Technology, and especially social media such as Facebook and LinkedIn, has fuelled an ‘always on’ culture. The pervasiveness of social media is fundamentally altering the methods through which buyers and sellers interact — salespeople feel obliged to respond immediately to communications from anywhere in the world, at whatever time. Potentially there is a revolutionary change in the way contemporary selling is conducted, driven in large measure by social media technology.
Six overarching themes reveal the revolutionary change in the way contemporary selling is conducted:
The increasing popularity of social media may lead to salespeople being further embedded in the strategic plans of their own organisations and becoming more valuable and strategic source of customer and market-based information.
Revolution in Sales: The Impact of Social Media and Related Technology on the Selling Environment, Greg W. Marshall, William C. Moncrief, John M. Rudd, and Nick Lee, Journal of Personal Selling & Sales Management, Vol.32, no. 3, pp. 351–365.
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