Social Selling is Dead… Long Live Social Selling.

August 2, 2017

Let’s get one thing straight here: ‘Social Selling’ is a very misunderstood concept.

Indeed, many promoters of it are clearly under the misapprehension that ‘it’ is some kind of online social club or network where pitching and selling is always easy, always beneficial, and always effective.

But, guess what? In many ways, social media isn’t actually very social, or sociable at all. Facebook’s claim to help the world be ‘more connected’ isn’t actually true. Indeed, there is evidence to support the claim that it depresses many of its users.

Imagine that! It’s like a pill that is advertised and sold to help people lose weight – and yet, it makes people fat!

On the plus side, social media’s main benefit for its users is that it provides us with a simple, cheap, and effective multi-way broadcast media channel – to which our contacts or followers can read, ignore, comment or share.

The additional costs for scaling up its reach is as close to zero as you can get. Share to 500, 5,000, 50,000, 500,000 or 5,000,000 and the distribution cost is the same. That is some ‘bang for your buck’.

Looking ahead, and in its true business context, the verb ‘to socialize’ is used to mean to disseminate, to circulate, to propagate, and to generate discussion and feedback.

Whether it is online via LinkedIn, Twitter et al, or offline via a 15 minute catch-up in a cafe, the new game in town is to ‘socialize and share’ your thoughts, your ideas, your capabilities and your insights as far and as wide as you can.

If you do this effectively you may need to buy a new Louis Vuitton holdall to carry all of your money.

Mark EdwardsAbout the author: Mark Edwards is the author of The Visual Communications Book and The Smart Selling Book.

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