Fill your sales pipeline with Social Media

Image via Wikipedia

     One of the things I notice quite often is the up and down trends of those who use social media just for business of sales connections.  First, let me say that I don't think using Facebook for just business connections is a good way to do business, but that's for another post.
     I'm a home inspector and so I'm connected to many people in the real estate industry.  Real Estate agents, contractors, inspectors, appraisors, etc. etc.  Many of them do a great job at mixing both there personal and business sides and keeping it light and interesting.  There are a few however that see social media as just a place to sell stuff.
     If you've ever been in a sales related job you have heard the term 'pipeline'.  This term refers to having new leads or prospects in a pipeline.  With a full pipeline, as you close one sale you then can turn to the next one in your pipeline and keep going.  Without a working pipeline you start from scratch after every sale.
     It's a very common sales manager frustration that their sales people don't work on their pipeline until everything else is gone.  Then the sales person is left scrambling to find the next one, rather than having a working list of new directions.
     Social media works the same way.  Going to Facebook for example to blast your friends with business posts whenever you or need another sale is an inadequate strategy at best.  At worst, it's annoying.
     My strategy with my business and social media is to be consistent in my communication.  I talk some about business and a lot about everything else.  But the point is, I'm always talking.  I'm always building my pipeline by virtue of just being who I am.  This life and business strategy has worked for me for several years now, even prior to social media.
     Believe me, waiting until your desperate never really works.  It's only a reaction.  Being proactive is much more productive and a ton less stressful.