Gerald Ratner https://en.wikipedia.org/wiki/Gerald_Ratner used to own a jewellery chain called Ratners, there was one on every high street in the UK. The fact I’m already talking in the past tense, means there is a spoiler alert.
He was a speaker at the Institute of Directors (IoD) in London and stood up and said his products were “crap”. And in many cases shouldn’t last as long as it takes to eat a sandwich. As you can imagine people stopped buying from Ratners and the company collapsed.
You can watch an edited version of the speech here
Gerald Ratner – Famous Gaffe (Complete Crap Gaffe) https://youtu.be/sKtBkVrqYYk via @YouTube
In the world of Social Media things are a little more transparent, we have written before about the “LinkedIn Expert” that will teach you to be a LinkedIn expert but their LinkedIn profile is terrible. The Sales Expert that has no sales experience on their LinkedIn profile. And more recently a Cold Calling Conference was launched on Social Media. In the past you needed Gerald Ratner to stand-up and tell you that things are crap. But now, we have complete transparency, when you buy something on social media, you have total transparency. Seriously, would you buy a “How to be a LinkedIn Influencer” course from somebody who is crap on Linkedin or Sales training from somebody who is crap in sales?
What has this got to do with dogs?
Social Selling is a change of mindset and we equip all our customers with that change in mindset. This enables sales people to get the benefit of inbound and equips the salesforce to work with the modern buyer. It’s not easy, but we have that secret sauce.
Kicking off a program for a new customer the sales director introduced us and said “what you learn will be with you for life.” And he was right. We teach our clients to be self sufficient. You will take the skills and mindset we teach you to your promotion, your next job. One client is going to help her nominated charity to be social. Power to her!
We have come across a company (they admitted this on a comment on LinkedIn). That they cannot get their students to their own profiles so they write them for the students. So while they say they are a social Selling company, they are not. They don’t equip their clients with a change of mindset.
But it Gets Worse!
For a lot of people having somebody to write your profile would save you a lot of work. The fact the company and you, will see little return ROI (return on investment) on your social Selling project expenditure may not seem to bother people. Social selling, for some people is a tick box exercise.
You, also, will over time, become, like you are now on LinkedIn, with a profile the same as everybody else. How many profiles can a writer, write that is unique? Maybe 10 before they start repeating themselves. So after time, you won’t be unique and you will have paid somebody to make you look like everybody else and paid somebody to lose your unique selling point.
We mention profile writing to our customer and they said and I quote “if you don’t go through the process of writing and changing your profile you are not equipped to understand social Selling”. That’s not me saying that, it’s a real client.
And our client is equipped for life, they are building social Selling into their onboarding process, their next promotion, the next team they manage, the next charity they help.
Where as, you could be stuck with a vendor (like a dog on a leash) where you ask them to write your profiles, you get them to write the new starters profiles, you change jobs and they write up that. It’s a great business model (for them) not you, as you have to keep you shelling out. Rather than self sufficient you are totally reliant on this vendor for help. For that vendor, I guess having clients at you beck and call is a good business model, probably looks good on a valuation.
For you are like a dog on a leash.
People who read this article also read these;