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by Tim Hughes | @Timothy_Hughes | LinkedIn

The mistake that most people make when talking about old legacy sales methods against modern ways (like social selling) is they rely on CEB now Gartner research and or SalesForce research and to be honest we’ve heard it all before.

Efficiency and Effectiveness.

As Sales Leaders, we know that we only have a short amount of time to make (and or over achieve) our numbers. We are keen therefore to make sure our sales teams are working the most efficient and the most effective. Or “working smarter” as some people put it.

If we take cold calling for example, you have to phone 100 people in the day, of which ten people may be the right people to talk to and out of this you may get one meeting.

Whereas with social selling, you will know who those ten people are and contact them. On the basis you can make 100 connections through social each day, that means you will get ten meetings through social, where as with cold calling you get one.

As somebody said on a LinkedIn discussion the other day, they thought that people chose social selling as it was “the easier option”. Too bloody right it is.

This article (written 3 years ago) takes you through a case study of a friend of mine that makes 10 C-Level meetings a week using Twitter.

How to use Twitter to get 10 C-Level Appointments Per Week — A Case Study

But It’s More Than That

Whenever you make a cold call you get 4 outcomes:-

  1. You are told to go away
  2. You are told they purchased 3 months ago
  3. You are told to call back in 3 months
  4. You get voice mail

If we look at these in more detail.

  1. With social selling, of course, you are going to where your clients are on social. It is pure fantasy that, your prospects are sitting waiting for you to call. In the space I work in which is B2B Enterprise, if you ask to be put through to the Finance Director, you will be laughed at by the switchboard. In the comments I often see on LinkedIn it seems like Cold Calling is something prime-evil, that you have to do it, otherwise you are a lesser man or woman. You mean doing something that is 10 times more efficient makes you a lesser person? That is bananas! Let me add another reason why social selling is more efficient, there are no gatekeepers on social.
  2. Never a nice one to be told they purchased 3 months ago. Of course, if you had a personal brand, where tracking intent data and had a content marketing strategy, you would have probably hoovered these deals up, right from under the noses of the competition as inbound. You may recall, we always say that if you are not getting inbound then you are not doing social selling right.
  3. Social selling will also enable you to nurture your call backs. LinkedIn is the best “free” nurture platform there is. If a client says call me back in 3 or 6 months, connect them and then “wave” to them with insightful and educational content across LinkedIn. In fact we see that using content actually accelerates your pipeline. If people are seeing a clear business case for a purchase, day in day out, why would the wait 3 to 6 months. They will pull forward that purchase.
  4. Leaving a voice mail is always a waste of time. With social selling, your prospects will see you every day and if they want to buy, see a clear business case and recognise you as a solution to their problem. You will get inbound.

So there we have it, social selling is by far the “easiest option” it takes a small amount of time to get up and running. A word of warning. Just be careful using the 20 Things that make You a Social Seller Hubspot article, after all in life, you get what you pay for.

We have taken you through what is a clear return on investment (ROI) for social selling, something all of our clients (we are proud to say) have achieved. Maybe it’s time to stop banging your head against the wall and start using a prospecting method that gets results, or should I say, more results than legacy sales methods.

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