Social media can be a powerful business tool, but at its core, social media isn’t about sales, marketing or even communications messages. It’s about people and creating meaningful connections.

By establishing value and knowing how to communicate that to a prospect, the closing ratio goes up dramatically, but so do the margins. A sales-driven organization takes time, energy and the correct vision to have a highly competent team.

This is the first article in a 3-part series about four key elements of professional selling and marketing: 1) relationship selling tips and strategies, 2) hiring, training and leading a sales force, 3) integrating marketing and sales teams to perform as a whole unit, and 4) tips and strategies to measure sales and marketing effectiveness and performance.

Pierre Perieira, a 12-year veteran of Billy Goat Industries, highlights what the company did to grow, including the decision to be acquired by Briggs & Stratton in 2015. He also highlights what’s next for its production facilities and product development.