Consumers have shifted their thinking on how they purchase. They are less influenced by traditional advertising and marketing and are opting to using more coupons, loyalty cards and private label brands where they dictate the price they are willing to pay. Brands can use successful Social Media formulas to create brand loyalty and Brand Evangelists who see a larger value in the product beyond price.
Considering that time spent on Social Media increased by 43% during the past year, it’s not unusual that people would use Facebook as their main email account. I’ve had times when I reached people on Facebook faster by sending a message to them than sending an email to their corporate email address.
People choose to say Xerox this document instead of saying photocopy or copy. The same is true of Kleenex for tissues and Fed Ex for overnight delivery. During my last weeks of Social Media presentations with companies, I’m noticing a similar trend. When I ask about the company’s social media goals, plans and strategies I get the response we have a Facebook account or a Facebook Fan Page and that is their entire social media strategy, plan and goal.
If you think your customers are loyal to your product/service you are living a lie. There is no such thing as a loyal customer and as a small business owner the sooner you accept this the faster you can develop strategies to keep your customers and grow your business.
So here’s a radical ideal, business owners are competent in the knowledge of their business, sales professionals are competent in identifying prospects and negotiating new business, so let the business owner run the business and hire salespeople to sell.
