Social media isn’t about the selling cycle – it’s about the buying cycle

Last fall I read a WSJ article about “Mystery Worshippers.” These professionals are like mystery shoppers only instead of rating customer service and inventory they rate things like pew orderliness and the length and strength of the sermon. I can’t get this article off my mind because it means that people are shopping around for their churches.

And if they’re shopping around for church – unimaginable when I was a kid – what does that mean for businesses?

More than ever before, people are expecting and demanding exactly what they want in every facet of their lives. What does this say about the typical hyper focus on the selling cycle? And what would happen if we turned the telescope around and considered the buying cycle instead?

What if, instead of prospecting, you became a resource to people so that when they recognized a problem or need they came to you as a trusted resource?

What if, instead of qualifying, you were already positioned to help potential customers identify possible solutions to their problems and they came to you for suggestions?

What if, instead of figuring out an approach, people were coming to you to help them analyze their needs and problems?

What if, instead of “presenting,” you were considered an authority and people came to you for solutions?

What if, instead of anticipating and overcoming objections, you had already established relationships with people and they came to you with questions and concerns?

What if the close came at the urging of the buyer instead of the seller?

What if follow-up was the easy continuation of an organic relationship founded on sincerity and trust?

What if you maintained that relationship through social media channels so that when the buying cycle begins again they come to you?

If people are shopping around for churches then they don’t want to be “sold” on products and services. Reach out. Provide value. Become a resource. Be sincere. Build relationships. And let them come to you.

Photo credit: Hello Brappy via Flickr