As we all know winning RFPs is no easy thing. You have to personalize and tailor every piece of communication that goes out to the customer. You have to add value to every element of communication. Sharing an article on LinkedIn is not adding value. You have to tell the customer they’re wrong when they are. You need to show the customer a different way of doing things. Tell them about what they should’ve asked. Talk to them about risk. Show them ‘you get them’, and show them ‘the future state’.
With all the talk about social selling, it’s easy for a sales rep to get caught up in the feeling that you have to get on board or miss out on hitting your targets. However, the worst thing a sales rep can do when attempting to sell socially is to push out sales offers through Twitter or LinkedIn and call it ‘social selling’—that’s called Spam.