Connect: Summary Review
This is a summary review of Connect containing key details about the book.
What is Connect About?
In Connect, Josh Turner lays out a step-by-step process to meet and connect with the people that matter to your business at scale. The techniques contained in these pages will teach you to use new tools and marketing channels to build relationships without being confined by time.
Who is the author of Connect?
Josh Turner is a Wall Street Journal bestselling author and the Founder & CEO of LinkedSelling, a marketing coaching, consulting & training firm that was recently named #252 on the Inc 5000.
Favorite Quote: “If you have a dream, don’t just sit there. Gather courage to believe that you can succeed and leave no stone unturned to make it a reality.” - Connect Quotes, Josh Turner
Connect Summary Notes
Cold Callers Are Unfamiliar and Annoying, Which is Why We Don't Buy from Them.
One of the main themes in this book is the ineffectiveness of cold calling as a sales tactic due to the instinctive human behavior of not trusting strangers and the annoyance it causes. Drawing from evolutionary psychology and the concept of priming, The book explains that people are naturally more cooperative with those from their own tribe and are more attracted to familiar things. Cold callers, being strangers, often fail to gain trust and may even drive potential customers away due to interruption marketing, which disrupts the current activity and can be perceived as annoying.
The book highlights that cold calling is based on a strategy called interruption marketing, which is similar to intrusive ads on various platforms such as Google, billboards, Facebook posts, and TV commercials. It compares cold calling to someone stalking you with a megaphone and constantly shouting product slogans, which naturally leads to annoyance and dislike. The book emphasizes that cold calling is ineffective and often results in failure to make sales because it fails to establish trust and instead creates a negative impression.
The book also introduces the concept of priming, which suggests that seeing a message or a product multiple times increases its desirability and believability. Commercials, for example, are more effective than cold calling because they provide repeated exposure to the product. The book also suggests that salespeople can adopt strategies to overcome the cold calling barrier by making potential customers believe that they are part of their tribe, or familiar, in order to establish trust and credibility.
LinkedIn for Business Success: Connecting with Professionals for Maximum Results
LinkedIn, often referred to as the business version of Facebook, has become a crucial tool for professionals to connect with others in their industry and achieve maximum success. With over 400 million members and 40 percent of them checking the site daily, LinkedIn offers a plethora of opportunities for business networking, recruiting, and B2B marketing.
Bob Sanders, a construction consultant looking to attract clients for his new business, is a prime example of how LinkedIn can be leveraged for success. Bob created a profile page showcasing his CV, skills, interests, and network, and also created a page for his construction consultancy to share product information and post job vacancies when needed. But LinkedIn is not just for job seekers and recruiters, it is also a powerful B2B marketing tool.
One effective way to connect with prospects on LinkedIn is through joining and participating in LinkedIn groups. With over two million different groups on the site, formed around common interests or locations, professionals can join up to 50 groups and engage in discussions, share content, and build relationships with potential customers. For example, Bob follows several groups focusing on housing and construction in his local area, Indianapolis.
The key to success on LinkedIn is being visible and active. By regularly engaging in discussions, sharing valuable content, and building relationships with other professionals, Bob can establish himself as an expert in his field and expand his network of potential clients. LinkedIn also offers premium features such as InMail, which allows users to directly message prospects even if they are not connected, providing even more opportunities for business development.
In contrast to cold calling, LinkedIn offers a more targeted and personalized approach to connecting with potential customers. Instead of being perceived as a stranger, LinkedIn allows professionals like Bob to build trust and rapport with prospects by showcasing their skills, experience, and interests, and engaging in meaningful discussions in relevant groups. This makes the process of converting prospects into customers more effective and efficient.
Maximizing Success on LinkedIn: The Power of Connecting with Other Professionals
LinkedIn, often referred to as the business version of Facebook, is a powerful tool for professionals to connect and network with others in their industry. With over 400 million members and 40% of them checking the site daily, LinkedIn is a platform that should not be ignored, especially for those looking to grow their business or attract clients like Bob Sanders, a construction consultant.
One key idea for success on LinkedIn is to use the platform to connect with other professionals strategically. Bob created a profile page that showcases his CV, skills, interests, and network. He also created a page for his construction consultancy to share product information and post job vacancies when needed. However, the real power of LinkedIn lies in its ability to connect with specific prospects and convert them into customers.
LinkedIn groups are an effective way to connect with others in a targeted manner. With over two million groups on the site, focused on common interests or locations, professionals can join up to 50 groups and engage in discussions, share content, and connect with potential prospects. Bob, for example, follows groups related to housing and construction in Indianapolis, where he operates.
Another important aspect of LinkedIn group success is to ensure that the right people join your group. Rather than sending open invitations to everyone, it's important to be strategic in selecting relevant members. Bob carefully considered which companies, size, location, and industry were relevant to his business, and targeted people based on their job titles, such as building planners or property managers. Refining search results by specifying location makes the results more manageable.
When connecting with potential prospects, it's crucial to personalize connection requests and follow up with casual messages that address them by name, add compliments or useful information. This approach sets you apart from the competition and shows genuine interest in building a professional relationship.
To do LinkedIn right, make your group large, exclusive and filled with good content.
One of the main themes discussed in The book is about leveraging LinkedIn groups to position oneself or one's company ahead of the competition in the industry. One of the key ideas is to make the LinkedIn group large, exclusive, and filled with good content.
The book emphasizes the importance of creating an exclusive group by inviting key decision-makers and C-level managers, such as CEOs, CFOs, CTOs, etc. The group founders should be listed by name and position to ensure that invitees are seen as equals. The book suggests starting with prospects already in contact through messaging campaigns, inviting members from similar groups, and using other social media channels to further build the group's membership.
Another crucial aspect highlighted in The book is content. It is essential to find and share relevant content to establish oneself as a leader in the industry. The book recommends looking for industry trends, statistics, government regulations, and news about related industries. It suggests using a feed aggregator like Feedly.com to collect noteworthy news from selected industry-specific sites, making it easier to find and share relevant content with the group.
The ultimate goal is to convert contacts into clients, and The book hints at upcoming information on how to achieve that. By creating a large, exclusive group with valuable content, one can gain the attention and respect of the prospects, positioning themselves as an authority in the industry and potentially converting contacts into clients.
The tone of The book is conversational and easy to understand, providing practical tips and strategies for making the most out of LinkedIn groups to enhance professional networking and marketing efforts.
Boost Your Business Connections with Relevant Webinars
Webinars, or live seminars hosted on the web, can be a powerful tool for business development and boosting your credibility. They offer online scalability and the opportunity to share valuable content and knowledge with your audience, while reinforcing your position as a leader in your industry. Webinars also allow you to connect with prospects regardless of their location, making them a convenient and effective means of communication.
To make your webinars successful, it's important to ensure that the content is relevant to your prospects. Research what your audience cares about and focus on sharing valuable information that is worth their time. Avoid ranting about useless information, as this can irritate your audience and erode your relationship with them. Instead, integrate successful case studies and examples from your own business to highlight your expertise and credibility.
At the end of your webinar, it's common to include a product pitch or a company presentation, but remember to strike a balance between providing valuable content and promoting your business. Your audience should feel that they have gained something from attending your webinar, and not just been subjected to a sales pitch.
Webinars can also help you establish connections with potential customers, even beyond your immediate geographic area. You can reach prospects in different locations and engage with them in a meaningful way through webinars. By delivering a good public talk and providing valuable content, you can build trust and credibility with your audience, which can ultimately lead to business opportunities.
Boost Your Webinar Attendance: Key Tips for Success
Webinars can be powerful tools for business development, combining online scalability with the effectiveness of public speaking. However, to ensure success, it's important to take measures to ensure that prospects attend your webinar. One of the main themes in The book is how to increase webinar attendance by choosing the right time and day, creating an appealing title and landing page, and promoting your webinar effectively.
Choosing the right time and day for your webinar is crucial. Tuesday, Wednesday, or Thursday tend to be the days when most people are available to attend webinars. It's also important to consider the time zones of your target audience. For example, scheduling your webinar between 10 a.m. and 11 a.m. Pacific Time in the United States allows people from all four time zones to participate.
Creating an enticing title and landing page is another key factor in boosting webinar attendance. Your title should clearly demonstrate the value and benefits of attending your webinar, such as "How to generate 235 leads in seven minutes a day using LinkedIn." Your landing page, where potential attendees will register for the webinar, should be well-designed and provide relevant information about the webinar. Tools like LeadPages can help you create effective landing pages, and testing different versions can help you determine which one works best.
Promoting your webinar is essential to attract attendees. LinkedIn can be a valuable platform for promotion, especially if you already have promising contacts on the platform. Sending personalized invitations to your contacts can result in a higher response rate. You can also leverage LinkedIn groups to make announcements about your webinar, using an informal tone to engage potential attendees as if you were talking to a friend about something interesting and cool.
By taking these measures, you can increase the attendance at your webinar and ensure its success. Remember to choose the right time and day, create an appealing title and landing page, and promote your webinar effectively using platforms like LinkedIn. With careful planning and promotion, your webinar can become a valuable tool for business connections and lead generation.
Reaping the Benefits as Your Webinar Comes to a Close
So, you've put in all the effort to create and deliver a successful webinar. But what happens next? How do you ensure that your webinar leads to tangible results, such as sales and business prospects? The key lies in how you end your webinar and follow up with your participants.
The traditional ending of a webinar often includes a slide with your contact information and a generic message like "I'd be happy to arrange a complimentary consultation." However, this passive approach may not yield the desired results. To proactively drive sales conversations, consider making feedback phone calls to your webinar participants. Ask for feedback initially, but then transition into asking specific questions about how they have been able to implement the concepts discussed in the webinar. This can open the door to further discussions about your product or service, and potentially lead to sales opportunities.
When following up with webinar participants, it's important to tailor your approach based on their level of approachability. Hot prospects, who showed a high level of interest during the webinar, should be your first priority. They are excited and eager to get in touch with you, and are more likely to convert into actual customers. Warm prospects, who showed moderate interest, can be contacted via email with a recap of the webinar. However, prospects who didn't display much enthusiasm may not be ready for immediate phone contact, and it may be more appropriate to nurture them via email for future opportunities.
By taking a proactive and tailored approach to following up with webinar participants, you can increase the chances of converting them into business prospects and ultimately driving sales. Don't just wait for them to reach out to you, take the initiative to make feedback calls and customize your approach based on their level of interest. With the right strategy in place, you can reap the benefits of your webinar and turn it into a valuable business opportunity.
There's a Recipe for a Good Sales Call
In the book, the focus is on making effective sales calls to close deals and generate revenue after a successful webinar or LinkedIn campaign. Building a connection with the person you're speaking to is crucial for a successful sales call. People are more likely to buy from someone they trust and perceive as familiar. To foster this sense of familiarity, start with a few minutes of small talk before diving into your product or service. Simple icebreaking questions about their location or other common interests can make a big difference.
One important type of sales call is the networking call. Even if the prospect is not interested in buying from you immediately, they may be open to getting to know you and your business. Begin by asking them about their own product or company, and engage in small talk to find common ground. Let the prospect do most of the talking and ask questions to gather information about their needs and problems. However, be mindful not to make them feel like they're being grilled
Once you have listened to the prospect and found common ground, you can segue into discussing your own company. For example, you can say something like, "Based on what you've mentioned in this conversation, I got the feeling that you might be interested in what my company does. We have helped similar companies like yours solve issues like X. Would you like to hear more about it?" This approach shows that you have been attentive to their needs and are offering a solution that could potentially benefit them.
The key to a successful sales call is taking your time, building a connection, and listening actively to the prospect. By engaging in small talk, finding common ground, and tailoring your approach to their needs, you can increase the chances of closing a deal and turning prospects into paying customers. Remember that people prefer to buy from those they trust and perceive as familiar, so investing time in building that connection can yield positive results in your sales efforts.
Book Details
- Genre: Business, Social Media
What is a good quote from Connect?
Top Quote: “If you have a dream, don’t just sit there. Gather courage to believe that you can succeed and leave no stone unturned to make it a reality.” (Meaning) - Connect Quotes, Josh Turner
* The editor of this summary review made every effort to maintain information accuracy, including any published quotes, chapters, or takeaways. If you're interested in furthering your personal development, I invite you to check out my list of favorite personal development books page. On this page, you'll find a curated list of books that have personally impacted my life, each with a summary and key lessons.
Chief Editor
Tal Gur is an author, founder, and impact-driven entrepreneur at heart. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His journey and most recent book, The Art of Fully Living, has led him to found Elevate Society.
