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Social Sales: Shortening the Funnel

June 6, 2012

Toronto, June 6th, 2012 - The practice of using social media to actively seek sales is a long-debated topic among organizations. Social media is an effective tool to help the sales process, and one of the most effective strategies is to give something in order to get something – 'Give to Get'. Social media is an excellent tool in this function.

"Developing relationships takes time," says Randall Craig, Social Media and Web Strategist, and author of the Online PR and Social Media series. "Both in the real world and in Social Media." To help this relationship development, there are many social media sites that can be used to promote your strengths to prospective customers. "Expert knowledge can be shared, or 'given', via text, video, or audio in a variety of platforms," adds Craig. "However, it is how you use the 'give' that will better ensure your 'get'."

Randall Craig offers a few tips when using social media in sales initiatives:

• Bait-and-Switch is not a good networking strategy. If the invitation to meet or discuss is for one purpose, do not trot out something different. Doing this in any environment, even an online one, can send the wrong message.

• A blog is a great place to develop and explore ideas over a longer term. And in so doing, you can develop trust with your followers and build stronger relationships. Remember that communication is a two-way street so allowing comments on a blog can encourage conversation.

• Follow-up is critical. Webinar attendance, a web form filled-in, a real-life meeting, and a follow-up email are merely steps in building a relationship with potential clients. Similar to the blogging suggestion above, it develops trust.

The sale will take place, but only when you’ve demonstrated your expertise, earned the trust, and the buyer is ready to buy – which may take years. Trying to make a quick sale over coffee is great if you’re selling coffee, but bad if you are selling something more complex – like anything.


Since 1994, Randall Craig has advised on web and social media strategy. Craig is author of six books including Social Media for Business and the Online PR and Social Media series. Randall's blog is at

For information, contact:

Randall Craig
416.256.7773 x101 /

Carolyn Bergshoeff
416.256.7773 x 103 /

For more information contact:
Randall Craig
Pinetree Advisors Inc.
Phone: 416-256-7773 x101

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Randall Craig, Social Media and Networking Expert


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