In today’s video, I’m revealing exactly how to generate clients off the Largest Online Business Platform in the World – LinkedIn.

I’m going to show the exact process on how to  use LinkedIn Sales Navigator and source high-quality leads and strategic referral partners off LinkedIn right now in 2020.

Whether you’re an Accountant, Financial Planner, Consultant, a Buyers Agent or run any type of Professional Service Based Business.

This is a no-fluff, straight to the point video for you.

I dive in and share my screen with you and take you click by click through the entire process.


Hi, it’s Trent Butler here. I hope everyone watching is doing well. I just wanted to put a really quick and to the point video together for everyone today explaining how I and all of my clients are using a tool called LinkedIn Sales Navigator to create lists of our ideal clients and referral partners. And so first of all, I just want to quickly talk about why bother with this thing called Sales Navigator? Well, first of all, the wave LinkedIn works, there’s really two reasons for it. The first reason is that we want to be or have a first degree connection for the people we want to actually reach out to directly, or for the people we want to actually see our content when we post something on LinkedIn.

What that means is LinkedIn has these things called first degree connections, second degree connections, and third degree connections. Second degree is someone that’s connected to someone that’s already connected to us, whereas a first degree connection is someone that we’re directly connected with on the LinkedIn platform. Now, the reason that’s important is LinkedIn will actually allow you to direct message to that person, and the algorithm in terms of the LinkedIn newsfeed, which is this section on the screen here where people post stuff, it’s optimized to show your post to those first degree connections. So, in terms of actually building a business and getting seen by our ideal clients, it really is important to make sure that we’re connected with the people that we would define as either ideal clients or ideal referral partners. And so the best way to actually go about starting that journey is through a tool called LinkedIn Sales Navigator. Now, it’s free for 30 days, and if you haven’t tried it already, I encourage you to go and try it for free.

Watch this video. By the end of it, you’ll have enough knowledge to actually get started with the tool, you know exactly what to click on and how to actually start building these lists of people. But if you have already used your free trial, it’s $99 a month. If you’re taking LinkedIn seriously or any business development seriously for that matter in 2020, you’re going to want to have that tool. Let’s dive straight in. Once you’ve actually signed up to Sales Navigator, it will be sitting over to the side here up the top of LinkedIn. All you need to do is click on that. That’s going to take you to a page that looks like this. Now, to get started with it, it’s not really… it’s sort of pretty hard to actually work out how to get started. I would recommend going onto this all filters section and starting out with lead filters.

Still 99% of the work that I do in Sales Navigator and all my clients are doing on the platform is within the lead search function. So, I’m not going to go into every single way you can use Sales Navigator, but right now as I’m recording this in early 2020, this is the place to start the journey. All it is, basically is just all advanced ways to actually query the data that sits within people’s LinkedIn profiles. So, the way we think about LinkedIn properly is it’s basically just like a huge business database. So, whatever anyone’s ever written in their LinkedIn profile in terms of their title, job descriptions, the about section, et cetera, that is basically really valuable information that LinkedIn has stored within its platform. This tool allows us to query all of that information to actually build out these lists that of people that we want to actually reach out to.

I’m just going to go quite quickly through sort of the 80% of the features and filters that I would recommend you use to get started with. And to do that, I’m going to pretend I’m looking to build out a list of accountants. So, people that own their own accounting practices and people that are already in business. Now, for you, the list that you build is going to depend on your service offering, what it is that you do, and so you know that comes into strategy. But for this video, for illustration purposes, I’m going to assume you already have your strategy worked out and that you’re coming into the platform and you just want to know what to click on to start building this list of people.

So, what we would do, is as I said, we’d start with a lead search, so all filters, lead filters, and now I would suggest doing the following. So, geography, you’ve got two options. You can either drill in by country or city or even post code. I’m just going to pretend that it’s Australia wide for this particular search. If you wanted to, you could go by postcode, select Australia, and then say you wanted Sydney City 2000, if you wanted everyone within a 15 kilometer radius of Sydney, you could hit add, and it’s going to update the criteria there. If you notice up in this top right section here, it’s going to, every time we add a filter in, it’s going to change and give us a new number of people, if you like, that fit the criteria that we’ve put in there. I’m just going to leave that as Sydney, Australia. Relationship, as I touched on earlier, this is if they’re first degrees, if we’re already connected to them. Second degrees, it means they’re connected to someone that we’re connected to on the platform, but we’re not yet connected to them.

Group members is if we’re part of a group on LinkedIn, which I won’t go into, and third degree is if they’re one further level removed than that. Now I’m just going to go into second degrees for this particular search, and industry, I’m going to go accounting. Now, accounting is not necessarily, or industry, I should say, is not necessarily the be all and end all of the search, but I do like to start there because it does give us quite a narrowed down and specific list. What you’ve got to remember is the data that LinkedIn is querying here, people have input themself, and so if people change careers or if they’ve started a new business, they may not have necessarily updated that on their LinkedIn profile.

So, industry is always a great place to start, but when you get more advanced, I’d recommend you lose industry altogether and use something called brilliant searches to do this properly. But for now to get started, I’d recommend just using the industry filter. Another great option which I’m not going to use today is school. So, for example, accountants, certified practicing accountants or chartered accountants, Australia and New Zealand. I’m just going to show for illustration purposes… working, Institute of Chartered Accountants, Australia and New Zealand. So, again, I’ve only got 211 people that are second degrees that went to that particular school. But you can come around… oh, no, that’s the better one there.

There’s a couple of different options with school. You can see I’ve got 2,617 people that fit that criteria. And so if you went to a university, for example, and you think that it’s low hanging fruit to go for people that went to the same university as you, well, you can use the school feature there as well. I’d probably just come down to another useful one, which can be years in current position and years at current company. So, sometimes it depends on the strategy that you’re going with, but sometimes it might make sense to actually reach out to people that are new to business or are just getting started. If you’re an accountant that wants to find people that are new to business and potentially in need of a new account, for example, then you can come and select people that have only been within their company, say five years or less, or two years or less. That will give you the new to business people.

I’m going to pretend that I want to do that. I’m going to select people that have been there five years or less. Now, the other great one to use is company headcount. So, let’s say I don’t want to work with larger firms, I want to work with small businesses. I can go one to 10, self-employed, or let’s get 11 to 50 as well. That there is going to give me… I’ve got 810 people, and let’s say, for example I wanted to, I only want the key decision makers. So, for example, title, I might go director, partner, and owner, just for illustration purposes, 133. Now I’ve probably got a lot of these people already, which I do. I’m just going to hit go on that, and so you can see here I’ve got a list of 133 people within 15 kilometers of Sydney that really match my exact criteria, and then what I like to do is go down the list manually and just make sure it is a good fit. If it’s not a good fit, I can exclude that particular person.

Let’s pretend I didn’t want anyone that had the title client director. Now, that’s actually not true. I probably would keep keep that person in my list, but let’s pretend I didn’t want that person. You can actually go into title up here, client director, select it, and then come over here and exclude that particular person, and it will turn it red. Now client director should be removed from my list, which it looks like it has been. Now, that’s looking pretty good. Now, let’s pretend I was happy with that and I was content with actually connecting with these 131 people. What I would then do is go save search, and I would give this a particular name. Let’s pretend Sydney accountants, I’ll use a better convention, Sydney 15 kilometers, accountants, second degree. Alert frequency, that’s just going to tell me LinkedIn’s going to send me an email when more people come onto the platform that fit the specific criteria that I’ve entered, and I’m just going to hit save search.

Now what I can do is if I want my content like this video or if I want to reach out to that person directly through LinkedIn to say hi and see if it makes sense to have a chat or a coffee offline, what I can then do is come in and select straight off here, connect, and then I can include a personalized message to this particular person as to why I should connect with them, which I can go ahead and type in, and then I can hit send invitation, and then that person, it’s going to send them a little message. Hopefully they accept and then I’m connected with them on LinkedIn. I can reach out to them, see if it makes sense to do business, and when it does come to LinkedIn, people do communicate through the message box. You don’t want to be spammy or sleazy or salesy. These are real people on the other end, but just to give you an idea, these are my unread messages of people just from today and yesterday that want to potentially talk to me that I’ve got to go ahead and catch up with.

But all of that started initially through Sales Navigator, finding the people who actually want to connect with through the platform, and then consistently connecting with those people each and every day. Now, LinkedIn, it doesn’t like when you send too many connection requests per day, so you want to, I think 50 is a really sensible number. If you’re connecting with up to 50 people a day, then you’re going to get be building momentum through the LinkedIn platform, and then before you know it, you’re going to have a network sort of saved with your profile front and center that your content is going to get out of, and you’re going to be in front of and top of mind of that audience. So, 50 a day is what I’d suggest that you do. Block out sort of maybe an hour of time each and every day.

If that’s all too hard and you want some help actually doing that, then obviously we can have a chat. We can actually help you automate some of this process and do some of the heavy lifting for you, but you don’t have to do that. Absolutely. Use it for free. This is really the future of business development within the world. It’s all going digital, particularly with what’s going on as I record this video, so hopefully you like this, you’ve got something out of it, let me know, and, yeah, I’ll talk to you soon. Bye for now.