Chapter 10EngageTouching “Every Deal, Every Day” with Social Media
If you don't shoot, you can't score.
Selling is like a sport; your success can be distilled to two questions:
- Did you execute the right volume of activities?
- Where can you improve the probability that these activities translate into positive outcomes?
Ineffective social sellers, and 99 percent of the so-called social selling experts in my industry, spend way, way too much time socially listening and very little time socially engaging in sales conversations. Selling is just like hockey; you need to shoot the damn puck on net to give yourself a chance to score. Taking one to two shots a game is just not going to do it. In that same vein, I've heard countless sales professionals state that:
- “InMails don't work.”
- “I tried connecting with that buyer and he never connected back.”
- “I left a comment on her article but she never called me.”
- “I've retweeted their content many times and I get nothing.”
The Wayne Gretzky in me, the guy who's spent more than ten thousand hours mastering my sales craft (and still has a lifetime of learning to do), snickers every time I hear one of these excuses. If one of Gretzky's coaches had deterred him from spending extra time behind his opposing goalie's net, he may have stopped his groundbreaking behind-the-net tactics. In the late 1970s, a few coaches probably thought his tactics were a terrible strategy because the game of hockey had always been played in front ...
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