Over the past few weeks, I’ve been asked the following question an unprecedented number of times – “How would you describe your sales philosophy?” As an independent marketing consultant, I can say that I have never once thought about having a personal sales philosophy. Yet, it is a fair question. Selling, after all, is an essential function of business and one that has traditionally been given a bad name (think polyester suit and cheesy hairpiece).

In 1973, Peter Drucker stated “The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself.” As a social media marketer, this is how I have approached selling my services. I think of myself more as an educator and business partner than a vendor.

In its most powerful form marketing is an orientation, not a function. A company’s brand (the embodiment of its marketing) should be embedded in sales, operations, finance, corporate strategy, and in every employee, not just in a silo-ed marketing department. A company’s brand should represent the promise made by the product or company to the consumer. Brand should extend the values of the company and permeate the entire organization. Examined in this light, sales is simply and extension of the company promise and values.

When urged to articulate a personal sales philosophy, I would say it all about my values and my promise to my client or partner, too. My values should be clearly visible and they should guide every decision I make and every contribution I add.

In social media marketing and in social commerce more broadly, a sales philosophy must stand for something that is authentic, resonant, relevant, and sustainable. Honesty and self-reflection are essential. After all, social media networks are not sales channels, they are listening and sharing platforms. Anything other than authenticity just won’t fly.

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