Whiskeydrummer raised a good point regarding my previous entry, “Make selling social to generate sales,” so I’ve made a new entry to answer his question.
So how can you make selling social?
In social marketing, when a company tries to have a conversation with the audience, they are most likely to ask a question or talk about something which relates to as many people as possible because the audience is not just one person. If your target is a niche market, your topic could be specific. However, if your business is big or your target is large, it’s almost impossible to ask something relevant to each of your audience.
Now let’s go back to the question: how to make selling social. I have to tell you one thing in advance. I have an experience of selling projects to clients but I have little experience of doing customer service or sales one, so if you find anything I’m saying wrong, please let me know.
In order to make selling social, a company must have a meaningful conversation with a customer which makes him/her want to share the story like Zappos did with Ben Knorrp. One thing which came up to my mind when thinking about how to make selling social is my former boss.
When I was working for an ad agency in Japan, I had a boss who was great at having a conversation with our clients which often led to the sales. Our clients were always so busy that we rarely had much time to talk about anything other than our business. The only time we could chitchat was when we were walking from a meeting room to the exit after the meeting was over.
One day one of our clients told my boss and my colleague that he had a tough day the previous day. My boss asked him why and he said that his team was shooting a promotion video for their new tough camcorder because they were planning to launch a YouTube page. They reached the entrance and parted. They ended their conversation. On his way to our office, my boss thought, “OK, the camcorder team is going to open their YouTube account. Then they need more videos.” So my boss and one of my colleagues who was in charge of the camcorder website immediately started to create a plan to shoot some videos for YouTube which promote how shockproof and waterproof the new camcorder is and proposed it to the client a week later. Of course, the client bought their project because that was what he wanted. What is more, the client shared this story with his colleagues. A later day, a different client of ours actually told us that he heard the story and was impressed how fast my boss and colleague made a perfect plan. So my boss successfully made selling social.
This example is not exactly about sales experience general consumers have, but you can also apply to your business if you have a chance to talk to your customers in order to make selling social. It’s like a conversation you usually have with a clerk when you check out something at a grocery store. When a customer buys something from you, have a meaningful conversation which leads to the sales next time with them. You shouldn’t just ask how they are doing, but also ask them a little bit more about their lives. Find out what they are likely to look for when they visit you next time. Maybe you can even find a hint which implies something they want in the future, though they haven’t even noticed it yet, just like my former boss did. Have a meaningful conversation and customize sales experience for each customer so that they want to buy something from you again. Or you could even tell them something they want and they may buy it. And make sure to provide memorable sales experience your customer wants to share with others.
However, if you don’t have an opportunity to have a one-to-one conversation with your customer, you need different strategies. Unfortunately my time is up, so I’ll write about it in a future post.
I hope I have answered your question adequately, whiskeydrummer.