What Two Super-Rich People Said It Takes To Connect With Them On LinkedIn

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I interviewed two very successful businesspeople. Here is how to get meetings with these kinds of super-rich individuals – and what advisors should never do.

Coincidentally, both people said the same thing; this gave me reason to believe there is universality behind my approach.

Guy Kawasaki

Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool, a brand ambassador for Mercedes-Benz and an executive fellow at the Haas School of Business (UC Berkeley). In the past, Guy was the chief evangelist for Apple and a trustee of the Wikimedia Foundation. He is also the author of The Art of the Start 2.0, The Art of Social Media, Enchantment and nine other books.

While recording our interview, the conversation briefly turned to the question of what it would take to get Guy to meet with an advisor who contact him through LinkedIn. His response went something like this:

Oh boy. I would say that what it would take is a trusted friend telling me that they are really happy and I should look at their financial planner…That would be the thing.

So it would take “over the top” service?

Or returns, or something.

What if they said something like, “I have a way that you could be able to reach 25-times more people using this new charitable strategy.”

Um, I would not believe it…Honestly…One way of putting what you just described is this: Someone reached out to me over the internet and asked to be my financial planner. I mean, also I’m sending $25,000 to this address in Nigeria because the guy has 25 million bucks and if I give him $25,000 to help him get his money out he’s going to split it with me. Okay? You can believe that, too. I…wouldn’t do it.

But would you connect with somebody who was a financial planner just if they said they wanted to be in touch with you?

…Say I decided I need a new financial planner. The first thing I would do is ask who accountant recommends, who his clients like. The second thing I would do is ask my friends who had financial planners.

What Guy Kawasaki is teaching us

In this vignette you can clearly hear skepticism. This mindset is very common with successful people who are frequently approached by advisors. And rightfully so; they have something of value to protect and there’s clearly a lot to guard against. As I said in my podcast about how to connect with big shots on LinkedIn, most of the time the pickup lines are pretty cheesy.

This is the first rule of online prospecting: When you say something to a prospect, say it the opposite of how the typical advisor would.

If you are in the dark about what this sounds like, just check out any LinkedIn advisor profile feed (or two or three) and you’ll see that (unfortunately) they are communicating the same bland content that nobody wants to hear.

So, not surprisingly, Guy wouldn’t be open to a cold message from an advisor. However, he does place a high value in what the people in his network say. And that’s exactly what LinkedIn is set up to do. You could build a very nice business using the second- and third-degree connections of your LinkedIn network.

Read the full article by Sara Grillo, Advisor Perspective


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