Today’s digital world offers companies both large and small myriad ways to communicate with their prospects and customers. Never before has connecting with people been so easy, taken so little time or been so cost-effective. Social media has become the solution du jour. But it is in that very accessibility that the problem lies.
Today, we see small companies, many without professional or experienced sales staffs, seizing the social media moment like nobody’s business. After all, there’s no real barrier to entry. You can start today. Jump in and swim with the big boys. The water’s just fine.
But is it? If ample attention is not paid to the company’s sales operations (sales processes, procedures, sales competencies, follow-up as well as old-fashioned customer service) all the visibility—and potential business—prompted by all those social media initiatives might be for naught.