The New Rules of Sales and Service (PDF)

Sales and service are being radically redefined like neverbefore. With buyers now in possession of unlimited information,online content is quickly becoming the dominant driver forcommerce. Today anyone working in sales or customer service needsto possess entirely new skills. Unfortunately most organizationsare still using traditional selling and service models developedfor a different time.
In this new book by the author of the #1 bestseller The NewRules of Marketing & PR, David Meerman Scott demystifiesthe new digital commercial landscape and offers inspiring andvaluable guidance for anyone not wanting to be left behind.
Rich with revealing, first-hand accounts of real businesses thatare charting this new territory and finding astounding success-- a bicycle manufacturer that engages customers with honestand revealing openness; an enterprising network of home basementrepair contractors that educates clients with free publications andinnovative visual software; and an independent physician whoprovides her patients with online video notes to help them followdetailed medical instructions -- The New Rules of Sales& Service shows how innovative businesses large and smallare discovering new opportunities, strengthening customer loyalty,and mastering real-time buyer satisfaction.
Among the topics covered in detail:
* Why the old rules of sales and service no longer work in analways-on world
* The new sales cycle and how informative Web content drives thebuying process
* Providing agile, real-time sales and service 24/7 withoutletting it rule your life
* The importance of defining and understanding the buyerpersonas
* How agile customer service retains existing clients and expandsnew business
* Why content-rich websites motivate interest, establishauthority, and drive sales
* How social media is transforming the role of salesperson intovalued consultant
Required reading for any organization that interacts with thepublic -- ranging from independent consultants to establishedlarge corporations and small businesses to new start-ups andnon-profits -- The New Rules of Sales & Service isthe essential guidebook for anyone attempting to navigate theexciting and evolving digital landscape.
Note: The New Rules of Sales & Service is neither anupdate nor a sequel to The New Rules of Marketing & PR;rather it complements the earlier book. Each book focuses on andoutlines different strategies: Marketing and PR use online contentto reach many buyers at once; Sales and Service use online contentto reach buyers one at a time. The New Rules of Sales &Service tailors its strategies and tactics to reflect thisdifference.