Social Selling Is Not A Panacea!
There has recently been a glut of ‘experts’ telling us that cold calling is dead and Social Selling is the way to focus all our energies. I remain very skeptical when I read this stuff.
Yes, I agree Social Selling is increasingly important. And by Social Selling, I mean using Social Media platforms to inform, educate, add value and establish trust & credibility. It’s crucial to build trust and credibility with your audience. When they are ready to buy, you’re more likely to be at the forefront of their mind.
But I contend that sometimes, a prospect needs to have their eyes opened to the potential of our product or service and this is best done in person, isn’t it? I certainly want to be seen as offering value in the content I post. I would never rely on that and that alone as my method of prospecting though. Nor should anyone. It’s all about having a sensible mix of activities to help build a solid pipeline of prospective clients. So, I was pleased to read a piece by a particular favourite of mine, Jeb Blount on Linkedin making just this point about Social Selling. To read the article, click here. Then I would recommend you review your approach to prospecting and make sure you have a balanced set of actions.