Several recent LinkedIn posts have urged readers to pick up the phone instead of trying to find new opportunities by using social media. I wrote a very popular article about using the phone 3 years ago called, The Next Can't Miss Game Changer for Sales.
I have data that shows that the very people who don't score well at hunting (reluctant, ineffective or both) also score poorly at Social Selling while those who score the highest for Hunting score higher for Social Selling too. Check out this data from Objective Management Group's (OMG) evaluations of more than 1.7 million salespeople:
Keep in mind that across all 1.7 million salespeople that Objective Management Group (OMG) has evaluated and assessed, the average score for Social Selling is only 10. Wasn't Social Selling supposed to be the big new thing?
Digging further into the data, we find that 63% of all salespeople with a weak score in the Hunter Competency also have a weak score in Social Selling.
It appears from the data that hunters use all available means to hunt while non-hunters shy away from all available means. Clearly, there is still a percentage of salespeople doing what some experts warn against - hiding behind the screen and hoping that their mere presence will magically cause opportunities to appear in their pipelines, but they are in the minority. You can see all of OMG's data in all 21 Sales Core Competencies here. Check out some more surprising data.
One of the questions I answered In my 18-page White Paper, The Modern Science Behind Sales Force Excellence, was, Does Social Selling Impact Sales Effectiveness?
38% of the companies who use Social Selling reported that they had more opportunities in their pipelines as a result. Of those companies with more opportunities we identified that:
Of the companies that reported either no increase or a decrease in opportunities we learned that:
38% of the companies that use Social Selling are seeing results, and nearly 100% of those who have formalized Social Selling are seeing results. Yet the average score in the Social Selling competency for all salespeople is just 10. So what is going on?
If you visit LinkedIn you would think that everyone on the planet is on there. While most have profiles, it doesn't mean that "they're on there." The question is whether they are engaged on that platform and most salespeople are simply not engaged.
If you are reading this article, online, on my Blog, then you are probably more engaged on Linkedin than most salespeople. But the same huge percentage of salespeople who are not engaged on LinkedIn are also not online consuming content like this.
It's time for all salespeople to adapt and leverage the great tools that are available instead of sticking their heads in the sand and pretending that selling hasn't changed in the past 10 years.
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