When HBR issued this article in 2012, it was new news for a lot of people. Four years later, and that's no longer the case as more and more of us get to grips with social selling - but what do you think has changed the most in that time, or is the next big thing? I've seen social selling being described as having moved from hype to reality, but I'd be interested to know others thoughts.
Understanding why and how to engage with today’s social business environment starts with recognizing the changes in buyers’ behavior. We know that customers are online and that they use the web to investigate purchases they’re considering. The shift from a “push” to a “pull” world of commercial messaging has been thoroughly documented by now. It’s not just that buyers start the sales process without you; research has shown that today they typically complete most of the purchase journey before having any contact with sales. And by that point they are far more informed about your business than you are about theirs.