Why You Must Stop Believing Social Selling Exists
Sure, LinkedIn and countless self-appointed “social selling experts” say social selling is a wave — catch it.
But have you noticed their tone lately? Many of these folks talk down to you.
“You are not doing it right, you are not taking it seriously enough.”
Or perhaps more accurately:
“You need this revolutionary new social selling now or you'll be left behind. What? You don't know how to use [insert new technology] to zoom sales? Buy my book, attend my keynote. I'll show you the way forward!”
Revolution they cry!
Problem is, the sales revolution they're selling is marketing — broadcasting on an interactive platform, the Internet.
There is no revolution, only evolution. Believing there is a new selling paradigm risks your team's ability to adapt.
Are you willing to risk it? Are you risking it right now?
We Should not Name This a “New” Strategy
There is nothing new about sales — other than customers having better access to information, more quickly and easily. There is no need to invent a fancy new name for sales as it evolves.
“But Jeff, you're wrong: Giving this new strategy a name could help explain this new skill set in sales operations internally, to management. Especially if the company is still a bit behind in evolution when it comes to sales approach.”
But are you behind? Behind in what? Knowledge of how to work the tool?
Working a new tool like LinkedIn or Twitter is not making anyone successful — despite the marketing claims of companies and expert gurus who have a stake in the game.
Using the term “social selling” is, so far, most helpful to those selling tool-focused education or rah-rah cheerleading fodder themselves. These are the instant experts whose qualifications rest on "I use LinkedIn a lot.”
Literally anyone can be a part of this club.
Here's my beef with this situation: In the end, I'm witnessing less emphasis on sales techniques that work for sellers, and more emphasis on how to use tools.
I suspect this is because the people involved don't have (or practice) good, traditional sales skills!
The result: A lot of sales people practicing marketing on LinkedIn. Farming with it. And failing to start conversations. They're pushing posts, updates, comments, etc.