Working in the field of Sales and Marketing as we do, it’s interesting to see how things develop. One person once said of me that I was a social selling “pioneer and innovator” and it’s suck with me.
I’m proud of what we have achieved. Alex Low for example, we were told by “everybody” you are wasting your time with professional services. They are far too conservative and are regulated so they will never move to social. Well the most conservative and regulated sector have proven ROI and results. We have passed a tipping point and now each professional services business now see social as their main go to market.
One of the things that is interesting to watch are comments on LinkedIn post. You always get the vested interests, the stone throws and the people that pitching their products on comments is some how “Social Selling”.
But so many people miss the point or jump in with comments that prove they and their team thinking is so far behind.
I recently did a video on how you can sell higher and faster with social, rather than cold calling. Just so you know this blog isn’t about the lack of efficiency and effectiveness of cold calling which we have written about before. I’m also not going to baffle you with research, I’m talking about real life situations.
A good friend of ours, Graham Hawkins (we have spent time with Graham in London and Australia) he posted an article of mine about how the sales process would change from push to pull with GDPR (and it says). Loads of telesales companies, list sellers, email marketing companies jumped in an said GDPR would change nothing. How wrong there were.
Anyway this video where I explain you can get higher faster with social gave some interesting responses.
- “It’s easier to pick up the phone.” Really? It’s easier to open my MacBook and contact the person over LinkedIn. The difference being, there are no gatekeepers, voice mail on social. Which feels to me Social might, just might be quicker.
- “I know people who still make cold calls”. So do I, I never said cold calling didn’t work. If you are selling low value, transactional products like fremium software, tickets to the rugby etc and the sign off is low, then of course the best thing is the phone. But thinking you can call him the CFO of Oracle, Microsoft, GE, GSK and pitching your product is total fallacy. You won’t sell, 5, 6, 7 or 8 figure deals (which our clients do) over the phone.
- “You Need to call the person” after you have connected to them over social”. This one is totally bizarre to us. So you want to undue all your hard work and come across as just yet another salesman. Total suicide.
- My customers are not on social. This is again a total fallacy. The are. If the U.K. special forces (SAS) are on social media. They are, but you don’t see them. I would suspect the issue is with you. You look like just another sales guy or you look like a spammer. We all know there are spammers on social, some people deliberately take a back seat. If you are adding value, they will show themselves.
- My clients are not on social as they are Public Sector (federal). Sorry, on this one I cannot say too much as our client would not want to be mentioned. But I thought sales was about leadership? Not throwing up our arms and being defeatist. In my experience of working in the Public Sector, probably 60% of the people are on social. But I’m aware of people that are influencing RFPs and ITTs using social.
- One person left a baffling comment was that they cold called and social sold. Which is like driving a car and having a horse and cart. They are “obviously” not social selling properly as the returns way out reach cold calling. We find if anybody does this, they soon drop the cold calling element.
- Often people say they are “doing a bit on social” and see no results. No shit, Sherlock, we recently had a company that put out a blog and it saved them £60K in recruitment fees. Now scale that across your organisation and you will find the inbound comes in and the leads and meetings will accelerate.
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