The social customer is drastically affecting markets of all types and sizes. With blog posts, status updates, tweets, and “likes,” the customer is now more knowledgeable and powerful than ever before.

And with 22% of time spent online being on social media sites, sales people are tasked with proving their expertise and demonstrating value to the customer that cannot otherwise be gained from these increasingly popular outlets. Sales too can take advantage of the opportunities presented by social media in order to strengthen connections and utilize these Web-based tools as part of their selling interactions.

Check out this paper to learn more about how sales reps can improve productivity, relationships, and ultimately sales by embracing and mastering the social media phenomenon.