Research suggests that our brains are wired in a way that makes us inherently social creatures. What are your social initiatives, either personally or in your corporate culture? Are you reaching out to prospects on social media and using social networks to listen and gain a greater understanding of what their needs and wants are? Sales teams have the most to gain from being socially connected to customers and prospects. Yet many sales leaders continue to think social media is just for fun or a waste of time for business; however, social business can and does create customers. Be open to social ways of selling. The benefits might surprise you.