Social Media Rather than relying on an elevator pitch, use social media to build lasting relationships. By: Katherine Pickett Katherine Pickett is a freelance writer and editor for the professional cleaning industry. She may be reached at [email protected]. B2B Many business people, especially entrepreneurs, are familiar with what is described as an “elevator pitch.” In the most basic terms, it is a quick but concise discussion of a business idea, a company or a product that someone is trying to sell. When given an opportunity to do an elevator pitch, most people take the time to promote their companies, their products or themselves. However, according to Bill Moller, a sales and communications expert based in Chicago, that really is the worst thing they can do. “Instead of promoting yourself, take the minute or two you have to try and get to know the other person, what they are looking for and, most impor-tantly, how you can possibly help them or their business,” says Moller. “Instead of trying to sell someone something, look for how you can help them with something. That can pay dividends.” Interestingly, taking a “helping” rather than a “sell-ing” approach using social media may be the way businesses, such as JanSan manufacturers and dis-tributors, can make social media sites like Twitter, Facebook and scores of others work for them. Until now, success with business-to-business (B2B) social media has proven elusive for many B2B industries, including our own. A new way of using and thinking about B2B social media may help turn this around. M least not yet,” says Mike Schaffer, a senior executive with Tacony Corporation’s commercial floor care division, which includes such brands as Tornado Industries and CFR Corporation. Schaffer is not alone in his observation: Many B2B executives have expressed reservations about jumping into social media. To some, it seems like a waste of time, a waste of company resources and, to still others, down-right silly. This was borne out in a June 2010 study by the digital marketing agency White Horse. For example, they found: More than 60 percent of B2B companies sur-veyed did not have a single staff member involved with social media marketing Only 10 percent of the companies surveyed for more info Visit www.cmmonline.com and type in search keyword: Marketing . For more information on related products, visit www.cmmonline.com , select SUPPLIER SEARCH from the main navigation bar, and enter keyword: Social Media . Skepticism Abounds “I’m certainly open to it and we have been exper-imenting with it, but we have not found social media to be really relevant within our industry, at There are many social media platforms available, so join one of interest and start building relationships. 34 CM/Cleaning & Maintenance Management ® • February 2011
CMM – Archives Feb 2011: 34
