Hootsuite CEO, Ryan Holmes has a wonderful take for new age sales professionals who have moved dependence from human connections to tech tools.
The ultimate goal with any sales relationship—in 1917 or 2017—is to build trust overtime: to toe that fine line between friend, trusted advisor and business associate. Social selling takes commitment and a willingness to take the long view. One thing's for sure: plastering sales pitches across your Facebook news stream is the surest way to fail at social selling. Mining strangers’ personal feeds for sales fodder is as likely to end in public embarrassment as it is a sale.
Social selling also takes something that may be hard for a generation reared on impersonal digital sales tools to swallow—a willingness to put yourself out there and actually care about people, one customer at a time. Chatbots may be timesavers, but we all know they're fake. Ultimately, great technology paves the way for interaction to be more human, not less.