Everything you once knew about marketing and sales prospecting is wrong.
Or at the very least, social selling is quickly rendering it obsolete.
Once upon a time, companies treated information about their product as sacred. After all, information is power. The traditionally held belief was that a company’s marketing efforts should force prospective customers to call and talk to a salesperson in order to gain almost any useful information. Marketers believed that if they could force prospects to talk to a member of the sales team one on one, they could control the sales experience by carefully disseminating information in a way that would convince the prospect to make a purchase.
The Age of Social Selling
As marketers, we have to abandon that point of view to stay competitive in the modern age of technology.
That systematic hoarding of information made sense once upon a time, but it’s totally obsolete in the search engine age, self-educating buyer age. Today your buyers believe that all information is and should be freely available on the Internet. In fact, research shows that B2B customers are now 57% of the way through their purchase decision before they ever make contact with a salesperson and over 70% of consumer buyers consult reviews before buying anything.
The New Marketing Landscape: Why Hoarding Information Will Cost You Sales Leads
