Why There is a Special Place in Hell for People That do Social Selling by Proxy

2019-02-26 7:02
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by Tim Hughes | @Timothy_Hughes | LinkedIn

The 25th May 2018 seemed to be a turning point for us, if you didn’t know this is the date when the GDPR regulations were introduced.

These regulations don’t stop you from cold calling or sending unsolicited emails. But I can ask you stop sending them to me. Either I have to be opted into a list, if you bombard me with calls or emails, it’s highly unlikely. My partner recently purchased a pair of shoes, they then emailed her every week. How many pairs of shoes would you really buy and how often. While she likes the brand, wanted to be friends with the brand, it was just too much and she opted out. Or if you continue I can ask for my right to remain forgotten.

In the Jeb Blount world, you can keep calling somebody everyday for six months. Under GDPR you can no longer do this. Game over for push selling and marketing.

As of the 25th Mar 2018, regardless of calling me or sending me unsolicited emails, people seemed to have switched to sending inmails on LinkedIn or connection requests.

We’ve all see them, give me some money and I will make you loads of leads from LinkedIn. They often sound too good to be true and so often they are, let’s go through a number of approaches and why you are doing damage to you and your brand by using them.

  1. Sending lots of LinkedIn connection requests. Linkedin is not a numbers game, it is not about connections, it’s about a network. Subtle difference. A couple of years ago, my business partner, Adam Gray and I met somebody who had 30,000 connections on Linkedin. This is the maximum number LinkedIn allow you. He was out of work. He wanted to work with us, (so sell something) so we said, activate your network, and he couldn’t, because nobody knew who he was.
  2. Sending out connection requests and then once connected asking for calls / meetings. This is probably one of the most annoying things on LinkedIn. In fact, it is the most annoying thing on Linkedin. This is not social selling, it’s spam. Nobody gets up in the morning and says “i need to talk with a sales person” the beauty of social is that you can now search for things without needing to talk with a sales person. You are doing untold damage to you and your brand. By the way, if you do this to me, I will report you to LinkedIn and block you. There is one company that has done it to me so many times in the past, that everybody from that company will get an automatic block.

Social Selling is about being authentic. Your company and you may think that what you need to sell, sell sell, but on social and in life nobody wants this.

If you went to a dinner party and you were sitting next to somebody that talked about themselves, how great they are, how great their company is and how great their products are you would move seats. So don’t do it on Linkedin.

In the world today, we avoid sales people, we also avoid corporate content. You know the content that tells us you are number one in the market, the market leader, it’s just noise.

What people want is to find an “expert” that can help them. After all, in the b2B there could be significant spend, jobs could be lost of the project goes wrong, there is probably an element of change to the organisation for buying your product. Buyers want to form a relationship with a real person. A person that demonstrates that are authentic and understands your business issues, your industry by the content they share and the blogs they write. They want to do deal with a real person, they want to see humanity and not a Linkedin profile by proxy.

In a recent post, I talked about the conversation I had with a CIO at some Christmas drinks, I asked the question about LinkedIn. He said that he was inundated with calls, emails and LinkedIn messages. He said deal with them was easy. 80% are templated and he just rejects these. What he was looking for was relevance. Relevance to him, his company and his industry, that he suspected would only come by people knowing their stuff. People who were and are “experts”. He finished with saying that he had a final measure that was the “no arsehole rule” in the US you would call it the “no asshole rule” https://en.wikipedia.org/wiki/The_No_Asshole_Rule

I’m sorry but using LinkedIn by proxy will make you look like an arsehole. 

People who read this article also read these:

https://www.social-experts.net/why-everyone-liesor-so-people-think/

https://www.social-experts.net/ceos-what-youre-not-being-told-and-why-its-costing-you-big-time/

https://www.social-experts.net/what-customer-experience-means-in-the-real-world/

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AVANTAGEHeadquarters
Organically grow the holistic world view of disruptive innovation via empowerment.
OUR LOCATIONSWhere to find us
https://dlaignite.com/wp-content/uploads/2019/04/img-footer-map.png
GET IN TOUCHAvantage Social links
Taking seamless key performance indicators offline to maximise the long tail.

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