The Science of Propinquity (and why it will help you sell more)

Tom Martin, author of The Invisible Sale and the headliner of last week’s Sales Book Club (no reading required!), answered questions for nearly forty minutes until things got weird.
Up until that point we had talked about selling in a crisis, how to keep prospects engaged, how to educate the self-educated – you know, the kind of insights you’d expect from someone steeped in the digital sales and marketing world.
We broached the subject of whether sales professionals should be creating content, a topic that can be controversial with passionate answers on both sides.  Tom’s take?  That sales should serve as a constant source of content inspiration (based on their constant conversations with the market) and marketing should actively engage, triage and convert these nuggets into a more valuable editorial calendar.
It wasn’t until I asked Tom to define for us the science of propinquity that I heard the best practical definition of