It’s funny, time after time I see videos where people get hit with spammy inmails and people call it Social Selling. It isn’t.
Spammy inmails are just yet another form of outbound interruption. Regardless if it’s Cold Calling, Cold Emails or Cold inmails, they are all the same. Its outbound interruption and broadcast. Think of it as 1930s technology in a 21st century world. Or put another way, an inmail is just an outbound cold call but on a social network.
Why Social Selling is the First Thing You Need to Train Your Sales People on
We were called yesterday by a smallish tech company and who suffer like a lot of companies, they don’t get enough leads and meetings. Execution is fine. Put it another way, once they get a lead and meeting they are able to transact and they have a pretty good win rate. Probably like your company, I guess?
The VP of Sales Articulated it Well.
The cold call is pretty much dead, you spend a lot of time calling people, and prospects all put gatekeepers or technology between you and the person you want to call. If you get through, you will probably just annoy people. In fact cold calling is now seen as the last throw of the desperate company.
He went on to say “People won’t engage with people they don’t know.” He wasn’t saying we have to be everybody’s “friend”, but you are more likely to get through if you are “known”. In fact he finished with saying that with cold calling is was “rude and arrogant to interrupt somebody”. And, of course he is 100% right, especially when everybody now knows you don’t have to.
More on the Sales VP Requirements
As part of the lead generation effort, (their sales people need to be self-sufficient) they are talking to a sophisticated buyer. They may be doing this through pro-active prospecting on social (where their clients are after all) or through their prospects checking them out.
The prospects may check them out for two reasons:
- The sales person may have made a direct approach
- The prospect is doing on-line research, because they are looking to buy something.
In both cases, if you look like a salesperson you will be avoided. Nobody ever gets up in the morning and says, “I need to talk to a tenacious, energetic salesperson”. We have all been manipulated in the past.
What we are looking for is somebody that won’t pitch to us, an expert, somebody that has credibility online. It’s no different from when we have face-to-face meetings, whatever we sell from Waste Management to Medical Supplies, we know our stuff and we know enough to get by. My background is in selling Accounting systems, I’m no accountant, but I know my debits and credits. It is this level of “expert” that we need to look like on-line.
It didn’t take long to look the part on-line and of course it’s a one off hit in time. Once you have a personal brand you are rocking and rolling!
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