Why You are Being Ripped off if People tell you that Social Selling is Sending inmails

December 11, 2019
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by Tim Hughes | @Timothy_Hughes | LinkedIn

This week I had a call with a large IT company and they said they were already “social selling” I asked what they were doing and they said they were seeing inmails.

“How’s it going?” I asked.

The reply was “OK”, notice not “brilliant”, “amazing” or “awesome”.

In the room was the country manager, who was also the head of sales, so I asked him

“When you get an inmail, on LinkedIn what do you do?”

Without hesitation he said “I delete it”

So I turned to the Marketing Manager and asked her 

“When you get an inmail, on LinkedIn what do you do?”

Without hesitation he said “I delete it” but you could see the Country Manager and Marketing Manager turn and look at each other and the penny dropped.

I asked again “So how is your social selling going sending inmails to people?”

It was at this point that the country manager and marketing manager said “shit” both at the same time.

The Marketing Manager did try and defend this by saying “but we have a global social selling team”. My reply to that was “and?” I went on “it’s clearly not working”.

Just as an aside, we would expect that a sales team should be able to increase sales by 30% and reduce the sales cycle by 40%. Even if we increased sales by 10% it would be better than “shit”. Yes?

The Marketing Manager then tried to defend herself again by saying “but LinkedIn is helping us”.

I had to remind her that LinkedIn make money by selling inMails, so of course they will try and get you to use them. By the way, our social selling course runs on the free version of Linkedin, we would recommend you got the Professional edition (which I use). But I don’t use any inmails.

Anyway at my presentation I drew up a table on a white board like this

Result

Using Inmails

Real Social Selling

Block You

no

no

Go Away

no

yes

Should Have Called me 3 Months Ago

no

yes

Call me in 3 Months

no

yes

I want to Buy

yes

yes

If you look at using inmails, in fact any form of interrupt marketing, advertising, email marketing or cold calling there are 5 outcomes from your marketing.

  1. The person has already blocked you
  2. The person tells you to go away
  3. The person says you should have called 3 months ago, this is a lost sale to your competitor
  4. They say call back in three months, in most cases there is no process for you to do this
  5. Or the fifth, which is where the person says “Wow this is just what I need, where do I sign”

The problem with all types of interrupt marketing such as inmails, is that getting too the 5th gets less and less and of course your competition get stronger and stronger by mopping up all the “you should have called me 3 months ago” leads.

Where as compare that with social selling.

I’ve assumed with social selling that a person could have blocked you, just the much as somebody using interrupt marketing. I’m probably being hard on myself as social selling is about relationships, so the likely hood of being blocked is small.

Even if you are told to go away with social selling, you will still be connected to them. They will see your insight and educational content. We find that many prospects who say “no” come back 6 or 9 months later saying that the time wasn’t right, but it’s right now.

As a social seller you will hover up the “should have called me 3 months ago” deals that your cold calling competition have missed out on. Why? because buyers use social to make decisions, you are present, your cold calling competition are not. Game over for cold calling and knock it out the park social selling.

Similar to “call me in 3 months” while it is unlikely that cold callers will call back, there is also the problem that it will just be a cold call in 3 months. With social selling, those people will be connected to you on social. They will have seen your insightful and educational content. We find that social actually reduces the sales cycle. So what was 3 months, will probably be them contacting you in 2. Social selling wins again!

Finally, I want to buy, both sides win.

You can see, what ever type of interrupt marketing you are using, advertising, email, cold calling, you are restricting your chances to win. And the more people that social sell, it has become the defecto selling mechanism in 2018, the more you cold call, the less you win and the more money you leave on the table for your social selling competition.

People who read this article also read these:

https://dlaignite.com/cold-calling-eliminating/

https://dlaignite.com/how-to-roll-social-selling-across/

https://dlaignite.com/you-are-going-full-in-on-digital/

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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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