Don’t Expect Me to Educate Your Sales Team: A Plea to Prospective Sellers on Social Media

Scott McKain
5 min readMay 29, 2023

“I’d love to share this crazy conversion strategy that has helped us close over 73% of the offers we make to prospects,” started the message on LinkedIn. Count me skeptical. Especially when a later message asked, “So, what is the focal point of your business at the moment?”

As a busy professional, I’m sure you can relate to the feeling of constantly being bombarded with messages, emails, and phone calls from people trying to sell you something. It’s an unavoidable part of doing business in today’s world.

However, there’s one thing that’s become increasingly frustrating for me as a prospective customer: the sheer number of cold-calling messages I receive on LinkedIn and other forms of Social Media from salespeople who haven’t bothered to learn more about me before making a pitch.

I’m not even talking about spam messages from bots or scammers — I’m talking about real, human salespeople who evidently think it’s my job to educate them about my needs and my business.

Let’s get something clear: it’s not your prospect’s job to do your research for you.

  • If you’re trying to sell me something, it’s your responsibility to understand my needs and how your product or service can help me.

Why It’s Important to Do Your Homework

Doing basic background research on prospective customers demonstrates that you respect their time and have a genuine interest in helping them. It’s not enough to simply send a generic message that could apply to anyone — you need to prove you’ve taken the time to learn about my business and my specific needs.

The sales process is always a two-way street. I’m not just evaluating your product or service — I’m also evaluating you as a salesperson and your company as a potential partner. If you can’t be bothered to do your homework before reaching out to me, what does that say about your level of commitment to customer service and support?

Tips for Salespeople: How to Do Basic Background Research

This post is not intended to identify a problem without offering a solution. If…



Scott McKain

Author of “Year’s Ten Best Business” books, “Create Distinction” and “ICONIC.” Member of Sales & Marketing Hall of Fame and Professional Speakers Hall of Fame.