Social selling doesn’t work and will be dead by 2021. Here is why.
What exactly is social selling?
According to self-proclaimed social selling gurus, social selling is THE ultimate way to sell in the digital world and a panacea to effective lead generation in social media. Or, is it?
Internet is now full of social selling experts, their trainings, certificates and articles. Almost all of this social selling buzz is built around the famous “67% of the buyer’s journey is now done digitally” rule (SiriousDecisions, 2013 [i]) and around wrong understanding of this rule. The social selling “gurus” also like to claim that “75% of B2B buyers use social media to make purchasing decisions”. They walk around like zombies repeating the same mantra about “the new digital funnel”. Do you see the first mistake — a funnel?! Like the buying process in the digital omni-channel world was linear and sequential…
They also like to claim that C-level executives make purchase decisions on LinkedIn. Wow… it even sounds stupid… but apparently more and more social selling gurus make money on selling this social selling myth. Let’s bust it with facts.
