Social selling secrets: Will Padilla booked 70% of his meetings using this untapped channel

Welcome to our latest blog post where we delve into the insightful journey of Will Padilla, a seasoned senior account executive at GRIN.

In this exclusive interview, Will shares his expertise in leveraging LinkedIn videos to book an impressive 70% of his meetings, along with valuable tips for personal branding and social selling.

Whether you're a budding sales professional or an experienced marketer, Will's experiences and insights provide a treasure trove of knowledge on effectively using social media and personal branding to excel in the competitive world of sales.

Also, don't forget to check out our previous blog, where we put together a list of 20 must-follow GTM experts for SDRs & AEs

Could you introduce yourself and your work at GRIN?

My name is Will Padilla, and I am a senior account executive at GRIN, a leading influencer marketing software company. I work with well-known brands such as Athletic Greens, Skims, or Uber. I've been with the company for over three and a half years and have around seven years of experience in sales, including several roles prior to this. Additionally, I create sales content on LinkedIn and TikTok, aimed at helping people enter and excel in tech sales roles.

How did you start creating video content on LinkedIn and TikTok?

I studied journalism and have always been passionate about video. My interest in video as a key medium was sparked in 2016 after reading Gary Vee's book 'Crush It,' which predicted the rise of video content. I started creating LinkedIn videos about five years ago.

After a two-year break, I switched to TikTok, where I created numerous videos and amassed about fifteen thousand followers under the username 'sell that SaaS.' Recently, I returned to LinkedIn and have been consistently posting original videos for the past year. I believe video is an effective way to engage audiences, especially compared to long text posts. Videos allow for concise, value-packed content that is both quick and engaging.

What tips do you have for people starting to make videos for social selling?

For those starting to record videos, it's crucial to understand that you need to put yourself out there, despite potential criticism or mockery. This is a part of the process, and it's important to stay consistent. Focus on identifying a specific niche and target audience for your videos. Knowing who you're making the video for helps in creating more targeted and effective content.

How do you use video in your sales outreach?

My email outreach sequence doesn't include videos; however, I send video pitches through LinkedIn Messenger. This approach has been effective in booking a significant number of meetings, demonstrating how I utilize video in sales.

Could you walk through your social selling tactics for LinkedIn video outreach?

With LinkedIn videos, after connecting with someone, I create a video to engage with them, similar to a cold call but in video format. I start by thanking them for connecting and explain the reason for my outreach. I demonstrate our product through a screen share, focusing on the most valuable aspects of the tool relevant to their needs.

I also mention other brands in their space using our tool and invite them to learn more by booking a time through my calendar link. I conclude the video by expressing hope that they enjoy it and thanking them for connecting.

Can you describe your journey and growth at GRIN?

When I first started at GRIN, I was new to the SDR world and unfamiliar with many processes, but my previous sales experience made it exciting to learn about software sales. The technological tools available significantly aided my journey in software sales.

I was determined to excel, consistently ranking as the second or third top BDR in the company. Although I aimed to become an Account Executive (AE), I was unexpectedly offered the AE position by my sales director around my ninth month. After a month of training, I officially became an AE around the tenth or eleventh month.

What skills did you develop in your AE training?

To transition into an AE role, it's crucial to learn effective demo techniques. Many sales reps make the mistake of dominating the demo without pausing to ask the prospect questions. A key approach I use is to pause during the demo and ask the prospect what aspects they find most interesting or would like to explore further.

This allows for a more focused and engaging demo, tailored to the prospect's interests, rather than covering the entire tool.

If there is one playbook that you want to share with upcoming sellers, what would that be?

I learned by observing the best AE in our company. I watched around a hundred of his demos, often for hours, paying close attention to his techniques. I then adapted his strategies, adding my own style to them.

Recognizing his success in closing over two million dollars in software sales annually, I understood the importance of learning from those who excel in their field. While playbooks can be helpful, I believe the most effective strategy is to learn directly from the top sales representatives in the company.

Can you share learnings from your experiences and interactions with other AEs?

Enthusiasm is key in sales as it creates a personal and exciting connection with prospects. They appreciate feeling comfortable and able to share openly with a salesperson. It's important to be straightforward and maintain professional boundaries.

For instance, if a prospect asks for a discount, it's not necessary to agree immediately. Instead, challenge them by discussing the conditions for a discount, like the signing timeline. I learned to reframe discussions around discounts to focus on the prospect's commitment, which helps in outlining the sales process effectively.

If you could have a mega billboard and share just one sales tip with the world, what would it say?

The sales advice billboard would say: "The meeting isn't about you, it's about the prospect. It's about learning about them, not convincing them into anything. Take what they say as it is. If they are not the right fit, suggest alternatives. If they are, be straightforward and propose a demo. Make the call about the prospect."

What resources do you recommend for upcoming sellers?

For sellers, I recommend following influencers on LinkedIn such as Morgan Ingram, John Burrows from Sell Better by JD Sales, and Josh Braun. They provide valuable sales tactics and guidebooks. Their websites, Josh Braun's and Sell Better by JD Sales, also offer great materials for learning.

What are your tips for building a personal brand?

For building a personal brand, be authentic about where you're at. You don't need to be a senior AE to create content; even a new SDR can share their experiences. Create videos based on your current situation for authenticity. Read Gary V.'s book "Crush It" for advice on posting consistently, aiming for once a day for a year, to see if it works for you. If you don't develop a following after 365 videos, it may be a sign to stop, but if you do, keep going.

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We hope this interview with Will Padilla has offered you a new perspective on using LinkedIn videos and other digital strategies to enhance your sales and personal branding efforts.

Stay tuned for more insightful interviews and expert advice on our blog, and remember: in sales and personal branding, authenticity and adaptation are key to success.