Social platforms have given sales and marketing teams access to a wealth of information about prospects. They enable companies and their representatives to build up social profiles. Relationships are warmed up. Trust and credibility is created.
However, as with any new approach or tactic, it is vital to not dismiss other channels.
The power of a real conversation (I don't mean an online chat) is not to be under estimated.
If sales teams are too busy to sell (which is a whole other conversation) then deploy internal or external SDR functions, as the human element always has and always will mean:
- the opportunity to build relationships
- understanding of prospects
- ensured bespoke communications
Most opportunities are uncovered by a conversation rather than digital engagement. Make sure you are not missing opportunities by not calling.
There has been an insidious trend in the last 4 years in professional selling. It is a misinterpretation of the term 'social selling' where people cruise along doing non-selling tasks sprinkled with researching, emailing and grooming their social platforms... all while treating the phone like it's covered with spiders. But selling is all about engaging the buyer in a meaningful two-way conversation and the human voice is like nothing else for achieving just that. If 'outbound' activities do not culminate in lots of phone calls then the methodology for creating sales pipeline is just a recipe for failure."