Here’s a startling statistic: When you’re cold-calling, you may have to make an average of eight calls to an organisation before you’ll get through to the right person. Now, I don’t know about you, but that doesn’t sound good to me. That’s why people hate cold calls, because they’re cold. In order to get past the gatekeepers, we need to qualify, which means finding out how the company and its process are structured.
The brilliant thing about social media is that you can use search tools to identify the key people with whom you should be trying to start a conversation. Here’s where LinkedIn can come in really handy. Say you want to speak with the VP of Sales, the Marketing Director or the CEO of a particular company. Simply go on LinkedIn and do an advanced search on those titles and that company. Doing so will call up a list of individuals who match these criteria.
The next thing to do is to see whether you are already connected to them on social media. If the two of you are not connected, find out whether you have any connections in common with them. This is huge. We all know that when you are introduced or recommended by someone, that third party introduction brings so much credibility.
Reach out to your mutual connection. There’s an excellent feature on LinkedIn called “Get Introduced”. Click that button, tell them you want to be introduced to this particular person, and explain why. If you have a good relationship with that mutual connection, they’ll gladly help you out. At the click of a button, you’ve connected with that decision maker. No more cold calls, no more buying lists, and no more gatekeepers. Social media has changed the way we sell, because it has changed the way customers buy. People are going online to look for people like you.
The question is: can you be found? Learn more about Social Selling