The most important business decisions are still based on personal relationships. There is significant research about why customers make buying decisions. Bottom line: It’s because they like and trust the salesperson and his organization. Think about it – we’re selling services, investments, systems, products … we’re asking for people’s time and money! Why would they work with someone who hasn’t been referred?

That said, a social media presence is a must-have in today’s world. Start this way:

  1. Develop a social media strategy. Like a sales plan or a marketing plan, write your social media plan. What is your goal, who is your audience, what do you communicate? Leverage social media as part of your go-to-market strategy. How does your strategy link to your customer’s needs and your business priorities?
  2. Establish relationships. Take the time to build your personal connections, pick up the phone and talk to people. Just because you have a name in hand, doesn’t mean you have a relationship.
  3. Communicate useful information. Social sites are not for selling. They are for establishing connections, identifying ways to collaborate, and providing value. What tips can you provide? Link to other sites that you recommend. Be recognized as the expert and build your web presence. Be a resource.

The most energizing and exciting part of our work is the relationships with our clients – the interaction. We enjoy learning about our clients’ businesses and matching our solutions to their needs. In an era dominated by ever-expanding technology and social media pressures, always remember that personal connections, referrals and earning trust are what count. Yes, it requires brainpower. But isn’t that what we love about what we do? Indeed.