Social Selling Tips: Converting Trust Into Profits




  • March 30, 2015

    Social Selling Tips: Converting Trust into Profits


    Today I’d like to share my top five proven social selling tips, which happen to be deceptively simple, and that is why they work so well.


    From time to time I will refer back to the foundation of social selling discussed in Episode 33. You may wish to give it a listen if you have not already, but you will still be able to follow along if you choose not to.


    I promise these tips will prove invaluable for achieving mutually beneficial outcomes for you and your buyer, regardless of whether you are selling online or face-to-face.


    Successfully Selling Is Removing Buying Obstacles


    Successful selling is a process of removing buying obstacles so that the buyer and seller both get what they want.


    Whether you are selling online with social media or face­to­face, the following tips will prove invaluable for achieving that outcome. I’ve also included the memorable quotes I use when teaching these concepts.


    #1. Value Before Pricing


    Unless what you sell is a commodity, buyers that insist on knowing your price upfront may not be your buyers. As the seller, you want to set pricing aside until you have had the opportunity to build value.


    This starts with first learning more about your buyer and his or her needs. Quoting a price suggests a transaction versus a relationship mindset.


    This past week I signed a new client who said he doesn’t necessarily want more, but better customers. This tells me he wants educated customers that are interested in business relationships, not just one­time transactions. That’s what his online media will accomplish.


    “Diagnosis before discovery is selling malpractice.”


    #2. Keep Everything Moving


    It’s up to you as the seller to guide the buyer through a collaborative sales process that takes them where they want to go. The excitement should build as that desired destination nears, which is why delays should be avoided.


    One of our rules when operating my landscape business was to never conclude a meeting without scheduling the next. You have to keep the vision alive until the goal is achieved.


    “Action and engagement predispose future actions.”


    #3. Offer Your Expert Opinion


    Many sales professionals are afraid to help the buyer choose for fear of making a wrong decision. Yet, suggestions that are backed by experience are often welcome.


    A confused mind says no, so when the time is right the selling company should be prepared to make recommendations based upon its expertise, experience, and accumulated understanding of the buyer and his or her situation.


    “Choices are obstacles to be managed.”


    #4. Transform Trust Into Profitable Outcomes


    We typically think of souvenirs as low-­value, throwaway items. In reality, the value of souvenirs are secondary to their role as a value exchange in support of shared relationships.


    Sports fans buy memorabilia to feel a stronger connection with a player or team. The same is true for customers that trust your business and want to support its efforts to deliver consistently favorable customer experiences.


    They are your fans. Use your media to honor their support of your business.


    “Fans buy souvenirs.”


    5. Give Reasons To Convert


    In the landscaping industry we are often asked when is the best time to plant a tree.


    There is a Chinese proverb that says: The best time to plant a tree is 20 years ago. The second best time is now.


    When is the best time (and why) for your buyer to improve their respective situation?


    “The best time to take action is today.”


    Key Take-Aways


    Learn more about understandings the worldview of your ideal customers.

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