[This is the fourth in a series on 6 Factors that are transforming B2B Sales in 2012. This factor deals with Social - and I have broken that down into four separate posts. This is the second of the posts on Social.]
Social Trust
We are seeing a fundamental shift in the interactions between buyers and sellers, and indeed between all commercial entities and their customers. Attitude and preference, as they relate to how a customer thinks about a business, are more likely to be informed by peer groups than by expensive commercials or company statements.
For any network to work effectively, it has to be built on trust. Social networks in their current manifestation deliver benefit to the participant that is directly related to the associated trust currency, a wallet that is filled by value delivered in line with...






