The Myth That Social Media Isn't Selling.

Social media has settled in among us and business are clearly asking more about the nature of this marketing tool. I hear many social media practitioners struggling to differentiate social media from other forms of marketing. We talk a lot about how it is different. So while we all look for THE way to describe the uniqueness, it is forgivable that we have often defined social media by what it is not:

Social Media isn't advertising
Social Media isn't couponing
Social Media isn't about telling
Social Media isn't brand control
Social Media isn't a fad
Social Media isn't selling…

The list could go on and on, but, what has my attention (and aggravation) is that last one on the list: “Social Media isn't selling.” The untruth in this statement isn't so much about a misunderstanding of social media as it is a misrepresentation of selling. So, on to my soap box.

Soap Box – I have great difficulty tolerating the negativity associated with sales. People seem to be afraid of sales people. There is a bad rap associated with sales people. They are viewed as pushy, overly talkative and dangerously manipulative.  "He could sell ice to Eskimos," is often said. Eskimos don't need ice - so the implication is that the sales person could get someone to do something stupid.

I'm not saying there isn't a reason that this reputation exists. There are plenty of reasons. There are unscrupulous sales people that do trick, lie and deceive in order to get people to part with their money. On the other hand, there are countless quality, well trained sales people who make a living everyday helping people, honestly representing companies and products that people truly need. Sales is the fuel that moves our economy. We are a consumer based economy and if not for sales people - small and large, real and virtual - our economy would very quickly sputter to a halt.

If we think about it, we all know quality, professionally trained sales people. They tend to be concerned, attentive and helpful people. They are often very focused on relationships. Their journey to a sale likely begins with a lot of listening and questions. What’s the problem? How long has it been this way? What have you tried to do? How did that work? What are your goals currently? What ideas are you considering? These questions are designed to get clarity on the situation, learn about needs and discover the depth of a problem. Once the sales professional knows this, s/he can begin to look for a helpful solution and offer assistance.

For the sales professional, offering a solution is often about giving choices, options, and letting the client choose. The seasoned sales professional knows, “If I say it they doubt it. If they say it. It’s true.” So, rather than being pushy or argumentative with a single “best, limited time deal,” the quality salesperson offers solutions that provide varying degrees of assistance and lets the client choose.

If this process of choice is going to be successful, there is a need for honesty and openness. Communication needs to be clear and precise and so many sales professionals spend time developing communication skills. Honesty and transparency are better than selling through “smoke and mirrors.”

So, with this cursory understanding of professional selling, we can ask the questions, “Is social media selling?”

Social media and professional selling have these things in common: Connecting via relationships, spending a lot of time listening, asking questions, offering a variety of options, letting the individual choose, etc.
So, dear digital darlings, it would seem to me that Social Media is selling at its best. Let’s test this idea. Look at the list below. Begin each sentence with the words “social media.”

________ is 2/3 about listening and 1/3 about telling.

_________ is about identifying real problems

_________ is offering helpful solutions

_________ is relationship driven

_________ is about connecting

_________ is understanding obstacles and finding ways around, over or through them

_________ is about mutual benefit, the win-win

_________ is about helping someone else be successful, promoting others

_________ is about honesty and acceptance

_________ is about knowing the nos

Now, begin those same sentences with the word “sales.” Go ahead…I’ll wait.

Social media has more in common with professional selling than is first apparent. Let’s say it together: “social media IS selling.”

Two Most Powerful Communication Techniques

The Two Greatest Communication Techniques Known In The Universe

I have spent a good deal of energy developing my ability to communicate with others. I have spoken to thousands of people (sometimes at once), conducted countless one-on-one meetings for purposes that range from pastoral counseling to sales appointments, and I am a father and husband. Much of my life has been – as has yours – spent communicating with others.

I would like to offer to you today, what I consider to be the two greatest tools for successful and effective communication.

1. Listening – the saying had been offered “You have two ears and one mouth so you should listen twice as much as you talk.” Am I listening? Here’s an exercise I find helpful. After you have had a conversation with someone, write down everything you can remember about them and what they said. It might surprise you how little you heard. The art of suspending internal commentary in preparation for speaking in order to hear what is being said – is an art often underdeveloped. Try listening and then repeating what you are hearing for confirmation.

2. Questions – there is a lost skill among us; the ability to ask a quality question. Ask people about themselves, what they would like to achieve, why they are here, what their goals are or just what they plan to do today. Ask them, “Where are you from?” Ask it just that way and listen to the amazing differences in responses. Some people will tell you where they were born. Others will talk about where they live, and still others will tell you where they were just moments earlier.

Your turn!  What helps you succeed in communication?

My Attitude Can Whip Your Attitude

“The greatest discovery of any generation is that a human being can alter his life by altering his attitude.” –William James

I spent 8 years in higher education (earn two degrees), 15 years beyond that as a pastor for a mainline denomination, and studied human psychology, pastor counseling and theology. It took a man with no more than a high school education and a background in construction to teach me something real about people, about me.

I was having a bad day and it wasn't even 10:00 am. I’d had an argument with my wife. My children were not behaving the way I wanted them to, and my work schedule for the day was so packed that I knew I wouldn't be able to get all of it done. My brain hurt, my back hurt and I pretty much hated everything and everybody at that moment.

My boss at the time took note of my bad attitude and asked me to come into his office. I did. He listened to my story and then paused before saying, “You have two choices this morning. You can stay pissed and have a sorry day, or you can do something about your attitude.” He reached in the desk drawer and handed me a card* that resembled one of those “do not disturb” door hangers. On the front and back were a series of saying, positive affirmations. He told me to take it and if I wanted to change my attitude to read the saying out load on the way to my first appointment for that day. My attitude wasn't very receptive. I thought of all the psychological cliques that I knew. I thought about how what I was going through was much bigger than a few clever and witty sayings. I thought of a hundred reasons why his suggestion was, at best, inadequate. I didn't challenge him. I took the card and headed for the truck. As I walked out of his office he said one more thing, “I bet you’re too chicken to try it.”

I smiled and for some reason warmed up to the idea of proving him wrong. On the way to my first appointment, I read them out load:

“I will win. Why? I’ll tell you why – because I have faith courage and enthusiasm.” 
“Today I will meet the right people in the right place at the right time for the betterment of all.” 
“I see opportunity in every challenge.”
“When I fail, I only look at what I did right.”

“I’ll never take advice from someone more messed up than I am.”

The readings continued, and so did the change in my attitude. There is great power in the words we speak to ourselves, and by the time I was done – I did feel better and begin to think on the things I could do to be effective and successful that day. I have never forgotten that lesson.

So, I believe who we are begins with what we believe and what we believe is created by what we do every day.