Use Twitter to replace Cold Calling

Neenah Paper found that their traditional channels for reaching prospects — phone conversations and in-person meetings — were not working as well as they used to. Prospects were tuning them out.
They turned to Twitter instead. Smart move.
Today the company has 10 sales representatives across the country using their personal Twitter accounts on behalf of Neenah to close new business.
Jamie says these sales reps are finding that social media is simply a more effective way of engaging with their prospects. “It’s an invitation to have a conversation. You’re getting permission to have a conversation — a conversation that used to happen in person.”
This is like music to my ears. Some traditional firms like financial institutions seem reluctant to accept the new sales paradigm, instead preferring the old “interruption during dinner” model.