The Internet has irrevocably altered the marketing and sales landscape, and the strategies for building business relationships – the bedrock of sales – have undergone parallel changes. In the virtual world, four mindsets—generosity, vulnerability, candor, and accountability (GVCA)—will allow businesses to create the “virtual lifeline relationships” that broaden and deepen connections with their existing customers and attract new relationships. Personal, professional and universal currencies (such as encouragement) can help those relationships succeed, but sales and marketing staffs must be prepared to deal with inevitable disruptions to their organizations and time‐honored procedures. In today’s ”I.C.E. Age” (Integrated, Continuous and Engaged), creating, managing and massaging virtual relationships are essential tasks for business growth.
Download the entire article here: Welcome to the I.C.E. Age.