“There are 3 things you can do right now to help yourself and/or your business succeed: 1) Figure out what you’re about at your core. 2) Start a Blog. 3) Build your Tribe.” – Dino Dogan, Founder of Triberr
Building a tribe has never been easier or more important. Salespeople who use Social Media outsell their peers. 79% of salespeople who used Social Media as a selling tool outperformed those who didn’t.
Social Media has become a pivotal part of the selling process. Your social profiles are where you make and nurture connections and develop the customer experience. Before social, salespeople were relegated to attending sporadic networking events in hopes of making a few good connections. Today, you can attend or even host a networking event every minute of the day online.
Your blog should be the foundation of your tribe. It will establish you and/or your business as a trusted resource for quality information about who you are and the products and services you sell. Your blog is an important component of your overall content strategy and publishing it on Social profiles increases your reach and visibility.
Certainly successful auto sales professionals (and others) have always recognized the opportunites in networking and staying in touch with customers. However, being able to carry social selling over successfully to online has two major challenges involving change and human behavior:
1) Those that are successful in other mediums have trouble adapting to Social Media.
2) Those that aren’t successful in other mediums have just another way to suck.
Tony Iannarino of The Sales Blog asks, “Who’s writing your story?” He says, “You’re writing the story of your life. You are the author and protagonist. You’re the one making the decisions; you decide where the story goes next.” Now, I know you don’t wish to suck so let’s focus on what you can do to recognize your own obstacles, build your tribe, and master your domain to sell thoughtfully and deliberately using Social Media.
You Are Normal
Resistance to change is a normal response. Your attitude towards the resistance is the key changing successfully. Do you dwell on the excuses?
- I’m too busy.
- I’m too old.
- It’s too late.
- I don’t like Facebook.
- It’s too much money.
- I don’t know where to start.
- I don’t know what to say.
Trust in your ability to handle the change. Break through by reminding yourself every time one or more of these talking points comes up that they are not real. They are only thoughts that your head has conjured up to keep you “safe”. Safe is an illusion. Safe keeps you stuck. Safe doesn’t sell.
When negative talk starts, don’t be lured in. Simply witness it. You are not those thoughts. Make improvements instead of excuses:
- Consume content. Learn everything you can about navigating the platform where your customers are. For most people, that’s Facebook. There are literally millions of words written about how to maneuver around Facebook. The absolute best way to learn is to experience it. Take baby steps and seek out the help of a Social Media professional who can answer your questions and guide you.
- Start blogging. Everyone has their own genius to share. Identify what yours is and start writing or videoing about it. The best way to find content for your blog is to ask your customers what they want to know about. Each question they have is another blog post. Again, it’s normal to have resistance. Fear of failure, judgment, and looking like a tool are very real states of mind. But once you try it, it gets so much better.
- Engage with your customers and prospects regularly. Every sale starts with a conversation. Studies show that those engaged with their customers and prospects on a regular basis are much more likely to sell. The more time you spend developing trust pays off when it’s time to close the sale. Listen, engage, respond. Publish quality content (including your blog posts) that speaks to who you are and is relevant to those you want to reach.
Car dealers have a believability issue but they are not alone. There are so many dubious “facts” on the web today that consumers don’t know where to turn. Broadcasting messages is futile. Developing closer relationships with prospects using Social Selling is your way in. Take a hard look at your resistance and break through the obstacles you’ve placed in the way of your success. Replace safety with sales.