4. Sales in the Facebook Era

“Sales IS social networking!”

—Geoffrey Moore, author, Crossing the Chasm

As anyone who has ever bought or sold something knows, selling is an intrinsically social activity based on mutual trust. Even in the case of commodity products and services, relationships can sometimes even trump price as the deciding factor in purchase decisions. Ultimately, people enjoy doing business with people they like and refuse to do business with people they don’t trust.

A major result of the democratization of business described in earlier chapters has been unprecedented market competition. In today’s business landscape, companies are faced with a greater number of competitors and savvier buyers empowered with information. More than ...

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