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Social: Are You Leaving Opportunity on the Table?

6 Oct, 2014 By: Jon Mitchell, Dealer Marketing

If you asked 100 sales professionals, if they could have one super-power that could only be used in their profession, what do you think most of them would say?  We would venture to say that it would be the ability to read their customer’s mind.  Wouldn’t that make selling a whole lot easier?  Basically, to know what your customer wants and how they like to be communicated to, in order to best position your product or service’s value…wouldn’t that be amazing? 

Well, what if you could have that super-power.... sort of?

Let’s look at it this way…

Ms. Prospect is looking to outfit her office with several MFP's with the latest technology so is looking to find a service provider with an excellent track record of providing highly responsive Managed Print Services.  She then remembers that one of her colleagues had recently mentioned someone on LinkedIn, and what a great job this XYZ Company did to help them upgrade their office equipment.  From that memory, Ms. Prospect decides to reach out and ask her for the company’s name so that she can begin researching them before making contact for a sales call.

Social media is a powerful tool in today’s business landscape. Many, if not all of the brands that we recognize as household names understand the importance of leveraging the influence of social platforms, because here’s where that “mind-reading” super power becomes available.

People tell us every day on social platforms, what they like and don’t like, which products they love, which ones they think could be better, for one reason or another.  They are also voicing their opinions on which companies they love doing business with - and why. 

Articulating your message…

It’s important to understand that with the introduction of media-rich smartphones and other devices, people are spending more and more time on social media for their news, entertainment and yes, researching companies and products, getting opinions or referrals for what they are interested in. Since people are spending an increasing amount of time on social sites, it’s crucial that your brand is in front of them and that you’re appropriately and professionally articulating your message. 

Gone are the days where people go straight to a Consumer Reports article to read about a product that they’re considering for purchase.  No more calling around to different product or service providers for a sales meeting or to ask questions about speeds and feeds or features.  Customers are now using Twitter and Facebook to find or ask the general public or their friends about their own experiences with a product or company.  They’re going to LinkedIn and Facebook to get a “feel for a company” before they decide to inquire or do business with them.

In essence, your current and future clients are savvier and more self-educated about you, your company and products long before they ever contact you.  Therefore, your presence or lack thereof on key social platforms can determine if your business will become part of that customer’s  buying equation or buying experience - or not. 

Make an effort or learn how to approach each of the leading social platforms appropriately, based on how users interact with them.  Don’t leave good opportunities on the table!

Jon Mitchell is Social Media Director for Dealer Marketing, a managed marketing services firm founded by Darrell Amy, and which focuses on Copier and Managed IT Services Dealers and includes a portfolio of services including web development, blogging, social media management, search engine optimization and lead generation. Visit http://www.dealermarketing.net for detailed information.

About the Author: Jon Mitchell

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