Participants:
Steve Wershing
Julie Littlechild
Ben Kniffen
Steve Wershing:
Welcome to Becoming Referable, the podcast that shows you how to become the kind of advisor people can’t stop talking about. I’m Steve Wershing. We hear a lot about social media, the opportunities for it, and you probably have a website and a LinkedIn profile of your own. But how exactly do you leverage those digital platforms to actually get to meet real live ideal prospective clients?
In this episode, we talk with Ben Kniffen who is president and COO of LinkedSelling and president of The Elite Digital Group, and we talk about how to leverage those platforms, specifically LinkedIn, to attract more folks, to establish relationships with people and eventually to convert them, over time, into ideal clients. We start with the basics of how to optimize your LinkedIn profile, we talk a little about paid social and how you can promote yourself affirmatively on those platforms, all the way to establishing LinkedIn groups, even transitioning from the virtual groups to face-to-face events where you get to bump into those ideal prospects in person.
Listen through to the end, where we talk about how to play the long game of marketing and what you can expect to get in terms of return on those investments and how fast you can expect to see it. There are a lot of really good actionable ideas in this episode. We think that you will get a lot out of it. So, we hope you enjoy our conversation with Ben Kniffen. Ben Kniffen, welcome to the Becoming Referable Podcast. Welcome.
Ben Kniffen:
Yeah, thanks for having me. I’m actually really excited to be here and hopefully… I happen to know a couple of directions this conversation will go, but hopefully I can give some information and some knowledge to your group and community that’ll benefit and helping them grow their business and just generate more business for them as a whole.
Steve Wershing:
Well, we will do our best to surprise and disorient you through the conversation. But before we go… before we do that, why don’t we… You run a business that helps your clients, folks like financial advisors, build their businesses through LinkedIn. Can you give us some background on that? Tell us a little bit about what your business is about?
Ben Kniffen:
For sure. Yeah. So what’s interesting is you’ll commonly… If you hear me speak either live or other podcasts, you might’ve heard me say this before, but we get branded as LinkedIn experts a lot because it’s a powerful tool that we use, but it’s really just that, it’s a tool. And so in the same vein, I always say you wouldn’t call a carpenter a hammer expert, you call him a carpenter. But he is a hammer expert, and so really what we are is… typically we’re known as either B2B lead gen specialists or just lead generation specialists in general, is that our business, our focus is generating leads for our clients, helping them… Especially if you have a high ticket type of sale.
We don’t typically work with clients who are trying to sell $50 widgets, unless they’re trying to sell a million of them at a time per se. And the way that we started that business is just myself and my partner in crime, Josh Turner, who you may have heard speak in a number of different arenas. Just both of us had histories using LinkedIn to generate leads and also, both of us had histories with our family being involved in real estate and construction services during the 2008 crash. And so we both were involved in businesses that were close to us that just got really affected and couldn’t keep their doors open because they didn’t have enough leads, essentially.
And so just through some of our own individual backgrounds… Josh and I have been friends for, oh my gosh, over 20 years now. And we started a number of businesses together, but this one grew out of the fact that we just saw a need that a lot of small businesses out there don’t know how to market themselves. They don’t know how to generate leads, they don’t know how to increase sales, and they need help with that. They’re experts at the thing they specialize in doing, but when you really start growing a small business, you realize pretty quick, not only do you need to be good at the thing that you do, you need to be good at generating leads and getting yourself to additional sales opportunities to be able to really grow and survive.
Julie Littlechild:
Yeah. So now, from what I understand about your process, and let’s hear it in your words, but I know a lot of it is based on really promoting expertise and becoming that definitive resource in a particular field. Can you talk to us a little bit about that strategy and maybe how that applies in financial services?
Ben Kniffen:
Yeah, absolutely. I think that this community is the perfect example for this, where by and large we could say that there’s a lot of financial advisors out there, right? If this is the space you play in, you have a lot of competitors. It’s just a fact. And I think if you’re in a place where you say, “Hey, I provide these services and I try really hard,” but so does the guy down the street and the other guy down the street, and pretty soon, you’re just lost amongst the crowd. You just look like everybody else.
And so for us, what we’re trying to do with our clients or even our students who are in programs where we train and teach this process to is trying to get our clients to elevate themselves to what we call a leadership authority status. They want to get to a level where they are viewed differently than their competitors because of how they’ve positioned themselves on the internet, the types of content that they put out. If all you do is put out content all day long that says, “Hey, I’m awesome, buy my stuff,” you’re just going to look like the next person. But if you’re putting out content that is a benefit to your prospects that can help take their situation to the next level, you begin to elevate that thought leadership status that you’re trying to achieve and therefore you can then differentiate yourself from your competitors.
Steve Wershing:
And so can you give us… I know that you have a lot of financial advisors as clients. Can you give us some examples of how they might do that? Because my sense is you just say, here are some really important ideas about financial planning or investment management, that would not be enough to successfully differentiate them. Can you give us some ideas on how a financial advisor might approach that thought leadership idea the way you’re describing?
Ben Kniffen:
Sure. So one way that you might look at it is starting a group on LinkedIn. Now, for the most part I would say many financial advisors are probably operating out of their local network, meaning that that’s what they’re targeting. And so let’s say you’re in… let’s just pick Denver, for instance. And if you were to start a LinkedIn group that was Great Financial Resources For Investing, okay. Maybe. But if all of a sudden you were to start a group that’s The Denver Professionals… something around The Denver Business Professionals Network and you start growing that group and you grow that community where you’re getting high net worth individuals to join your group, you have content that helps them further their careers, further their… to a certain extent everything is…or a lot of business is about making more money and trying to climb up the ladder, and that very much relates to financial advisors. And so you have an opportunity now where if you are John Doe, the financial advisor and you are the head of the Denver Business Professionals Network group, you look way different than John Doe, the financial advisor down the street who does the same thing that everybody else does.
Julie Littlechild:
So how important is this whole concept of community in marketing today?
Ben Kniffen:
Well, I’m not going to say that you have to have it to be successful, but one of the things that people don’t realize is that having a community, whether it’s an email list or whether it’s in a Facebook or a LinkedIn group online, it provides two benefits. One, the group itself because you control it, it’s basically a giant digital billboard that people are driving by every day. There is a number of studies that will talk about how x percentage of people in your target market are ready to buy from you right now. Some studies I’ve seen have said, say 3%, are ready to buy from you right now.
Well, that means that I could have people in my target market that are the perfect fit for me that are not ready to buy. And so having this community that’s there to nurture them all the time also allows me to curate this prospect pool that I can constantly go to when I do need more sales and I do need to increase leads and appointments. So I think it’s important from the standpoint of knowing how to constantly get your name out there all the time and keep it top of mind in ways that aren’t just running a commercial on TV saying, “Hey, I provide these services. If you need help, give me a call.” Because a lot of times, that message gets tuned out anyways.
Steve Wershing:
Well, and just to reinforce what you’re saying, one of the things that we talk about in financial advice a lot is that people tend to choose new advisors when they’re going through a life transition, when there’s something happening, and you never know when that’s going to happen with the people who are in that community that you’re talking about. So if you have like The Denver Professional Services Group or something like that, how would you participate in that group yourself so that you can communicate what you can do for folks when they find themselves in a transition?
Ben Kniffen:
Yeah. Let me take one step back from that. Typically, what I say is when you’re in a community that you’re running yourself, I use the 80/20 rule, meaning that 80% of the content that I will put out there may not directly relate to what I do. Because what I don’t want to do is run this community where every single message is, “Hey, this is my business. I sell these services. Give me a call if you need them.” Pretty soon, you’ll find that no one’s in your community then. Everyone will have left.
There’s going to be some sort of umbrella that you’re going to wrap over that community. And we’re saying for this example, we have this Denver Professionals Group. And I need to have content that is important to those people. That other 20%, I then can use to… then I can be a little more specific with my message that other 20%, because I have it balanced out and people will be more in tune with it because I will have bought, essentially, enough goodwill from the group that they’ll allow me to communicate this message because they know that I’m nurturing them through other ways.
And so it just… it then comes down to posting in the group, content in the group, direct messaging members who you know fit a certain profile. You’re talking about life transitions. These could be things like people getting married, it could be their kids are moving out of the house. And if I have ways that I can identify those people within the community, I might even reach out to them when I notice that they’re having those transitions.
Steve Wershing:
Go ahead Julie, I’m sorry.
Julie Littlechild:
Well, no, if there’s a follow up, let me know, but I know I would love… because we’re going to dig into a lot of the details here, but can you give us an overview of the process that you would take advisors through in thinking about how to achieve some of what you’re talking about?
Ben Kniffen:
Yeah. It all starts with identifying a specific prospect profile. So from a financial advisor standpoint, for the most part, I think most people want clientele that have a certain amount of investible assets. And so you’re doing yourself a disservice if you just say, “Well, I want people who have $250,000 in investible assets,” and you just leave it at that and you don’t do-
Steve Wershing:
Because that’s not a target market, right?
Ben Kniffen:
Yeah, you’re absolutely right. I might even see some commonalities within my own clientele where I’m like ‘I have a lot of business owners in my group,’ or maybe I don’t have a lot of business owners in my group, but I have a lot of people, for whatever reason, that have been long time, maybe, engineers. You don’t necessarily have to run a business to always have a lot of money. You could have an engineer who’s been an engineer for 25 years and has made a $100,000 plus per year and all of a sudden that adds up over time.
And so you begin to define these things that make up the people who do have the $250,000 of investible assets. They’re probably not 18, they’re probably not working entry level positions, they probably have some experience in the marketplace, they obviously are going to have some sort of geographic parameter to your business, because you’re not going to service the whole entire country, you live somewhere. And so you begin to define this prospect profile, first probably, with more demographic type of information, the stuff that’s black and white. People who work in these industries, they’ve had these types of jobs, they’ve had this type of income. I can build a pretty clear profile from that.
Maybe I get some psychographic type of detail in there, how they think and feel. But for the most part, I can get along way with saying, people in this geographic area that have worked at these types of companies had these types of titles, have this much experience in the workplace. And from there, I have to figure out how do I find those people. This is why we find LinkedIn to be such a valuable tool because I can translate a lot of that information onto LinkedIn and start looking for these people.
And then from there, once I define that profile and I find where they’re at, I then have to start positioning myself online to cater to that umbrella that I talked about, how am I trying to fit everything under this umbrella? If it is, say, business professionals that are in the Denver area, cool. Then I want to have that positioning on my profile and the content I put out in my status updates and things of that nature. But then once I’m positioned correctly, I have that prospect profile, I know where to go get them, I then need to build a database of those people. I need to connect with them. And then from there, I’m going to start running messaging campaigns at them that will culminate in requests for phone calls, that can help develop the relationship and help it to grow.
Steve Wershing:
And if I can build on something that you said before, because… I think your point is really important, that if you believe your target market is people who have $250,000 to invest, then you don’t have a target market at all. And it goes back to what you were talking about before, about creating a LinkedIn group that Julie was talking about making into a community. You can’t have a community unless there’s something in common that you all care about.
So really, when you define your target, you need to define something that a group of people cares about. Because as you said, when you’re going to write stuff, you can’t just write about what you do, you have to write about the things that they care about that may not necessarily be what you do. But the opportunity there is that… That means there’s a lot more you can write about, because if all you can write about as investing all day long, like you said, there’s going to be nobody left in your group.
Ben Kniffen:
Yeah. Absolutely. Yeah.
Julie Littlechild:
And Ben it doesn’t sound like this is going to happen overnight. Right? It’s a nurturing process. Is that fair?
Ben Kniffen:
Yeah. I think it’s definitely fair to say. I think that there are times where certain businesses, you have to realize… First of all, nobody plays the cards closer to their chest than when you’re talking about their own personal finances. And so is this a powerful play that you can use? Yeah, absolutely. Should I expect to send a connection request to somebody this week and have them invest that $250,000 with me in two weeks? Probably not. I have to realize that when I…
I think that this is a common industry that works off of referrals, and so somebody can come in and say, “Hey, my brother is a client of yours, and my brother said that I should invest with you. So here I am, I’m going to invest with you.” I think that that is something that does… I’m not saying it happens every day, but probably is a regular enough occurrence in the industry where you start getting used to that type of referral and then you realize, “Well, if I want to create a lead gen strategy that will be reaching out to people I’m not getting a referral from, it’s going to take some time to develop that relationship with them. No doubt about it.”
Steve Wershing:
So what we’re talking about really, is that marketing is a long game. When you get a referral, you just flip immediately into sales mode so you can move things right along there. But marketing is more of a long-term strategy. So if somebody starts doing this kind of thing, what kind of timeline do you think it would be realistic for advisors to have in mind if they were to start connecting with people and start generating conversations? How long should they expect to do this before they begin to see a little bit of results trickling it?
Ben Kniffen:
That’s a great question, because when you say the term results, I think we have to judge everything accordingly, meaning that… I have seen businesses who will talk to 20 great leads for their own business, not make any sales immediately and think, why put in all this work? My results are zero. I got nothing from it. Whereas I’m thinking, shoot, you just had 20 great conversations with people who fit your prospect profile. You should be able to close some business from that later.
So how long, how long will that be? It could be six months, it could be a year. It just depends. But the key is, if you don’t constantly nurture them, then you won’t be able to reach out to them later on to close that business then.
Julie Littlechild:
Yeah, absolutely. So if an advisor’s really investing the time, they’ve got some patience, building a community, as you say, whether that’s an email community or whether it’s an actual group, say, on LinkedIn or Facebook, what are some of the other considerations? And here I’m thinking of… It’s lovely to have a great LinkedIn group or maybe a Facebook group, but if your profile is lacking, it might not work as effectively. Is it fair? Are there other things we really need to think about?
Ben Kniffen:
Yeah, that’s a good question. Again, we talk about your online profiles. Even those things can be positioned a certain way. So when we talk about a community that is positioned to help a certain group and there’s a certain umbrella that goes over it, I think that my profile, everything that’s public facing goes under this positioning a lot of times. And I want to make sure that no one confuses us and thinks, “So wait, I can never talk about myself personally, I’ve always got to disguise in some weird way.” No, no, I don’t think that’s the case.
I think that these creative positioning plays are just merely used to get your foot in the door, to get the attention off of your competitors and over to you. So I will say that. And then from there, I think there is just some low hanging fruit that comes with maintaining an online profile. Do I have a head shot that is… I’m looking at the camera, I’m smiling, I can see that I’m a friendly person. Do I have a headline that has a solid benefit statement that really shows what someone can get out of a relationship with me? Do I have good content that nurtures these people and is not just a marketing brochure for my services?
All of that can go into these online profiles, and I think that’s an important thing to think about. How would I want to be… or how do I want to engage with people who provide a service that I may need? I just don’t want to be pitched every single time I look at some piece of online real estate from them. And when it comes to these profiles, it’s no different. The content, the language, the positioning. Even, like I said, it comes down to your picture. You’d be amazed at how many people are… they just look like they’re so angry in their pictures and you got to…
No one’s going to interact with you if you’re looking bitter and foul in your picture. And I think that comes from people thinking they have to look like serious business people when they’reputting themselves out online. I don’t know, if you have two financial advisors and one has a big smile and the other one is giving a dead stare into the camera, one is probably going to get more calls over the other, and I think it’s obvious which one it is.
Julie Littlechild:
But I think it’s a granular statement, but it’s important, because we see this all the time. And sometimes we try to get a bit cute and we’re looking off into the distance or what have you. People want to look right at you. I don’t know how many times I have seen somebody upload a photo where clearly they were at a cocktail reception, they just cut their spouse out of the picture. It doesn’t take a lot to get some of this stuff right.
Ben Kniffen:
Yeah. When you’re saying it doesn’t take a lot, on the flip side, I’ve seen people… It’s clear they’ve hired a professional photographer to come in and made a big spectacle out of it, only to take a terrible picture at their desk and they’re just… You just need a picture of yourself looking at the camera and smiling. That’s like 90% of it right there. I don’t want to put too much weight on an online profile picture, but let’s be honest, we’re talking about trying to beat your competitors. And if your competitor just looks very personable and very friendly and you don’t, your competitor is going to get more phone calls than you. That’s what it comes down to.
Steve Wershing:
And you bring up a really important point as Julie was talking before, about community. We’ve talked with other folks who do different kinds of online engagement and one of the things that they’ve commented on is that when people go to your website or they go to your LinkedIn page and they can read through your credentials and your services, they probably get the idea that you know what you’re doing. And so the next question then becomes, will I enjoy working with this person? Will I like this person? Because if I’m going to get into this relationship, we’re going to have a lot of contact time and I’m going to tell them a lot of really personal things.
So when you have one of these groups, on the one hand, you don’t want to spend all the time talking about yourself. What are your thoughts about talking about some things about yourself that are not business, like being… I don’t want to go so far as to say vulnerable. But what are your thoughts about including things in these groups about you personally as opposed to just you at work so that you can start building some of those relationships virtually?
Ben Kniffen:
Yeah, absolutely. There’s going to be some personal things in there. I’m going to backtrack what I said earlier. I made a comment about saying so much of… I alluded to something about success being all about… one of the main parameters in which we judge it is money. Okay. Yes, but I think for many of us, we have families, we have spouses, we have kids, we’re looking to get a lot of money because we want to better our families. Even, we’d be wanting to do more community service out in the world.
And so these are personal things that I can find a way to communicate those and have other prospects of mine relate to them. I’m a dad and there are times when I talk about being a dad and what it means to be a dad. I can get other people to say, “Well, I’m a dad too, and that stuff’s important to me.” And so it does… Sometimes that vulnerability can show that a particular financial advisor is really, I don’t want to be cliché, but is a person, a human being, and that’s who somebody wants to interact with. They don’t want to interact with a brand or interact with a logo. They want to interact with a person. They want to do business with a person they know, like and trust.
Julie Littlechild:
Yeah. So you were talking, and I think this relates to this, about the process of keeping in touch once you had established… I just wanted to make sure we didn’t miss anything there. Are there any other principles around staying in touch and nurturing those relationships that you want to share? Because I think that’s a big stumbling block and a big challenge for a lot of us.
Ben Kniffen:
There’s a couple things with it. I will be honest, I’ve talked to a number of financial advisors over the years, and there are times where, within our system, we talk about running messaging campaigns. What I mean by that is, I connect with someone on LinkedIn who fits my prospect profile, I want to send that person a message, I want to send them a second message. Maybe I’m going to send them five messages. And at the end of the fifth message, I’m going to ask for a phone call.
And there are times when I’ve talked to financial advisors who will say, “Yeah, no one’s picked up the phone and called me.” And I’m thinking, “Well yeah, you have to call them. And if you talk to them, you’ve got to stay in front of them.” If you have a prospect who you think is a good fit, it may take a number… There’s all these studies out there that show the number of touch points it takes to get a sale. It may take 19 touch points. That doesn’t mean you need to have 19 coffee meetings.
But when you get a number of status updates on LinkedIn, a number of messages, a couple phone calls, maybe a meeting here or there, I think people need to understand you have to be top of mind for someone to choose you for your services. And so when you’re talking about keeping in touch, that’s, I think, what it takes today is making sure… I don’t want everyone to think that they have to be everywhere at all times, but I can’t just message someone two or three times and then hopefully 12 months down the road they’ll remember me when they have some sort of need to invest some money that they have. That won’t be good enough. It won’t work.
So I need to figure out a way to stay top of mind through messaging them, making sure I’m still well positioned on these social media platforms. And I will say this, I’ve seen people who have taken that community, that online group that they’ve started and have turned it into an offline meeting group. Who’s to say that you can’t have a networking group that meets once a month? Because I’ve had clients do this, a networking group that meets once a month, you bring in a speaker, you provide a little bit a of coffee and bagels and some stuff for breakfast.
We have clients that have grown their group into an offline networking community and they’ll have 150, 200 people show up to an event once a month. And that becomes a very powerful play. Who do you think MCs the event? Whose name is-
Steve Wershing:
Sure.
Ben Kniffen:
And so you get a lot of real estate. This is where.. We are at a place now where it’s not just… marketing is not just running a commercial on TV or taking out an ad in the newspaper, where it is that direct, that the first time I lay my eyes on you, I see your business, I know what it does. It’s different now. And because of that, I think we need to be more creative and more on top of our game when it comes to these different strategies.
Steve Wershing:
So when we were talking before, we started by talking about LinkedIn, and we’re now talking about things that are beyond that. Are there other kinds of strategies beyond the LinkedIn that tie into this whole overarching strategy?
Ben Kniffen:
Yeah. I think it can be taken… Let me back up one second. We have a couple programs where we teach these strategies and we like to say that they’re platform agnostic, meaning that we focus on LinkedIn because it’s a very good tool. But we do a lot of marketing on Facebook, we do a lot of email marketing. Yeah, I made a comment about, you can’t necessarily be everywhere all the time. Maybe that’s the case, but you can set up shop on a number of different platforms. What it really comes down to is where do the people hang out at?
I talked about defining that prospect profile. If you can find your people on Facebook, then you should be targeting them on Facebook. And there are ways to target them on Facebook, there’s ways to target them on LinkedIn, and there’s ways to build email databases of them as well. And so as many places as I can go to find my prospects and build relationships with them, I want to try and be on that platform.
Julie Littlechild:
What do you think about paid social, like Facebook ads for that process?
Ben Kniffen:
Yeah. It can be a really powerful play. Some very successful financial advisors that I’ve seen make that work will hold monthly seminars, especially if they’re… one strategy might be to hold monthly seminars that talk about retirement planning. And especially on something like Facebook, that’s a platform you can target by age in their ad platform. And so you could start looking at 50 to 60, 55 to 65, somewhere in there and run ads promoting your seminars.
If you run an ad that’s basically, “Hey, click here to book a call to figure out how to invest all your money with me by next Tuesday-”
Steve Wershing:
That doesn’t work?
Ben Kniffen:
Yeah.
Steve Wershing:
Dang.
Ben Kniffen:
I don’t want to ruin anyone’s dreams here, but yeah, there’s a good chance you won’t make any money doing that. But when you’re… Again, this is the expertise in the content piece. If you’re doing a seminar on retirement planning and your competitor is not, you might win that game because those people are going to think, “Ah, we should go with this guy because clearly he’s an expert. He was speaking on it. He does these events.” It’s a very powerful play.
And I see a lot of financial advisors that… They can sometimes struggle with trying to get out of that referral mindset, because no sale is easy. I always talk about that. If you make a layup in the NBA, the amount of training that you had to do to make that layup is pretty insane. No sale is… I’d never call a sale a layup, but when you make a lot of referral type sales, they can be much easier than a non referral type sale. And you have to realize that the people who end up winning the game are the people who get good at those non referral type sales because they can control the system.
And paid social’s a great way to do that. Running seminars and running ads to get people to sign up for those seminars is a very, very powerful play.
Steve Wershing:
We’re sort of coming up on time now, but are there any other main principles, main ideas that you would want to communicate to our listeners before we wrap up?
Ben Kniffen:
We kind of talked about it already, but I think having an understanding of the long game. And I don’t want anyone to get scared by that and think, “So what, I have to invest $1 million in marketing today and maybe I’ll get it back several years down the road.” I don’t think so. I don’t think you need to look at it like that. But I do see a number of people who think that, if I do something today, I get the check in the mail tomorrow.
And we just need to judge things accordingly. That if I’m going to talk to new prospects, it’s going to take some time, and I have to judge my marketing tactics accordingly in the sense that, if I’ve ran some ads and I’m getting people to my seminar, that’s what I’m judging my ads on. I’m not necessarily looking at how many sales I’ve gotten because that’s a couple of steps down the process. I just am looking at, am I getting quality people into my seminars?
If the answer is yes, then I can evaluate are those people closing or not closing? Now I’ll evaluate my sales conversation. But I won’t remove say, my top of the funnel tactics if my bottom of the funnel results aren’t working. Hopefully that makes sense. I judge each piece of my process accordingly. And so when it comes to long game strategies, I have a certain degree of patience and understanding about what that looks like. I think it’s very, very important for a business to have a hold on that mentality and mindset.
Steve Wershing:
I find it hilarious that a lot of the people who say, “Well, I ran an ad, why don’t I have new clients,” are the same ones who would be aghast if a client came to them and said, “Well, I invested two weeks ago, where’s my return?”
Ben Kniffen:
That’s exactly right. A lot of times we don’t understand that the very shortcomings in the mindset that we have are the very things that we get frustrated by when our clients behave that way. And so yeah, it totally correlates. And you have to have a certain amount of self awareness when it comes to this topic and these strategies.
Steve Wershing:
So what’s a first step for advisors? What should they put on their to do list today as a way of starting to get started in some of these things?
Ben Kniffen:
Yeah. I think the first thing would be to take a platform like LinkedIn and to start looking at, what does my LinkedIn profile look like? So there’s the first thing. And I would start thinking about, how can I start connecting with more people on a platform like LinkedIn that fit the profile of who I want to target? And you start doing that research, it’ll start taking you down the rabbit hole. Then you’re going to say, well let me connect with some of them. And you can start building a process on top of that. Maybe even more so, the thing that starts with today is really getting that clear prospect profile so that when you do go out on the LinkedIn, you have something that guides you to figure out who you want to start connecting with.
Steve Wershing:
That’s great. That’s great. So then, if people want… So you run a company called LinkedSelling. Where can people find out more about that if they wanted to get your help in doing that?
Ben Kniffen:
Sure. Absolutely. The best place, you might imagine, is going to be our website, linkedselling.com. And if you go to our website, we actually have a number of free webinars and free trainings that people can sign up for that will take you even more in depth into these processes than what I was able to do a on this call today. So if you go there, you can sign up for one of our webinars. We have a lot of free content, we have a lot of great content, and that’s probably one of the best first steps. If any of this material has resonated with you, going to our website and kind of just digesting the content that we have on there.
Steve Wershing:
That’s great. Well, Ben Kniffen, thank you so much for joining us today. A lot of really good information on this episode, and we really appreciate your sharing this with all of our listeners.
Ben Kniffen:
Yep. Yep. I appreciate it, and hopefully everybody in your community finds it valuable and hopefully they can do something with it.
Steve Wershing:
Thanks very much. Take care.
Julie Littlechild:
Hi, it’s Julie again. It was great to have you with us on Becoming Referable. If you like what you’ve been hearing, please do us a favor and rate us on iTunes. It really does help. You can get all the links, show notes, and other tidbits from these episodes at becomingreferable.com. You can also get our free report, Three Referral Myths That Limit Your Growth, and connect with our blogs and other resources. Thanks so much for joining us.