Is Marketing the Problem?
I’m going to get in trouble for saying this: In many cases marketing is making the decision on social media (LinkedIn) training.
And that’s the problem. Marketers are not sellers. Don’t believe me? Stick someone from your marketing team in a room and ask them to cold call! The script they come up with will usually fail.
This isn’t a slam on marketers. Sales is inherently different.
Marketers are making a fatal mistake — and many sales teams are in complete rebellion against social media. They don’t want to invest time in:
- sharing content
- commenting on comments of others
- liking the updates of prospects
… unless they experience success as a result of doing so. In my experience, prospecting activities are resulting in more appointments and closed business for sellers. Social just doesn’t cut it. (so far)
Why? Because productive sellers can rely on an effective, repeatable communications approach that gets the job done.
Acting like a marketer on LinkedIn? Not so much.
Most reps I come in contact with are simply cutting-and-pasting bulleted lists of benefits into their emails, asking for meetings and hitting send.
Think about it. Are you or your team any good at:
- Earning response? (InMail demands 40 percent response to make it work)
- Message sequencing that helps prospects self-qualify/disqualify?
- Attracting buyers to the idea of meeting with you? (instead of rushing it)
What do you think?