8. The “Warm” Sell

All along, the secret of this book has been this: It’s not about the technology. Lance Armstrong said it first: It’s not about the bike. What he meant was that his determination, practice, focus, and preparation drove him. What I mean is simpler still: Using Google+ for business is about understanding how to build human relationships; it is not about this specific technology.

In this case, you can “paint” in this medium called Google+ because it gives you access to millions of potential new clients, has benefits for how people can find you using Google’s search functions, and affords you a way to create interactions that can (hopefully) lead to sustainable business.

This requires something called the “warm” sell. If you’ve ...

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