Here’s why your social media strategy is falling flat—and how to bring it back to life.
Your mother was right. There is a time and place for everything. So when and where is the best time to make a sales pitch? Save it for when your prospects genuinely like and trust you, because strangers on social media couldn’t care less.
Sales is still about people buying from people. To increase sales effectiveness, we must make connections that matter. Social media can help start conversations that lead to true connections, but only if you show up as a person.
Falling on Deaf Ears
Bob Hutchins, CEO of BuzzPlant, puts it perfectly in his post, “Social Media Strategy: It’s Not About the Platform. It’s About People.” He writes:
You have a great message, I’m sure. But you’re not the only one with a voice. On Facebook alone, there are over 15 million businesses trying to push a message to social media users. It’s no wonder we’re all so good at tuning out the noise. If you want to cut through, you have to prioritize an authentic connection with the audience over your message. Once you’re able to build that rapport of authenticity, then you have the opportunity to deliver your message.
First comes trust. Then the connection. And then the message. (Read the rest of the article.)
Exactly! Use social media to start conversations, ask questions, and share valuable information about your area of expertise. Use it to research your prospects so you can have richer dialogues—online and off. But don’t use it to toot your company’s horn or pester people with your sales pitch. People do business with people they genuinely like—not with your puffery and not with your company.
Getting Traction on LinkedIn
For more on how LinkedIn can help you increase sales conversions, check out my latest webinar, “5 Ways LinkedIn Can Drive New Revenue—Without Selling.”
In 38 minutes, you will learn:
- Five ways to kill your reputation on LinkedIn
- Why LinkedIn is NOT a numbers game
- The latest research you can’t ignore about “social buyers”
- What it takes to get results as a social seller
- When to ditch technology and Pick Up the Damn Phone!
Connect with No More Cold Calling
Follow Joanne on Google+ or Twitter @ReferralSales, or connect on LinkedIn and Facebook.
Comment Here
What social selling strategies have you found to be most effective?
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