Relationship Building is like a sandwich — the ‘meet’ goes in the middle
You may have heard of the Social Media Party Principle (no longer available) by the incomparable Perry Belcher , which uses a cocktail party analogy for social media marketing. In the same sense that you wouldn’t mingle at a party by blasting everyone you meet with your business opportunity, you shouldn’t constantly bombard every social media nook and cranny with your business message.
Social Media Marketing is NOT advertising — it’s Relationship Building. The key to success in building relationships with your customers through social media is to focus on these three simple steps:
Social Media Marketing Sandwich Principle
- Initiate — meet people, introduce YOURSELF, not your business
- Listen — connect with people, get to know what they want and need
- Follow up — present your product or business as a solution to their wants and needs
The ‘meat’ of this sandwich is the relationships that you build. When meeting new prospects, keep your business in your pocket and be yourself. Listen to the wants and needs of your contacts so that you are best prepared to ‘meet’ their needs. Dialogue is key. It’s important to remember that people love to buy, but hate to be sold. Your goal is to discover your prospects’ needs, then introduce your product/business as a tailored solution. When you listen, you let the customer tell you exactly what they want to buy.
Old School Marketing a.k.a. Selling Ice to Eskimos
Don’t waste your time pitching your business to everyone you see, especially someone who expresses no want or need. However, don’t blow them off, either. You are building relationships, after all. If asked, let them know what you do, but don’t make it a sales pitch. Each relationship that you foster expands your social reach. Your follow up should provide value and present your business.
The contact which you made last week may recommend you to one or more of their friends saying, “Hey, I met a really good guy last week. You should give him a call.” Now you’ve earned that all important Social Validation and probably a ‘pre-sold’ lead in the process — all because you had a social conversation and created a relationship. KUDOS!
For more on Social Media and other effective internet marketing strategies, check out the new Training link here on RobertBucci.com
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