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May 17, 2004


You are right in how social value influences the interactions between sales people and prospects.

However, social value isn't about dominating over another in a situation, it isn't about gaining influence either. It's about demonstrating your strengths so you are seen as an equal.

Sales people help buyers make the right decision.

Social value is gained when a sales person genuinely helps a buyer make a decision with all the facts and in their best interest. This is where honesty and integrity come in to play.

Most sales people are measured against a prospects negative experiences -- instead sales people must demonstrate their value, build rapport, and establish reasons to trust before the transaction.

Ideally sales people should seek to be seen as trusted advisors equal in social value as the decision maker.


Justin Hitt
Strategic Relations Analyst

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