Despite its ubiquitous nature, few people realize just how much Facebook has come to replicate the town square of times past. This casual-yet-dynamic social marketplace has become the meeting place for nearly every significant social transaction — which means that it is one of the most valuable selling tools you have.

People don’t go to this virtual town square to buy life insurance or any other product. They go to see and be seen. They go to exchange ideas and solicit feedback. But can you still sell in this environment? Absolutely. In fact, the opportunity for salespeople is immense.

To get started, here’s one tip you need to know: Selling on Facebook is not the same as selling on Google AdWords. Why? Because ads on Facebook are not based on any immediate search terms a customer might input. Ads on Facebook are based on a customer’s demographic: their age, sex, interests, region, and other determining factors suggested by their individual Facebook page.

Because of this, you can’t sell directly in the way that many traditional outlets encourage. Instead, you must sell based on your brand’s unique selling proposition, or USP. Why is your product or service special? What do you offer that none of your competitors do? Bring in pictures, videos, cartoons, and testimonials that will support your USP in the casual, conversational environment that Facebook fosters.

Think in these terms and you’ll be well on your way to sales success in the social media world.

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