The New Rules of Sales and Service
How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business
(Sprache: Englisch)
The essential roadmap for the new realities of selling when buyers are in charge
Sales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more...
Sales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more...
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Klappentext zu „The New Rules of Sales and Service “
The essential roadmap for the new realities of selling when buyers are in chargeSales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more 'selling'--there is only buying. When potential customers have near perfect information on the web, it means salespeople must transform from authority to consultant, product narratives must tell a story, and businesses must be agile enough to respond before opportunity is lost.
The New Rules of Sales and Service demystifies the new digital commercial landscape and shows you how to stay ahead of the pack. Companies large and small are revolutionizing the way business gets done, and this book takes you inside the new methods and strategies that are critical to success in the modern market. Real-world examples illustrate the new marketplace in action, and demonstrate the brilliant utility of taking a new look at your customer and your business. This new edition has been updated to reflect the current reality of this rapidly-evolving sphere, with fresh strategies, new tools, and new stories. Whether you're an independent contractor, a multi-national corporation, a start-up, or a nonprofit, this book is your essential guide to navigating the new digital marketplace.
David Meerman Scott provides up-to-the-minute analysis of the current state of the digital commercial landscape, plus expert guidance toward the concepts, strategies, and tools that every business needs now.
Among the topics covered in detail:
* Why the old rules of sales and service no longer work in an always-on world
* The new sales cycle and how informative Web content drives the buying process
* Providing agile, real-time sales and service 24/7 without letting it rule your life
* The importance of defining and understanding the buyer personas
* How agile customer service retains existing clients and expands new business
* Why
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content-rich websites motivate interest, establish authority, and drive sales
* How social media is transforming the role of salesperson into valued consultant
Because buyers are better informed, and come armed with more choices and opportunities than ever before, everything about sales has changed. Salespeople must adapt because the digital economy has turned the old model on its head, and those who don't keep up will be left behind. The New Rules of Sales and Service is required reading for anyone wanting to stay ahead of the game and grow business now.
* How social media is transforming the role of salesperson into valued consultant
Because buyers are better informed, and come armed with more choices and opportunities than ever before, everything about sales has changed. Salespeople must adapt because the digital economy has turned the old model on its head, and those who don't keep up will be left behind. The New Rules of Sales and Service is required reading for anyone wanting to stay ahead of the game and grow business now.
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Inhaltsverzeichnis zu „The New Rules of Sales and Service “
Introduction 1The Time Is NOW 6
Living in the Past: The Old School of Sales and Service 7
First Marketing and PR, Now Sales and Service 8
The New Rules of Marketing and PR Are Now Widely Adopted 9
Living Real Time and Mobile Has Changed Everything We Do 10
Why Sales and Service Are Experiencing a Revolutionary Transformation 11
Restoring the Human Touch: The Compelling Power of Authenticity 12
The Importance of Story 13
Social Media Is All about Connecting and Sharing 13
Content Drives Sales and Service 14
We're All in Sales and Service Now 14
Online Content That Informs, Entertains . . . and Sells Insurance 15
Updates to This Revised Edition 17
Learning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization 18
1 The Old World of Sales and Service 21
The Old Sales Model: "Dialing for Dollars" 21
The Voice of Authority: When the Salesperson Was the Expert 22
The Salesperson Expert versus the Web-Educated Buyer 24
"These Sales Leads Stink!" 26
Tell the Truth: The Power of Authenticity 26
Customer Disservice: The Little Things That Drive Us Crazy 29
"Please Take a Moment to Complete Our Survey": All Take and No Give 30
"There's a Robocall on Line One. It Says It's Urgent." 32
Receiving an Email Address Is Not an Invitation to Spam 34
Adding Social Media to Old School Sales and Support Is Still Old School 35
The Old Rules of Sales and Service 36
2 The New Rules of Sales and Service 39
Setting Down the Rules 39
Living Up to Their Name: OPEN Communications to Customers 42
The Communications Revolution That Wasn't Televised 47
Time to Join the Revolution 50
An Invaluable Sales and Service Asset: Your Employees 51
Big Data. Rich Data.
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52
An Underground Business Cooks Up Innovative Sales and Service to Discover a Menu for Success 54
Navigating Your Sales and Service Plan 57
3 Your Story 59
Storytelling 59
"Let Me Tell You a Little Bit about Me": The Story Customers Tell Themselves 60
Call Larry: How One Entrepreneur's Story Defines a Company 61
The New Model: The Salesperson as Consultant 62
Mastering the Art of Effective Storytelling for Any Organization 66
The Health Club That Tells Its Story by Exercising an Attitude 68
"What Happens Next?": How a Compelling Narrative Builds a Following 71
A Story That Sells 74
4 Integrating Marketing and Sales with Buyer Personas 77
Creating Magic by Adding Context to Content 77
The Power of Content That Provides Exactly What You Need 79
The Nobis Hotel Sells to David Meerman Scott 80
Making Stuff Up 82
Annoying Three out of Four Customers 82
Egocentric Nonsense 84
Buyer Personas 84
No Red Alfa Romeo? 86
Multiple Personality Order 87
The Buyer Persona Interview 89
Uncover New and Valuable Information with Buyer Persona Research 91
GoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras 92
Close the Gap between Sales and Marketing 94
Becoming the Buyer Expert in Your Company 97
The Buyer Persona Profile 98
How Buyer Personas and Journey Mapping Integrate Marketing and Sales 101
Midnight Oil 105
Sales and Marketing Working Together 106
People Reaching People 107
5 The Sales Cycle Is Now the Buying Cycle 109
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An Underground Business Cooks Up Innovative Sales and Service to Discover a Menu for Success 54
Navigating Your Sales and Service Plan 57
3 Your Story 59
Storytelling 59
"Let Me Tell You a Little Bit about Me": The Story Customers Tell Themselves 60
Call Larry: How One Entrepreneur's Story Defines a Company 61
The New Model: The Salesperson as Consultant 62
Mastering the Art of Effective Storytelling for Any Organization 66
The Health Club That Tells Its Story by Exercising an Attitude 68
"What Happens Next?": How a Compelling Narrative Builds a Following 71
A Story That Sells 74
4 Integrating Marketing and Sales with Buyer Personas 77
Creating Magic by Adding Context to Content 77
The Power of Content That Provides Exactly What You Need 79
The Nobis Hotel Sells to David Meerman Scott 80
Making Stuff Up 82
Annoying Three out of Four Customers 82
Egocentric Nonsense 84
Buyer Personas 84
No Red Alfa Romeo? 86
Multiple Personality Order 87
The Buyer Persona Interview 89
Uncover New and Valuable Information with Buyer Persona Research 91
GoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras 92
Close the Gap between Sales and Marketing 94
Becoming the Buyer Expert in Your Company 97
The Buyer Persona Profile 98
How Buyer Personas and Journey Mapping Integrate Marketing and Sales 101
Midnight Oil 105
Sales and Marketing Working Together 106
People Reaching People 107
5 The Sales Cycle Is Now the Buying Cycle 109
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Bibliographische Angaben
- Autor: David Meerman Scott
- 2016, 1. Auflage, 304 Seiten, Maße: 15,1 x 22,8 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 1119272424
- ISBN-13: 9781119272427
- Erscheinungsdatum: 27.06.2016
Sprache:
Englisch
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