E-commerce Link: What Game-changer?
Get Customers to Ask Questions
Making social sell is simply a matter of facilitating and then connecting question and answer-oriented digital conversations to helpful products and services whenever they’re relevant. It’s an old idea that you can leverage to drive sales with “new” social media.
Think about it in your own life. Have you ever found yourself suddenly more equipped to make a purchase based on knowledge you suddenly became aware of? Think about it in your business, outside the Internet. Do you publish whitepapers, magazine articles or other self-diagnosis tools to help customers become more clear on problems, avoid risk or exploit unseen opportunities? Are you doing it in ways that occasionally connect with your products or services?
Look out: Just like cranking out whitepapers or information-dense brochures, earning sales takes more. Success requires relevancy and earning response from customers. That means making a habit of inducing customer behavior with every tweet, post or update you make on social platforms. And that takes a plan, a designed system of question and answer-driven interactions.
Beware of Gurus in Consultants’ Clothing
Paradigm shifts and “total game-changers” are a goldmine for gurus and self-appointed experts pushing flash-in-the-pan software, books (full disclosure: I wrote a social media book) and consulting services. There’s nothing wrong with making a living as an expert, but beware misguided advice designed to scare otherwise rational businesspeople into making irrational, hasty investments and spending money on ideas that don’t work.
Successful social sellers understand that the difference between fooling around on social media and selling with it relies on developing these key habits.
Jeff Molander is the author of “Off the Hook Marketing” and adjunct faculty of digital marketing at Loyola University. Reach him at email@example.com and read his blogs at www.jeffmolander.com/blog and www.makesocialsell.com/blog.