Never have I ever...
Rob Durant
Like Walt, I’m a bumblebee - bringing together ideas, perspectives, and people.
Written a blog post that had swarms of people clamoring to buy my stuff.
?
I contend that neither have you.
?Has someone seen your post and contacted you, ready to buy?
?Sure, inbound happens.
?But it's the exception, not the rule.
?
Have you heard about the "Influencer" with 2.6 million followers who couldn't sell 36 tee shirts? (According to Business Insider, this isn’t a rare occurrence.)
?We had a client who had 1.6 MILLION impressions. Unfortunately it drove 0 conversations, and therefore $0 sales.
?
Why do we call it "social selling" if nothing gets sold?
If you are "social selling" but all you are doing is posting digital brochures or "All About Me" content, you're doing it wrong. There is a time and a place for that, but it's not every time in every place.
Why?
Because posting on social is not an inbound motion; it's an activity that lays the groundwork for your outbound activities.
?
And that's why I prefer the term "social enablement" over "social selling".?
Social enablement is an outbound play.
It's about -
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Having a buyer-centric profile.
Building your network with intention.
Being generous by sharing content helpful to others.
?
The more you can
? Be Approachable
? Be Sociable, and
? Be Generous
The more receptive people are to your messages when you do reach out.
?
Don't take my word for it.
A recent post by Kyle Coleman and comments from Samantha McKenna attest to the value of consistent posting, in their cases it's several years’ worth of posting consistently, and the reception to their outbound messages.
Are your messages getting a 35% response rate Kyle talks about in his group outreach? How about 15% like his baseline?
If you are thinking, "I'll never be Kyle," or, "I'll never match Sam," you are right. Well, not today anyway.
But today is a good place to start.
Rob Durant is the author of The Social Enablement Blueprint: Stop Pitching! START SELLING Son of a math teacher, Rob considers himself a teacher at his core.
I enjoy working in the fastener industry! "If you have integrity, nothing else matters. If you don't have integrity, nothing else matters." (Alan K. Simpson)
7 个月I am contractually obligated to stop and read ANY post that has Philip J. Fry of Futurama in it. Or Bender and Turanga Leela for that matter. :)
Leading the ATP program for AI CERTS.ai / Author - Career Consultant (TheJobNobodyDreamsOf.com) / Homeless Advocate (ConnectTheDots.cc)
9 个月You nailed it Rob! ?? Nobody bought anything business related because they saw it on Twitter (yeah...I will always call it Twitter), Instagram (though it did get me to buy a $90 pair of gyms shorts ??) or TikTok. Just like the SEO craze, this is all marketing hype. Sales PEOPLE are the ones who close deals in Enterprise selling.
Tech Evangelist | Leading Edge Technology Consultant | Host & Producing Partner
9 个月I agree. Nurturing your relationships and showing up consistently puts you forefront of mind.
Rob, your approach to debunking myths around social selling is crucial in today's digital landscape. Currently, I'm immersed in a project focusing on enhancing digital sales strategies through authentic engagement and personalized content. Your insights resonate deeply with our goal of empowering meaningful connections over mere transactions. Keep educating and inspiring others with your expertise! ??