Do you ever take the time to read through sales people’s social media posts? What about the words social media make sales people or insurance agents nonsocial? I have a lot of friends and agents that post the most nonsocial things on Facebook, Twitter and LinkedIn. Some actually stop because they say it is a waste of time because it doesn’t work. Really, I say good riddance. If you don’t take the time to learn some basic points, I agree you should move on.
Here are some basic facts about your business posts on social media. First fact, no one cares about your business but you. Sorry for the huge shock wave of truth. No one gets on social media to be advertised to or sold a product or service. People get on social media to catch up with their friends, coworkers, acquaintances and connections. They are interested in new babies, vacations, new opportunities, other opinions and solving problems. If your post does not do one of these types of things then go walk and talk, it will be more productive. There are a lot of sales people and insurance agents that have huge success posting on social media but we all took the time to learn what to do. Here are some basic principles if you want to be successful using social media.
First your post needs to be helpful. It should solve a common problem. This is what people look for on social media. If your product or service solves a common problem, then that is a great way to get business. You helped a connection solve a problem and made a sale, everyone wins. If your product or service is a great opportunity to help people and you demonstrate that in a post you will recruit new people for your business because again it is win-win.
Second the most effective way to post on social media is to tell a story. The old mantra facts tell and stories sell is very true with social media postings. People relate to you better through stories of how your product or service helped someone. Through a story that many people can relate to your product or service better. For example, if you sell life insurance and you helped a client change out of an expensive policy they did not understand, explain the story. Be sure to tell how the client felt about what they had and how you made them feel after the change. People can relate to stories better and you will pick up business.
The main point of social media is social and not media. Give with no expectations of gaining anything in return. The least little line about how great you and product is will be met with deaf ears. Avoid this temptation, just tell the story, the readers will figure out what you do. Remember just be helpful and stop selling; the business will come to you in time. People love to buy but they hate to be sold.
“you can get anything you want in life, if you help enough people to get what they want”—Zig Ziglar
Image by sheelamohan at www.freedigitalphotos.net
Tim Wilhoit is owner/principal of Your Friend 4 Life Insurance Agency in Nashville, TN. He is a family man, father of 3, entrepreneur, insurance agent, life insurance broker, salesman, sales trainer, recruiter, public speaker, blogger and team leader with over 27 years of experience in sales and marketing in the insurance and beverage industries.
Good article, Tim. I believe it would behoove businesses that use Social Media to do so with a personal touch. Telling a story is a very effective way for a business to post as it gives people a way to relate and can be a sign of showing sincerity. The story should have some merit to it though or there could be an adverse effect, since people will associate the products/services with the story.
Franci, thank you for your kind words. I agree with you about the story. The writer needs to put a lot of thought into the construction of the story. A badly told story can do as much damage as a greatly told story can be a homerun. The key is don’t rush it just to get it out there. Thank you for sharing that fact.
Great article,..These posters need to understand what social media is all about. The words “Attraction Marketing” is Brand building and stories are a major part of it. I applaud your excellent use of all forms of social media. Keep up the good work.
Ralph, thank you so much for your kind words. Social media is just like every other aspect of marketing, you have to take the time to learn it. I really appreciate your connection and encouragement.
that is the nature why such people come into, they intend to expand their connection circle and introduce the product, they look you as their potential client, not one common person. Utilitarian
Tan, you are correct. If they make the connection as a two way road of helping instead of just selling, they may have some success. Thank you for sharing.
Of course Tim! It is very important to remember the value of face-to-face, or auditory, communication in lieu of sending a message of text talk, or promoting products strictly via social media. There is a lot to be said about the value of rapport.
Thanks Tim – The fact is that many hardened salespeople can’t change their ways. They can’t help but try to bastardize social media by selling rather than adding-value building trust! They’ll go the way of dinosaurs!
Phil, that is so true. It is the same bunch of bitter salespeople wondering why sales are down. “change is inevitable, growth is optional” Henry Ford was right!
Good article!
On point 2, I do not tell much in stories on social media. I do it in my once a week Blog (do not want to get zoned out with too much posting) and provide a link in social media.
Over the last 9 months, social media has helped brand me as a community involved professional in Health Care.
I now have many people who will see a post and they type my name in so I get notified about it!
Also lead to a number of appointments and looking like 3 recruits!
Use it right and keep the selling out of your comments.
Do use short plugs on what you do to stir up interest.
Thanks for the article!
David, you are obviously doing it right and reaping the benefits of what you have sown. Great job and thanks for sharing.
Great advice Tim. Thank You
I agree that selling is not the main reason for using Social media. Building relationships or branding is. I am in the Telemedicine industry. The best way to describe how our service works and can benefit individuals and employers is by telling real life stories.If I was at a party and I started selling everyone I met, I would find myself alone very quickly and never invited back. If I was genuinely interested in hearing about those I meet and used stories to illustrate what I do, I just might find myself asked to join other circles and retell my story to them.
Hey Tim,
This is one of our Facebook Pages:
https://www.facebook.com/DidYouKnowThisAboutYourInsurance
We use mini info graphs in some of our posts to increase engagement, check it out and like it! 🙂
Thank you Jack, somehow I knew you would agree. Many thanks!
Some very strong points from Tim here.
It behooves to remember that insurance is a product that one needs, not wants. Posting information in regards to said products and rates will not fly on social media. The users on that medium are not there to engage with such things. If you can present something interesting, funny and or engaging; you will gain more exposure.
Once you start to generate a consistent body of return visitors, it is then a good idea to start introducing the occasional posts that go along the lines of what Tim is describing in this post. I completely agree with this post and I would advise some additional levity. Don’t make every post about insurance and when you do post about insurance. Do what Time suggests.
Jason,
Thank you for the kind words. You are spot on with your advice. Not sure why agents and salespeople don’t take the time to learn that. Thank you for sharing those important points.
Great advice Tim! When I see people I like to follow, I think about why. It comes down to some of your points. There are too many people trying to sell me something or trying to change my way of thinking. I ignore them.
Thanks,
Jeff
Jeff, thank you for your kind words and your point is spot on. Thank you for sharing that thought, I find I do the same.
Agreed, but I see plenty of cutesy, slogany social media posts, that appear to be doing nothing more than declaring what ‘customer service is with a picture’ or why a sunrise makes their company great…by businesses that claim they are winning the ‘content war’.
George I like that unique twist, “customer service with a picture”. That statement in itself paints a picture. Thank you for sharing it.
Wow! Thanks Tim. I like the way you think. Some great insight and words of wisdom. Thanks for sharing them with us.
Great post- by pinning our expectations too high on social media, we’re frequently frustrated. It is certainly about ‘social, not media’. Combining Social Media with old fashioned personal contact remains the best way to work.
Thank you for the kind words Lanny and Erica. I am glad you found it useful and insightful.
we spend more time in isolation far away from our true friends and families
Sedeek, you have got to get out of the house more my friend. Social media should never replace human interaction just enhance it.
yes Tim this my plan I began
Sedeek, that is good news. Join some networking groups as well. Use social to enhance connections. Your business will grow and your attitude will change because you will start having fun. Good luck my friend!
Thanks Tim your really inspire me to do good attitude to go out this isolation
Social media is not substitute for direct contact by phone, email, or–best of all–in person. Sometimes just stopping by the office to say hello is a welcome break for the person I’m visiting.