Sales is just a numbers game, right? And even though cold calling has been measured as being 97% ineffective, that still means it’s 3% effective. So what if you have to make thirty-three phone calls to reach a client? Just work harder.
While it is true you might be able to just work harder to maintain your current sales level, this isn’t a long-term strategy. There are two reasons why:
- Ever-rising sales quotas.
Anyone in sales has a really thorny problem: Doing as well as they did last year isn’t good enough. Every year, the bar gets higher. For some of them, the consequences of missing that bar get higher too.
This means every year – somehow, some way – they have to produce more. What worked in the past may not work in the future … or even for this year.
Ever heard the joke about the two campers and the bear? It’s not entirely funny, but it reflects a lot about how competitive sales can be.
Here’s the joke: Two guys are out camping. In the middle of the night, an angry, hungry bear crashes into their tent and starts pawing to get in. One guy starts putting on his running shoes. The other guy asks him, “Why are you putting on your running shoes? You can’t outrun a bear.” The other guy says, “I don’t have to outrun the bear. I just have to outrun you.”
Aside from terrible choice in camping partners, this illustrates the problem of sticking with old and increasingly ineffective sales techniques. Whether the bear is your quota or your competition, you’re gonna need good shoes.
7. Social selling is all about LinkedIn.
When we think social selling, most of us think B2B. And that’s generally true, though there is some social selling done on the B2C side, too.
Because we’re in that B2B mindset, many of us also assume that social selling happens largely on LinkedIn. It is the primary business social media platform, right?
Right indeed. But it’s not the only show in town. The B2B marketers surveyed for Social Media Examiner’s 2015 Social Media Marketing Industry Report did pick LinkedIn most often as their #1 social media platform. But Facebook and Twitter did pretty well, too.
And remember, these are the percentage of marketers saying these platforms perform best for them. I was pretty surprised to learn to so many had picked Facebook. So that’s one myth busted for me, too.