I seem to keep seeing articles (on LinkedIn primarily) about why traditional telephone sales and meetings are better than social selling…and whilst usually I don’t rise to such bickering I felt compelled to write something this time.
For those of you who are exponents (and advocates) of traditional selling techniques you are missing the point!
Digital Leadership Associates is regarded as one of the best, if not the best, social selling consultancy. And even we have never said that social selling was better than traditional selling. We never said that a brilliant social selling programme will replace the telephone or the meeting. In fact, we never said that “social selling” was even selling. So, I kind of fail to see what all the arguments are about.
Re-tune to reality
The best way of closing a sale is if you can get a face-to-face meeting. The best way of creating that opportunity is if you can get a telephone call with the buyer. But for those of you banging the drum about traditional sales techniques you need to re-tune to “Reality FM”! The important word in those two statements is “IF”.
The problem in the modern business world is that people, yourself included, are too busy to return a call or answer sales emails…and they are certainly too busy to have a meeting with you unless you have already demonstrated that you are there to help them solve their problems. You may be the most helpful and client focused salesperson in your entire industry, but the client will only know that after they have had the meeting with you…and that is the big challenge facing sale teams today.
For even the most skilled of sales people it cannot have passed them by that they have to make more calls to speak to one person today than they did last year or five years ago. The same is true of meetings. You have to request more meetings than you used to, to actually have a meeting.
I think to a certain extent traditional salespeople feel threatened by “social selling” because somehow, they feel that they will be usurped by these new techniques and their skills will no longer be needed.
Rubbish. A skilled salesperson will convert more opportunities than an unskilled one. Always. And a skilled salesperson has a rare and very valuable talent. Social selling simply increases the efficiency of how the opportunities (telephone or face to face) can be created, the opportunities where those skills and talents can be brought to bear.
Social selling rarely generates an order in itself. But what social selling (if practiced properly) always does is to generate more leads for the salesperson. More calls…more meetings…more sales.
Take the social selling advantage
So, given that salespeople are good at handling rejection, good at interpersonal skills, good at listening and good at thinking on their feet…how come so many of them are resistant to employing a technique which will give them a massive advantage over their peers?
Come on guys, you know it’s true. You know that a way of creating more opportunities and meetings with the same (or less) effort than it currently takes is a good thing. That if you had more opportunities you would smash your number. That marketing people (like me) are not tough enough for a sales job. So, go ahead, get in touch and find out more about how social selling can get you more leads, more meetings and more sales.
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.