10/31/2023-Social Selling

Clients love to be wined and dined, but they also know it comes with a price. Don’t tippy toe around their obligation; pick your time wisely and talk business.

Covid still messes up your ability to get in front of your customers with the same frequency you did a few years ago. That’s okay…it’s called the new normal, and you will keep adapting.

You’ll be creative in gaining access to buyers, which means social selling is another skill to master.

Ballgames. Mani/Pedis. Coffees in the park. Walk-n-talks. And, of course, hanging at the public bar footrail, bending a few elbows.

What about this one: yelling your value prop into the ear of your buyer at a Halloween costume party? Egads, noooo…but it’s a funny visual.

Get access wherever possible, and pick your selling opps carefully.

If you struggle with the awkwardness of initiating a business discussion in a social, fun situation, you’re in the majority. But you have to push yourself at it.

Today, think about how you sell in social settings.

Esteemed selling pro Matt Mastrangelo had a rule he followed diligently when hosting clients at restaurants and bars…he’d casually open with, "I look forward to hearing about your , etc., but let’s talk business first…"

Solid move, Matt.

Whatever your approach, ensure you have an approach and don’t squander an opportunity when you’re with a customer.

Of course, there are rules to social selling, and while it’s pretty okay to conduct a little business before the concert starts or while you’re getting set up at the yoga studio, be wise about your timing.

But understand that client entertainment includes an acknowledged quid pro quo. The buyer may not expect a 30-slide PowerPoint presentation, and it might be tricky if you’re on the golf course, but the customer does expect some sort of an ask from you.

So….fire away. What is it you need help with? An introduction? Help resolving a sticky issue on the latest transaction? Whatever it is, don’t for one second think you can’t ask just because you’re in a social setting.

All can agree that Ted Lasso is a salesman…a darn good one. You’ll see some of Ted’s authenticity in this 3-minute scene, which might inspire you in a couple of ways:

First, when you’re wining and dining customers, avoid restaurants that will cause you to sweat and incur digestive problems. It’s humorous watching Ted wiggle while forcing himself to eat super-spicey ethnic food.

Second, meals and social selling situations are prime opportunities for asking clients questions like what Ted asked Trent Crimm (of The Independent), "What do you love?"

Show your human side when you’re out with clients…that’s why you’re out with them.