We all know that listening is the key to a great social media
marketing strategy. But listening goes for naught if you cant connect
with your customers and grow your business. There is a concept called
"The Point of Need" which is a dividing line between the hard sell on
one side and a welcomed and connected sales pitch on the other.
The key is to know when to merge into the traffic of
conversation. No one appreciates a person who barges in on their
conversation. There is an art to engaging appropriately.
Just because someone has a problem it doesnt mean that they
want a sales pitch. You have to wait until the time is right for the
customer and they are asking the question. The sales pitch needs to be
on their terms not yours.
You can be in the position to be helpful by first engaging in
the community. You have to be there and be contributing before any
sales are going to happen. Your participation must be authentic and
without agenda of a sale. When you have gained trust and affinity you
will be in position to promote your product when the customer is
receptive.
So the key is to get into position to be at the "point of
need" and be able to truely help your customer be successful with your
products.
(photo Larry Carlson)
