Social Enablement: How To Stop Pitching & Start Selling (With Rob Durant)

A few weeks ago, one of my client's BDRs (Business Development Resources) reached out to me, asking for advice. He mentioned that the response rate to his cold outreach emails has dropped so significantly over the last six months that there is literally no point in sending them. 

If you are doing cold outreach, you are probably experiencing the exact same thing right now. But what can you do? You have to meet your numbers, and nothing else you've tried has worked, so you keep going, right? 

I believe any cold outreach done on a large scale with a generic pitch should stop immediately! We must recognize that today's buyers have all the power. The days when salespeople held the keys to all the information are long gone. Buyers are now doing their own research and, maybe, reaching out to a salesperson. According to Gartner, 75% of buyers prefer a seller-free buying experience, but if they do contact a salesperson, that salesperson should act like a trusted advisor or consultant. 

So, what should you do instead of cold outreach? I am glad you asked. In my recent podcast episode, I sat down with Rob Durant, founder of Flywheel Results and the author of The Social Enablement Blueprint: Stop Pitching! Start Selling, to ask him this exact question. 

Rob shared a ton of practical advice you can start implementing today. And the best part: it's advice that is based on human decency and common sense. So no more icky feelings when doing outreach!

The IGNITE Methodology

Rob Durant introduces us to the IGNITE methodology, a revolutionary approach that he distinguishes as "social enablement" rather than traditional "social selling." This distinction is crucial, as IGNITE aims to fundamentally change how sellers interact with potential buyers in the digital space.

Using the IGNITE methodology, Rob achieves impressive results: 30% more revenue, 40% faster. But what sets it apart from traditional social selling techniques?

At its core, IGNITE is about building genuine relationships and providing value, rather than simply pitching products or services.

It is built on three core tenets:

1. Be Approachable

Being approachable in the digital space means creating an online presence that authentically reflects who you are in person. Durant emphasizes:

• Consistent, Friendly Headshot: Use the same professional yet approachable photo across all platforms. This helps people recognize you easily and builds familiarity.
• Engaging Headline or Bio: Instead of just listing your job title, use this space to share something intriguing about yourself. Durant's own headline, for example, mentions he's "good at the middle of conversations," which often sparks curiosity.
• Authentic Profile: Your profile should reflect the real you. If you met someone at a networking event, you wouldn't immediately launch into a sales pitch. Your online presence should mirror this natural, conversational approach.

2. Be Sociable

The "sociable" aspect of IGNITE focuses on intentionally building and nurturing your network:

• Targeted Network Building: Actively seek connections with people in your field and target audience. This isn't about accumulating connections but building a network of relevant, potentially valuable relationships.
• Genuine Connections: When reaching out, explain why you want to connect. Avoid generic messages and tailor your approach to each individual.
• Value-First Approach: After connecting, instead of immediately pitching, focus on providing value. This could be sharing relevant content, offering insights, or making introductions.

3. Be Generous

Generosity is a key differentiator in the IGNITE methodology:

• Share Valuable Insights: Regularly post or share content that your network would find useful. This isn't about self-promotion but about genuinely helping others in your industry.
• Contribute to Conversations: Engage in discussions on your connections' posts. Offer thoughtful comments and insights without expecting immediate returns.
• Help Others: Look for opportunities to help your connections, whether that's by answering questions, sharing resources, or making introductions.

Durant emphasizes that this approach is not about immediate sales but building a trust and value foundation. By being approachable, sociable, and generous, you position yourself as a trusted resource in your network. When the time comes for someone in your network to need what you offer, you'll be at the top of their mind.

Moreover, Durant points out that while only about 5% of your total addressable market may be ready to buy at any given time, the IGNITE methodology allows you to build relationships with the other 95%. This long-term approach can lead to more sustainable business growth.

The IGNITE methodology represents a significant shift from traditional sales techniques. It acknowledges the changed dynamics of buying behavior and leverages social platforms not as mere advertising channels but as tools for building genuine, mutually beneficial professional relationships.

Putting It All Into Action

Rob shared several practical tips that anyone can implement today:

• Rethink Your Profile: Instead of listing your job title, use your headline to share something intriguing about yourself. For example, Durant's headline mentions he's "good at the middle of conversations," which often sparks curiosity.
• Personalize Connection Requests: When reaching out, explain why you want to connect. Avoid generic messages and tailor your approach to each individual.
• Follow Up Thoughtfully: After connecting, don't immediately pitch. Instead, thank them for connecting and express interest in their work.
• Share Valuable Content: Regularly post insights relevant to your industry. When appropriate, share this content directly with connections who might find it helpful.
• Balanced Engagement: Aim for a posting cadence that works for you. Quality trumps quantity. Even posting twice a week consistently can be effective.
• Daily Business Development: Dedicate 15-20 minutes each day to social outreach and business development activities.
• Focus on Quality Interactions: It's better to have meaningful exchanges with five relevant connections than to go viral and reach thousands of irrelevant viewers.
• Use Content Strategically: View your content not as an inbound tactic, but as a foundation for your outbound efforts. It helps potential connections decide whether to accept your requests.

Conclusion

The IGNITE methodology offers a fresh perspective on how to sell in today's digital age. By focusing on being approachable, sociable, and generous, sellers can build meaningful relationships that lead to business opportunities. Want to dive deeper into these concepts and hear more insights from Rob Durant? Listen to the full podcast episode for an in-depth exploration of the IGNITE methodology and how it can transform your sales approach.