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How Social Selling Can Increase Cold Call Results 

By Tim Hughes | @Timothy_Hughes

On LinkedIn in the US and Australia we (in Europe) have watched an ongoing battle between cold callers and social sellers.  Strange. Because from where we sit in Europe the argument was settled a couple of years ago. We don’t cold call anymore.

So, I’ve written this for people, especially the US and maybe Australia, who do cold call.

Let’s get this straight right away. Social selling is not messing about on social all day, which the cold calling gurus seem to say.  It is also a lot more than simply following an article from Hootsuite, Marketing Profs about the 20 things you can do to your LinkedIn profile to be a social seller.  That’s just is a tick box exercise.

Social selling is using your social networks proactively to generate leads and meetings.

Who’s doing it?

This article was written over two years ago: How to use Twitter to get 10 C-Level Appointments Per Week — A Case Study

If you are getting 10 C-Level meetings from cold calling I suggest you go back to the phones. If you are not, read on.

The Problem With Cold Calling (That Social Selling will Fix)

Before we move on this article is not about looking people up on social before you call, or some spammy hack.

The issue I always faced when I cold called was gatekeepers.

Now as cold callers, we are pretty good at using humour, making out we know the person, etc etc.  But here’s a thing. How about being able to call and they know who you are already – and want to put your call through.  Wouldn’t that be neat?

How Do We Train Cold Caller Teams on Social Selling?

What we do is we build cold calling teams a personal brand on social. So when you make that call the people either know who you are or you can proudly boast who you are and get them to look you up on social.

How do we do cold outreach at Digital Leadership Associates?

Well actually we don’t.  We don’t have to, we are a social selling company.  But in the early days to “prime the pump” I did some to see what happens.

I contacted the CEO of a multi-billion company on the Thursday and by the Tuesday I had a meeting with him, his marketing director and his head of PR.  And I bet you still believe the cold calling gurus and the social marketers that tell you social selling takes a long time!

It doesn’t, you can get higher faster with social selling.

Using this tip, maybe you cold callers can get even more success.

Happy calling!


Digital Leadership Associates: We are Global Social Media Management Consultancy. We do three things:
Social Media StrategySocial Selling and Social Media Management. Drop us an email or call one of our founders on 00 44 7823 534 557 and let’s talk about how we can make an impact on your organisation.

Picture credit: By Kornelia und Hartmut Häfele – http://www.pixeleye.com/, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=29308

 

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