Marketing and Social Media: The Age of Relationships

Each day I read the thrice daily e-mails I receive from Peter Shankman’s “HARO” (HelpAReporter.com), in which writers, editors, publishers, etc. list topics for which they are seeking expert input.

On January, 5th, 2010, Meryl K. Evans, Senior Newsletter Editor for the Customer ePublisher service InternetViz.com submitted the following question posed by one of their readers”

“I’m pushing my sales team to add Social Media to its repertoire. We started with Twitter and tried to train the sales staff; however, they aren’t taking it seriously. They continue to use the hard-sell approach.

“I don’t think they understand how to use Twitter and LinkedIn to build relationships.

“Should we expect the sales team to use these tools, or should marketing maintain them and pass on leads to sales?”

Little Boxes

In many ways, our lives revolve around our skill as humans to categorize.

For the purpose of creating distinctions and being able to agree upon what we’re communicating about, categorizations are exceptional tools. But categories, by definition, are also limited and limiting. That’s their value, and their curse.

We (meaning men, mostly) have categorized the world’s historical timeline into various “Ages” to discern our relationship to technology and commerce. We’ve defined, for example, the Iron Age and The Bronze Age.

The most recent Age that has “stuck” in terms of people’s agreement of the categorization is the “Information Age.” We’re certainly beyond the Information Age, which because of being defined by easy access to information, has transformed (especially because of the Internet) into the “information overload” age. Myriad pundits and experts are attempting to create labels for the “Age” that we’re now in, and although some of these have merit, none have really “stuck,” in part because the categorizations are, by definition, more limited than the totality of people’s experience today.

The Relationship Age

I’m a bit of a rebel, so I’ve always contended that describing Earth’s timeline exclusively by definitions manufactured by (mostly) white males is inadequate and far too limited. There are many other perspectives by people of different culture; especially by women; and from different perspectives than technology and commerce, that would describe the world’s evolution – and certainly that of humans – in different terms.

Having written that, I’m not arguing the value of categorizations such as the “Iron Age” or the “Bronze Age.” They’re accurate from their own perspective, and are useful tools in terms of understanding and communicating.

Nonetheless, I believe that in addition to these categorizations, that there is one “Age” that has transcended – and continues to transcend – them all:

“The “Relationship” Age

Even before humans, there have been relationships. Relationships between the Earth and its non-human plant and animal inhabitants. Relationships between those creatures and the environments in which they lived, and live.

Humans have many relationships, generic and specific. Each of us has a relationship to our own self – physically, mentally, emotionally and spiritually. We all have a relationship to others humans. And as a very large class, we have a relationship to the world – even the universe – in which we live.

Breaking it down even further, we have familial relationships, business relationships, friendships. We have a relationship to our pets, and to wild animals. We have relationships to the food we eat, and to wildlife. We have relationships in our own geographic community, and to others beyond our geographic “borders.” The list is boundless, of course.

So I contend…

Everything is about relationships. Everything IS relationship.

The Trap We Laid

The trap we laid that continues to influence our perceptions, our actions, and our outcomes, emanates from the misperception that only some things are about relationship. Which leads to people asking questions such as:

“Should we expect the sales team to use [Social Media] tools, or should marketing maintain them and pass on leads to sales?”

Not everything in business involves direct person-to-person INTERACTION. For example, a graphic designer working on her computer to design a print ad may not be responsible for talking directly to customers to do her job. But that ad – and her role and what she designs – is intimately influenced by relationships. Between the ad content and people who view it. Between prospects or customers and the company represented in the ad. Between people who talk to each other about the ad, about the product it’s promoting, and about the company who sells the product, and the company that makes the ad.

Even the people responsible for marketing may have no direct interaction with people outside the company.

When it comes to sales, however, that is the ONE area in business in which it is most clear that “relationship” is THE most powerful, most influential factor in a prospects or customer’s decision to purchase or not.

People buy from people they know, like and trust. It’s really that simple.

Although it may be difficult to imagine, prospects and customers treat a company – a non-human entity – as if it was a person. Indeed, corporations are legally defined as a “legal person.” So people want to come to know, like and trust a company (via it’s brand and its market positioning) in the same way that they want that of an individual human.

So both as a company and as guidance to all the individuals in it, be knowledgeable and genuine in your interest to serve and your desire to have your customer, client, patient or attendee receive great benefit from what you sell them. Offer high-quality products and services that meet their needs and fulfill their desires. Be respectful in your communications and your interactions.

The Only Thing That Makes a Difference in Sales: Relationship

And, of course, prospects and customers want to know, like and trust the individual(s) with whom they interact in the company – especially the sales and customer service people.

So for all the valuable and effective sales strategies, tools, techniques, tips and tricks that you can learn and employ, all of them are related to the same CORE PRINCIPLE:

The only thing that makes a difference in sales is RELATIONSHIP.

Relationship is the deciding factor in whether or not someone decides to make a purchase, and how long they take to make that decision. It’s the basis for ongoing customer satisfaction and future sales. It’s the basis for what your customers say about your company and your products when they talk about you to others. It’s the basis for what the media reports about you.

So of all the people / roles in a business, the two job categories that MUST learn to use ALL of the tools available to them that help to develop, maintain and deepen relationships are the members of the sales staff and the customer service staff.

I’m not arguing the fact that “hard” sales tactics can produce a sale now and again. But they don’t create a satisfying relationship to the customer, and a “hard” sale that sticks (without a return and refund request) has a low likelihood of turning into future purchases by that customer.

Stop Trying to Convince People Who Don’t Want to Be Convinced

One of my favorite pithy statement is by author Robert Heinlein:

“Never try to teach a pig to sing; it wastes your time and it annoys the pig.”

Trying to convince a “hard sale” salesperson to learn how to use the tools of Social Media – including Twitter – is very likely much like trying to convince a pig to sing. If a salesperson or marketer doesn’t recognize the value of Twitter or any Social Media tool to making the sale, s/he has very little motivation to learn to use those tools. If s/he has the perception that Twitter is “just a waste of time,” then it’s not likely that their perceptions will be easily changed.

(This written by someone who has created a training designed specifically to help entrepreneurs and small business owners and managers use Twitter as a highly effective business tool out of my belier that every business NEEDS to use the tools of Social Media to be successful in this day and age.)

A business owner or manager in the position of the person who posed the question that prompted this article is caught in the midst of significant change. The way – and the day – of the “hard sell” marketer and sales person is rapidly on the wane. Those who want to win in the game of business moving forward must acknowledge and embrace the increasing importance and the power of relationships in the marketing, sales, and customer service process. Those who refuse to embrace Social Media tools in the sales, marketing and service processes will be quickly eclipsed by those who do.

While it’s certainly appropriate to invite people in your company who are invested in their current way of doing things to learn about new strategies and tools, counting on them to do so is a fool’s quest, and requiring them to do so  will likely only result in disgruntled employees.

But NOT incorporating Social Media into your business is even more risky. So while it behooves YOU to learn to use these tools yourself, it may also make sense to bring one or more people on-board (either in-house, or as an independent contractor) who already believes in the value of Social Media tools and is already invested in the “relationship” approach to marketing, sales and service. Perhaps as an addition to – or even as a replacement for – those who don’t.

Social Media, or Die

We’ve entered a new age, and a new age for business.

Entrepreneurs and businesses that adapt and come up to speed stand the greatest chance of success. Those that don’t stand an even greater chance of failure.

Your customers are already using Social Media, and they’re talking about you. Your competitors are already using Social Media, talking to your prospects and past and existing customers. You and your business need to be there too, to be proactive in the conversation, and there to defend yourself when the need arises. You need to let people know that you’re out there, that you’re competent, and that you care.

Do this, and you’ll increase your chance of success. Don’t, and your business could go the way of the dinosaurs.

What Do You Think?

IS having a Social Media presence an essential aspect of entrepreneurial and business success these days? Do you have stories of success and failures using Social Media, and/or advice for how to use it successfully?

I’d like to know, and so would others. Please share your stories, questions and comments here.

Jay Aaron Strategic
Visionary / Visionary Strategist
Follow me on Twitter: http://Twitter.com/newthoughts

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