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1、SpotlightonSmaRteRSaleSArtworkChadwys,She’sinPiecesSpotlight2011,paintonfoundcanvasandframe6.25"x5.25"x0.75"TweetMe,FriendMe,MakeMeBuySocialnetworksareanexcitingdevelopmentforsalesreps.Withalittlemanagerialdiscipline,allthatclicking,following,andshar
2、ingwillwinmorebusiness.byBarbaraGiamancoandKentGregoireNotloNgAgoaB2Brepforthevirtual-meetingscompanyPGimadethefastestsaleofhiscareer.OnemorninghecontactedaCEO—someonewhowasnopushover,havinghadbadexperienceswiththetypeofproducttherepsells.Bylatethata
3、fternoonhehadasignedagreement.Howdidthereppulloffthisfeat?Byusingsocialmedia.Here’sthewayitworked.TherepisaTwitteruser.DrawingontheTweetDeckfeature,hehadspecifiedkeywordssothathewouldbealertedwhentheyap-pearedinatweet,whetherfromsomeonehe“fol-Nlowed”
4、ornot.88 HarvardBusinessReview July–August2012hbr.orgSpotlightonSmarterSaleSOnthedayinquestion,amessagecontaininginvestigatepurchasesthey’reconsidering.Theshifttheterm“webconferencing”caughthiseye.Thefroma“push”toa“pull”worldofcommercialmes-pointofth
5、etweetwashowpoorlywebconfer-saginghasbeenthoroughlydocumentedbynow.It’sencingworks.“IclickedontheTwitterhandle,”notjustthatbuyersstartthesalesprocesswithoutthereptoldus,“andnoticedthatitwasacom-you;researchhasshownthattodaytheytypicallypanyaccount.”H
6、ecalledthemainnumberonthecompletemostofthepurchasejourneybeforehav-company’swebsiteandaskedtospeaktotheper-inganycontactwithsales.AndbythatpointtheyaresonwhohandledTwitter.MomentslaterhewasfarmoreinformedaboutyourbusinessthanyouaretalkingtotheCEO,who
7、,aftermarvelingattheabouttheirs.powerofTwitter,describedhisfrustrationwithMuchofthisonlineactivityinvolvessocialmedia.thevariouswebplatformshehadused.“ItoldStudiesbyExperianMarketingServicesindicatethathimallaboutGlobalMeet,”therepsaid,referringsocia
8、lnetworkingnowaccountsfor15%ofinternettoaPGiconferencingservice.“HecheckedoutvisitsintheUnitedStates.LinkedIn,themostprofes-thewebsiteandsaidhewantedtotryit,soIsentsionallyorientedofthemajorsites,announcedmoreovertheagreementandreceiveditbackwithinat
