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Social Selling: Is selling a science or social activity?

Do you believe that personal selling is a social activity centered on relationships? Is this the reason so much attention is directed towards networking, establishing rapport, and leveraging existing relationships? - by Community Mailbox
Do you believe that personal selling is a social activity centered on relationships? Is this the reason so much attention is directed towards networking, establishing rapport, and leveraging existing relationships?

First, I don't buy into either terms, "social activity" or "relationships." Both terms are very fluid and are never properly defined. Standing in line at the local cinema is a social activity. In fact, as soon as you step into a car and get onto the road, you're engaged in a social activity.

So yes, selling involves a social activity but by default: society generates community shared meaning as a foundation of cooperation.

Selling is a contrived situation within a business environment. The "relationship" between buyer and seller occurs again by default.

If your talking to someone, you are relating to that person in the moment. Is every buying prospect a reliable friend to the sales agent? Of course not. So, what level of "relationship" is being inferred beyond the default foundation? Does the "relationship remain after the sale?

It is finally being revealed that while success does occur from networking, there is also an overall disproportionate amount of non-buying from these contacts. That is, while people are far m