Innovative social selling

John W Lewis's picture
Chat Date: 
Thu, Jun 23, 2016

Selling requires communication, and people increasingly communicate using social media. So, it is not surprising that sales people try to understand how to use social communication effectively. But many of them struggle to shake off old paradigms and few have figured it out. Even fewer have codified it as well as our guest this week.

Jack Kosakowski (@JackKosakowski1), Global Head Of B2B Social Sales Strategy at Creation Agency, turned several aspects of conventional thinking about selling on their head, while working previously at Act-On, a leading provider of marketing automation products. He avoided being measured by conventional KPIs, and succeeded by using social media effectively. You can read Jack's story in My Story: How Social Selling Helped Influence Over One Million In Revenue

He raises general questions about the balance between quality and quantity and about distinctions between marketing and selling, and the roles of relationships and transactions.  In particular, he debunks the importance of quantity-oriented techniques that he labels "spray and pray" and "dial and smile".

It is interesting that he developed these techniques at Act-On because, while complementing automated marketing systems, they appear to be largely manually operated.
Now he continues to apply and develop his techniques at Creation Agency.

Questions

Let's discuss social selling with our guest, Jack Kosakowski, @JackKosakowski1, during #innochat on June 23, 2016, on Twitter for an hour starting at 12 noon Eastern time, based on these questions:

  1. What aspects of selling have been changed by the arrival of social media?
  2. What aspects of selling have not changed despite social media?
  3. Do you consider yourself to be a sales person? Why? Or why not? 
  4. How can sales people make the most of social communication?
  5. What are the main barriers or pitfalls when using social media in a sales process?
  6. What's next in the use of social or other communication channels for selling?

 

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