We often have people pitching to us tools, which tend to be sticking plasters / band aids on what are 40 year old sales methods
The latest one was AI that would create “highly personalised” content for prospects
The thing is “highly personalised” does not exist, it's a myth
This is why the problem that all sales people is one of psychology not technology
If I, a totally unknown person walk up to you on the street, tap you on the shoulder and say “do you want to buy a pension?”
Your response will be, “go away and bother somebody else you weirdo”
It's the same response that sales people get if they do it through the telephone, email or spamming people on social
I do get that the message of “do you want to buy a pension?” is highly personalised, after all, every human should have a pension
But as you don't know me, you don't know that I have one already
The $56 million question is how as a salesperson do we build relationships and trust and at scale?
We do it through psychology
- First impressions count, so first you have to have a profile on social media that is interesting to your buyers
- You need to be connected to the right people on social, the people you are trying to influence and sell to (if you're not, you are invisible). You need to do this in a way to have conversations. Pitching on social, is just the same as the above pension scenario
- Finally, you need content that buyers will read, will inspire, help them and educate them, this is a great way to build trust fast and to always be front of mind
Sales isn’t about hacks, gimmicks, or tools pretending to offer shortcuts
It's about understanding human behaviour and building meaningful relationships
Technology can support the process, but it can’t replace trust, relevance, and authenticity
If we want to win in modern sales, we must stop chasing “personalisation” myths and start showing up as real, credible, and valuable voices in our buyers’ world
It’s not tech-first—it’s human-first
Psychology, not platforms, is what truly drives sales success today
Can you drive revenue from social media?
Social selling is not about spamming people or inmails or connect and pitch
Our definition of social selling is
"Using your presence and behaviour on social media to build influence, make connections, grow relationships and trust, which leads to conversation and commercial interaction"
And the results?
For an AE, we can shorten sales cycles by 30%
And the average SDR will get 1 x ICP meeting a day
Which should increase your revenue by 20%
You can get these results by using our social selling methodology, that is certified by Institute of Sales Professionals (ISP)
"social selling techniques to influence buyers and changemakers - 2nd edition".
In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders and sales people who use social selling every day to drive revenue growth.
Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.
What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here
It's available on Amazon worldwide. Link to Amazon.com here and Amazon.co.uk here.
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