Selling and buying has become very "social" in today's world.
People are getting smarter, and more and more are only buying from brands they trust and relying on word of mouth.
Advertisements are slowly losing their impact.
They may be good for spreading the word about a new product or service, but consumers need more to become convinced to buy it.
This is why business owners and professionals really need to offer value.
After all, if your product or service isn't really worth it, then no matter what tools you have at your disposal, you're still not going to make a profit.
But that's the thing about products or services that really work, that really satisfy people's needs - with the use of social media, your consumers will be able to reach other potential consumers, and it results in a nice viral effect for your business.
Though the combination of selling and social networking doesn't seem right, successful brands are able to combine the two in a way that works well together.
When businesses and consumers socially support one another, they enjoy a mutually beneficial relationship.
How exactly do they do this? You support brands and businesses socially by recommending them to your friends when you're happy with the products or services you receive from them.
And when businesses can see that you're advocating their brands, they can offer you special deals and promotions, so it's a win-win situation.
But the term "social selling" is still not widely accepted, as social networking sites were created for forming meaningful relationships with others, not for selling products.
Perhaps the better term is "social buying.
" Since we buy from people we trust, we only buy from brands with whom we've formed mutually satisfying relationships with.
This is why businesses today are really challenged to engage with their customers well, to add value to the conversations they have with their audience.
Customers now exert greater control over brands.
In the past, they were convinced by sellers to buy the product or service usually through advertisements; now, they are social buyers, wanting to know the value and relevance of a product or service through other people's feedback before even considering buying it.
Typically, when people come to you and are ready to buy your product or service, they have already done their research.
They have searched through the web about any feedback regarding your product or service, and they have asked their friends and people they know what they can say about you.
Sellers have lost the power, because people have already started the buying cycle before you even try to sell them anything.
Their views about your product are colored by the feedback they've read, the news they've seen, the opinions they've heard.
They won't blindly be sold by your product just because you waxed lyrical over it.
No matter how much you tell them that they need your product, that it will do wonders for them, they won't buy from you if they don't trust you.