Yesterday I spoke at the 2009 Snow and Ice Management Symposium - The Four Greatest Days of Snow. Sometimes you are with a group of people and the collaborative energy is undeniable; this was one of those experiences. The snow business has changed dramatically since this organization was formed over ten years ago. Professionalism is expected these days or you are out, just as with virtually every other other industry. At the same time, our society is changing, especially the last couple of years. It only stands to reason then that you need to adjust your selling practices to accommodate these changes.
My role at this event was to educate the members about selling. As I prepared my Selling Like a Natural™ program, which I have presented to SIMA on several occasions over the last 5 years, I began to wonder if the word selling is even relevant anymore. Customers today have complex needs that reach beyond those satisfied by just professional service. Why? Customers are people. They have personal needs, and being members of a community that may be dealing with economic challenges, they tend to engage with brands that are consistent with their views of society - companies that care.
This is actually great news for entrepreneurs whose business brands are practically synonymous with their personal brands - what they personally care about. They are the company. Their personal involvement within the communities they serve wraps a layer over their company brand that can differentiate them in bidding situations where all other things are equal - if they have the tools and know-how.
One way this can work is to use social media to show prospects and customers what you really care about. Give them a behind the scenes look at your company's operations and how you have integrated this with your way of doing business. Are you passionate about safety, a logical one for snow professionals? How about the environment, education, or possibly a family oriented workplace? Customers know that who you are is inseparable from your company brand, and that is engaging and builds trust, which is a huge selling too when much of the cost of your operations lies in prep work or the work that is performed late at night -- both of which the customer never gets a good look at to appreciate its value.
To show how easy this is, I pulled out my Flip Mino camcorder and recorded an impromptu video for my enthusiastic audience (posted below). A video blog like this one would be an excellent tool for developing a reality show - short segments over the season that give glimpses of what's really involved for snow professionals that deal with unpredictable and harsh weather conditions at every turn. If that's too complicated, taking that Flip and shooting some 2 or 3 minute videos and posting YouTube® would also tell a powerful story. Prospects and customers could be directed to these through ezines, newsletters, and even direct sales conversations.
Social media is a powerful medium for selling, marketing, and building relationships. There is a common perception that technology creates a distance between us. The opposite is true. Social media engages people in new ways if you know how to use it. It humanizes the selling experience by communicating what people need and want to know. Traditional selling isn't going to work in an economy that is heavily influenced by Web 2.0 methods.
My impression of the snow and ice management industry is they get this. They are a relaxed group of people that love what they do. I have no doubt the SIMA members I had the pleasure of engaging with will embrace these new methods for engaging their customers at all levels - professionally, socially, and personally. Good luck everyone. It was my pleasure learning with you.
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