Social networks are an extremely powerful vehicle to get in touch with potential customers for your business or company, giving you even the opportunity to target specific industries or influential people within the industry of your interest. It’s all about finding what you need properly and that you have the patience to start and carry out really effective contacts.
Of the most popular networks, Twitter is the easiest to use because the profiles are open and you just write the name of the handler of the person you are interested in, tweet it and from there on make the connection.
However, being so simple, you can make the mistake of launching yourself aggressively in the search for new prospects or very influential people that can give your product an extraordinary visibility.
Before using the networks to look for new prospects, you have to make sure that all your commercial department, even yourself, have the clear things and that you have established with them a concrete strategy to carry out the prospecting task, so that you do not go To destroy relationships instead of building them.
First and foremost, have the patience to do things right.
A clear example of how you should not do things.
The following image shows us how the representative of a company “X”, burned the possible relationship with a very influential person within his industry, practically overnight.
The exchange goes as follows:
- The representative retweets the content posted by Robert Trenson, a very influential person within his business.
- Trenson thanks the retuit and cordially offers to help them if necessary.
- The representative immediately answers Robert, offering him a demonstration of his product.
- Robert very kindly advises the commercial to take care of getting to know him a little, to invest time in developing the relationship BEFORE wanting to sell him his product.
And in just three interactions, a relationship that could have started off with a very good footing, in a friendly atmosphere and good vibes, due to the impatience of a commercial representative, goes through the drainage.
How could it have been done better?
The answer is given by Robert himself in his message. If the representative of company “X” had taken the time to tell Robert why he had retuited him, the reason for his interaction or to manifest the simple intention of opening a relationship to get to know each other, perhaps the story would have had an end Happy, or perhaps less embarrassing.
A little exchange, maybe something like the following:
- “You’re welcome, Robert. We love the content you post because it brings a lot of value to the industry in which our company moves,” or maybe something like …
- “You’re welcome, Robert, our company is very interested in the subject you were discussing in this post, so maybe we can talk a little bit about it”
Something that would simply have shown an interest in developing the relationship a little more, in getting to know the other person a little, would have been enough.
However, before the imperative desire to promote a product or service, forget the fact that social networks have a different dynamic, that the important thing is the relationship, that if it can be sold but that the strategy should be a little different.
Do not you think it would have been much more elegant to use a different approach? It would have been more effective!