According to research from Sales for Life, 63 percent of social sellers reported an increase in their company’s revenue in 2015. This is just one of a number of statistics that demonstrate the measurable benefits of social selling, whether it be B2B or B2C sales.

Social selling is not a new trend, however its adoption is still in its infancy among sales professionals. This same study revealed that a whopping 72 percent of sales people are not proficient with social selling, and only 8.5 percent have a program that is integrated into the sales process. While recent research from GetApp found that only 15 percent of sales people are using social media to contact potential customers, with some even favoring direct mail over this approach.

However, social selling is more than just sending a prospect a message through a LinkedIn InMail, it’s more than looking at a company’s Facebook page. Social selling is about using data to find useful information about prospects, and then using that data to connect with potential clients in the right way, using the resources available in that network. It’s about tracking and analyzing these interactions in a measurable way so that you can gain insights that will serve you well in the future.

We’re curious what you think? Why are so many sales teams still avoiding social media as a key part of their sales process? Are they scared of change?