Interviews With Experts #2: David Newman (PART VI)


DavidNewmanDAVID NEWMAN
(DO IT! Marketing)

PART I >  //  PART II >  //  PART III >  //  PART IV>  //  PART V>

S!  WE KNEW it was coming, but it’s a shock all the same.  Welcome to the final installment of my interview with David Newman, who’s been walking us through his version of Social Media ABCs.  Today we’re focusing on short-term thinking and selling, and how those modes of thinking don’t work when applied to social media.  So let’s read on!

David Newman is the CEO of DO IT! Marketing, the author of DO IT! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits & Crush Your Competition“, a trusted speaker with over 600 corporate presentations over the last 20 years, and a Strategic Marketing Consultant for Fortune 500 Companies.  And when I approached him with this interview, he was more than happy to give us this incredibly in-depth review on the problems SBEs face online–and the problems they create for themselves.

* * *

David Newman:  S: Short-term focus. The final mistake is to think of social media in the same way that you might think of outbound sales activity.

Think about it: Cold calls. Email blasts. Direct mail. Do those things and the natural question to ask is – OK, how much did we sell today?  You made 100 dials, you connected with 20 humans, you had 14 conversations, you qualified 5 serious prospects and then how much did you SELL TODAY?  You sent 10,000 postcards. Requests came back for 300 quotes. So how many widgets did you SELL TODAY?

Social media marketing doesn’t work that way.  Social media is… well, social. It’s about relationships and trust. Relationships and trust don’t have an ON/OFF switch – they develop over time.

Transactions happen today from relationships you built last week, last month, and last year. The benefit of that – and the reason it’s worth the “wait” is that social media gives you a permanent asset – TRUST.

How to do it right: Blog entries are forever. They continue to sell your expertise, your company, and your value day after day, week after week, year after year. LinkedIn recommendations are forever. People that wrote glowingly of you in 2002 are still “selling” for you and your reputation TODAY.

A voice mail? BEEP – gone. An email? ZAP – gone. A face to face meeting? DONE – bye. Those happen today and they’re gone today. 

Sure, you have to sell today.  You have to make your quota today.  You have to feed your family today.  But social media marketing helps you ensure that what you create ONCE today works and lasts and brings customers and clients to you for many years to come…

Not because you SOLD them like an IDIOT – but because you built the trust and relationships that HELPED THEM BUY today, tomorrow and beyond!

Action Question:  What permanent assets are you building today so that your best-fit buyers will seek you out for your expertise, ideas and solutions at the precise moment they are ready to spend money on what you sell?  Are you putting irresistible bait on enough hooks in the right ponds so you won’t go hungry next week, next month, and next year?

* * *

Well, there you have it!  I’d like to thank David for taking the time to talk with me, and I’d like to thank You for reading.  And this is a great point to close on, because the bottom line is is that selling through Social Media is a completely different animal–it’s not just cold-calling with tweets–and it will serve your business only if you study it.

Come back next week for the next installment of Interviews With Experts, when I’ll be talking with Jason Falls from Social Media Explorer.

And as always:  Running a Small Business is a long-distance journey–stop trying to do it alone!

Dan Gallo
SBE Advocate, Supplier Connection
Managing Director, The Allasso Group

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