Social Selling Blunder Spoils Bride’s Engagement

Women at Coffee Shop

Jenna was the center of attention on this particular morning as four young ladies sat around the table with their coffee discussing her recent engagement.

Amidst the excitement came a lot of discussion about important details yet to be worked out. Chief among them was the all important wedding dress decision. In fact, just mention of the dress took the discussion to a crescendo…Then it happened!

A well dressed gentleman sitting near these ladies, was obviously listening in to the discussion as he abruptly…and quite awkwardly interrupted them to say, “I just so happen to sell wedding dresses.”

At that very moment, I could have sworn I heard car tires screeching to a halt, a needle scratching a record and a woman’s blood-curdling scream simultaneously, right before the deafening silence.

With frozen smiles and half-formed words, the four women sat, not knowing what to say next. That is until one of Jenna’s friends covered for her with a, “Good to know” response. In an instant, the mood had changed.

Their perception that they could have a conversation in public and expect…not privacy…but courtesy, had certainly been called into question. The moment was over. The conversation ended. The ladies disbanded.

I immediately thought, ‘This is what it feels like when some unknown person interrupts a forum conversation and inappropriately and prematurely tries to sell something.’ 

This well intended business owner was at the right place at the right time, but with the wrong approach. This is what poorly executed ‘social selling’ looks like when done in person. What gets lost in an online social setting, however is the unforgettable reactions on faces of the recipients.

Reckless social sellers are blind to that…and that’s a shame!

Don’t Treat Social Media as Faceless

We’ve all been guilty of saying something in email that we’d typically not say in person. We are just as susceptible in our Social Media interactions.

It’s so easy to forego the courtesies and social etiquette when interacting on social media. This is especially true when it comes to social selling as I often hear social sellers shove the responsibility back onto the prospect saying in essence, “They shouldn’t have accepted my connection request or been talking in a public forum if they didn’t want me to sell to them.”

Social Media does not give salespeople license to act inappropriately or prematurely C2T

Tips for Better Social Selling Etiquette

  • DO: Prioritize listening over speaking in social media
  • DO: Keep the Listening to Speaking ratio at 4:1
  • DO: Communicate respectfully as if there in person
  • DO: Provide a unique perspective that nobody else has offered
  • DON’T: Treat other’s statements the same as requests for advice
  • DON’T: Sell in places where people are learning
  • DON’T: Talk about yourself or your solution
  • DON’T: Interrupt

What are some of the DOs and DON’Ts that top your list?


Jeff MichaelsJeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.

#SMM: Stop Talking, Start Learning

Stop TalkingThe chorus to the Lifehouse song, “Nobody Listen,” describes many marketer’s approach to Content and Social Media Marketing these days…“Everybody talk, but nobody listen.”

The amount of content produced is staggering. According to Gary Vaynerchuk, New York Times best-selling author, he cites that there is more content produced in 48 hours than what has been produced from the beginning of time to 2003.

The strategy of just ‘being present’ in content and on social media has not worked, and will not work.

Change Your Social Media Strategy

If you are finding your engagement to be low in social channels with the content you are sharing, it’s time for a different approach.

As Marketers, we are all susceptible to becoming enamored with our own point of view, and as a result, we end up doing all the talking. When people don’t listen, we talk louder. In marketing, “talking louder” takes many forms, such as email blasts, Facebook posts, Tweets. This even shows up in our retargeting efforts.

These approaches are what I refer to as Bumper-Sticker Marketing. The premise of  the ‘bumper-sticker marketer’ is that it is one way communication that shouts a point of view, but fails to engage others in meaningful ways, and certainly fails to persuade.

One of the common struggles I hear relative to producing content is lack of ideas for what content to produce next. If you find yourself struggling with what to talk about, you may not be as close to your customers as you think you are.

If that’s the case, time for a change in your social media strategy, which will benefit you in your content strategy as well.

Listen to Learn

Assuming you know where your customers are spending their time on Social Media, pay attention to what they are talking about. Listen for the key words and phrases they use to describe their problems, concerns, and struggles.

We are listening and learning so that we can speak their language, rather than trying to get them to understand our own language.

One strategy I use, that may be helpful to others is to do the following. Use your favorite social monitoring tool(s) to identify the keywords your customers use to search your competitors sites.

Additionally, I look at large, non-industry sites like Reddit or Mashable, then filter down to the category in my field/industry to see what people are searching for and talking about.

For example, if I filter by Internet and Telecom, I find the top trending words in their keyword cloud are ‘web2.0,’ ‘blog,’ and ‘social networking.’ (See below).

Word Cloud

This 60-second process gave me three different topics from which I can produce content about that will be relevant to my audience. When content is relevant and valuable, your audience is more likely to engage. What’s more is I now know the specific words to build my SEO strategies around with HREF, H1 tags, etc.

Looking for keywords is one thing, but remember, we want to understand our customer’s concerns and speak their language. Therefore, I take the keywords of interest listed above and search conversations in Twitter and Facebook to try to ascertain what their intent is behind their searches.

In searching #web2.0 this morning, for example, I quickly learn that areas of interest to multiple groups is measurement, collaboration and applicability to SMB.

Take the time to listen and learn for a better content and social media strategy. As my mom used to say…”Talk less, listen more!”


Jeff Michaels | Repeatable SuccessJeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.

Marketing Benchmarks: Has marketing missed the mark?

What makes a great Marketer?

The best marketers are thought-leaders. Not only are they acutely aware of the drivers of their results, but they have a deep understanding of consumer behaviors and point the organization forward to be prepared for trends and shifts in their behavior.

Hubspot Marketing BenchmarksThey love [useful] metrics, as this guides their efforts to show better returns over time, not the same or worse.

Great marketers are aware of these consumer behavior shifts before they are even perceptible to most in the organization.

As a result, you see this most quickly reflected in the marketing in ways that connects deeply with consumers and resonates more so than the common marketing in the marketplace.

Good marketing takes work, but what does it take to be best-in-class? Furthermore, how do you compare against your industry?

Find out with HubSpot’s latest study, Marketing Benchmarks from 7,000 Businesses.

Download the Marketing Benchmarks Report

This brand new report dives into how you can increase your traffic and leads by improving a variety of marketing assets, including:

– Web Pages
– Blogging
– Landing Pages
– Twitter
– and more!

Get a clear idea of how much more you need to do to see the results your organization needs. Download the report to see if your marketing is hitting the mark.

Jeff Michaels | Repeatable SuccessJeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.