If you’re a pitch machine, always pushing how wonderful your product, your service, or your solution is, the new tools will amplify the fact that you are all about you. It takes something negative and amplifies it, making it even more negative than it already is.
If you lack the business acumen and situational knowledge necessary to helping your prospective clients produce the results they need, the new tools amplify your lack of ability. The social tools make this lacking louder and more visible.
The last thing you need is a toolkit that amplifies what prevents you from succeeding in sales.
But if you do have the ability to share information that helps your prospective clients better understand their needs, better understand their options, and make better buying decisions, the tools amplify your ability to create value. The tools allow you to broadcast your strengths.
If you have already the possess the business acumen, the insights, and the situational knowledge to really know how to help other people improve their results, the tools amplify what is one of your greatest attributes, broadcasting it wider and further than would otherwise be possible.
Make sure you know what it is you are amplifying. Know that the tools that amplify only make louder and more visible what you already are. Don’t believe they’re a substitute for becoming what you must become to succeed.