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Perception IS Reality

By Ryan Sauers

About Ryan

Ryan T. Sauers is president of Sauers Consulting Strategies and spent nearly 20 years leading printing and promotional product companies prior to founding the firm. The organization consults with printing and promotional product related companies across the country, helping them grow the front end of their organization. Sauers is working on his Doctoral degree in Organizational Leadership and is the author of the top-selling book “Everyone Is in Sales”, with another book in the works.  He is a Certified Myers Briggs Type Indicator and DiSC Practitioner and Certified Marketing Executive. Ryan writes national feature articles and speaks at national conferences on such topics as sales, marketing, communications, leadership, organizational strategy and social media. He is also an adjunct university professor. More info at

Social Selling Mindset


In recent months, I have spoken to a number of business owners in the printing industry who have told me they still “don’t get” the social media aspect of sales and why it matters. And, some of these even have tools on their Website but they are not very active.

What does this mean? My observation is some people simply do not see the value of spending time in social media. Why? First, I believe they see such activities as wasting time and not an investment of time. Why? I think social selling conjures up images of a person updating their personal Facebook account not as a methodology of growing sales. Why? The printing industry as a whole (please note there are exceptions to this) does not like change and is slow to adapt to change. Why? Many business owners, in this industry, like to do things the way they have always done it.

If you have not been paying close attention to the world around you then please take time to do so. #PayAttention

The world has changed in a dramatic manner and will continue to move and change faster in the coming years. There is more information available, at our fingertips, than in the history of mankind. Your choice then is simply what to do with it.

You see, embracing a social selling mindset means that you understand that you or your company must be engaged to be “in on the conversation” that is taking place and hearing what people are saying and sharing...and thus be in on the “sales game.” If you do not do this then, yes, you are on the sidelines.

Finally, an investment by a company or an individual into building their social brand on the Web is an absolute must and an investment, not a time waster. My colleague, Eric Qualman, has created this video that is a must see.

Here are six takeaways:

  1. A social selling mindset makes the selling process easier not harder.
  2. Never hire someone who “knows computer stuff” to do your social media unless you are comfortable with that same person writing an e-mail for you and BCCing it to the world.
  3. It is about relationships not computers (psychology, not technology).
  4. Facebook is not the same as social media; it is simply (for many) the most recognized tool so some people use the two interchangeably.
  5. For me, (Twitter and LinkedIn in that order) are my two favorites. You want to sell more...learn how to REALLY use such tools to connect.
  6. Your BRAND is not what you say it is but what others say it is...and social media is where the story is being told. So, either be in control of your brand OR it will be controlled by others.

There is a lot more to be said on this topic and I am glad to share more with you but in my efforts to keep this blog post short...that is all for this week. Have a great week.

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