Just met with two sales leaders in one of our customers, where the “ask” was very simple. “We want our salespeople to be totally self-sufficient with their demand generation.”
They went on “we want to be able to dial down all this analogue stuff, the events, the cold calling etc, we know it doesn’t work, but you need to help us getting the sales team up and running. Can you do this?”
Of course, was our answer. Sorry if you think this boastful, but it’s what we do as part of our social selling transformation. We make sales teams self sufficient in their lead generation.
But Isn’t Cold Calling Prospecting?
Sorry, but I need to bring this up “cold calling” gurus think they own prospecting. Problem is (for them anyway) they don’t. Any guru who says social selling is not prospecting is lying. Well our type of social selling anyway.
Social Selling will provide your organisation with a prospecting method which is more efficient and effective than the legacy sales methods they keep trying to use.
The other two myth I’m going to bust before I move on is:-
- Social selling is not writing content and hoping something will happen. Hope was never a strategy.
- Social Selling is not sending inmails or connection requests then pitching your products. That’s spam. It’s just cold calling but on a social network.
Anyway back to the prospecting …
We have put a prospecting structure that provides a matrix structure, this means you are not hindered by your weakest link. For example a salesperson wedded to Cold Calling or a sales person that leaves.
Our social selling methodology is such that it provides sales people will the ability to get inbound. Creating their own personal brand, building a solid network and creating content.
We don’t use profile writers, for the very simple reason, profile writers don’t generate transformation. It’s simple, if you are not a social seller and have no idea what social selling is, what on earth changes with a profile written for you? Nothing.
We ask everybody who has been offered a profile writer to run as fast as you can. We also ask that if people have offered you profile writers and this has been sold to you as social selling, you must go and ask for your money back!
Back to the inbound.
It is critical for any salesperson to get inbound. This is where people come to you, asking to buy.
Once you are in the position, you are ready to pro-actively prospect on social. This is literally picking up your analogue territory and putting it in a digital format. Why would you do that? Having your territory in digital allows you to scale, it is more efficient and effective, so you are able to access more people, get more conversation and more meetings than you did in the old cold calling world.
You are also not restricted by “old world” issues like prime selling time (PST). one of the common themes that cold callers talk about is blocking time in your diary during the day. With social, you can use the day for visiting customers. One of my clients does his prospecting in the evening between putting the kids to bed and going to bed himself. You cannot do that with cold calling.
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