The big change: From cold calling to social selling
Since the first time I learned about the concept of social selling, I knew this was going to change the way B2B selling works forever. For us at the Euromoney group, we started with a couple of sales teams in some of the LinkedIn Sales tools about 9 months ago, and we have been working hard since to reshape the way we do sales ever since. But the path is slow and rocky... The shift to social selling is a lot harder than I thought. Traditional B2B sales has always been very focused on cold calling. People will do 50-100 calls a day and they will have an effectiveness rate in terms of successful contacts. Some of these calls will lead to opportunities, and some will get to become clients. It was a simple math formula people used for decades. The more calls, the more opportunities, the more clients. The world of B2B is a little bit more complicated now than it was before. First of all, it has been demonstrated that people do their own research before getting any kind of cont...