Steer Clear of Social Selling If You Like These 3 Things

Learn why sales pros who like working harder, dealing with rejection, and struggling to make quota are doing right by not leveraging social networks.

December 9, 2014

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Leveraging social networks has proven to be an effective means for smart sales prospecting, efficient lead generation, and effective relationship building, all at greater scale than previously possible.

Of course, since some prefer to take the steeper climb to success, not everyone has embraced social selling just yet. Social selling is likely not for you if:

1.) You love to work hard, but you hate working smarter.

For some people, work isn’t about results. Instead, it’s about the satisfaction that can only come from hours of painstaking, low-ROI toil. Any sense that time is perhaps being wasted can be offset simply by noting how “hard” one is working.

If you like doing things the hard way, you won’t care to know that 76.2% of B2B buyers prefer vendors referred by someone they know. Outcomes probably are of little interest, too, which is why you won’t want to join the 78% of salespeople using social media to outsell their peers.

If you needed any more convincing that leveraging social networks isn’t for you, consider that social selling leaders have 45% more opportunities and are 51% more likely to meet quotas than social selling laggards. It’s too easy.

2.) You like rejection.

Maybe your idea of prospecting consists of cold calling your way through the phone book, gaining a small sense of accomplishment with each name and number crossed off your “to-bother” list.

Only someone who truly enjoys rejection can revel in the 3% effectiveness rate cold calling yields. It may especially bring you pleasure to know that 59% of buyers reject a cold connection outright.

At the end of a long day of rejection, you may gain additional comfort from knowing that more than half of B2B buyers view cold sales negatively, and that your sales organization’s reputation has also likely taken a hit. But then again you like working harder, so creating this unnecessary challenge is right in your wheelhouse.

3.) You prefer that making quota be as difficult as possible.

Perhaps you’re someone who doesn’t enjoy recreation, or spending time with family and friends. Maybe you’re the type of sales professional who prefers spending every waking hour sweating it out to make quota, relishing each moment of uncertainty over whether you’ll make the mortgage or the car payment.

Then you’ll be relieved to know that, by refusing to embrace social selling, you are effectively extending the amount of time you’ll have to work this month. Rather than gaining access to the B2B buyers using social media who are more senior, have larger budgets, and purchase more frequently, you’ll be dialing for dollars while your social selling colleagues are off at club.

Okay, it’s time to stop with the sarcasm and deliver some good news: It’s never too late to better leverage your network. And in addition to improving your sales numbers, a focus on social selling can increase your satisfaction at work. In a survey of 100,000 professionals, including 14,000 B2B sales pros, people more actively engaged with their network (as measured by the Social Selling Index) felt more inspired on the job.

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So steer yourself toward social selling to work smarter and sail past quota well before the final day of the month.

Find strategies and tactics you and your organization can use in our “How to Move Your Team to Social Selling” eBook.

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