The New Handshake
Sales Meets Social Media
by Joan C. Curtis and Barbara Giamanco
August 2010, 204pp, 6 1/8x9 1/4
1 volume, Praeger

Hardcover: 978-0-313-38271-0
$38, £29, 33€, A52
eBook Available: 978-0-313-38272-7
Please contact your preferred eBook vendor for pricing.

Everyone realizes how quickly things are evolving in the business world. But old habits are hard to break; the typical sales rep still relies on “tried and true” methods from 50 years ago. How do sales techniques from the 1950s fit today’s markets, where reports a 25 percent increase in social networking in 2008, and Dell declares it’s gained $6.5 million in Twitter-driven sales?

This book offers an up-to-date and definitive explanation of how to build relationships via social media in the sales process and is a guide to encouraging sales people to embrace these revolutionary techniques.

With more than 400 million active users on Facebook alone (50 percent of whom log in on any given day), today’s social media-oriented climate has redefined the way people communicate and interact. It’s also changed the way consumers operate in the marketplace. Unfortunately, as a whole, sales professionals have been slow to embrace the new technology.

In The New Handshake: Sales Meets Social Media, coauthors Curtis and Giamanco present Sales 2.0, a significant expansion from selling via the traditional face-to-face or telephone sales methods. The book begins by examining the impact of the communication revolution on sales as well as the history of selling. It contains case examples that justify incorporating social media in business. The final chapters of the book describe each social network, explain how they work, and create a road map for a social media sales strategy—including how to empower salespeople to overcome their resistance to change.


  • Enlightening case studies of the use of social media in sales, including Facebook, Twitter, LinkedIn, blogging, and social bookmarking
  • Written with the input of contributing experts in the field of social networking, sales, communication, and consumer purchasing behavior
  • Includes ten ways to boost ROI using the "New Handshake" methods
  • Illustrations depicting the Tannebaum and Schmidt decision-making model, as well as screenshots from blogs, Constant Contact, Delicious, Digg, and LinkedIn
  • A complete bibliography serves as a handy resource guide
Joan C. Curtis is CEO of Total Communications Coaching, Athens, GA, where she is an ICF certified coach and nationally known speaker. Her published works include Strategic Interviewing: Skills and Tactics for Savvy Executives and Praeger's Managing Sticky Situations at Work: Communication Secrets for Success in the Workplace. She's won numerous awards for her writing and speaking abilities.

Barbara Giamanco is CEO of Talent Builders, Atlanta, GA, and an experienced sales strategist, consultant, and speaker with a proven track record for generating sales. She capped a corporate career at Microsoft where she led sales teams and coached executives. She has received numerous leadership and sales awards.


“Smart business people know how to adapt as buyer behavior and market conditions change. This book gives the savvy business person a quick roadmap for using new media tools to find new customers before they make a buying decision. Read it, share it!”—Dale Underwood, President, EchoQuote

"Having trouble navigating the social media and Sales 2.0 ecosystem? End your troubles. Read this book. The New Handshake is the essential guide to using low-cost (and free!) social tools to improve your sales process." —Rick Burnes, Editor, HubSpot The Inbound Marketing Blog

The New Handshake is like a can of worms, once opened you won't be able to go back to 'business as usual'. Since 3,000 years we know how important 'connections' are. The New Handshake introduces techniques to leverage tools like Facebook, Twitter and LinkedIn, that gets you beyond the chatter and random noise in the social media world. Right from chapter one I was pulled into an amazing world of tools and techniques everybody can apply immediately.”—Axel Schultze, CEO Xeequa Corp., founder of Social Media Academy

"My passionate desire is for all businesses to bring humanity back. Barb Giamanco and Joan Curtis have a great prescription for you to follow. Now, buy this book for the boss, and make sure you nod emphatically that this is what your company needs."—Chris Brogan, Coauthor of Trust Agents; Blogger at

"The New Handshakeconfirms that in the midst of changing buyer preferences, sales professionals must adopt new approaches in order to be trusted and relevant to customers. It also offers a practical way to add social media strategies to sales programs using blogs, Facebook, Twitter, LinkedIn, and more. This book sets the tone for the next generation of books about sales and social media."—Anneke Seley, Author of Sales 2.0: Improve Business Results Using Innovative Sales Practices and Technology
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