Salespeople seem to think social is going to be their silver bullet now. There are no shortcuts in sales and there never will be. Twitter is a necessity today in sales but for one reason only... It's another phone number to call decision makers on.  Social has to be looked at as adding an arsenal of communication channels in your sales process to make sure you are maximizing the experience for your potential buyers. Twitter is the competitive advantage in most cases when trying to reach decision makers. You can dial them all day long and most of the time all you get in return is a ringtone. Try one tweet to the right executive and you might be surprised when they pick up the line on the other end and return 140 letters of conversation right back at you.