Social Networking for Business

Posted by Dreamweaver on May 11, 2008 at 11:00pm

Social networking websites specifically made for small or home based business are a fairly new concept. Most people are still trying to figure out what works.

There's really no secret. The technique is the same as marketing and sales in any other format. Only the delivery system has changed to interactive internet.

In sales training we are taught presentation skills. A sales presentation always covers the same points. The most universal process in sales presentations are these five steps:

1. Build Rapport
2. Why your company?
3. Why your product or service?
4. Why now?
5. Close

If you have gone into someone's office or home to make a presentation, the most important part of the presentation is building rapport. If someone doesn't know you, like you and trust you, they're not very likely to buy from you. No matter what you have. If you meet someone online and you are planning to present your product service or opportunity, why would you skip the first step?

How do you build rapport? In sales training we used to draw two islands. When you meet someone, you are on one island, the other person on another. Your challenge is to build a bridge between the two islands. We would draw a bridge from one island to the next and on the side of the bridge were written the words "In Common".

Once you find something in common with someone else, you begin to connect. Without that connection people are not likely to join you or buy what you have because there's no bridge. If social networking for business is going to work well for you, always take the first step first and build rapport.

Get to know someone and let them get to know you. People don't buy from commercials. They buy from people. People don't join opportunities. They join you.

Dreamweaver

Tags: business, networking, rapport, sales

Comment by Dan Caskie on May 12, 2008 at 3:36am: Great post, and so very true. People always feel more comfortable and are more likely to make a purchase from someone they already know. Social networking done correctly can accomplish this as well as help you build bridges to islands you never even knew existed!

Comment by Jason F. Grissom on May 12, 2008 at 10:48pm: Good stuff.

I just read this really good book called Neuromarketing that talks about solid ways to appeal to a person. (Build rapport quickly, in this context) I bet you would like it.

My experience has been building bridges with the common interest/need they would like fixed. If the prospect is having email problems and wants to talk to me about what I can do for them... I talk about fixing their pain points with different things I know (Linux Pop/SMTP server, MS exchange, Customized company Webmail, ultra low cost email services like Yahoo, etc... etc...)

In the end helping them understand their problem and the impact of each choice is always is what sells them. I think this is what is missing from MOST I.T. types...

With all the email, instant messaging, forums, chat, and a zillion other ways to communicate most I.T. guys have lost touch with the ancient art known as talking... hehe

So I agree with you 100% Build that rapport, know what you're selling, ask them to buy...

Comment by Dreamweaver on May 13, 2008 at 5:33pm: Neuromarketing sounds like it might be marketing based on neuro-linguistics. Neuro = nervous system. Linguistics = language or language of the nervous system. It's a science that became increasingly popular in the 80's which tests and studies the different modalities of people. In other words how people make decisions and what order they tap into their senses (visual, audio and kinesthetic) to make those decisions.

For instance, I have a prospect right now who is a musician. He plays several wind instruments and stands real relaxed when he speaks in his raspy slow delivery. You'll call him and he'll always say "heeeeey, how ya feelin"?

If you speak rapidly and deliver reams of analytical information for him to look at, you won't get very far. With him you need to slow down and concentrate on the experience. How it feels to be in your business. What it's like to enjoy the warm sunshine and a cool ocean breeze.

I disagree with only one part of your post. The art of talking is not lost. It just changes and by the way, talking is overrated. The art of listening is where it's at.

Dreamweaver

Comment by Design By Tara on May 14, 2008 at 10:17am: What an excellent article! Social networking is amazing and does offer many benefits.

Comment by Gail Cavanaugh on May 15, 2008 at 5:58am: Hi, Jerry,

I agree that we should try to find something in common with others when we meet them during social networking which takes place on-line. This is an ice breaker. I did this recently with someone in another group and it worked wonderfully. He ended up writing a good review for me on my website. We are currently in negotiation on a credit card processing plan for his client and for him. So, yes, I think social networking can work if it's done properly.

The experts are predicting that in a few years, no one will market their services through websites, but rather, everyone will be marketing their products and services through blogs. I think this is interesting.

Thanks for discussion.

Gail Cavanaugh

Comment by Dale M on May 20, 2008 at 8:32am: One mistake people can make is when every conversation includes a sales pitch. You might have the best product or service since sliced bread but letting people get to know you, is the most important thing you can do if you want to be a valuable (and trusted) member of the community.

Comment by Gail Cavanaugh on May 20, 2008 at 7:27pm: I agree, but you have to play it by ear. Some people are open and some are not. For instance, I had been in this particular social network for several months before I approached the people about me services. By that time they were very familiar with my products. It also depends on the level of experience of the people involved. It won't work with everyone.

Thanks for your comments.

Gail

Comment by Dreamweaver on May 20, 2008 at 7:55pm: Gail,

I would be interested to know more about your approach.

How was it worded? Who was it to? How many? What was the response? Any positive? Any negative? Or my personal favorite: Were they just utterly ambivalent?

Dreamweaver

Comment by Gail Cavanaugh on May 20, 2008 at 11:02pm: Hi, Jerry,

I find that complimenting people on something that is unique about what they do or how well they do something helps. I then share an experience that I had with what they are doing. I do it in a way that lets them know that I know something about the topic, so they don't think I am being insincere. I try not to insult them.

For instance, one of the people I talked with lives in Arizona. I shared my experiences with traveling to Arizona and what I did there. I also told him what I liked about his website. I noticed that he gave a lot of attention to detail and mentioned that. Then I told him what I could do for him and his customers. The timing was right. We spent several minutes connecting. Then he was ready to listen to me. He gave me a great review! If I don't have anything in common with someone or I don't know enough about what they do, I won't approach them. It's awkward. I don't push, either. You have to know when to stop.

I hope this helps!

Gail

Comment by Dreamweaver on May 21, 2008 at 8:15am: I'm intrigued by your post. I don't know if this is accurate in your case but it reminds me of a couple of points that might be useful for others.

There was a time not long ago a salesperson could use techniques with memorized sentences and it would work. It was a little like canned charm. We had a book of power questions and phrases that would render our prospect defenseless. Those days are gone.

Let's say you're in a singles club. Can you tell the difference between a man who is charming because he wants something and a man who is being real? Of course you can. (Most of the time.) People are so jaded by marketing and so sensitive to intent, the only way to success today is sincerity.

So how do you transition from building rapport to presenting your offer? That question can fill several chapters in a book but I'll try to address it briefly.

If the key to building rapport is being sincerely interested in someone else, their interests and their needs, the key to presenting is the same. There is no transition.

To build rapport you must ask questions and make a connection between you and another person. When presenting your product or service you continue to ask questions. Find out a persons needs, wants and desires regarding a focused subject and connect that person with solutions to their needs. You must concentrate on them and what they want 100%.

It's like a good marriage. If I think about what my wife needs all the time, my needs are almost magically fulfilled. There is an irrefutable law of cause and effect. If I always think about what you need and help you get it, I don't need to think about me. It's automatic.

Dreamweaver