Relationship Selling and Cannonball Social Media Marketing

Some experts in sales training coaching and marketing for small businesses are suggesting relationship selling is dead and for struggling as well as successful companies to take their traditional marketing funds and redirect then 100% into social media marketing.  What happens is potentially small businesses take the cannonball approach to social media marketing, make a very large big splash and then shoot all the fish (sales leads) onto the shore just waiting to be picked up by the very anxious sales team.

If people still buy from people and people buy from people they know and trust, then relationship selling is very much alive and will always be alive.  Possibly what it looks like may change and how the relationships are developed will also change.  In other words, the paths to building those critical and necessary relationships are different.

The reason for this alleged death of relationship marketing is because so many firms do not engaged in any strategic thinking and planning.  They are desperate for the quick hits (think sales leads) to their marketing funnel.  They are either unwilling to develop the relationships or do not know how to develop those critical business to business relationships. Sales Training Coaching Tip: These individuals are definitely engaged in the role of Captain Wing It, spraying their actions all over the place much like the cannonball dive and then praying something sticks.

Relationship selling is all about slow and steady wins the race. This is an attitude much like the Tortoise who consistently plodded toward the finish line while the fast footed Hare jumped ahead and then took a nap. Sales Training Coaching Tip:  Naps are not part of relationship selling or social media marketing.

Social media marketing provides a plethora of ways to stay connected with potential customers, sales leads from demonstrating expertise in your area of business to supporting others who may need some assistance.  The key to social media is to splash often and let the water drops not be filled with self promotion, but rather with education and a selfless, caring attitude.

All small businesses want to make a big splash in their respective markets.  They want to be noticed. The question is do you just want to be noticed once or do you need to be noticed numerous times?

 

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