If your sales team is not realizing the goal to increase sales, maybe they are too engaged in social selling and ignoring the sales process.
Leane raises some good points in this article of sales professionals thinking they can close sales by sitting in front of a computer - doesn't work - no brainer on this issue.
I call a lot of the online networking and social engagement around the earlier funnel stage: social selling. We could also call it prospecting, lead generation and lead nurturing and whole bunch of other nice sounding phrases.
Social selling - engaging with potential customers and clients by publishing useful content and being helpful online through sites like LinkedIn is but one of a number of different sales tactics that may/may not overlap with traditional marketing.
My activities online establish me as a thought leader, expert in my niche, and go-to person for advice. Can I attribute direct business to this time investment of cultivating my persona/brand on-line? NO!
However, I can tell it directly reinforces everything I do in one-to-one face-to-face sellling. It gives me a way to continue to develop leads, show my value, give social proof through recommendations, present case studies, and discuss in a non-sales manner how I help similar customers/clients. This part of the equation is invaluable to closing sales since not everyone is going to say yes when you ask the closing question.
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