New participants on social media sites ask me, “What does it mean to engage in conversations with others on these sites? The small talk seems like a waste of time!â€Â Retail selling provides an answer to this question.
Social Media Branding
In retail selling situations, the prospective customer rarely wants the sales person to pounce on them the minute they walk in the business. People like to wander around for a while. They want to see if they are comfortable with the store and the products it offers.
Rapport Building
When they feel comfortable, they are ready to engage with the sale person. This step is called rapport building. It’s the time when the customer and the sales person build a common bond with each other. What common interest do they have? Who might they both know? In Minnesota, complaints about the weather are always a common topic. Much of this is exchanging is small talk.   It’s the critical step where two people get to know and like each other.
People like to buy from people just like themselves!
The rapport time is used by both parties to see if there is a fit. Once this is accomplished, the prospective customer will feel comfortable moving onto the next selling step where they begin to share the problem they want solved.
Have you ever been in a store where the products seem right, but you didn’t have a good feeling with the sales person? You didn’t buy, even if the price was right. Rapport has not been established!
Conclusion
Think of social media conversations as your rapport building process. Will everyone spark with you? No. With those who do, keep the conversations going to build a deeper rapport. These friends, connections or followers should become your prime focus on your social media sites.
To be continued, your comments are welcomed…
Al Hanzal
