Why? Because, like it or not, you sell to frighteningly well-informed networks of customers who are in constant touch with each other and who are more than eager to refer vendors and products to one another if they’re sold on the responsiveness of the vendor and value of the products. Your dialogue with them can make a positive, substantial difference on both counts.
Chances are that someone is talking about you right now. If you see the value in knowing who they are and what they’re saying, then you need a continual dialogue — not a one-way monologue.
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