Social Selling and Cold Calling

Social selling appears to be among the latest shiny things that's more powerful than crack cocaine in the sales world, promising to magically open doors with the swipe of a LinkedIn message or a comment on a post.

But is it just a masterclass in looking busy without picking up the ‘phone?

Sales teams are encouraged to engage in social selling, commenting on posts, sending “personalised” DMs, and “building relationships” through likes and shares. But depending on how it’s done (don’t get me started on AI here), it’s just cold calling that takes longer and with less tangible outcomes.

The real question is, is this ‘strategy’ being pushed as the greatest thing ever just old-school tactics in a glossy new wrapper?

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The problem with social selling

The notion that commenting “Love your thinking!” on a CEO's update or firing off an “I loved your thoughts on XYZ” DM will lead to a closed deal is just bonkers. Social sellers may rack up “meaningful conversations” and “LinkedIn impressions,” but how many tangibly lead to sales unless combined with other metrics?

Social selling sounds great in theory, but when you ask for results you get buried in the waffle. Meaningful conversations started? Sure, but how many of those result in anything concrete like a meeting, proposal, or, heaven forbid a deal? LinkedIn impressions? You may have reached hundreds of people, but how many of them trust you enough to take the next step?

Nothing gets a deal done faster than trust, need, and timing. If those elements aren’t present, no amount of LinkedIn likes or comments will magically change that.

Buyers go where they trust, not where you’re commenting

Think about where your buyers spend their time.They’re not hanging around LinkedIn looking for “thought leaders” to engage with; they’re looking for information they can trust to help them make informed decisions.

Buyers want information that helps them solve their problems, real solutions, not shallow LinkedIn engagement. They go to places they trust, communities, review platforms, content hubs and their peers where they can get impartial, informative content. Whether it’s a tech forum, a trusted industry newsletter, or a community-driven knowledge base, buyers seek places where they can get a holistic view of their options without being sold to. Your sales website is only part of the story.

And it’s here marketing and sales share critical roles. Buyers need educational content that addresses their pain points, showcases different solutions, and, importantly, offers unbiased perspectives that help them with their decision-making.

Social selling can’t provide that. Cold-calling can’t provide that. There is no substitute for the long-game played at the buyer's pace which is completely at odds with how the majority of the IT Channel play today.

The right information, in the right context, at the right time

If sales teams want to have a real impact, they need to stop trying to do marketing’s job. Commenting “Great insights!” on posts is not a strategy. Salespeople should be focusing on connecting with prospects who have already shown some level of interest and trust. That’s where the true potential of sales teams lies, not in generic and impersonal outreach, but in reaching out when the buyer is ready and equipped with the information they need to make an informed decision.

Invest in marketing that builds trust and educates buyers

If companies want to see results, it’s time to put money where it matters. Instead of investing in LinkedIn training for sales teams, invest in building a marketing engine that generates the kind of content that educates, informs, and builds trust with potential buyers. And place it somewhere buyers trust enough to access it.

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Social selling and cold calling isn’t enough

Social selling and cold calling aren’t bad tactics, but how they are not achieving their full potential if delivered as tactical, standalone solutions.

Neither is a replacement for genuine sales outreach or quality marketing. Companies should stop pretending and wake up to the slow, time-consuming process it is rather than succumb to the illusion of progress without delivering real results.

Instead of doubling down on social selling and cold calling, it's time to focus on what works: building trust through high-quality content, nurturing relationships with buyers through valuable interactions, and ensuring sales teams have the right information to engage at the right time.

Play where the Buyers play as this is where the magic happens.