yousuckTraditional sales coaches, trainers and experts are increasingly quick to point out that social selling doesn’t work. A great piece on CustomerThink earlier this week kicked off a firestorm of comments from both sides of the debate, and quite frankly if you read through the thread they’re all right.

But here’s the rub. Social selling absolutely does NOT work….unless you’re still using fundamental, customer-centric sales strategies within those social channels.

Channels are merely channels. Social media is merely a tool by which you can reach and influence prospects. On a daily basis I see people leveraging social media to sell badly.

So if you suck at sales, you’ll suck as social selling.

But if you’re good at sales – if you understand how to find what the prospect needs, build a relationship, create and sustain value – then social selling can only help to accelerate your efficiency and results.