After sitting in on a handful of meetings and presentations about social media marketing, I came to the conclusion that it does not stray too far from traditional marketing and sales.
The only thing that changed is technology and the way people do business these days. More baby boomers are finally taking interest in social media that my generation (y) grew up on. Not only are they taking interest but they are using it.
As I mentioned, I attended many seminars and meetings in Dallas, Chicago and New Jersey the past few weeks on social media marketing and the one thing they all had in common were pain. Yes, pain! Each one of the presenters mentioned the strategy of introducing pain to your target market in order to spark interest in your products or services. This works in face to face sales as well.
It seems that the more you pitch a pain problem in your sales, the more the audience can relate to what you’re selling. Pitch pain and then hit them with the solution!
For example, selling HVAC Zoning:
“Are some areas in your home uncomfortable, too hot or too cold? Does your upstairs stay warm while the downstairs is freezing?” – The key here is to get them to say “yes!” After they agree with your pain pitch, hit them with how zoning can fix their problems. Adding in the fact that it can save up to 30% on their energy bill can help you close the sale.
With zoning, you want to relate to their uncomfortable hot or cold home and then introduce them to your solution. Always hit them with comfort first, not convenience or energy savings, those two are a bonus to you closing.
In all, the steps look like this:
- Introduce your pain pitch that they can relate to.
- Get them to say “YES!” The more they agree with you, the better your chances are of closing.
- Introduce a solution to fix their problem. In the case of an uncomfortable home, ZONING!
- Close the sale by throwing in the facts: zoning can save up to 30% on your energy bill and it allows you to put a thermostat in every room or (zone) of your home = convenience.