Connections and knowing when to "sell"

As a marketing leader, I advise the partners I am working with to create a social media strategy - it should always be a part of their overall marketing plan. It can help drive awareness of their solutions and brand and drive thought leadership. It is still a great way to invite people to in person and online events as well as using the tools available to build a connection with potential and existing clients. There are hundreds of articles on social selling...but what I am seeing on a daily basis is people overlooking (or forgetting) the "listening" element of the sales process. And this leads me to a reflection point....

If someone doesn't reply to a message whether this is an email or LinkedIn message, it probably means they are not interested. That the original message didn't resonate. This silence is a sign. Listen to it. It does not mean re-send the email. It does not mean to send the same message now asking for a meeting. It means that you haven't hit the spot.

At this point stop. What other interactions have you had with that person? I personally have been on the receiving end of many emails and LinkedIn messages recently where I don't feel the person has taken any time to research me, to even look at my job title and profile, to see where I am living and what interests me, to like or comment on other posts I have shared.

Time to reply to messages from a complete stranger is something I don't have - and I can't imagine many of you reading this have either. Make connections with other people about listening and observing. Don't lead with your own agenda. If you want help, be clear about it. But more importantly, listen, build a rapport, have a virtual coffee, meet in person, reach out to say hello without having an agenda. This will lead to many more doors being opened and long term business opportunities.