Social Selling and Why It Matters

Over the past year, I have worked with a number of business owners who have told me they still "don't get" the social media aspect of sales and why it matters. While some of these companies have social media tools on their website, they are not very active or they are doing things the wrong way. (For an overview of social selling, read Sam Kusinitz's brief, yet "spot on," definition on Hubspot).

My observation is some people simply do not see the value of spending time in social media. Why? First, I believe they see such activities as wasting "sales time" instead of being part of a sales strategy. Why? I think social selling conjures up images of a person updating his or her personal Facebook account (a waste of time) instead of a methodology of growing sales and an overall brand. Why? Not everyone is eager to embrace change and some can be slow to adapt to new ways of doing things.

Many business owners like to do things the way they have always done them. As I understand it, doing the same thing over and over and expecting a different result is the definition of insanity. If you have not been paying close attention to the world around you, please take time to do so. #PayAttention #HashTagsAreEveryWhere

The world has changed in a dramatic manner and will continue to move more rapidly in the coming years. There is more information available, at our sales fingertips, than in the history of mankind. You now have to decide what to do with it. Do you use it to become better in sales or complain about it?

You see, embracing a social selling mindset requires you to engaged and "in on the conversation" that is taking place around you and hearing what people are saying and sharing. In other words, be in on the "sales game." If you do not do this then, yes, you are on the sidelines. Game over.