As customers increasingly begin the buying process online, the entire sales cycle has changed. Trust and authenticity are no longer established exclusively through handshakes and face-to-face meetings. Online reviews serve as a powerful signal of quality and drive purchasing decisions before a first meeting is even won.
While the social web has been slow to deliver on all of its commercial promise, we are approaching a new era of trust, authenticity, personalization and eventually, commerce. Prepare your online foundation of connections, trusted reviews and broad presence for the opportunity, or risk being left behind!