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  • March 26, 2023

5 Fatal Social Media Selling Mistakes

July 15, 2010 by Karen Swim

I spent several years in Sales Management roles in Corporate Healthcare and the lessons I learned have helped me in my professional and personal life. Yet, let’s face it the mere mention of sales makes many people cringe. Even the dictionary defines it in ways that leave you feeling in need of a hot soapy shower.

to deliver or give up in violation of duty, trust, or loyalty and especially for personal gain : betray; to deliver into slavery for money  to give into the power of another <sold his soul to the devil>

However it also offers these definitions:

to develop a belief in the truth, value, or desirability of: gain acceptance for <trying to sell a program to the Congress> ; to persuade or influence to a course of action or to the acceptance of something <sell children on reading>

While the goal of sales is to influence a course of action the process of getting there does not require you to check good manners and ethics at the door.  It is what happens in that space between lead and sale that sets the tone for any future relationship.

When I was in Sales,  before I ever met with a prospective client, a great deal of work went into understanding their business, challenges, competitors, weaknesses and opportunities. Today, technology has facilitated the sales process but it has not eliminated the need to do the work.  Below are 5 fatal mistakes that are made when selling via social media:

Mistake #1: All talk no listening

Contrary to the myth, in sales you learn to listen twice as much as you talk. You ask open ended questions to engage. You want your prospective client to talk so that you can let them tell you their problems in their own words. In social media, you can listen by reading updates or blog posts BEFORE launching into a pitch.

Mistake #2: Failure to establish a connection

I learned to be attentive to details and my prospect’s surroundings. I would search for an “anchor” that could break the ice and allow us to connect. That anchor could be a photo, a book on their desk, or even a pen. In social media, tune in to the other person’s interests and use that to establish a point of discussion. Read profiles, updates and visit blogs to give you an authentic entry point for conversation.Mistake #3: Dear What’s Your Name

I developed a proposal template that was adopted company wide. The template made it easier to gather information that was commonly used – menu of services, company history, etc – but was always customized to fit the prospect. Do not send a Dear {blank name, wrong name, wrong gender} letter or email. Automated DMs on Twitter and copy and paste Facebook wall posts are other examples of this mistake.

Mistake #4: Rushing the Sale

Hi my name is Karen buy my junk. Would you do this in real life? Yet, somehow people believe that technology has eliminated the need for common courtesy. Here too the ugly automated DM rears its head. Your first tweet to a mutual follower should not be “Hey thanks for following, here’s my link buy my stuff.” Build a foundation, find out their needs and then offer solutions.

Mistake #5: Tuning into the wrong station

In sales we talked about station WIIFM (what’s in it for me) The acronym was a reminder that your prospect could care less about what you needed to sell to make your quota, they always want to know what’s in it for them. Forget about what you want to sell and focus on what people need from their perspective.

All of these mistakes can be quickly eliminated by putting the focus on your prospect and not yourself. Make sure that your web copy, and your social media communications focus on them and not you. Ditch the spammy wall posts and automated DMs and instead focus on participating in your community and listening for needs. Selling when done with integrity and a focus on the other person will leave you and your prospect like winners and that is the true beauty of the process.

What has been your experience online? Any other mistakes or recommendations to add to the list?

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Filed Under: Marketing, Social Media Tagged With: business, Facebook, Marketing and Advertising, sales, Social Media, Twitter

Social Media: Will the Free World Begin Charging Admission?

April 21, 2010 by Karen Swim

Neon "free" sign
Image by jking89 via Flickr

One of the early attractions of social media was the low barrier to entry. Basic access to all of the platforms was free and many services did not even have a premium option. The accessibility empowered small to medium sized businesses who had felt outspent in other areas of marketing by big business. A small company blog could compete with big business on a level playing field. Video put commercial production in the hands of anyone with a flip camera. Now that may all change.

Ning has announced an end to free. Twitter now offers “promoted tweets.” Many other free services have either dissipated or switched to premium models. There was always a danger in relying too heavily on platforms that we neither owned or co-opted with our dollars. The very thing that drove social media’s growth may force these companies to shift to paying models in order to support traffic and innovation.

While we still likely see free or low cost services available to all, the introduction of premium services may once again mean that he who has the most dollars can gain an edge.

I do not believe that we should abandon the tools but it is imperative to develop strategies that are not dependent on a specific platform or current day business model. Let us not forget that free also means lack of control. The recent issues with Twitter illuminate this fact.

We must have plans and contingency plans and all should hinge on the non-negotiable asset in all marketing – your customers. Relevant, quality messages will survive any delivery method. The ingredients are the magic not the plate on which they are served.

And yes, we must watch for those telltale signs of change and be ready with a plan should our tactics need adjusting. Change is one of the constants of this digital age.  The one thing we cannot do is build a business or marketing strategy on the foundation of free, at some point, we will pay the price.

Have you ever used something that was free and then moved to a premium model? Did you continue using? What impact did it have on your business or life?

Related articles by Zemanta
  • The free ride in social media is coming to an end (directmarketingobservations.com)
  • The free ride in social media is coming to an end (socialmediatoday.com)
  • Ning Layoff 40% of Its Staff and Say No More to Their Free Service (crenk.com)
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Filed Under: Social Media Tagged With: Marketing, Marketing and Advertising, Ning, Small business, Social Media, Twitter

140 Characters from Darkness to Light

November 2, 2009 by Karen Swim

Tastatur einer defekten Schreibmaschine unbeka...
Image via Wikipedia

Regret clings to my soul like cobwebs in a dusty attic. It seems that all that is left of me are memories of what was as hope drains from my heart leaving me empty and lifeless. With head bowed and shoulders intent on  greeting each other in sorrow, I sigh deeply and turn on the machine that taunts me as it boots up. Mindlessly I click on Twitter and my eyes capture a flicker, a quote that wraps around my chilled heart and shakes me from my coma of hopelessness.

@GrantThomson A man is not old until regrets take the place of dreams.- John Barrymore

I do not want to warm myself on chilly nights with fading memories of my past accomplishments playing like a scratched album with the needle stuck in the grooves. A small piece of my old fighting spirit rises to the surface and a longing to make new “bests” that are in the present and now. I fight through the fog that has enshrined me to bring my fingers to the keyboard defiantly tapping out words, ramblings that may or may not become sentences but determined nevertheless to find my way again to life. The fog holds on with a tight grip releasing vapors as I struggle to climb above it, to see the sun that I know exists above the dark clouds. A tiny spark emerges, barely enough to light the way but I focus on the pinprick of light and tap, tap, tap my way from the cave of darkness.

I tap like a madwoman, possessed by the journey, barely seeing, not thinking but suddenly with a fierce need a single minded mission to break free fro the prison of despair. I hear nothing but the tap, tap, tap slowly rising to a crescendo as I battle my way to the light. My furrowed brow is beaded with sweat from the effort of fighting against the enemy of my soul. Tap, tap, tap, shards of remembrance break through, memories of past effort. A tiny voice whispers and I strain to hear it. It does not have to be perfect, just do it.

I tap, tap, tap to drown out the ugly screams of fear as it tries in vain to beat back the flame that threatens to extinguish its presence. Then with racing heart and waning energy I see…the light. I open my eyes wide and drink in the blessed sight of the light gulping it hungrily as one who has wandered in without water in the desert for days on end.

I turn my face toward the warmth as a deep, throaty laugh passes through my parched lips. A tear slips down my cheek and slowly falls to the page, blurring the words that dragged me from the darkness that threatened to silence me forever. I am here and I am thankful.

Have you ever been gripped by discouragement? How did you work your way through?

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Filed Under: Writing Tagged With: Twitter, writers block, Writing, writing inspiration

March of the Illiterati in E Flat

May 27, 2009 by Karen Swim

Written by Karen D.  Swim

Two weeks ago, my Grandmother retired her old school TV Antenna for a digital converter box. If the FCC had not mandated that the US switch to digital on June 12th, my Gran would have kept using the rabbit ears.

In the world of early adopters one might say my Gran is a no bloomer. Yet, her diehard dedication to “rabbit ears” is not unlike those who hopelessly cling to the notion that social media is worthless and digital media is solely for the illiterati.

In a recent conversation with an erudite writer, I listened to what has become a familiar litany:

People who publish on the internet are not real writers. I am a noted journalist/writer/editor and accustomed to spending 6 weeks, writing 15 drafts before publishing.

My crowd is very literate and will not possibly be on Twitter. ( I pull up Twitter screen) Oh, look there’s Bill /Jane/ Buffy, they’re on Twiter?

I do not have time to waste engaging in urbane conversations with plebian strangers.

Internet publishing is for hacks.

Overlooking the fact that I had just been called a moronic hack who spends time on inane platforms talking to a motely bunch of idiots, I patiently explained this new world that has “killed newspapers” and made superstars out of the unknown.  I politely declined to point out that a truly impressive insult would have described “my people” as having brains as dry as the remainder biscuit after a voyage.

Alas, we no longer use insults such as: “Away!, Thou art poison to my blood.” Yet, in spite of the evolution of the English language we have managed to make amazing discoveries, and advances.  Who’da thunk it? (See what fun online writing can be?)

Those who view online writing as a dumbing down of provocative thoughts and ideas are missing the point entirely. It is an expansion of creative thought, discussion and collective collaboration. While other forms of publishing aim to “talk at” digital publishers “talk to.” It’s the sharing and exchange of ideas and information in real time.

Literature, and great writing are not dying, we are simply evolving in the way we communicate. Many will hold on until the bitter end, until change has steamrolled over them leaving no other choice but the truly erudite will not only embrace the change but lead the way.

What do you think? Are we diminishig the art of writing with online publishing?

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Filed Under: Social Media, Writing Tagged With: communication, literature, online writing, Publishing, Social Media, Twitter, Writing

Five in the Morning

January 9, 2009 by Karen Swim

coffee
Image by uberculture via Flickr

Written by Karen D. Swim

When Steve Woodruff gave me the opportunity to get in on the ground floor opportunity of the Five in the Morning franchise, I didn’t hesitate to say “count me in!” Of course  I then realized that his famous Five in the Morning posts really were 5 am. I love reading his posts, but admittedly I am never up at that hour. After unsuccessfully trying to negotiate a time zone that would put me closer to 9 in the morning, I acquiesced. I mean I kind of owe him seeing as how he did give me my dream job. So, without further pomp and circumstance, I’m proud to share five posts that are well worth reading…

Kelly Erickson reminds us that without a map you may miss your stop. Read her insightful post to map your business for success this year.

A new year signals change for many people and in this heartfelt post, Alex Fayle discusses the need to grieve what we are giving up before letting go and moving on.

BrandFreak treats us to a humorous look at marketing strategies by financial giant, Bank of America. Did B of A make an oop-oop-a -doop?

If you or companies you work with are wondering how to Make Your Corporate Blog Work for Your Brand, Not Against It, you will benefit from this social media case study on The Blog Council about how Kaiser Permanente is using social media to build their brand.

If you are still nto convinced on the benefits of Twitter, here’s an interesting story about Twitter’s day in court by Rex Gradeless, Social Media Law Student.

Like this? Re-tweet it on Twitter (just cut/paste):
Get today’s fresh-brewed Five in the Morning fuel from @swoodruff right here: http://twitpwr.com/1Hp/

Follow Steve Woodruff on Twitter

Subscribe to the Sticky Figure Blog

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Filed Under: Ideas, Marketing Tagged With: Add new tag, Bank of America, Blog Council, business, five in the morning, Kaiser Permanente, Marketing, Social Media, steve woodruff, Twitter

The Walking Wounded and Socially Fatigued

November 14, 2008 by Karen Swim

Written by Karen D. Swim

The other day I received an email notification that one of my Twitter followers was no longer following me. I clicked through to the follower’s twitter page and the most recent tweet (message) indicated that he was changing his twitter account un-following everyone and only following those who could have a direct impact on his business.

I was not offended by the un-follow but questioned the strategy. Is it possible to know who will impact our business? Human relationships are not linear so it is impossible to predict the trajectory of an interaction with someone you consider “unessential.” One of the benefits of having a broad social network, online or offline is the access to people beyond our immediate circle of influence. A social network like Twitter affords you the opportunity to be visible to a broad, diverse group and all those who follow them. That is both the benefit and the problem.

The interactions suddenly swell to a high level of noise and you look for ways to tone down the volume. Some are like me and simply take the occasional break from online interactions. Others may un-follow or quit networks altogether. Many have chosen to limit the interaction by shutting off their Facebook Wall or Blog Comments. Those who have a true need/desire can simply send a message or email.

With the rise of social networks we ripped the lid from Pandora’s box and unleashed a beast whose tentacles reach far and wide. As we choke on the glut of social interaction, we begin to question our previous adoration of those shiny new tools. Is it too late to tame this social beast?

The reality is we really do need people. We require some level of interaction in our personal and professional lives. Unfortunately, we cannot control how people choose to interact with us, or respond to us when we try to establish boundaries.

My advice is to look carefully before you leap into any social network. The honeymoon period will come to an end and you will be left with a relationship to manage. Is it worth your long term commitment?

Are you among the socially fatigued? How are you managing the balance?

References:

  • Pandora’s box
  • Shannon Paul – How to Participate in Social Media Without Being That Guy
  • Beth Kanter – Tips on Managing Multi-Memberships in Social Networks
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Filed Under: Marketing, Social Media Tagged With: Social Media, Social network, Twitter

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