Is Sharing Content a WASTE of Time

It’s troubling to hear when senior sales executives think sharing content is a waste of time.

Is it though?

Are Sales Conversations a Waste of Time?

If you’re a sales superstar that has absolutely no trouble in striking up new sales conversations, then please don’t read any further. Sorry to have wasted 30 seconds of your life.

However, if you’re a sales professional who wants or needs to have more sales conversations on an ongoing basis, then please read on. Sharing content, my friends, is NOT a waste of time. In fact, in today’s day and age, it’s a downright necessity! Don’t believe anyone that tells you otherwise. They simply don’t understand or don’t have your best interest at heart.

Watch this video to learn more.

The Reasons for Not Sharing Content

When we hear sales leaders tell us that they’d rather not have their sales reps share content, it puzzles us. The nexus between content sharing, engagement and how it leads to opportunities is quite sound. Why would any sales leader be opposed to it?

Well, one of the best by-products of sharing content is that you get to build your own social brand and clout. Sharing content on a subject you know about demonstrates your experience and expertise. As you do this more and more, your brand will build over time. People will come to rely on you to gather information and will turn to you for your opinions and ideas on how to solve their complex challenges. Isn’t this what we want as sales people? Of course it is!

Check out this quick video of Laura Tarrant and how she’s sharing content to woo prospects and grow her pipeline!

Fighting with a Blindfold

Herein lies the rub: some sales executives want more sales conversations and resulting sales opportunities, but without you being able to build your brand in the process!

In short, they want to see you fight out there with a blindfold on. They want more pipeline growth but can’t stand to see you build your brand. Why? Because, one day you will leave. They view this as a matter of authority and loyalty.

I’m not suggesting that you shouldn’t be loyal to your company – quite the opposite, actually. I’m saying that when you have a brand, you can wield its magnificent power to help your company.

The Bottom Line

As a sales professional, it’s imperative that you start going social. Start with incorporating components of social media into your daily sales efforts for 30 minutes a day. One of the easiest ways to start is by sharing content. Isn’t it time you started to focus on YOUR brand? Wouldn’t you like to highlight the years of expertise you’ve gained in helping clients with their most pressing problems? So, while you continue to cold call, share content as well!

If you need help in finding and sharing content, I can help. Feel free to use the button below to contact me and I can help with lots of free resources.

Amar Sheth


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Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

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