Remember the days when the most common way to make a B2B sale was by cold calling? That approach has become less effective over time, and the rise of social media has transformed the way that businesses reach out to potential clients. To assist, we explore how B2B sales techniques have evolved from cold calling to social selling, and what that means for businesses today.

Cold calling used to be the go-to sales tactic for many businesses, but it's no longer as effective as it once was. As new generations enter the workforce and existing one's age, we find that many potential clients see cold calls as intrusive and time-consuming, and they may not be receptive to a sales pitch delivered in this way. As a result, businesses have had to find new ways to connect with potential B2B clients.

Enter the world of Social Media! Social selling is a newer technique that involves using social media platforms, such as LinkedIn, to build relationships with potential clients. By engaging with prospects on social media, businesses can establish credibility, provide value, and create a connection that can lead to a sale. Social selling requires a more personalized approach that takes into account the needs and preferences of individual clients.

Content marketing has also become a critical part of the sales process in the era of social selling as businesses need to produce valuable content that provides insights, solutions, and answers to potential clients' questions. By doing so, they can establish their expertise, build trust, and create a strong foundation for a sales conversation. Who would of thought that 10 years ago that social media managers and content producers would be some of the most important sales people in your workforce?

As social platform use and content marketing continue to rise, businesses have shifted towards a more personalized approach to selling, tailoring their messaging and approach to each individual client. By doing so, they can create a more meaningful connection with the client and demonstrate how their product or service can address their specific pain points.

B2B sales techniques have become more data-driven in recent years and businesses are using data and analytics to identify potential clients, track their behavior, and create targeted campaigns that are more likely to result in a sale. This has made the sales process more efficient and effective, and has allowed businesses to focus their efforts on the most promising leads.

B2B sales techniques have come a long way from the days of a cold call only approach, and this rate of change will only continue to speed up with technologies, such as AI, in our midst. With the rise of social media and the increasing importance of personalized selling and content marketing, businesses must adapt to new ways of connecting with potential clients, including exploring automated outreach from providers such as Ignite. By using data and analytics to inform their sales strategy, businesses can target the right prospects with the right message at the right time.

The evolution of B2B sales techniques has created new opportunities for businesses to connect with clients, but it also means that they must be adaptable and flexible to stay ahead of the curve. Cold calling still has its place in sales and won't be going anywhere soon, however it does need to be used in conjunction with new technologies as part of a broader stategy. If you think a few calls are going to make you hit your targets now then you are sadly mistaken. Embracing change is important and interwining calls with automated outreach, social media, content production and analytics is a positive step forward for B2B sales longevity.