For the 111th episode of The Marketing Book Podcast, I interviewed Jamie Shanks, author of “Social Selling Mastery: Scaling Up Your Sales and Marketing Machine for the Digital Buyer.”
So why did Jamie Shanks write this book? He explains:
I wanted to write this book because I see too many companies around the world stuck in the proverbial mud. They are running the same sales playbook they’ve been using since the 1990s and, frankly, they are losing the mind share of their buyers. Unfortunately, their big brand vanity blinds them from looking at their sales process objectively.
Today’s buyers are engaging sales professionals much later in the buying process, but 74 percent of deals go to the sales professional who was first to engage the buyer and provide helpful insight.
The key is to reach the buyer where they’re conducting due diligence—online. The challenge is then to strike the right balance, and be seen as a helpful resource that can guide the buyer toward their ideal solution.
But as Shanks explains, social selling won’t work unless there is buy-in from management, operations and marketing. Especially marketing. Here’s why (from the last page of the book)…
Finally, the biggest revelation hit us in 2013, when we recognized that sales professionals were a portion of the buyer interaction and can only succeed when partnered with marketing. Over the last three years, we’ve dedicated more man-hours to improving sales and marketing integration than any other element of the Social Selling Mastery Program. I truly do believe that social selling is simply the by-product of effective sales and marketing integration. I also believe that solving this challenge will become the most important topic for companies over the next five years.
A bit more about the book…