Social Selling on LinkedIn Doesn’t Require Thought Leadership (Part 2 of 3)
This social selling best practice is actually the worst—causing frustration and failure. I'm talking about "becoming a thought leader in your field." This idea is poison. It's a social selling lie we like to hear because it's so simple. Here's how to keep it from sabotaging you.
The experts are dead wrong. Being dubbed an expert by customers is not a strategy. It's an outcome of an effective strategy.
Being a leading voice that buyers trust is the result of a process-driven approach to social selling on LinkedIn, YouTube, Twitter, blogs, etc. Leadership is an indicator, not a strategy.
Effective Social Selling Is Like Cold Calling
Being a thought leader is dependent on your success to begin with. In sales, success is determined by how systematic your approach is—not how social or "thought leading" it is. Effective social selling is like cold calling. Yes, cold calling.
If anything is near death it's most sales reps' ability to generate leads effectively using social media!
Telephone prospecting is not dead. It's alive and thriving. Anyone who's mastered cold calling has always known. Success can be boiled down to one word: Process.
As cold calling expert Steve Schiffman says, being effective means turning phone prospecting into a discipline. Cold calling only works when you do it consistently.
But Isn't Social Selling a Revolution?
The social media revolution doesn't exist. It is an invention of consultants who need a new shine on their dulling suits. The real experts are reps and small business owners who are applying a successful process on platforms like LinkedIn.
They are the real gurus—using proven cold-call-like messaging processes, mixing in solid copywriting and generating more leads, faster. On blogs, YouTube, LinkedIn, using InMail and email. All because of a focus on process—not failing ideas like thought leadership as a strategy.