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by Tim Hughes | @Timothy_Hughes

In the old days people used cold calling as a way to get hold of people too sell them something.

When I use the term “cold calling” it is a metaphor for all cold outreach, telephone, email, inmails or advertising.  It is both inefficient and ineffective.

What do I mean? When you cold call, you do so, not knowing who it is you want to talk to.  So for example, in a batch of 100 contacts, you find that there are 10 that are appropriate for your message.  But you have to waste effort, calling, calling, calling, calling again, only to find they are the wrong people, they purchased one last week or they don’t currently have budget.

This is a highly inefficient way of working. 

If for example you use something like Sales Navigator, you can find those 10 people you want to target.

On the basis you can make 100 calls in the day, that would enable you get 100 calls to 100 of the appropriate people, rather than 100 day to only 10 of the appropriate people with cold calling.  It’s feasible therefore that social selling has a 10 times response to that of cold calling. 

But even if’s only double, this is still a bigger return than the less efficient, cold calling.

So How Does This Impact The New Business Salesperson?

As a new business sales person myself, you still target people on social like we have always done, but we have found there is a twist.  And in fact an interesting one.

The Power of the Good LinkedIn Profile

As part of our 12 week social selling program, we teach people the power of having a great LinkedIn profile.  I’m not calling it a personal brand, because that term, seems to be something unattainable. It’s something that the Brian Solis or Chris Brogan’s have.  A Personal brand is a high water mark for sure.

But a good profile, is easily obtainable (a days work) and then the magic starts.

You Are the Solution to My Problem

As in the world of sales, if you approach people on social, with a good profile, the prospects should see you as the solution to their problem.  We’ve had clients, 3 weeks into our 12 week social selling program, that have connected with people, so much so that pipeline has been created and sales converted. 

For all those that think that social selling takes a long time.  Sorry but this is utter rubbish.

In fact, we can use social selling to get  higher, faster than cold calling.  And it is, of course, more efficient as proved above.

 People who read this also read these:

Social strategy…and how it works

Do You Know All Your Linked Connections? – Does This Matter?

The Social Selling A – Z of Content – The No Fluff Guide to Using Content


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