Now, you all know that I don’t often discuss social media strategy. In fact, I pay to receive help in social media strategy myself– HOPING that one day I’ll be able to see what all the fuss is about — monetarily. (To date, I’ve been disappointed.) This doesn’t mean I don’t use social media to make money — however. I absolutely do, and I do it in a way that MOST businesses, business owners and sales people are — unfortunately — unwilling to do.
Back in the VERY EARLY days of my business, I had a list of 100 names, addresses, phone numbers. MANY of these people, however, I was only loosely connected with. If you remember, each of these people received an introductory sales letter from me, letting them know that I was now working from home and seeking help. Everyone got the same letter. That was step one.
Step 2 involved me calling on these people and asking to sit down with them to discuss how I may best be able to serve them in this new WAHM capacity.
However, Step 1.5 involved me doing some research.
I’d ask my family about the person I was going to contact. Where did they work? How well did we know them? What was our connection? Did they have kids? Did they work when their kids were small? Where do they or their spouse work now? (Then, I’d find information out about that company.) What could I ASSUME would be an immediate need for that person right now?
I still do a lot of this stuff today — for larger prospects. BUT, I’d never ever ever enter into sales conversation without AT LEAST FIRST looking the prospect up on social media. To do this would be sales sloth. It’s unforgivable. MOST of our prospects have this nasty and addictive habit of foregoing their personal privacy and sharing EVERYTHING on social media. So, use it to get to know your prospect before they arrive or call.
I just read an article about a restaurant in New York City that has their maitre d’ do an online search of people with reservations — before they come in. I’ll be sure to make my own reservation at New York’s Eleven Madison Park the very next time I’m in the city. I applaud and reward effort!
Is YOUR NEXT prospect worth a bit of effort and research? If not, save yourself the time, cancel that appointment and read a book instead. If they ARE, well, use social media to gain a crazy advantage over your (probably) slothful competitors. If you’re leading a sales team and they AREN’T employing this tool (A great friend of mind calls it “stalking with excellence.”) demand they do.
In my world, this has been the #1 most under-utilized and most-profitable use of social media. What are your thoughts?
