When sales tasks are forced, they become a chore. Even though conventional wisdom would say we should do them, they’re still not approached with enthusiasm. On the contrary, when you realize the value of doing something, you’ll do it with pleasure.

That thinking very much applies to social selling. And this is a message I’d give equally to sales professionals but also the leaders deploying social selling programs.

In order to enable social selling for the long-term, here are some common steps you shouldn’t avoid. If you do, that’s when social selling isn’t worth your time.

1. Think Value & Relationships Before Revenue

Oh no, there’s that word again…value! Value is no joking matter. If you’re trying to engage in dialog with buyers the same exact way you’re doing it offline, expect a disconnect.

Social requires you to be different. Leading with sales pitches isn’t likely going to work. In fact, we’ve seen conversion rates with InMails and messages that are abysmally low as a result.

All of us intend to provide value, we intend to build relationships but making sure we meet quota in the near-term is a huge driving force that disables us to think about anything else.

This is why social selling should be about having fun. Connect, collaborate and share your thoughts.

2. Engage Buyers Early And Engage Often

Remember this is social media. Please, be social. Don’t wait for anyone to give you license to do this.

If you see prospects saying or doing something, feel free to like, comment and share your thoughts. Don’t sell. Just enter into a normal conversation. You’ll be amazed to see how differently prospects react to you when you focus on being human and turn down the sales pitch completely.

3. Educate Buyers Daily

I know, it’s crazy to share content on LinkedIn, right? Or is it?

Again, conventional wisdom fear drives our inability to take action. A very common fear is that if you share content a few times a day, you’re “spamming” your network. Nothing could be further from the truth. In fact, you may find this hard to believe but the average LinkedIn user is only on the platform a few times a month.

This means that sharing content regularly shouldn’t be considered “spam.” At best it’s your ability to express your ideas and thoughts with people regularly.

In addition, consider that in a LinkedIn survey, 92% of B2B buyers said that they look to work with salespeople that are considered “thought leaders.” Thus, sharing your thoughts and expressing your own unique voice is so critical.

The Bottom Line

Social selling isn’t worth it if you aren’t even interested in doing all of these things. But, the good news is, these activities take minutes a day and drive incredible results.

There’s also an immense out of data that reveals, for instance, that 75% of buyers use social media as a part of their purchasing decision. Then add to this that social sellers create 45% more opportunities.

So the only question that remains is, do you think social selling is worth your time?

Tweet me your thoughts @AmarSheth or connect with me on LinkedIn to collaborate.


Amar Sheth

Author: Amar Sheth

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

Leave a Reply

Login First!

Related Blogs

Dec 10, 2019 8:00 am
Overcoming Social Selling Objections From Your EMEA Leadership Team

Lately, sales leaders have been asking me how to overcome social selling objections from EMEA leadership teams. There’s no question that there’s a tremendous growth opportunity for social selling, or modern digital prospecting in EMEA because of the General Data Protection Regulation (GDPR) – a relatively new European privacy law, which has dramatically restricted the … Continue reading “Overcoming Social Selling Objections From Your EMEA Leadership Team”

Nov 20, 2019 4:10 pm
Rethink How You Select The Right Target Accounts With Social Proximity

When selecting the right accounts to go after, remember to choose wisely. How you and your sales organization identify which accounts to target will dictate your time, effort and deal velocity.

Sep 20, 2019 1:04 pm
Social Media for Sales vs. Social Selling: What’s the Difference? [Infographic]

For years, the above has been a recurring question that I’ve received from sales executives, business owners, and sales leaders. They often misunderstand the word ‘social’ in ‘social selling’ by connecting social media with what their children do on Facebook, Snapchat, and Instagram, instead of correlating ‘social’ as a mechanism to do two important things:

Aug 30, 2019 1:00 pm
Train The Trainer: What Most Sales Enablement Strategies Are Missing

After seven years of working with 350-400 customers, it recently dawned on me that there’s a fundamental flaw in the sales training industry. For context, consultants like us typically go into market and provide sales leaders with basic training on how to be a coach of modern, digital sales skills. We then train the sellers … Continue reading “Train The Trainer: What Most Sales Enablement Strategies Are Missing”