' was like looking for a needle in a haystack.

So, I thought of Linkedin.
Two months later we landed a $83,000 sale (amongst others). An order of underwater colour-changing lighting products that were used at the Vivid Sydney Festival 2017. Boom!

And I have never looked back!

I have since, not only used Linkedin primarily for lead generation for our various businesses over the years to achieve hundreds of thousands of dollars but also to help our B2B clients.

If you'd like to know more about how this works let's book a time to have a chat.

To book a time for a chat go to: calendly.com/talachisholm


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