ChChaapter pter ChChaapter pter 88 88 In shortIn s, wehort c, wean a cnan d sahondu sldho rethiuld rethink everythinnk everything. g. The oldThe w olday ofway selli ofn sgelli wangs grouwas ndgrouednd ine thid ins thought this thought: We w: Wanet w toan stel tol sell somethingsomething. . One newOne wneway ofw aselliy ofn sellig conugld c obuel dd ebsce ridbeescdri throbedu throgh thiughs tho thisu ghttho uprghto pr-o - cess: cesWes :will We swillhow s hoyouw eyouxactly exa wctlyhy, wwhhey, n,w heandn, hoandw hoit bwe nitefit besn efityous tyouo to makema a purchake a purchase. se. DoingDoi theng latterthe latter requ irereqs uaire trs uae trtruanse trforansmafortioman, tioonn,e othnaet this abt eisst best facilitatedfacilitated in the in digit the adigitl reaalml re. Iatlm shift. Its s sahiftless safrolems froa semm ai mseymstiimcalys atirtcal for am rt form to a toqua an quatifianbtifiale problec espros cgroessund groedund ined da inta ,da artifita, cairtifial incitelligeal intelligence, ncaned , and predictive modelingpredictive modeling. . You caYoun’t cagetn’t there get there by ba brkiy bangrki atn yog autr yosaleurs stealeams te toam sell to h saellrd ehra. rYdoeu r. You can’t cagetn’t there get there by hiri byn ghiri moreng more salespeople salespeople to ma toke ma moreke m callores andcalls s andend send The averages shireales thireakes t asevekes nseve to nni ntoe nminoen thmso ntoth bse to be moremore email emails. Thes .average sale fully fprodully uprodctiveu ctiveand mandak esm aqkuesota q uleotass thleanss th50an% 50of %the of ti theme .ti Cmane. yoCanu you imagineimagine hiring hiring a soft awa softrewa enregi neeerngi nweerho wcoulho dcnoul’t dcond’te c orod eco orntri cobunttrie bute anythinganything to developme to development for thent for the first s firix mst soixn mthso?nths? That’sThat why ’s why I propoI propose two ses two teps sitepn a ns ien a nw direew dctioirenc. tion. First, shiftFirst, shift your your mindsmet froindset from sellim sngelli ton gs tooc iasl selliocianl sellig . ng . Second,Second, recognize recognize that socialthat social selling selling is just is thejust simplest the simplest incarnation incarnation of theof technological the technological forces forces reshaping reshaping the nature the nature of business of business in general in general and salesand sales in particula in particular. Whatr. What I offer I offerin this in chapter — anthis chapter — an introduction introduction to to socialsocial selling — is selling — is a piece a piece of the of solution,the solution, but certainlybut certainly not thenot entire the entire solution.solution. To staTteo sttheate obviou the obvious, withos, wuithot a sualet a there sale there is no reis nasoo ren asforo ann fory c anomyp canomy pany to existto .e Sxistales. S caalesn’t cbean ’tan be a fterthoan afterthought uinght an iyn digitany adigitl transal trforansmafortioman — tioin — t it neednees tod bs toe ce bne trcael ntotr theal to rei thenve reinntionven. tion. from “trues,t thimes, ithis ins iyours in yourbest bineterest insteret” to st” to SalesSales need nees tod shifts to shiftfrom “trust m “these“these are the are spe thec ificspe ocuifictc oomutecso yomeus w yoillu ac whievill acehiev.” Saele.”s Sa teleamss te namseed n teeo d to be ablebe toable show to show what wh’s happeat’s happening nnionwg, nwohatw, w whatill c whanill cghean, andge , hoandw hothiws this makemas a differekes a difference. nce. I’m notI’m ta notlkin tgalki abnogu at bjusout tshifti just nshiftig yonugr pityouchr pit. I’mch talki. I’mn talkig abnogu abt eomuployit employing ng technology —technology — highly highly sophi sophisticatesticated datda dagattheria gantherig andng anandaly ansis — alystois — ustoe use 8888 8888