I was asked to put into words where my interest began in social media, and realized it stemmed from my experience learning about sales. Although social media is described frequently as community building and engagement, I see it as the virtual version of relationship selling. I understand social media as a platform to begin and end the sales process, whether that be in consumer goods, services, or business-to-business.
SALES & SOCIAL MEDIA SIMILARITIES
THE PURPOSE
is to build long-term, mutually profitable relationships.
THE SECRET
(which many people forget)
is to listen. Find the problems before suggesting solutions. Don’t assume they need you, find out why they need you. As always, people tune in to their WII-FM (What’s in it for me?) radio station all the time and you need to make sure they know why they should tune into you.
Social media is great way to help along many aspects of the sales process. Although you may not do some of the more detailed fact-finding, proposal presenting, or close a sale via social media, it’s a valid way to prospect potential consumers, start a relationship with them, and follow up after a sale to maintain a relationship.
As Mr. Mullen used to tell us, the most important part of the sale is the follow-up, also known as “walking the walk.” Because it is easier to keep a customer than to find a new one, you need to make sure your customer is happy. Social media is one of the best ways to stay current on issues or successes people are having with your product. Reach out privately (by direct message) to fix the problems, and publicly retweet the successes.
We’ve come to the age where I EXPECT to get a response from someone on your team if I have a complaint. But instead of calling you directly, I’m going to tell my 400+ followers about my bad experience. How quickly can you change that bad experience to good? You better hope quick.
A lot of marketing majors consider a career in sales, myself included, but many shy away from the travel and strange hours that come with the job. For me, social media is a great fit because it allows me to take my sales and business background, use some marketing savvy to make a difference, all while staying up-t0-date on current technology.
But ultimately, regardless of what you’re looking for in a career, every job boils down to how can you increase sales?