B2B

Social Selling May Be Wasting Time

Headshot of Jeff Molander
By Jeff Molander

The goal of the modern B2B seller is to get into conversations earlier — help buyers get ready to buy, consult with clients, become a trusted source of knowledge, support the decision-making process with expert guidance. So why is facilitating buying conversations not a part of your “social selling” program?

Why is starting qualified discussions with customers superseded by sharing valuable content, creating a personal brand and sharing insights on LinkedIn?

Does ‘Social Selling’ Exist?

I put quotes around “social selling” because it does not exist.

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Headshot of Jeff Molander

Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers 'from cold,' speeding them toward qualification.

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