Social vs Sales!
Time and time again, I hear from companies that their employees have no clue what is being posted on their social media channels or that the social media team never asks for input from the sales team or vice versa. And sadly it reflects on the overall experience customers receive.
The customer sees a post on Facebook from the company and gets excited about the prospect of buying said product only to go into the location and be dismissed from the sales person who is clueless about what was posted.
Customer “unlikes” page.
Customer tells all her friends about the horrible experience and her friends “unlike” the page.
Now maybe there’s a planned sale and the social media team never shared it to Facebook, Twitter, Instagram, Pinterest, Snapchat or YouTube because they weren’t made aware of it. Yup, you guessed it.
Now the sales team is mad.
There was a sale going on, nobody knew of it, nobody came out. No sales were made. The sales team looked like idiots and yet the social media team was blamed.
Although social media is thought of as a sales tool it’s more like a trust building, conversation invoking, experience centered medium that gets your customers to act as your cheerleaders. When you treat them right, they will be by your side sharing what you do with their friends. If you screw up, well that will be shared too.
The conversation can start either on social media or through the sales process but it needs to further build trust and create an experience that shows customers that your company has integrated teams designed to inform, educate and entertain.
A company whose social and sales teams clash won’t fair well over time and will send a signal to customers not to use them. But, a company who’s social and sales teams work like clockwork will generate new leads, increase revenues and stay in the good graces of the community they serve.
Sales and social should never clash.
Every employee that interacts with customers needs to know what is being posted on the companies social pages to better prepare them for customer engagement.