As the online services market matures, many entrepreneurs and professionals fall prey to misconceptions about what drives sales. Understanding and discrediting these practices is essential for success in the current landscape. Here are five common myths about selling services online and the realities behind them, supported by real-world examples

Myth 1: When someone accepts a connection, they are open to being sold to.

Many believe immediately pushing for a sale or bombarding new connections with offers is the best way to bring in business. However, this approach is often counterproductive. In today’s mature market, buyers are more skeptical and can quickly spot a hard sell. The counterproductivity of hard selling can make the audience feel more cautious in their approach, potentially encouraging them to become even more skeptical of who you are and why you have asked for the connection.

Recently, a financial advisor connected with me on LinkedIn. I accepted the invitation, thinking they were local and open to networking in my new state of Florida. The following direct message (DM) was a message pushing for a sales meeting to manage my 401k. This aggressive approach was such a turnoff that I disconnected from the person. Had they attempted to build genuine relationships by offering value and support before attempting a sales call based on my background, we might still be exchanging DMs or, even better, meeting for a cup of coffee and seeing how we can support each other in our business-building activities. The simple art of networking should not be forgotten when connecting on a social media platform. This emphasis on networking will make your audience feel more connected and valued in their interactions.

Myth 2: Generic Messages Work

The idea that one-size-fits-all messages can effectively engage potential clients is a common misconception. Buyers demand a personalized approach demonstrating that you have taken the time to see who they are, what they do, and their interests.

Lately, my colleagues and I have noticed a frustrating trend: after connecting with someone without leaving a note, the following direct message states, “I have an extra seat in this free master class. Would you be interested?” It’s as if the market hasn’t experienced years of attempts to sell services. This approach makes today’s buyers even more skeptical and less likely to engage with you. It’s essential to tailor your communications to a more personal tone and clearly understand your audience’s pain points, showing how your services can uniquely address them. Last week, I had a client segment her funnel into categories and send personalized text to individuals based on their category of interest. This achieved several things: first, the text was personalized; second, it was relevant to something the individual had already shown interest in; and third, it was efficient. As a result, she connected with over 100 people in less than 24 hours, booked ten calls, and re-engaged with prospects based on what matters to them. This personalized approach made the audience feel understood and catered to, enhancing their engagement.

Myth 3: Immediate Sales Pitches Build Relationships

Some professionals believe connecting with someone on LinkedIn or Facebook and immediately pitching a service is a good strategy. This has worked over the last three to five years, but the market has become much savvier, and it is now looking back to the idea of building rapport first.

As I become more active on social media, I understand the importance of outreach and am open to making new connections. However, when a new connection’s second message is, “Let’s book a call to discuss your needs,” it’s a major turnoff. Engaging with someone on their social media platform is a thoughtful gesture – you help boost their posts and reach new audiences. It’s essential to start with meaningful interactions, like engaging with their content and giving genuine compliments. This helps build trust and makes it more likely for them to consider your services when the time comes. This approach respects the audience’s need for connection and consideration, making them more likely to engage with you.

Myth 4: Every “Yes” Connection Is a Potential Sale

Viewing every new connection as a potential sale can hinder the development of a supportive professional network. Building a community of like-minded individuals enhances your online presence and credibility.

Recently, I encountered a request for connection who reached out with a refreshing approach. Their message was, “I’d love to connect and learn more about what you do. Perhaps I can introduce you to some people who could help you.” This approach of helping without asking for anything in return, showing genuine interest in my work, and prioritizing building a relationship first made an impression on me. It made me more interested in connecting with them and keeping in touch in the future.

Myth 5: Quick Cryptic Communication Leads to Engagement

Many people believe that brief, cryptic messages are enough in the fast-paced online environment. However, this often leads to misunderstandings, making the recipient feel undervalued.

Make sure to craft clear, personalized messages that will not turn off or disinterest recipients. Instead, aim to be friendly and direct. Use various communication methods, including video messages, customized emails, interactive content, and social media engagement, to keep your interactions exciting and pertinent. Always be thinking of adding value to the individual. Either with a piece of content you have crafted or from another source that notes that you are “thinking of them.”

Conclusion

In 2024, selling services online should be approached like the business development five years ago. It calls for time, effort, personalized communication, and relationship building. Understanding that aggressive sales tactics can be counterproductive, it’s essential to personalize communications, prioritize relationship building, value community, and ensure transparent and respectful communication to adapt to the changing landscape effectively. Genuine engagement and adding value to your connections will make them more likely to turn to you when the time is right. It’s important to remember that these misconceptions are not just myths but pitfalls to avoid in your online service-selling journey.