Would you buy from this man at a party?
When companies struggle with how to leverage social media to help sell more widgets it’s because social media is meant to be social – not a market to sell more widgets. Selling in social media channels is the equivalent of setting up a display table at a friend’s cocktail party. Do you remember the episode of The Office when Dwight spends an entire Valentine’s Day party trying to sell paper to a prospective single? He didn’t get the sale.
Don’t sell. Don’t try smiling, acting friendly and then selling. Just be social. Be the life of the party. Tell great stories, introduce people to each other, listen, ask people how they are doing today and listen to their answers. At the end of the day, you will leave people (your customers) chatting about how damn cool you are straight through until the next cocktail party (where you will once again be unimaginably charming).
People will undoubtedly like you, but will you sell more widgets? That’s the hard part – the bottom line brainteaser. Clear your mind and think about it. What do you think?
#1 by Shaq Robinson at June 18th, 2009
- Hope this doesn’t come as a surprise to anyone -but people do “sell” at cocktail parties – not necessarily setting up a table with their wares on it – but certainly a lot of “elevator talk” pitches
#2 by admin at June 18th, 2009
Hi, thanks for your comment. Of course, people sell at cocktail parties (let’s be specific, we’re talking about a friend’s party – not an industry holiday party), but that’s not what the party is meant for and your fellow guests might become annoyed. They’re at the party to hang out with friends and meet new people. If they meet you and like you they may be interested in hearing your pitch. Until then, be social.
#3 by Oliver at June 18th, 2009
I like the Amway salesperson at the party. They are not only pushing you to buy paper towels and soap, but they are also pushing you to start selling paper towels and soap to your friends.
#4 by admin at June 18th, 2009
Thanks, Oliver. I can easily be sucked in by the Amway guy. They can be pretty charming.
#5 by Tobias Bowman at June 22nd, 2009
Could not agree more with the article. Social media is not conducive with 20th century marketing and sales techniques.
The shift has moved from garish outbound generic marketing strategies to specified inbound marketing strategies.
Social media platforms are an excellent place for raising a company profile and potentially driving traffic to a website however it seems to only work with certain industries.
Industries such as recruitment, travel, FMCG, entertainment and media have proven to be suited to social media, however I guess it is more about the way in which the company is presented i.e. about shopwing a more human face.
To date many of the most high profile success stories of social media have been off the back of massive outbound PR campaigns and there still seems to be a lack of delivery on ROI that doesn’t exist in organic SEO.
[off at a bit of a tangent] I agree that social media platforms are social first and organisations have to accept this if they are to stand any chance of raising a profile. It is like any relationship – you get out what you put in.
Liking the blog…
#6 by admin at June 22nd, 2009
Tobias,
Thanks for your thoughts. I couldn’t agree more. There are some industries that seem particularly suited to social media (don’t forget non-profits), but a smart, client-focused strategy can turn any business into a potential success story. You absolutely get out what you put in and there are many organizations right now willing to take the leap to prove it. More and more are hiring social media strategists in-house to make it work for them. Check out http://www.web-strategist.com for evidence of the organic growth of the the “strategist” position.
Thanks again,
Will