One of the things that shocks marketers is research that shows that people come to social media to be social ..... and not read corporate brochures.
If you think about it, it makes sense, you are not interested in my corporate brochure as I am not interested in yours.
What is social selling?
How about I can pick you up tomorrow from your house and drive you to a place where all your prospects and customers hang out. Wouldn't that be great?
All you have to do is have a conversation with them.
Just think about all the sales you have made, they have come from conversations.
Now in this social situation, would you walk into the room and start pitching to people? No, people would call security.
LinkedIn, in fact all social networks are ..... guess what, social.
If you wouldn't pitch at a networking event which is a social situation, why on LinkedIn are you pitching to people, which is a social situation? So why do I get this?
It's just a spam email, that somebody, I assume they are too lazy, has cut and paste and sent to me.
Social media is social, just like a networking event.
Posting brochures and corporate shit, does not create conversations and does not create sales.
So stop it.
So who's doing this?
In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
The CRO (chief revenue officer), Richard Eltham of Namos Solutions, of one of clients posted a comment on LinkedIn about social selling. See here.
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”
Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.
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