Let’s face it. In our everyday routine, the average person is exposed to over 3000 advertising/marketing messages per day, whether through traditional tv ads, radio ads, billboards, signage, emails, flyers, web surfing, and social media. Being in professional sales for over 10 years in various industries, the strategies haven’t changed. What has changed though is the fact that it’s a lot easier to market you, yourself, and your business through the power of the internet, and especially through social media.
Unfortunately, the majority of these entrepreneurs / small businesses who conduct themselves on social platforms like Facebook and Twitter don’t realize that it’s still a social platform first. They’re always trying to push, push, push. What these people don’t realize is that they have not given the prospective client a reason to do business with them. They think they are their own customer.
If you are selling products or services, you need to put yourself in your customer’s shoes and ask “What’s In It For Me?” Understanding this perspective will go a long way to doing business with that person for years to come. Consumers don’t just buy products or services for no reason. There has to be a need fulfilled, a benefit to them, as well as value.
Years ago, I was in the automobile sales industry. It was not uncommon to hear of cash rebates on new vehicles. At one time, the full size 1 ton pickup had a cash rebate of $13000. Sounds like a great deal, doesn’t it? Everyone should get one, right? Wrong. A 1 ton pickup will serve only those who actually have that need and capacity. College students definitely have no need for it, so good luck trying to sell them a 1 ton pickup truck. However some salespeople I worked with couldn’t see nor understand that, and were trying to tell everyone they came into contact with about this awesome $13000 cash rebate and seeing if they were interested. They never listened to what the consumer actually needed.
So often, people engage their audience on social platforms incorrectly. This is especially true on Twitter, where users tend to push their products or services in their first message to another user. I receive countless messages like these everyday, either through @mentions or Direct Messages (even more annoying), and the first question I always ask myself is Why?
- Why should I download your free report?
- Why should I like your Facebook page?
- Why should I download your music tracks?
- Why should I buy your product/service?
- Why should I retweet you?
- Why are you asking me to give you a shoutout?
- Why are you asking me to follow your other accounts?
These are just examples of questions I ask, but it all boils down to “What’s In It For Me?” There is no value proposition, nor any attempt to get to know who I am and what makes me tick. Each of these messages I get is from someone whom I’ve never spoken to before and they’re telling me to do something right away as their initial contact with me. Frankly, I don’t see the “What’s In It For Me” on why I should. I didn’t connect with you so that you can immediately push your products or services, ask me to “Like” your Facebook page, download your free report or music tracks, or asking me to retweet and/or giving you a shoutout or to follow another user right away. I connected because I’d like to get to know you or what your company does first by engaging in a bit of conversation. While there’s nothing wrong with any of the previously mentioned items, there is a time on when to do it right, and it’s definitely not as your initial message. Yes, just like everyone else, I’d like to sell you my services too and/or work towards achieving common goals, but I’ll never do that as the initial contact. No one likes being pushed into products/services from people they don’t know. If you are attracted to someone, do you ask them to go to bed with you immediately, or do you ask them out on a date first?
Want proof? Here are some real examples of Direct Messages I received on how some Twitter users incorrectly engage their audience. Look at these messages and picture how you’d feel if you were on the receiving end of them, keeping in mind you have never spoken to these people previously. Do you feel annoyed? Turned off? Most people I know would.
This image below is a message I received on Twitter as an @mention. This particular user submitted this as their first message to me, stating they wanted to send me info, even though I didn’t ask for anything. They even state that they aren’t spamming! I provided them a response by inquiring if they were trying to get to know me first or was just interested in selling me their product. The user replied with “Both”, and that was the end of the conversation. No further attempt to get to know me. I have no need for their product, it is of no benefit to me, and there was certainly no value. While I’m aware of people who provide custom mobile apps, had this user tried to get to know me and build a relationship with me, I may have recommended them to someone within my own network of friends, colleagues, or acquaintences that may actually need their product.
Regardless of the industry that you are in, if you are planning on selling your products/services to a prospective client, you cannot start your first message as an insult. This is not building relationships, nor will it get you a sale. If you work as a hairstylist, you cannot insult your client who’s sitting in your chair that their hairstyle sucks and should get a complete re-do. While the message in the image below may appear outrageous and that you can’t imagine someone doing that, you’d be surprised it happens more often than it should. Never insult the other user by telling them that what they have sucks, regardless if it is true or not. I’m also applauding the targeted user for their response and how they handled it.
Relationship selling is a bit of an art. I can tell you it is far easier to sell a product or a service after you have established a relationship with a prospective client. You need to build rapport with them and understand their needs first. Get to know them first by asking open-ended questions such as:
- what do they do for a living
- whereabouts do they live
- do they have pets
- what are their favourite tv shows
- what do they like to read
- what kind of music do they like
- what kind of food do they like
- what hobbies do they have
- do they play any sports
- what are their goals in life
You don’t need to ask all of the above, but a few would help establish a rapport with them. Respond to their answers and how it relates to you. You may find you have more in common with a person when you build relationships with people. Once you’re past this stage, then you can start asking questions about their needs. In fact, by this stage, many times the prospect may already be comfortable enough with you and may already be inquiring about how you can help them!
By understanding your client’s nature, you may find not only do you have a new customer, but a new friend as well!
Like what you read? Leave a comment and share!
Follow me on Twitter and Facebook to keep up to date on relevant news, website design tips, social media tips, and more!
{ 4 comments }
