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• Did anyone I was friends with in law
school go on to become someone I could do
business with?
• I wonder if anyone I know previously
employed by this prospective client?
• Did any of my law school alum end up as
attorneys at these twenty-eight different
corporations I'd love to work with?
• As the managing partner of the firm/
practice group chair, I wonder which of our
lateral hires have relationships with our top
clients and prospective clients
Every single one of these questions can be
answered with Navigator and many of them can be
automated. Want more? Put this into the LinkedIn
search bar - #navigatorforlawyers – and see all the
content and ideas I've published that will help you
get ahead.
Engage
The significantly underutilized benefit of LinkedIn
is its ability to spread your thought leadership and
subject matter expertise far and wide. Yes, you
can publish content, post regularly, and share your
thoughts, but think about how you can engage with
your buyers in an efficient manner. Engaging with
other people's content on LinkedIn is one of many
levers you can use to close business, but is one of
the most effective.
So, how to do it at scale and efficiently?
Sign up for LinkedIn Sales Navigator and create
a list of your top 50 or 100 clients and prospective
clients. Once a week, pop into the platform, go to
that list and look for who posted that week. This
list will surface the posts for you immediately,
without having to go to 100 profiles. When you
find the postings, add your commentary to it. This
ONE action gets you hundreds of impressions to
FOUR distinct audiences – the person who posted,
the other people who commented on that post, the
network of the poster and also your own network.
Additionally, let's say your targets aren't the
posting kind. In turn, they may be the "engage
with other people's content" kind. To that effect,
pick ten of your 100 a week to research. Go to their
profiles, see what they are commenting on and add
your voice to those posts. You will get the same
level of exposure to those four distinct audiences.
Ultimately, you will start to see the connection
requests roll in and, in turn, the requests to meet
with you about their matters.
Yes, this takes time.
Yes, it's more work.
But, in the end, this effort and new set of
strategies will be some of the most proactive and
successful that you can employ, all without ever
having to truly sell. ILTA
Samantha McKenna is the founder of #samsales Consulting, former head of LinkedIn Sales Solutions,
Enterprise, NYC, and VP of Sales at ON24. She is an award-winning leader, who has broken over a dozen
sales records across three different companies, created seven global sales programs for culture, training and
onboarding, and has been named a Top 50 Leader by Outreach.io, and Top 50 Women in Revenue by Engagio.
io. She has been an individual contributor and executive in sales for the last 12 years and has spoken globally on
the topics of sales, leadership and technology..
