Today’s modern buyers are sophisticated and self-educating. In the digital era in order for sales to be effective, they must be active in the online communities where their customers are spending time. This means having a presence in social networks like LinkedIn, where the buyers are talking about and asking questions that sales professionals can be involved in.

I’m not saying that sales people need to be active in these social networks for the sole purpose of pitching their products or services. Social selling in its purest form  is based around the ability for sale professionals to connect and engage with these decision makers.

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