Your Social Selling Strategy Is Broken
Ideas like: Never cold call. Cold calling is interrupting you customer. It's wrong, you shouldn't do it.
“Saying this is wrong and it's hurting people,” says sales trainer Anthony Innarino.
“More and more self-styled gurus popping up and pontificating to the sales profession that one form or another of prospecting is dead,” says author and sales trainer Jeb Blount.
“They pander to the salespeople who are scared of, uncomfortable with, or simply don’t want to do the hard work of sales.”
When it comes to selling on social media Blount and Innarino have a provocative perspective.
“Selling is about conversations and commitments. But conversations without commitments isn’t selling. It’s just conversations,” says Innarino.
In essence, it's marketing. Broadcasting.
Marketing is often about soft outcomes. Sales is about hard outcomes: Commitments.
"I defy any quota carrying sales rep and go to their sales manager and say, 'listen I really want to focus on social selling ... so I want to spend most of my day creating content and sharing it.' You'll soon find yourself in a new role. Probably not in that company, probably not in sales,” says Innarino.
Is Your Team Hunting or Farming?
The lines between marketing and sales are blurring. This is precisely the problem. Today's digital sales forces are been reduced to farmers, rather than being armed as better hunters.
It's becoming more about usage of LinkedIn, less about qualitative outcomes. Sales conversations!
“The big push on 'social' selling has turned a lot of SDR teams into 'send a LinkedIn invite then try to sell them 5 minutes after they accept,” says Mike Andersen, VP of Inside Sales at Mimosa Networks.
Sales people are not, and should not, be marketers (farmers). Yes, they should be listening using social media like LinkedIn and Twitter. But they should be using social to hunt more — farm less.
Are your sellers exploiting LinkedIn Sales Navigator to find potential customers and qualify them as buyers faster? Great. But don't let them get bogged down with commenting on posts, posting updates, sharing articles and press releases (creating noise).
My research and experience leads me to conclude: There are loose correlations between being visible on social media and closing sales. Farming is important. It's just less important than prospecting.
Today's most effective sellers are using LinkedIn to locate, research and provoke problem-solving discussions with potential buyers. Hunt.
Are Your Hunters Being Forced to Farm?
Do your sellers feel they're being forced to perform pointless activities on social media — that do not help find, nurture or close business faster?
Is there tension between sellers, management and marketing? Disagreement over what direction to take, why and how? You're not alone. This is the hunter-farmer conflict.