Be a relationship builder, not a client controller

Alec Baldwin's character in "Glengarry Glen Ross" was definitely a client controller with his "brass balls"

If you were to ask any successful entrepreneur on what sustains his/her business, most (not necessarily all) will tell you it is repeat business and referrals. Entrepreneurs are not just leaders, but they all have to be salesmen at heart. When you go out there to get business and promote yourself, you are a salesman for your own company.

There are two kinds of salesmen out there. The first type are called "client controllers" These salesmen are true hustlers. They will use pressure tactics, and every trick in the book to "beat you into submission" and get you to sign on the dotted line, regardless if the sale is even beneficial to you or not. To them, ABC (Always Be Closing) is a religion for them, and they are its fanatics. These salesmen are good at getting customers quickly, but rely on a steady stream of new business. Depending on what kind of person you are and what you sell, this is not necessarily sustainable nor recommended.

The other type are known as "relationship builders" These salesmen, although not necessarily as aggressive as "client controllers" are even more effective in the long run. These types of salesmen do not necessarily "sell" you, they get you to "want" or "need" something. They do what is best for the client, even if it means sacrificing a juicy payment or sometimes even an entire sale. These salesmen delay gratification to reap the long term benefits. To many people, salesmen that actually have their best interests at heart are rare. However, many customers appreciate honest salesmen. It is the old phrase, "If you do good by me, I'll do good by you."

As a relationship builder, you will find that your customers will be more loyal to you, and they will be more than happy to give you referrals. In business, referrals are your lifeblood. When you have a referral, it makes selling MUCH easier. Don't be afraid to take the high road, even if it costs you profit. I cover this in my previous post "Be selfishly honest"

So what are key things you should do to be a "relationship builder"? Here are some key ones:

• Develop a strong rapport with your customer through sharing things in common (i.e. both of you love baseball, etc.) and some humor

• Take the time to really understand what your customer needs and show the customer how you can address their need with your product/service. Fulfill their needs, not your paycheck.
  

• Always maintain regular contact with your customer. Send them a birthday card, or just check in on them to see how they're doing. This is a great opportunity to sell further to them, or just simply get more referrals.

• ALWAYS ask for referrals. Be sure you treat those referrals with the same professionalism and attentiveness as with your original customer. It'll make your customer look good in front of the people he/she knows.
  

As an entrepreneur and a salesman, just be genuine, go the extra mile and most of all, always put your customer's needs first.

You have to put the SOCIAL in Social Marketing...

I'm hiring by the way ;)

Social Marketing: It's all the rage these days. For good reason too. It works.

A lot of people do it, but not many realize what they get themselves into though. Social marketing may seem like an innovation or a new concept, however, it is nothing new. Social marketing is merely the successful aspects of traditional marketing. Ever since the dawn of trade and commerce, there has never been anything more effective than the power of the spoken word...when your own customers sell for you without you even trying.

We do it in our everyday lives. We recommend great movies, restaurants or products to our friends. If we're not getting compensated for doing that, then why do we do it? Because when you recommend a good product or service to someone else, it makes you look good. In a way, it is also a way of repaying your "gratitude." Of course, there are those who do it because they want to share more things in common with their friends/loved ones to strengthen the bonds between them. Whatever the reason may be, the result is still the same. The company benefits without having to lift a finger or convince you further.

Effective salesmen and marketers for hundreds of years have known that the key to being successful is to connect with your customers and prospects on a personal level. It is what is known in persuasion science as "Liking" Of course, the most common reaction is "Well, duh!" Unfortunately, it's not that obvious. How many times have you run into terrible salesmen or dreadful marketing attempts? Too many times I bet.

One case in point: Tupperware. We've all heard of it, and they are wildly successful. How do they sell products so well? They hold "Tupperware Parties" all over the world. The company reaches out to existing customers and help them set up a tupperware party at home and invite all their friends to come. These parties would often just be normal get-togethers. House moms would share cooking with each other, socialize and have fun. All the while, the benefits of using tupperware are shown throughout the party in a very casual and personal way. Most customers would probably have done these parties for free, just for the social aspect. However, the company generously compensates them based on how much tupperware is sold after the party. Genius? Yes. New concept? Absolutely not.

The current craze for social marketing is not a revolution by any stretch of the word. If you remember from my previous posts, change is usually incremental. The reason why social marketing is so wildly popular now is because now we have new tools that make it easier than before to connect with people on a personal level. New tools for an age-old concept.

The key to successfully using these tools is to use a little common sense. Often times, I see quite a few people on Twitter, MySpace and Facebook endlessly spam links and sales pitches. I guarantee that the "throw crap on the wall and see what sticks" approach does not work very well. If you want people to be open to your marketing efforts, you need to show them that you are an actual person that talks and listens to them. The most effective people I've seen on Twitter do that, to great effect. They don't just blitz people with useless quotes, dumb links or empty sales pitches. They connect with people, and make an honest effort to be SOCIAL.

That's how you get the word-of-mouth referrals, by connecting with people, not spamming them. Besides, you'll have fun doing it, and meet some really cool people in the process! Some successful salesmen I know have made lasting friendships with people they've sold to in the past.

Of course, remember another principle I've always said in this blog, you need to add value. Tweeting/FB'ing about how you just took a giant dump is not connecting with people. It's true too, people do that...a lot. I saw one guy tweet about that he's currently brushing his teeth. I don't want to even know how he managed that. Others will try the "I'm hanging out with XYZ right now! Fun time!" Seriously? If you're having fun, then why are you on your phone updating others about it? Sounds like you're kinda bored to me ;)

So, what are some tools out there to connect with people on a social level? Well, these are probably obvious, but for references sake, here are some that work well:

• Blogging - Remember to try and keep it interesting and relevant to your target market. Try to have some interesting insights that people can learn or respond to!

• Forums/Message boards - Hang out in forums that are relevant to your target market.

• Facebook/MySpace - Great way to connect with people on a personal level. Try to stick with people that fit your target market.

• Twitter - An excellent way to interact with people and promote your business. In my opinion, it's even more effective than Facebook or MySpace due to the sheer ease of following people's Tweets and replying to them. Again, stick to your target market whenever possible.
  

There are others of course. However, these are some of the most popular ones out there right now.

Remember, the point is to have fun while doing it. Use a little common sense, and you'll get far!

Oh...by the way, I'm compiling a list of "Tweets Gone Wild" (i.e. tweeting while taking a dump). I am accepting submissions and will post the list on this blog when I have enough good ones. You can submit either by messaging me on Twitter, posting a comment here or messaging me on Facebook. For those of you who want to use Facebook, I'm known as "Floid Roflcopter" ;) Otherwise just click the Twitter link on the right side of the blog.