I’m sure that when Mark Zuckerberg first adapted the Winklevoss twins original concept, he had no idea of the monster he was about to create. Certainly Zuckerberg has upset a few people along the way but very few pioneers have managed to get through life unscathed so I guess it goes with the territory!

While I can’t say that I’m a huge fan of using social media sites as marketing platforms, I do have a personal Facebook page as well as a business page so I’m not adverse to the site. I readily admit that I do enjoy the social interaction aspects, easy communication with overseas relatives, interstate school friends, family etc.

Two things interest me about the social media space and I’d like to expand them here.

The first fascination is with the sudden appearance of a new business, that of marketing social media expertise. Where did all of the social media gurus come from; what were they doing two, three, five years ago? There is an entire industry of self-appointed “experts” who want to teach you how to master social media from profit or who want to manage your social media campaigns for you.

This eclectic bunch of opportunists have spawned my second concern which is the commercialisation of Facebook. Let me state that I have no issue with Zuckerberg following Google’s paid advertising monetisation model , it’s a very good way of generating a return on investment for him and is no doubt why pundits are saying the float could be worth as much as $10 billion. Larry Page and Sergey Brin would no doubt be jealous of that, and I wonder if Zuckerberg actually worries them?

Without getting into arguments about the pros and cons or both, it’s certainly apparent that some products and services, especially consumer goods can do well with Facebook advertising, the process being used on some business pages to secure “friends” and thus elevate their status is quite bewildering. Let me explain… Continue reading ‘Facebook Marketing’

Should I be “nice” or should I be “truthful”?

I was faced with a dilemma recently which caused me to think about this one really closely. I was asked to review a book written by someone I know, and I replied that if they sent the book I’d read it and give my honest appraisal.

The book arrived and my initial impression wasn’t good; the cover was poorly designed and the author’s photo on the rear cover, while not inappropriate, didn’t look professional to me.

I was disappointed with both the content and the formatting. The content was almost condescending, the author seemed to be taking a moral stance on a number of issues rather than offering sage advice. Knowing the author’s target market as established business owners, I thought that the content was below them, written almost at year 12 school level or a best, young entrepreneurs or absolute business “newbies”.

Hence my dilemma… how do I pass the message on without offending the author?

If I’m “nice” I’ll write something sweet and innocent but that won’t be true to my principals. Do I speak my truth and risk offence, potentially alienating the author instead of them seeing the feedback as information that may save them from the possibility of the book damaging their reputation? My genuine concern is that this book may not generate a positive first impression from its readers thus working against its expected outcomes.

I ask the question of those writing books as positioning statements:

Is it just about the money, the elevation of your profile that comes from being a published author?

If it is, don’t write it!

As an author, you have a duty of care to your readers. If they chose to spend their money on your writing, they deserve to get value for that money. You need to make sure they get that.

Don’t join the herd of those selling hope. Don’t look at your audience as sheep while attempting to milk every available dollar from them as though it’s the last sale you’ll ever make.

Provide value and people will seek you out.

Two essential tips for those writing books:

• Have your book professionally edited proofread.
• Have a professional graphic artist design the cover and format the text.

Anything else lets both you and your readers down.

In bullet point format, here are eight unforgivable sins committed by people in trying to gain and maintain customers. Etch them onto your memory.

1    Looking for a “quick fix” to close more sales.

Sales aren’t closed: they’re opened.

Solution: You must learn how to open the sale, how to build rapport with your prospective customer and develop an understanding of their business or of their lifestyle first.

Only when you have some understanding of where they’re coming from can you even hope to advocate a solution that they will be interested in.

2.   Deceptive prospecting / marketing tactics.

Don’t deceive people with your advertising or prospecting message. (Don’t sound like a bad network marketer, either!).

Solution: Before you call a potential new buyer, consider what their reaction to your call might be. Better still, turn it around and ask yourself how you would react if you were called with this message.

People are busy today, so calling to ask if you can drop by for a chat or to talk about a mystery is pointless.

Why should someone give up their time unless they believe you can do something for them? This is called “intrusion marketing” and is generally resented.

3.   Not correctly identifying prospects.

Don’t bother selling to folk who don’t need what you sell.

Solution: Develop a buyer profile; know who is likely to want what you sell and what their buying process is. Identify the key person or people and look to provide answers to their wants and needs. If you can’t reach the key person, whomever you can reach has to become your ally or advocate.

Talk in their terms!

4.   Focusing on the product not the customer.

What they’re buying is the sizzle not the sausage.

Solution: Learn to talk about benefits and what that benefit will do to ease their pain or solve their problem. Talk about how it will make or save them money. To do this you must be able to relate how each aspect of everything you sell benefits the customer. If people quickly grasp the idea and benefits of your business, it’s considered to be infectious. Do people nod knowingly as you describe your company’s products or services, or do they look puzzled and quickly excuse themselves? If it’s the latter, you’re not selling benefits.

5. Talking, not listening.

How can you listen when you’re talking?

Solution: You must learn to ask questions – use open, closed and “tell me about …” to gather information and look for pain! Otherwise you’re trying to “convince” – who wants to be convinced? Guaranteed to get claw backs. Essentially you’re getting into a struggle with the customer and this is a struggle you’ll never win.

6. Ignoring the customer once the sale is made.

Forgetting service, and back-end business opportunities. (Back-end business is the business you generate from a client after you’ve made the first sale to them.)

Solution: You must understand the lifetime value of a customer.

7. Ignoring testimonials and referrals.

In other words, always using cold prospecting techniques to find new clients.

Solution: Develop “warm” enquiries and leads. New business can come from a variety of sources:

·         Cold calls

·         Advertising including Direct Mail and the Internet – you have a website, don’t you?

·         Loose reference groups like the school P&F, family, friends

·         Tight reference groups such as referral clubs and business associations

·         Develop a referral strategy for your business such as get one free after paying for five. Offer customers entry into prize draws for referring new customers. I heard about a hairdresser who buys you dinner at the Hilton for introducing just five new clients.

8. Vendor apathy.

Vendor apathy is when the supplier doesn’t care. It’s when your staff don’t understand that gaining and maintaining customers is everyone’s job.

When a potential buyer calls but you don’t call back.

Solution: Create and maintain a “customer first” culture in your business. Teach your staff the absolute importance of each prospect. Teach them how much it costs to open the doors and to advertise. Most don’t know. It’s just a job…

Explain just how important the customer focus attitude really is. Provide them with a reason; an incentive based on retention.

Let me make another relevant observation. I frequently see businesses spend huge sums of money on marketing – brochures, adverts, direct mail etc – because their belief is that if they increase their enquiry rate, they will make more sales.

That’s only valid if their salespeople are capable of converting those enquiries into business.

Before you spend money on marketing in the attempt to gain more sales, consider how many sales opportunities you’ll miss if your staff can’t convert the extra leads you generate into business. Wouldn’t you be better to invest in some quality training to make sure you significantly improve your conversion rate?

This little gem came my way this week. A little cryptic maybe, but I enjoyed it…

“I woke up last night wondering where I had gone wrong in my life, but I figured it would take me more than one night to work it out so I went back to sleep.”

I don’t know why it is people think that because I’m into sales and marketing, I’m a “natural” target for network marketing opportunities.

Let me set the record straight for once and forever: if you’re even thinking about approaching me as either a prospect, or to do training or coaching for a network marketing business; sorry, I’m not your guy. (FYI, I do use the products of several MLM Companies, though!)

Thanks.