Are you a Maven, Connector or Salesperson?

Are you the social butterfly in your friend circle, effortlessly connecting people with your wide network? Or perhaps you’re the go-to expert on a specialised niche topic, or just maybe you have a knack for convincing or persuading others to take action.

These traits are exactly what Malcolm Gladwell explores in his book The Tipping Point through his concept of "The Law of the Few." Let’s dive into this theory and find out more.

(4Sight Health, 2018)

Mavens

Market mavens are consumers who are deeply involved in the marketplace and serve as an important source of information for other buyers. They possess in-depth knowledge about products and services, and consumers typically turn to them for insights and advice. Market mavens are known for their expertise, trustworthiness, and helpfulness, which is why they play a crucial role in word-of-mouth marketing.

Research by Lawrence and Linda, based on a national sample of 1,531 households, confirmed the presence of market mavens and their recognition by other consumers. Their study found that people view market mavens as influential in shaping purchasing decisions. Mavens play a crucial role in spreading information.

This is why retailers are specifically interested in mavens because, even though they don’t directly promote products, their influence can significantly sway the opinions and purchasing decisions of their audience.

For instance, think of mavens as YouTubers who review products; they provide valuable insights that help potential buyers make informed choices. For example, I personally rely on EverythingApplePro for detailed information and recommendations about the latest Apple products. Although he doesn't endorse Apple products for his viewers, his thorough reviews help me decide which product best suits my needs.

Connectors

A connector is the person who links people together within and between different groups. Not only do connectors know a lot of people, but they also know lots of types of people.

Think about that one friend who always seems to have the perfect contact for any situation. Whether you need a reliable mechanic, the best coffee shop in town, or someone to help with your taxes, a connector always has the right person or place to recommend.

(Youtube, 2024)

Similarly, social media connectors play a crucial role in introducing and sharing information about products with audiences who might not have been actively seeking them out. Their extensive network helps bring your product to the attention of new, potentially interested consumers who otherwise might have never come across it.

These connectors are highly active on social media and play a key role in spreading the word.

Salesperson

The salesperson's job is to promote an idea, demonstrate its value, and persuade people to engage with it.

Salespeople need exceptional communication skills to build strong customer relationships and drive sales. In the realm of social media, influencers play a similar role. They can be highly effective in persuading weak ties—those less familiar connections—to buy your product.

An experiment analysing data from 20 million LinkedIn profiles revealed that we depend on acquaintances, rather than close connections, to find new job opportunities. Hence the importance of weak ties.

I personally identify as a Maven for Air Jordan sneakers. Click on the poll below to share which type you think you might be. Also, drop your thoughts in the comments about any mavens, connectors, or salespeople you’ve encountered. Let’s get the conversation going!

Which one do you identify as?

• Maven
• Connector
• Salesperson