Google_ for Business_ How Google's Social Network Changes Everything - Chris Brogan [48]
A Power Move—Mention Your Competitor
Following is one of those ideas that’s a bit controversial, and that most bigger companies struggle to deal with. There might be times when your competitor’s product or service is the better fit for someone. It takes a lot of guts to bring that up. However, ask yourself this: If the prospect is actually a better fit for the competitor’s product, why not mention that product? You’re not losing a sale. You are, however, building some trust.
A variation on this is to congratulate your competitor for wins from time to time. This runs counter to what most organizations want. However, think of it from the buyer’s perspective. Every time you say something positive, it shows that you’re a positive force, and it translates to goodwill.
You might be clear with the leadership, however, if you decide to take this approach and you’re not the owner of the company. It’s a bit of a fine line kind of move and isn’t necessarily condoned at most companies. (And yet, it’s so powerful and worth mentioning.)
If You’re Not Directly in Sales
I have a little piece I do during some of my speeches to companies. I ask the audience, “How many of you are in sales?” Usually, a handful of people put up their hands. I then say, “Wrong. You’re all in sales.” And I believe this. No matter your role in the company, and no matter how large or small the company is, I believe that everyone is responsible for sales. If you’re a customer service representative, your job is to sell the satisfaction of the buyer. If you’re in public relations, your job is to sell people on the story of your company. If you’re in finance, your job is to help improve margin as best as you can.
Sales is a big term. We all sell something every day—even if it’s our opinion. I might sell you on going to see Transformers 8. You might sell me on checking out that new sushi restaurant. We sell ideas, thoughts, sentiments, and more, every day.
But related to actual sales—money-changing-hands sales—we all have a part to play in it. Scott Monty and Jennifer Cisney do not get measured on purchases made via their efforts, but those efforts most certainly keep the company in the better graces of their buyers. Greg Pak is measured as a writer by the success of his comic book sales (as one example), and his personable way to connect with people on Google+ turns people into buyers. That’s the key—that’s the value.
Quite a few people have a bit of a negative bias toward sales and salespeople. It’s based on experiences with bad salespeople, however. Because the real trick is that the best salespeople make it seem like we wanted what we bought, and that we are smarter for knowing that.
For instance, the best servers in restaurants ask you whether you’re a key lime pie fan or a chocolate molten lava cake fan. They don’t ask you if you’ve “saved room for dessert.” The difference is that they’ve already boxed you into an either-or decision that still has you thinking about selecting one of those two options, and when you do pick chocolate molten lava cake, you feel as if it were your own decision to make, and it was.
When you do it right, that’s how sales feel to your buyer. You know what it feels like when you do it wrong. And again, if you’re not directly in sales, you are still part of the sales process. There’s more to consider here than an actual dollar-for-dollar interaction.
9. Growing an Audience
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The question I’m asked more than any other question is how did I get such a big following on Twitter (and then Google+). Most times, people ask this question expecting some kind of software involvement, or some tool, or some formula. The best I can offer is a kind of formula:
• Share interesting and useful information.
• Share information that’s more about your audience than it is about you.
• Share more about other people than you share about yourself.
• Promote