The personal connection is key to making a sale.
The reason I tout LinkedIn posts and articles is that it helps build that personal connection with your leads.
LinkedIn puts you (as a person, not a salesperson) in the spotlight, inviting your leads to get to know you, your company, and your beliefs.
It’s also the perfect way to highlight your knowledge, personality, and competence.
Personal Connection is Not New
In a digital world where many things are automated, today's consumers are hungry for personal connection but it was an important aspect of success long before we had chatbots and email lists.
Consider retail sales.
Many consumers used to abhor the prospect of going to a retail location and be faced with pushy salespeople.
However, the best salespeople were able to make sales because:
(a) the consumer was in the market and
(b) they were masters at creating personal connections with potential customers.
Personal Connection Is Different
While being personable and connecting with customers and clients is not new, it has changed.
Technology has created a world where we can hide behind a screen and never actually talk face-to-face or personally with our potential clients.
For that reason, it has become vital for companies and individuals to be open and transparent when it comes to their online persona.
Millennials make up the largest consumer group and they are also the first generation to grow up entirely in a digital age.
For this reason, balancing technology with a personal touch that makes you approachable, is a delicate but important aspect of success.
Relationships in Business
Business is built on relationships between many parties, from employers to employees to customers to partners and the key to any successful relationship is trust.
Building trust nurtures relationships that go on to strengthen the organization as a whole.
Trust is established by being open, honest, and transparent about the things you do, the things you love, goals, challenges, and even failures.
Consider this: would you trust someone who never admits they're wrong? Who doesn't share their thoughts with you? Who keeps everything close to their vest?
Your potential clients are no different: they want to trust you.
The secret to establishing this trust is to be fearless in sharing who you are.
A Delicate Balance
Today's consumers are able to see who you are and what you stand for with a click or a tap which means now, more than any time in history, it is vital that your online presence is consistent and open while also being professional.
Your online social profiles are likely to be the first things your target customers will seek out.
Or perhaps you have an active website or LinkedIn profile that provides valuable information and insights.
This is the professional side of the balancing act.
However, combined within that professionalism, there needs to be an appropriate amount of your personality.
Since people can pretend to be anything they want to online, this will make potential customers increasingly skeptical.
While this can seem like a challenge, it's actually a great opportunity for today's organizations.
Rather than creating an environment where you must play a role, in today's global workforce we are able to simply be ourselves because the reality is, this is what today's consumers want.
The Bottom Line
At the end of the day, it's refreshing to be able to be open and honest with potential clients and I think an incredibly powerful way to nourish relationships and establish yourself as a trustworthy candidate for sales, is to utilize technology to reveal yourself.
Being able to show your knowledge in combination with sharing your personality gives today's entrepreneurs powerful leverage.
I invite you to contact us and discover more ways to improve your sales by building a powerful online persona.