Tom Martin discusses social reconnaissance and how it can be used to avoid cold calling. Social reconnaissance involves researching people online to find common interests, understand their lifestyle and pain points, and find the best channels to contact them through other than phone, email, or in-person. The benefits of social reconnaissance include gaining conversation starters, building relationships faster, and defining problems a prospect has that you can address without doing a cold call.

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@TomMartin
DON’T TALK TO STRANGERS
Tom Martin
President, Converse Digital & Author of The Invisible Sale

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STRANGERSMake me laugh

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From the cover
Hate cold calling? Stop doing it!
… has built a debt-free agency… without a
single cold call or competitive pitch
presentation.

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Social Reconnaissance
@TomMartin

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Create insight and understanding from
unstructured digital and social data
@TomMartin

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– Gives you insights/conversation starters
– Find common ground/shared passions
– Makes networking easier for Introverts
– Build relationships faster
– Defines pain points & goals that you can tap into
– Define best channels that aren’t phone/email/F2F
– Never make a cold call
7 Key Benefits of Social Recon
@TomMartin

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PROPINQUITYThe science of relationships

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SOCIAL RECON REPORT
Demographic: Lives in Louisville, KY
Age: approximately 42, Birthday is Jan XX
Married (Nancy) & two kids Grant (10) and Katie (7)
Morehead State (BS in Journalism)/WVU (Masters)
At least one brother, married to Kayla
Catholic, Pirates (baseball) fan
Lifestyle: Likes cats and bourbon, live music. Wishes he had a
motorcycle and favors t-shirts at all times. Smartass.
Propinquity: Writes his own blog and guest posts for Entrepreneur
and Forbes. Mostly comments on Schaefer Marketing
Solutions and Chris Brogan’s blog. Also commented
recently on The Atlantic, AdWeek, and Ad Contrarian.
@TomMartin

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SOCIAL RECON REPORT
Demographic: Lives in Louisville, KY
Age: approximately 42, Birthday is Jan XX
Married, two kids (Nancy, Grant (10) and Katie (7)
Morehead State (BS in Journalism)/WVU (Masters)
At least one brother, married to Kayla
Catholic, Pirates (baseball) fan
Lifestyle: Likes cats and bourbon, live music. Wishes he had a
motorcycle and favors t-shirts at all times. Smartass.
Propinquity: Writes his own blog and guest posts for Entrepreneur
and Forbes. Mostly comments on Schaefer Marketing
Solutions and Chris Brogan’s blog. Also commented
recently on The Atlantic, AdWeek, and Ad Contrarian.
@TomMartin

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– Read posts and comment
– Use his bio call-to-action as an excuse to reach
out via email
– Share his posts on your social webs
– Recon – pay attention to who else
comments/shares
Where he writes his own blog | Entrepreneur |Forbes
@TomMartin

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– Personalized PS on emails
– Conferences
• Strike up a chat
• Ask a question you already know the
answer to
• Buy him the right drink
• Feel more comfortable breaking the ice
– Content you can send that he’ll like
What he likes cats | bourbon | live music
@TomMartin

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– Get a feel for his work schedule
– Know when he’s on vacation
– Know if there is an issue in his life
• This one usually requires some level of
connection or a very public Twitter user
– Know if he’s having a problem you can solve
• Hyatt Hotels VP Sales
When to call
@TomMartin

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A post is a post.
@TomMartin
But 1,000 make a profile.

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Text Iwant to 66866 for a copy of today’s deck.
QUESTIONS?
Tom@ConverseDigital.com | @TomMartin