Until fairly recently, the sales person was the main information conduit between vendor and prospect.  We used to have our briefcase stuffed full of our corporate literature, or when we were allowed PC's, a HQ created scripted PowerPoint, slides deep in product detail.  

The tables have now  turned, "seller beware" is the new mantra, as prospects have more information at the end of a Google search than they ever did previously.  Not only on your product, your company, your competitor's company but you, the salesperson.  Yes you!  The person your prospective client has just invited into to see them.  But what are you going to do?  If you reach for the  generic Powerpoint, you are finished....  

If you are good, you will have already made a connection and nurtured the relationship through social networking. Just this act of on line relationship building continually contextualising the meaning for clients will stand you head and shoulders above the competition. 

Through social, you will have had the opportunity over time to translate the data into meaning for each person involved in the buying process.  It's a process that takes time, with many micro interactions, but each one adds meaning, context and credibility.

So our suggestion is start now, start small but be consistent to grow your meaning through social.