Digital Dealer - August 2019 - 34

M A R K E T ING & ADVERT ISING: So cia l Medi a

By Kathi Kruse
Founder,
Kruse Control Inc.

16 Ways to Damage
Your Professional
Brand & Fail at
Social Selling
We live in a connected
world and social selling
has become aligned with
general sales best practices.
The act of deeply examining the people and businesses we buy from is a
common occurrence. Sifting
through the noise and nonsense isn't easy and those
who pilot their customers
through the maze, ultimately provide them with a
reason to choose them over
a competitor.
A brand is a promise. It's
a pledge of satisfaction,
quality, and sometimes
even joy.
A brand is a reason to
choose.
A professional brand
and social selling go hand
in hand. You can't truly
succeed in social selling
without knowing the value
your professional brand
promises.
Are you able to articulate
why you're different? If not,
or if your "why" doesn't truly
differentiate you from all the
others, then there is work to
be done.

SOCIAL SELLING
STRATEGY IS

34

AUGUST 2019

COMPRISED OF THREE
FACTORS:

1. WHAT YOU DO
2. HOW YOU DO IT
3. WHY YOU DO IT.

We're all acquainted with
what we do - the products
we sell, the services we
offer, the jobs we do.
A few of us know how we
do it - the things we think
differentiate us or make us
unique compared to the
rest of the crowd, or our
competition.
But only a handful of us
can clearly articulate WHY
we do what we do. - Our
WHY is the purpose, the
cause, or the belief that
drives every salesperson's career. WHY did you
choose car sales? WHY
did you get out of bed this
morning? And WHY should
anyone care?
Your WHY is what sets
you apart from everyone
else. It's your purpose. It's
what inspires you to take
action. Your WHY is also
what inspires others to take
action, spread your ideas,
or buy your products.
Simon Sinek talks about
this in his TED Talk "How
Great Leaders Inspire Ac-

D I G I TA L D E A L E R . C O M

tion." Simon explains how
some of the world's greatest
leaders inspire themselves
as well as other people
to take action, buy their
products, or champion their
cause.
They do it by clarifying,
understanding, and communicating their purpose
- their WHY - before
communicating anything
else. They start with, sell
with, and lead with WHY.
Social selling blends your
professional brand with lead
generation.
Just as a house is only
as good as its foundation,
a professional brand is only
as effective as its prescribed strategy.
Social selling success is
derived from conveying the
value of your professional
brand on an ongoing basis
while maintaining the care
and feeding of valued sales
relationships.
16 WAYS TO DAMAGE
YOUR PROFESSIONAL
BRAND AND FAIL AT
SOCIAL SELLING

Certain negative actions
contaminate your professional brand. Your reputation is at risk and these neg-

ative actions can destroy
your opportunity to nurture
leads via social networks.
I've witnessed quite a few
blunders myself, and I've
read a few posts that have
inspired me to address
some of the gaffes right
here.
1. ANXIOUSNESS
OR IMPATIENCE

Take your time. Go into
each conversation with the
intent of helping others. No
one wants to do business
with a pushy, "it's all about
me" kind of person.
The majority of people
have some social anxiety.
When you're new to social
selling (or don't really know
where to start), take it
slow. Be thoughtful in your
communications and it all
will fall into place.
2. LACK OF
COURTESY

Being courteous was
once a prevailing behavior
in our society. Now it's an
uncommon virtue, both
online and offline. What we
say and do (online or off)
informs everyone about
us. Being nice doesn't cost
anything.
3. ABSENCE OF
AUTHENTICITY

Nobody likes a faker.
Here's where the work on
discovering your "WHY" the professional attributes
that make you different
- pays off. Those who
know themselves display
a realness that can't be
manufactured or faked.
Authenticity conveys and
promotes authority.
4. LACK OF
ASSERTIVENESS

We talk about how


http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

Table of Contents for the Digital Edition of Digital Dealer - August 2019

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
https://www.nxtbook.com/nxtbooks/digitaldealer/202004
https://www.nxtbook.com/nxtbooks/digitaldealer/202003
https://www.nxtbook.com/nxtbooks/digitaldealer/202002
https://www.nxtbook.com/nxtbooks/digitaldealer/202001
https://www.nxtbook.com/nxtbooks/digitaldealer/201912
https://www.nxtbook.com/nxtbooks/digitaldealer/201911
https://www.nxtbook.com/nxtbooks/digitaldealer/201910
https://www.nxtbook.com/nxtbooks/digitaldealer/201909
https://www.nxtbook.com/nxtbooks/digitaldealer/201908
https://www.nxtbook.com/nxtbooks/digitaldealer/201907
https://www.nxtbook.com/nxtbooks/digitaldealer/201906
https://www.nxtbook.com/nxtbooks/digitaldealer/201905
https://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
https://www.nxtbook.com/nxtbooks/digitaldealer/201904
https://www.nxtbook.com/nxtbooks/digitaldealer/201903
https://www.nxtbook.com/nxtbooks/digitaldealer/201902
https://www.nxtbook.com/nxtbooks/digitaldealer/201901
https://www.nxtbook.com/nxtbooks/digitaldealer/201812
https://www.nxtbook.com/nxtbooks/digitaldealer/201811
https://www.nxtbook.com/nxtbooks/digitaldealer/201810
https://www.nxtbook.com/nxtbooks/digitaldealer/201809
https://www.nxtbook.com/nxtbooks/digitaldealer/201808
https://www.nxtbook.com/nxtbooks/digitaldealer/201807
https://www.nxtbook.com/nxtbooks/digitaldealer/201806
https://www.nxtbook.com/nxtbooks/digitaldealer/201805
https://www.nxtbook.com/nxtbooks/digitaldealer/201804
https://www.nxtbook.com/nxtbooks/digitaldealer/201803
https://www.nxtbook.com/nxtbooks/digitaldealer/201802
https://www.nxtbook.com/nxtbooks/digitaldealer/201801
https://www.nxtbook.com/nxtbooks/digitaldealer/201712
https://www.nxtbook.com/nxtbooks/digitaldealer/201711
https://www.nxtbook.com/nxtbooks/digitaldealer/201710
https://www.nxtbook.com/nxtbooks/digitaldealer/201709
https://www.nxtbook.com/nxtbooks/digitaldealer/201708
https://www.nxtbookmedia.com