Sales Trends rarely do I see laundry industry people posting about anything other than,‘ Here’ s how great our company is, and here’ s a new customer we got.’”
Submitting discussion posts offers a better way to boost engagement, Harrison says. Examples could feature items that laundry operators have seen in the overall business world that are worth sharing online.“ If they do this consistently, they periodically can work in an outright promotion because respondents are already tuned into the company as a source of valuable information.”
A third consultant, Andy Feldman founder of Compelling Sells LLC, says most overtly promotional posts on social media don’ t draw engagement because they get lost in a cacophony of competing claims. He likens these posts to the“‘ wawa-wa’” sound in Charlie Brown cartoons when a teacher is talking, but the students aren’ t listening. A better approach is to customize messages by engaging with other
posts and offering insights that stimulate discussion.“ We have to understand the nuance of it,” Feldman says.“ So the key in social is‘ less is more.’ Mass individualization and hyper-contextualization is how that’ s changed. Those are the key things I’ m seeing.” Outreach on social media is all about“ throughput” says Feldman, who’ s also a laundry veteran. He suggests reviewing the posts of people of interest in your
In a similar vein, Steve Cooker, CEO of Logic Sphere, an artificial intelligence( AI) and automation company, says that rather than using social media sites to generate sales, operators should leverage these platforms primarily as a tool for educating customers and prospects on industry issues.“ Most successful operators are using platforms like LinkedIn and Facebook less as advertising channels and more as credibility builders,” he says.“ They’ re sharing customer success stories, behind-the-scenes looks at their operations, employee spotlights and educational content about hygiene standards, service reliability and sustainability. The goal isn’ t necessarily to generate immediate leads, but to build trust and visibility with decision-makers who may not know much about the industry.”
LinkedIn can also help operators raise their company’ s profile among key people who are evaluating bids for laundry services, Cooker says.“ LinkedIn in particular has become useful for reaching facility managers, hospitality leaders and healthcare administrators,” he says.“ When a prospect eventually evaluates vendors, the companies that have consistently shown expertise and professionalism online tend to have a significant advantage.”
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