Alex Low, one of our team, the top Sales Navigator expert in EMEA…and possibly the world, wrote a social selling rap the other day…and he coined the phrase “digital bacon”…which got me thinking…
About 15 years ago I took a redundancy package to leave a company that I didn’t much like working for and decided to start my own business. I had run a business some years before, but then I had partners, investors and huge overheads.
This was going to be different.
It was going to be lean.
It was going to be just me.
I was going it alone.
As was the fashion at the time, every micro business joins a business breakfast club and I was no different. Every week I would turn up, pitch my business and eat a full English breakfast.
In some ways it was one of the best things that I did because I got to meet some really good people and every week I had to give an elevator pitch for my business to the group (which was quite nerve wracking at the time), once per quarter I had to give a 30 minute presentation…it taught me a lot and many of the things I learned I still use today.
However, despite all of that, looking back I believe that these “breakfast clubs” are the worst thing that a business can do when it first starts up.
Well, aside from the cholesterol problems that a weekly fried breakfast can cause, there is a sort of “strangulation” that goes on and I have seen it many many times now.
The reasons people join these groups are:
- it gives them camaraderie…and that is certainly true.
- you get to know people who will pass leads to you – erm, not really
- this can be the cornerstone of your marketing – it’s catastrophic if it does
Let me elaborate on points 2 & 3.
Point 2, you build relationships with people, that’s true, but they won’t become your sales & marketing department as you’d hope. The reason they won’t is that they will run a business just like yours, they too will be struggling for leads and they too will be far too busy trying to sell their own products to even for a fleeting moment worry about selling yours. Point 3, time and again I saw people thinking that because they had been to the networking group they thought that they had done their sales and marketing for the week. And if they follow that thinking their business will not ever grow.
So why is networking so bad?
It isn’t, it is the best way to sell your products and services and to promote your business, the problem is breakfast groups. The reason that these groups are bad is that you invest three hours (or more) of your week engaging and developing a network of 20 people in your local community. This “micro promoting” was fine 30 years ago, but now, with the internet and social media your competitors are not necessarily in the same town…or even in the same country and your clients/prospects can buy from a true socialist and expert rather than a small town generalist.
Nowadays, that three hours can have you talking to a global audience. An audience buying not necessarily the range of things you can do, but the single thing that you LOVE doing. If you don’t believe this is the case, read “Funky Business” (published a few years ago now) and think about the “global Village” concept that they talk about.
Things have changed.
The days of the business breakfast are over.
Why have breakfast every week with 20 people, when you can have breakfast, lunch, and dinner every day with 500,000,000 people. Why settle for doing 20% of what you love and 80% of what you don’t…why not just do what you love. Why not be the world’s authority on it.
Why not make yourself a global mega brand?
This is the world’s largest breakfast club.
This is social media.
This is the world of “Digital Bacon”.
We are a Social Media Agency. We do three things: Social Media Strategy,Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.