3 Social Selling Tactics That No Longer Work in Q4

By Jeff Molander

Not wasting time with it!

Look at examples like re-insurance broker, Paul Dzielinski. Paul's LinkedIn profile follows a copywriting approach. Specifically, his summary section is written to earn attention, spark curiosity in prospects that leads to a response.

Paul is one of my best LinkedIn summary examples. He's generating leads using a short, pithy, well-copywritten PowerPoint (Slideshare). His marketing team structured the deck to answer customers' basic questions in ways that qualify them.

Plus it provokes Paul's high-potential buyers to ask for an audit. Paul is using social media to adjust the selling approach to the customers' buying process.

The Revolution Will Be Scrutinized
There has been no social media revolution. In fact, buyers aren't buying in a fundamentally new way. Far from it. Customers simply have a better way to research and learn from experiences of others.

Sorry, gurus. Sorry, self-appointed social selling experts. Sorry research analysts hawking books that call black white — and down up. We've been had again.

Frankly, many B-to-B marketers were too quick to sign-on to this “revolution.” The lack of results is telling.

But for sellers it's not too late to learn from the mistakes of most B-to-B marketers.

It's not too late to reject common, accepted practices as the time-sucks they truly are.

Trying to get noticed doesn't work! Using social platforms as a broadcasting tool fails every time.

French political thinker, Alexis de Tocqueville said it best. Humans are eager to believe a simple lie rather than the truth. Because sometimes the truth about change requires critical thinking.

This is why “experts” are so quick to rush in, proclaim all that has been valid invalid and yell, “follow me!”

But what if we've been following the wrong leaders?

Do You Believe in Fairy Tales?
Do you believe being known, liked and trusted using LinkedIn is the key to sales success? You're wrong. Being known, liked and trusted is the outcome of an effective, repeat-able set of habits. Ways of interacting with customers.

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Jeff Molander Author's page Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.