Level up with Leanne: connecting (and selling) differently

It wasn’t all that long ago for me, (a raging introvert), it was one of the most cringy activities on the planet. In fact, I still painfully remember doing the cold-call role play activities, and crying right in front of my boss.  Cold calls for me were absolute humiliation, but “all sales people make calls,” and so off I went,  trying not to annoy the person on the other end of the line. 

Fast-forward a few years, and luck finally came my way. Prospects no longer picked up the phone like they used to, which opened the door for us to find more effective (and less cringy) ways of connecting with our ideal clients.   

Heading into 2024, its time for all sales people to reconsider those tired tactics and embrace the shiny new ways of selling.  

The world has changed. People have changed. And the way they want to be “sold” to has changed as well.  No one enjoys getting interrupted by a random sales call during their busy day. I know I sure don’t, so why should I expect my prospect to feel differently?   

I want my prospects to feel like they’ve been heard, like they’ve been recognized as people first, and clients second. Enter social selling, where your prospects willingly invite you into their lives and drop clues as to who they are and how they like to relate in the business world. 

Social selling on social media platforms allow you to engage with your prospects in a more organic, less intrusive way. It's like having a chat with a friend, except your friend might just turn into your customer.  

It’s like traditional selling, but with a modern twist. Instead of bombarding your prospects with sales pitches, you build relationships and establish trust. You become a trusted advisor, a go-to person in your industry. You share valuable content, offer insights, and show that you genuinely care about helping your prospects solve their problems. And the result? They'll start flocking to you like seagulls to a French fry. 

But here's the best part, social selling isn’t just about building trust by establishing yourself as a thought leader, its also about picking up on your prospect’s cues and questions and paying attention to what they are saying online.  

It's about understanding their pain points, their needs, and their desires. By tuning in, you can tailor your approach, customize your pitch, and be the superhero that swoops in to save the day.  

LinkedIn is a great place to listen in on these professional conversations. It’s where you can hold a virtual megaphone that amplifies your voice, projects your subject-matter-expertise and gets you noticed. And if the megaphone approach isn’t your cup of tea, subtly listening in on industry conversations can give you the 'in' you’ve been looking for to break through to your ideal client with the help they need to solve their problem.    

While social selling and listening on LinkedIn can take more time than a 90 second phone call, the long game can be worth it. You’ll connect and resonate with your ideal client, and they won’t need to be 'sold' on anything - you’ve already convinced them you’re the right person to help solve their problem, simply through your selfless help and attentiveness. 

So, my fellow event warriors, it's time to rethink the cold calls and telephone tag. Let's embrace the new era of selling with open arms by listening to our prospects, understand their needs, and show them that we're here to make their lives better. 

Are you ready to embrace the new way of selling? Here’s to seeing you online! 

Cheers!

Leanne 

Leanne Calderwood, CMP, is a branding and LinkedIn trainer for the meetings, events, and hospitality industry. She believes our industry is built on experiences, and that experience should start with our professionals. She serves hospitality professionals and teams through her online courses and consulting services to help guide #eventprofs out of the shadows and into the spotlight using their branding strengths and stories. When she’s not talking shop, you can find Leanne drinking tea, making jam, and gardening at her home in Kelowna, B.C. with her husband, two teenage sons, and her dog, Farls Barkley. You can learn more about Leanne over on her blog at www.leannecalderwood.com.