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CHAPTER 5

TWEETS, LIKES, COMMENTS, AND RECOMMENDATIONS

Understanding the Value of Peer-to-Peer Influence in Social Sales

As a salesperson or marketer, you are most likely accustomed to using customer references and testimonials. What could be better than an existing customer offering a glowing recommendation of your business to a prospect? The only thing better than a recommendation is when a prospect has a corporate mandate that your product must be used! In which case, no level of external influence is going to make a difference in the buying process. While these types of top-level purchasing mandates do occur (this happens with tech products, ...

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