As the world changes, so does the way(s) we all continue
to communicate with one another. According to the Merriam Webster Dictionary,
“communication” originated in the 14th century (WOW) and is defined
as “the act or process of using words, sounds, signs, or behaviors to express
or exchange information or to express your ideas, thoughts, feelings, etc., to
someone else.” So then why do most people NOT consider SOCIAL MEDIA and SALES
communicative tasks? What I mean by that is why do marketers, as well as other
professionals think that social media isn’t the best tool available to
communicate with others, thus increasing sales (i.e. in this case increase inbound
sales). In fact, I believe that customers take joy in being social over the web
and would rather buy online at their own pace versus someone else’s or in-person.
Am I being naive or do you agree or disagree? Whether you agree or disagree,
one thing is certain and that is if you understand the role(s) of communicating
and social media in general that these two combined can be paramount and vital
to your personal or long-term business success(es).
How buying is changing online
With the advent of online sites such as Google, Ebay, Yelp,
Facebook, Twitter, FourSqaure,
EmpireAvenue, Pinterest, Tumblr,
StumbleUpon, LinkedIn, Quora, etc people have more say “dictating
the buying/selling processes” and can voice their opinions as little and/or as
often as they want, thus dictating what customers/businesses ultimately buy and
sell. In fact, (I believe you already may know this) but it is no longer about
what a salesperson/company says or presents but instead about what a buyer says
online or in person that dictates what they truly want in a (B2C business-to-consumer
or B2B business-to-business) competitive sales environment.
Forrester, which is a leading research company recently reported
that over 90% of the time B2B (in
this case B2B IT buyers) are involved in some form of social media,
not so much as actual purchasers but as purchase spectators. What this actually
means and maybe the case more times than not in any industry is that 90% of the
people or businesses that are looking for IT services or ‘YOUR services/products”
are on some form of social media site. Regardless of the industry, you and/or
your company cannot afford to ignore these statistics if you want to continue
increasing sales over the long run. Yes, this also means that even though these
people are online (i.e. social media) they maybe just there to see how you
and/or your company is perceived, so they also can adjust their business
strategy around what people want (i.e. again inbound selling adjustments)
throughout an industry not just your company. Yes?
Not just for the Traditionalists
While not too long ago and perhaps even to this day (you
have more than likely experienced this) many people have/did enter(ed) into the
online social sphere of things with the whole “get rich quick scheme or multi-level
marketing” but as time passed we all have voiced our opinions thus we are
seeing a dramatic decline in this category. That is a big relief huh? Personally,
over the years I have grown to hate all these multi-level marketing schemes and
am very pleased to see them fading into the night just as the typewriter of
several years past. Since these multi-level schemes were and never will be
credible ways of making money or advancing sales online (instead only making a
few people rich) while making other people more skeptical of online
buying/selling. Having a tremendous amount of prior B2B and B2C sales
experience, I came into social media marketing (social media selling) with a
determination to grow a community and eliminate the hard sell, since generating
awareness and need for a purchase are at the forefront of sales and have always
been my way of producing sales not the other way around. Let’s face it who
likes that nagging sales person that calls 10 times a day or week trying to
sell you something you don’t necessarily need but instead trying to sell you
something they think you need in order to increase their own sales numbers,
while making their boss(es) happy. Social media selling gives the customer what
they need and that is relevant information that they can use to create their
own wants; thus, calling you (INBOUND) when they are actually ready to buy on
their own terms and not yours. So, let’s say bye bye to all those bait and
switch techniques of the past and hello to transparency of the present “gifts” that
help you and your prospects make good buying decisions. An honest conversation
online through social media and other like platforms that make your phone ring
not you ringing others, thus increasing sales and creating more long-term
partnerships.
Social Sales
If what I have mentioned so far here and in my previous
posts hasn’t convinced you that social media is/has changed the way everyone
communicates, then I ask you to think about all the people you and/or your
company reach daily, weekly, or yearly to create awareness, while maintaining
one-on-one contact. Do you see how or perhaps you could create some of the most
important relationships that you or your company has/can develop online? Have
you or your company closed any accounts or sales online without actually even
talking to another person? If you are like most others the answer to this question
should be YES (even in the lowest form you surely have purchased from EBay or
Amazon haven’t you) and if not then you really need to get or build your online
presence immediately. If you are in sales and also answered NO to this
question, you also need to start building your own online presence as well as your
companies since you cannot or will not be able to rely on in person or
personality alone to seal more deals moving into the future.
As social media helps to continue shaping sales by changing
the old mantra of “who you know” to “what you actually know,” especially what
you know about others (i.e. communicative spectators) you must continue to
drive forward. The new age of selling should demand online communication of every
one of its employees regardless of position in order to enhance other purchasing
decisions by adding value to any online competitive conversation. Needless to
say and long story short is that I ask you to stop convincing yourself or
business that social media cannot help you and instead embrace how
communication combined with social media can help you leverage your personal or
business long-term goals. Those people and companies that understand these
concepts now and are willing to forge forward into this new business space of
sales will be the ones that I will be still writing about 20 years from now. Remember
communication + social media = sales and long-term relationships. So if you
want to connect comment below or connect with me on any one of my other social networks. Oh ya…
Keep SMILING everyone as it looks so good on you!
David Dandaneau is a Consultant at [SevenTimesSeven]. He specializes in helping business owners “manage their business and not their processes!” For more connect with him via Twitter @ddandaneau or any of the other social platforms you may find him on.
David Dandaneau is a Consultant at [SevenTimesSeven]. He specializes in helping business owners “manage their business and not their processes!” For more connect with him via Twitter @ddandaneau or any of the other social platforms you may find him on.