I started out in sales in 2004. I started teaching social selling in 2014. Here’s how I see the future of outreach….
Sales is getting more difficult. Part of that is our own making.
When you have tools and technology that allows us to find and reach prospects more efficiently, more people will do it, so eventually, the problems become – people just ignore everything. The data and tools have lowered the barrier to entry.
The bad actors or just naïve people using those tools has degraded their effectiveness. The volume game has damaged the potency of the medium.
- Cold calling – was an amazing opportunity – we answered every call then we stopped answering unknown numbers, we stopped answering to landline numbers – we stopped answering to any number we don’t know. Now, phones have AI screening.
- Email – was an amazing opportunity – we opened every email then we opened based on subject line, we open if we recognise the name. Now, Google and Microsoft deploying AI agents to filter emails for you.
- LinkedIn – was awesome at reaching prospects – then they started getting connect and pitch, so they were less responsive – now most get pitches daily so who sends you a DM is critical to getting replies. Now LinkedIn is deploying spam bots and AI tools to stop volume outreach and block messages from people who get low replies.
This does not mean these channels are dead. But it does mean going forward it will be a low volume and skill game rather than volume.
Those who are preaching “Claude +” is game changing are not thinking long term.
The same AI tools that will do all this, will be the same AI tools used to prevent this. Google has launched (and I use) the studio to manage email and it prioritises the emails which are from clients or need responses and archives any sales outreach. That same technology will mean volume is less and less effective.
IMHO – AI uses patterns in large data blocks to craft messages – that same pattern can be detected by AI (and humans) – so it will be a game of cat and mouse for those using AI to replace the front end of selling.
The winners will be those who master the selling skills and a more sniper approach and let AI drive the back end, non-prospect facing / admin /research work.
My two cents (and yes, I know it is probably unpopular).
How we can help
- Workshops & Training: Train your team to social sell and leverage AI so they become effective sellers powered by AI.
- DFY Campaigns: We can handle your lead nurturing and call booking as humans and drip high quality conversations with your ABM / Target accounts weeky by week.
Author: Dean Seddon is a global social selling expert with 15 years’ experience helping sales teams, consultants and business owners generate revenue through LinkedIn and social selling. Through Maverrik, he has trained more than 25,000 salespeople and business owners and helped clients generate over $100m in revenue.
