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The Sales Review

Learn about emerging best practices, strategies and insights on B2B sales today dedicated for the modern sales organization.

Who’s Prospecting Who? Buyers are Prospecting You!

Posted by Amar Sheth on Oct 8, 2014 1:15:03 PM


Social Selling

You read that right! Your buyers are prospecting you now. As much as you’re prospecting them, they’re also prospecting you.

Whereas you had access to information before, that’s just no longer the case. And here’s the deadliest part in all of this: your buyer is doing this out in the open. You’re just not aware of it. You’re too busy cold calling, e-mailing and going to happy hours to notice!

Blurred Lines

10 years ago there were clear lines in the sand about what the buyer did and what the seller did. Those lines (and roles) are now blurred. Sales people have always prided themselves on being “hunters”. But now, ask yourself honestly, who’s the hunter?

The beauty of social media is that the buyer can do so much and so quickly. Information is available at the speed of fiber today. So today, the prey can become the hunter simply by choosing to spend their dollars with the ones that add value.

Don’t Get Punk’d Disrupted

We all know that we’re living in an age of complete disruption. Technologies, markets, industries, processes, business models, products, services, etc. are all being disrupted. Even the sales process is being disrupted! It’s no longer about our sales cycle; it’s now clearly about the buyer’s journey.

This is fueled by technology but also a change in mindset. The simple act of asking “why” has allowed all of us to explore newer, better and faster ways of doing everything. Our buyers are fully taking advantage of this.

If you were a buyer, wouldn’t you want access to information when and how you wanted it?

And this is why buyers want to prospect us. They want to see what we’re about, if we can believed, trusted and recommended.

What is Social Selling

Why Is This Happening?

Buyers are looking at us under a microscope because they need to ensure that they’re doing business with someone they can get along with. But, quite frankly, they’re doing this also because they can.

When social media is used in the buying journey, the choices for business partnerships become abundant. Companies and sales reps become commoditized. And this my friends, is the greatest danger with access to information.

When I say “buyers are prospecting you” it’s not just about the buyer’s access to information, it’s about their ability to commoditize us.

Do you want to be a commodity?

The Bottom Line

The good news is that buyers will always need someone to help guide them in their buying journey. Especially complex journeys with products and services that are difficult to navigate. For you to stand out today, you have to be willing to provide value upfront and at all times.

Starting to use social media in your sales process gives you a chance to equal the playing field. Yes, it will take time. No, it’s not a silver bullet.

If you need help on when and how to start, contact me below. I can share some great resources with you to help you on your way.

Remember, social selling isn’t difficult; it’s just different.

Amar Sheth


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Amar Sheth

Amar Sheth

About the Author

Amar Sheth has trained thousands of people worldwide on the topic of Social Selling, through a style that’s part storytelling and part motivational.

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