There is no room for feet in social media.
See the expression “foot in the door” came about during the times of the traveling salesman often called a door-to-door salesman (or worse, a “snake-oil salesman”). These men would knock on the door of a home and when greeted by the homeowner (often a woman) they would give their best silver-tongued USP (unique selling proposition) and if that didn’t get their attention, they would quickly wedge a foot in the doorway to ensure the prospect couldn’t close the door on them, thus ending the sales call.
In the days of door-to-door selling, that type of forceful, aggressive, and one-way selling was well advised by sales practitioners. “If I could just get a foot in the door” became the common plea amongst salesmen seeking an angle that would lead them to the sale.
We don’t operate that way anymore.
9 Popular Social Media foot in the door techniques that do not work:
1. Twitter @replies and FB @ mentions that include a sales message with no relationship
2. Streaming sales messages on your FB wall or twitter account
3. Linking to videos that have you pitching your latest and greatest (fill in the blank)
4. Posting a genuine looking message but then using bit.ly or other url shortner to link to your sales pitch
5. Auto DM’s that link to your free ebook, free newsletter, Facebook page etc
6. Shouting at everyone and not listening to their response and not replying with anything of interest or relevance
7. Name dropping other online contacts as if they are friends when in fact they are not your friends
8. Becoming a loose contact with someone online and trying to work them for contacts or leads
Despite what others may say, you don’t want a foot in the door. Stop trying to wedge a foot in and start trying to extend value into your relationships. Work hard to create connections that spark interest and develop relationships into something meaningful.
Learn how to sell with social media and you’ll never need a foot in the door again.
About Justin McCullough
Justin McCullough is mentor, marketer and leader with more than 10 years of selling experience from startups to large corporations. Justin’s experience ranges from advertising agencies to newspapers and web development firms to book publishers. You can find out more about Justin at www.justinmccullough.com or www.leader4hire.net .
(Image by Tim Parkinson)