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The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer, First Edition by Clara Shih

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5. From Transactional to Trusted Advisor: The Social Sales Professional

“Buyers are engaging differently today and expect salespeople to engage on their terms. Because buyers have become omnichannel, modern sales teams must too become omnichannel.”

—Stephen D’Angelo, Vice President of Global Sales, Hearsay

Let’s begin our walk across the enterprise, examining how its traditional departments need to transform to adapt to the social, always-connected customer and stake their claim of the digital last mile. We’ll start with sales, because in most organizations, it is the least technologically forward external-facing department and at grave risk of irrelevance.

So far, we’ve discussed at length the incredible degree to which today’s buyer is social, ...

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