I've seen a lot of posts recently about social selling and how fantastic it can be - with some good stats in this article from HBR for example. But is it something that your firm does in isolation? I doubt it, and I believe it should be integrated into a wider strategy, in the same way as any other medium.
Is it a useful tool to reach prospects? Yes. Is it increasingly important in your communication mix? Probably. But is it a silver bullet that means you don't ever have to lift the phone again? No.
Don't forget that sometimes it's still that personal connection that pushes the deal over the line.
After all, social media is too important to be left to marketing. In fact, a recent study found skilled social media sales professionals are six times more likely to exceed quota over peers with basic or no social media skills. It is time to get started with social selling and meet your prospects where they’re spending their time. Your organization could be halfway there if marketing has already made the shift to integrating social media into their strategies. When marketing combines their long-game with sales short game in social selling, it can be a win-win for both teams — and for your overall business.