By Tim Hughes
The problem is very simple.
The world has moved on.
I grew up in a world where the only games in town was sending letters and cold calling, there was no internet and no email. Yes there was such a world.
We stopped sending letters, why? because email meant it saved us the price of a stamp. Again the world had moved on.
“that 4.57 billion people now use the internet, an increase of more than 7 percent since this time last year. Social media users are growing even faster, up by more than 8 percent since April 2019 to reach 3.81 billion today.”
“social media users around the world have both increased by more than 300 million over the past twelve months”
and there are “Big jumps in digital activity, especially in countries that have seen the strictest COVID-19 lockdowns”
The world has switched to digital.
I was on a webinar today and said “everybody hates advertising, cold calling and emailing. Why? Because it’s based on interruption“.
And the penny dropped with the interviewer.
As a seller you may hate that, but that’s the world we live in. Social media has changed society and changed how we do business.
We all have mobile phones, we all can buy things (and do) without talking to a sales person. So when we see an advert, we get a cold call and a cold email ….. it pisses us off. Why? Because you have interrupted us and we know that you contacting us like this is so old fashioned and out moded.
Why Don’t People Buy Through Cold Calling and Email
Because you cannot build relationships … especially in a world of no face-to-face meetings
Because You cannot build trust …. why would I trust you after you pissed me off and we are living in a world of no face-to-face meetings
Because you cannot prove you are an expert and help the client
Because are savvy to your manipulative questioning
Because you are too busy running around trying to “qualify” sales rather than being able to only focus on deals you can win.
Because you are too focused on being liked by everybody
Because you don’t have the depth of relationship to convince the buyer
Because advertising, cold calling and email does not scale – it takes you far too long to build multiple relationships across a business
Because your methods are efficient … if you take cold calling 1 min of effort, translates into 1 min of output effort. With social you can take 1 min of effort and turn it into thousands of minutes output.
Because, because, because …..
This is your Leadership Moment.
While other analogue managers are going to stick with what they did in their 30s. “It was good for me then, so it can be good for me now”. We so often hear.
Covid19 has accelerated the need to move to digital and social.
You know as well as I do that you and your team need to be fitter and stronger and have embraced digital and social by the time we get out of this crisis.
Social Selling Business Case
We expect each of the people we train in social selling to be able to make (if they do what we say) at least one additional meeting per week. Let’s assume that 4 of those meetings turn into proposals and you close 1 of those proposals. That means you are closing one additional deal per quarter. If your average deal size is $100,000, then each sales person is closing an additional $400,000 per year. As sales team of 10 will create $4 million additional revenue per annum. This isn’t a one off, this is every year. Forever!
The Low Risk Approach
Here at DLA Ignite, we are not pivoting, we have been transforming companies to use social and digital for four years. We have the track record, we also know what when we run our social selling programs the results are repeatable and predictable. In fact, we have done this so many times that we are a low risk option.
If you want to get out of this mess, maybe it’s time to talk to us.
We make dozens of prospecting calls, send hundreds of emails. We find customers with some level of interest, then do everything we can to convince the customers to buy our products.
By Tim Hughes
Sourced from Digital Leadership Associates