Tactics to Help B-to-B Sales Reps Shine

5. C-to-C. With today's high level of connectivity, customers are more interested in talking with other customers than talking to sales reps. People buy from those they know and trust. Individuals desire customer-centered relationships. Build your community with case studies, testimonials, and audio or video snippets that illustrate results from other customers. Ensure that your customers become selling avatars.