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In practice this means salespeople being extremely attentive to the personal preferences of their clients and how might be best to convince that particular client. While salespeople have always utilized many means of communication to develop these relationships, social media has provided a way to make quick but highly visible interactions with these clients (ie liking a post or retweeting) which save the salesperson time, but still makes an impact upon the client. However, social media has introduced another level of complexity by requiring these professionals to stay on top of a variety of different networks and all of their contacts thereinwithin.
It is thus very difficult for a salesperson to both utilize all available channels to build this relationship with the client and manage many of these relationships in many different places. Salespeople require knowledge of their history with a client (in order to best address their needs) but have a hard time recalling it because of the number of clients and variety of tools at their disposal. Others, when being introduced to new potential clients, require access to new information very quickly to rapidly prioritize new relationships.
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