The key to social selling success is fishing where the fish are. You might be fishing where the fish are, but you do know what to do when you get a nibble on the line?
Many sales meetings are full of fish tales about the one that got away. These fishing holes are filled with sellers, who did not use social selling techniques.
There are customers willing to engage, or bite on an intelligent insight, but many sales professionals do not understand the social sellings signals. Their missed quotas, management excuses and intrusive and brand-centric emails are partly related to connecting with the customer at the wrong time with the wrong message!