Social Selling Tips: Converting Trust into Profits

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This is Episode 34 of This Old New Business weekly business podcast with Jeff Korhan.

Social Selling Tips: Converting Trust into Profits

Today I’d like to share my top 5 proven social selling tips, which happen to be deceptively simple, and that is why they work so well.

From time to time I will refer back to the foundation of social selling discussed in Episode 33. You may wish to give it a listen if you have not already, but you will still be able to follow along if you choose not to.

I promise these tips will prove invaluable for achieving mutually beneficial outcomes for you and your buyer, regardless of whether you are selling online or face-to-face.

Successfully Selling is Removing Buying Obstacles

Successful selling is a process of removing buying obstacles so that the buyer and seller both get what they want.

Whether you are selling online with social media or face­to­face, the following tips will prove invaluable for achieving that outcome. I’ve also included the memorable quotes I use when teaching these concepts.

#1. Value Before Pricing

Unless what you sell is a commodity, buyers that insist on knowing your price upfront may not be your buyers. As the seller, you want to set pricing aside until you have had the opportunity to build value.

This starts with first learning more about your buyer and his or her needs. Quoting a price suggests a transaction versus a relationship mindset.

This past week I signed a new client who said he doesn’t necessarily want more, but better customers. This tells me he wants educated customers that are interested in business relationships, not just one­time transactions. That’s what his online media will accomplish.

“Diagnosis before discovery is selling malpractice.”

#2. Keep Everything Moving

It’s up to you as the seller to guide the buyer through a collaborative sales process that takes them where they want to go. The excitement should build as that desired destination nears, which is why delays should be avoided.

One of our rules when operating my landscape business was to never conclude a meeting without scheduling the next. You have to keep the vision alive until the goal is achieved.

“Action and engagement predispose future actions.”

#3. Offer Your Expert Opinion

Many sales professionals are afraid to help the buyer choose for fear of making a wrong decision. Yet, suggestions that are backed by experience are often welcome.

A confused mind says no, so when the time is right the selling company should be prepared to make recommendations based upon its expertise, experience, and accumulated understanding of the buyer and his or her situation.

“Choices are obstacles to be managed.”

#4. Transform Trust Into Profitable Outcomes

We typically think of souvenirs as low­value, throwaway items. In reality, the value of souvenirs are secondary to their role as a value exchange in support of shared relationships.

Sports fans buy memorabilia to feel a stronger connection with a player or team. The same is true for customers that trust your business and want to support its efforts to deliver consistently favorable customer experiences.

They are your fans. Use your media to honor their support of your business.

“Fans buy souvenirs.”

5. Give Reasons to Convert

In the landscaping industry we are often asked when is the best time to plant a tree.
There is a Chinese proverb that says: The best time to plant a tree is 20 years ago. The second best time is now.

When is the best time (and why) for your buyer to improve their respective situation?
“The best time to take action is today.”

I’d love to hear your thoughts on social selling? Meet me over on Twitter to take the conversation further.

Key Take-Aways

Learn more about understandings the worldview of your ideal customers.

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Social Selling: Getting Buyers to Know, Like and Trust Your Business

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Social Selling: Getting Buyers to Know, Like and Trust Your Business

This is Episode 33 of This Old New Business weekly business podcast with Jeff Korhan.

Today we are going to talk about social selling, more specifically, using social media to sell.

Some people will tell you that you cannot use social media to sell. In my opinion that is because they do not understand successful selling is not about sales transactions, but relationships with buyers.

My sales career goes back to 1982, a time when your selling tools were the telephone and visiting face to face with customers. No computers, Internet, or email, not to mention no social media.

While a lot has changed, one thing that has not is building relationships. Now we can do that better and faster using the power of the Internet and social media.

Successful Social Selling: A Practical Example

Last summer I read an article about Laura Madison, at that time a car and truck sales professional in Bozeman, Montana. She was using social media content to attract buyers by helping them understand more about every aspect of the automobile buying process.

Social Selling: Getting Buyers to Know, Like and Trust Your Business


The Social Marketing Process ™

Laura created tutorials that helped her audience become better buyers of the types of services she offered. My first thought was: She gets it! And trust me, not many do.

Selling is nothing more than removing obstacles that prevent people from stepping up to buy. That’s easily accomplished by helping them do what they want to do. Maybe that means buying from your company, but not always.

Laura used YouTube extensively. She showed how to negotiate a lease, how to get better mileage with your hybrid car, and much more.

‘How to’ accounts for the majority of searches. Try it with Google to see for yourself how well it works. Once people get beyond how to they tend to buy. That’s good for the seller, and Google, which profits from AdWords sending buyers to sellers. Interesting, isn’t it?

Your online (and offline) marketing needs to be less about your business and more about how it helps its customers. Start by creating media that shows how to buy and use whatever it is that you sell.

In the process of consuming that media, you will develop relationship with potential buyers. As Laura commented in our podcast interview, “I think in the future people will expect to have a relationship with somebody in a company before they will approach it.” I agree.

Assuming your products are the solution to your buyer’s problem, using social media to sell comes down to this:

#1 – Know Your Customers – You have to become one with your audience to really help.

#2 – Remove Buying Obstacles – Use social media to help buyers get what they want.

#3 – Nurture Relationships – Now you have technology to do this better and easier.

I’d love to hear your thoughts on social selling? Meet me over on Twitter to take the conversation further.

Key Take-Aways

You can still get your virtual pass to Social Media Marketing World 2015. There will be over 140 speakers, including me presenting on this topic of social selling.

Learn more about How to Start a Podcast and How Every Business Can Benefit from Podcasting.

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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