The communication methods associated with “old school selling” are very “one way”. The business talks AT a prospective customer via traditional media sources – and the customer has two alternatives: buy or don’t buy.
Then – a new school of selling began to appear. It was called “consultative selling” and the idea was that the sales person would act as a consultant and HELP the customer find a solution to their problems. Instead of trying to “sell” a green widget – the sales person instead was encouraged to discover how the green widget would solve a customer’s problem.
In the days when old school media was the only way to reach a large audience of consumers, businesses were forced to do a lot of “guess work”. Oh sure, they’d try to take some of the “guessing” out of the equation by utilizing focus groups – but dragging people into a room with a two way mirror and listening in is a LOT different than observing those conversations in “real time”…. something social media allows the modern business owner to do.
A while back, I went on a weekend get away and needed to board my dog. I had noticed a veterinary office located right along my “get away” route – so I decided to board her there. I began the process by taking her in for a “check up” the week before. The vet and his staff seemed very nice – and spent a lot of time talking about how fat my lab is. She’s fat. She’s always BEEN fat. We feed 1/2 the recommended amount of low calorie food and she’s still fat. The vet gave a great spiel on why we needed to test her thyroid function and how EASY it would be to fix her fat problem if her thyroid levels were low – so I agreed. Then there was another test he wanted to do – agreed.
Push – Push – Push. By the time I walked out of there, my first office visit to this vet was almost $250. However, because the recommendations appeared to be made with my dog’s health and well being in mind, I didn’t feel “pushed” but instead I felt “cared for”.
When I went to pick her up from her weekend boarding. The computed the stay at 10 days instead of three. When $220 seemed high for three days – they corrected their mistake. So I wrote another check… and then another when they decided she needed medicine for her gastric distress of eating their dog food. At this point, I’m thinking, “Nice people – but very disorganized.”
Then I get a follow up phone call th enext day. It seems that the thyroid test – the run at our initial visit and sold as the path to a “miracle” cure – showed her thyroid levels were low. During the consult – the vet had said that if her levels were low – it would be as simple as giving her a single pill a day and her life would be so much better. The weight would fall off of her and she’d get more active. She might actually be able to join me again on my daily walk. I’m psyched and ready to begin.
That’s when the wheels fell off the wagon so to speak. The receptionist with whom I was speaking told me that the vet didn’t want to jump into prescription medication yet. Instead we were to begin buying prescription diet dog food – sold only at his office. Only after using this special prescription dog food for several months would he consider putting her on medication for her thyroid.
Now I’m feeling very “sold” – a.k.a. “abused”. Any warm fuzzies I had for this vet and his smiling office staff are gone. I now realize that I’m a cash cow to be milked – not a client in need of help. He’s no longer a medical professional in my book – he’s a pet product salesman.
I get it – he’s a small business owner trying to build his practice. He’s got a new client on the line – one with an elderly pet – and he’s anxious to begin extracting all the cash he can get from me. That’s exactly how it feels . Instead of “this guy really cares about my dog” I’m thinking, “this guy really cares about my pocket book – and nothing else.”
This vet is engaged in the”old school” Push – Push – Push – selling strategy. Unfortunately this approach really don’t “work” when it comes to social media marketing. I would venture to say that most of the interest in social media marketing is because these old school selling strategies are NOT working anymore. Consumers are more aware – and more sensitive to “being sold” and the old school selling strategies only work when the communication is one way.
People are connecting online. They’re sharing their experiences with others in their “network” just as they’ve always done in the past – only now they’re doing it “online”.
If the only relationship you want with your customers/clients is with their pocketbook – people are going to talk. I’d like to be able to say, “Avoid social media” if all you want is a relationship with their pocketbook -but you can’t. How could you begin to screen your customers/clients? The screening process might look something like this:
“Before we can schedule an appointment for your dog, do you or anyone you know have a blog, Facebook, Twitter, LinkedIn or Myspace account?”
How many people could answer “no”? How can you build a business like that?
Unfortunately, that’s the only way I can see a business being able to successfully insulate itself from the impact of social media.