Put your sales team in their store.
Social Networks and Social engagement lets your sales people inside your competitors stores.
People ask questions on Twitter or Facebook all the time.
"Where do you go for car servicing?", "Which bank should I use?" etc
When brands are either not using social media, not actively listening or just slow to respond, competitors have the opportunity to convince and convert.
'Listening with intent' is one part of any social media strategy. Brands aren't just listening for brand mentions or specific product related questions but wider questions, conversations and topics that a brand can help solve, share advice and be useful.
Brands that fail to answer questions and involve themselves in conversations online run the risk of becoming less relevant.
A strong social presence and daily dialog is one part of a social strategy that helps a brand maintain relevance.