Every post from social media experts seems to boil down to those six words so apparently Content is King. This lesson needs to be learned by salespeople as well as social marketers.
Marketing studies indicate that 71% of customers that purchased automobiles said they bought because they liked their salesperson (Kershner, 2008). I believe that statistic to a point (my debate teacher always used the phrase, there are three kinds of lies, lies, damned lies, and statistics). I think the failure in that logic is the reason why the customer said they liked their salesperson.
Old guard sales trainers spent (and spend) hours and hours with new salespeople explaining how to find common ground with customers by asking questions about family, kids, work, etc… which is all good information and can be extremely useful during the sales process, but here comes the but. The fact that you found out what elementary school your customer attended is probably not the reason that they say they like you.
Customers like efficient, knowledgeable, competent salespeople, regardless of where they went to school or their background. We have now circled back to our point, Content is King. The question whether a customer liked their salesperson does not dive deep enough, the question could be turned around to say, did you tolerate your salesperson because they were knowledgeable and respected your time even though you were from different background?
All of those soft questions about background and family are great when worked in throughout the process but only after you have demonstrated to your customer that you are a professional salesperson that understands their needs and knows how your products will satisfy those needs.
My point, finally, is that salespeople need to concentrate more on having specific content in their presentation that will appeal to their customers. Spending time learning screen resolution or mounting options of televisions, horsepower or safety features of new cars, or features of whatever it is you sell is time well spent.
You want to make money, right? You want to consistently produce for your company and family, right? You will only be successful if you understand that content is king and spend the time to create specific and pertinent content for your customers.
Kershner, Jeff, 2008, https://www.dealerrefresh.com/dealer-showroom-floor-sales-statistics-and-percentages/