Tumbling Along With Me

Just 2 Letters

The difference between “selling” and “helping” is only two letters, but the gap is in reality, much larger.

The best – and most effective – social media programs aren’t based on promotions and message distribution. Instead, they revolve around removing friction and uncertainty for potential or current customers. It’s about marketing sideways, not marketing head-on.

Nationwide Insurance has a terrific iPhone app that allows you to document a vehicle crash in real-time, including photos, collection of the other drivers’ insurance information, and other key details. They aren’t trying to sell you more insurance – at least not at that point – they are being helpful.

Geek Squad makes its living providing technology configuration and repair services, via BestBuy stores everywhere. But yet Geek Squad has a YouTube channel that includes hundreds of videos showing people how to do it themselves. They aren’t trying to sell you services – at least not at that point – they are being helpful.

Geek Squad Founder Robert Stephens was asked about the contradiction of a services company providing helpful videos at a conference where I spoke. He said that the reality is, their best customers are those that can do some of it themselves. If they can assist them initially, they’ll appreciate it and turn to the when they need more help.

That’s understanding the difference between selling and helping. That’s understanding that social media success is a long putt, not a tap-in. That’s measuring results on an annual basis, not a weekly basis.

That’s what you should be doing.

I am a big Jay Baer fan and not just because I happen to look like him (although that does help his case). I wanted to share this recent post of his as I love this idea of helping vs. selling. His advice on leading with the services you offer to help remove friction and build loyalty is spot on and the goes way beyond online efforts.

Taking the time to focus on consumers needs rather than your need to sell can go a long way towards building a customer for life. We often see this kind of service within jewelry stores (most jewelers will clean your jewelry at this point). Bringing these efforts to your web presence can help you engage with your customer in a way that truly benefits them. Show them how to check their ring for loose stones in a video or simply invite them to stop in and get their jewelry cleaned, no strings attached.

It is likely to drive them into your store and make them think of you when they start thinking about that next purchase. Much of the promotions we see online focuses on sales and online only deals to drive people to your store or your site, but it just may be the services that you offer that capture the attention of your more reluctant consumers.

Click the link above to read the full article from Jay Baer’s Convince and Convert Blog.

Read more Out of Industry News at the Gen-Next Jewelers website