When I first started out in sales a sales mentor sat me down and explained that “less is more”. He respected my energy and tenacity but pointed out that sales wasn’t about “plate spinning” and “numbers”, it was about winning. The more deals you close, the more revenue you create was the measure he had on sales people.
He tore up my pipeline and we worked on a plan to close the deals that were closable. And it worked and it’s something I’ve always used throughout my sales career.
When I came out of the meeting room after that conversation, one of my colleagues said, “you were in there a long time, what was the conversation about?”. So, I told him. His reply? “I’m too busy running around to plan”.
I was reminded of this recently when one of my colleagues reached out to his network to talk about the transformational work we are doing here at DLA and his prospect replied, “I’m too busy sending out newsletters to talk to you about social”.
Here at DLA we have a different world view on social.
(This is nothing to do with the fact that one of our co-founders, Tim Hughes, is the most influential person in the world in social selling.)
Social – not a departmental responsibility
So what’s the problem. There is probably a company Twitter account which is run by PR or marketing. Customer service might have some element of social and maybe their own Twitter account.
Maybe the sales department has implemented some element of social. But often we find that none of these are connected. Indeed we often see that even the board don’t understand social thinking “it’s for kids” rather than a lead and revenue generator, and competition killer.
Here at DLA we have “discovered” that the old ways of marketing no longer work. In fact, many aspects of “modern marketing” are just sticking plasters and are mostly based on 1930s “Interrupt” marketing.
At a recent conference where I spoke, I asked the audience who used social media that day, everybody put their hands up.
I then asked, who had been on-line to look at adverts. Three people put their hands up.
In 2017 a new approach is required. Why? The world has changed. We are all on-line self-educating when we want to buy something, mostly in sales avoidance mode.
We are tired of cold callers and adverts, get too many emails and don’t have the time to read white papers. Doesn’t everybody say they are the best, number one, wash whiter than white?
Maybe it’s time to stop and think that maybe there is a different way? That doesn’t interrupt people? We have always talked about having a conversation with clients and social allows us to do just this.
Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.