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 / David Meerman Scott.

Format:

• Book

Author/Creator:

• Scott, David Meerman, author.

Language:

English

Subjects (All):

• Selling.
• Customer services.
• Internet marketing.
• Big data.

Physical Description:

1 online resource (307 pages)

Edition:

Revised and expanded.

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Inc., 2016.

Language Note:

English

System Details:

text file

Summary:

• "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 '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 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"-- Provided by publisher.
• "In this revised and updated paperback of The New Rules of Sales and Service, bestselling author David Meerman Scott demystifies the new digital commercial landscape and offers inspiring and valuable guidance for anyone not wanting to be left behind. The New Rules of Sales & Service, Revised and Updated shows how innovative businesses large and small are discovering new opportunities, strengthening customer loyalty, and mastering real-time buyer satisfaction. It's required reading for any organization that interacts with the public -- ranging from independent consultants to established large corporations and small businesses to new start-ups and non-profits -- and is the essential guidebook for anyone attempting to navigate the exciting and evolving digital landscape. Updates to this edition include: - Sections on fresh strategies and new tools, including Periscope - Completely revised and updated stories - 5-10 new success stories"-- Provided by publisher.

Contents:

Machine generated contents note: Introduction 1 The Time Is NOW 5 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 Learning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization 17 1 The Old World of Sales and Service 19 The Old Sales Model: "Dialing for Dollars " 19 The Voice of Authority: When the Salesperson Was the Expert 20 The Salesperson Expert versus the Web-Educated Buyer 22 "These Sales Leads Stink!" 24 Tell the Truth: The Power of Authenticity 24 Customer Disservice: The Little Things That Drive Us Crazy 27 "Please Take a Moment to Complete Our Survey": All Take and No Give 28 "There's a Robocall on Line One. It Says It's Urgent." 30 Receiving an Email Address Is Not an Invitation to Spam 32 Adding Social Media to Old School Sales and Support Is Still Old School 33 The Old Rules of Sales and Service 34 2 The New Rules of Sales and Service 37 Setting Down the Rules 37 Living Up to Their Name: OPEN Communications to Customers 40 The Communications Revolution That Wasn't Televised 45 Time to join the Revolution 48 An Invaluable Sales and Service Asset: Your Employees 4 9 Big Data. Rich Data. 50 An Underground Business Cooks Up Innovative Sales and Service to Discover a Menu for Success 52 Navigating Your Sales and Service Plan 55 3 Your Story 57 Storytelling 57 "let Me Jell You a Little Bit about Me": The Story Customers Tell Themselves 58 Call Larry: How One Entrepreneur's Story Defines a Company 59 The New Model: The Salesperson as Consultant 60 Mastering the Art of Effective Storytelling for Any Organization 64 The Health Club That Tells Its Story by Exercising an Attitude 66 "What Happens Next?": How a Compelling Narrative Builds a Following 69 A Story that Sells 4 Integrating Marketing and Sales with Buyer Personas 73 Creating Magic by Adding Context to Content 73 The Power of Content That Provides Exactly What You Need 75 The Nobis Hotel Sells to David Meerman Scott 76 Making Stuff Up 78 Annoying Three out of Four Customers 78 Egocen trie Nonsense 8 0 Buyer Personas 80 No Red Alfa Romeo? 82 Multiple Personality Order 83 The Buyer Persona Interview 84 CoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras 88 Close the Cap between Sales and Marketing 90 Buyer Persona Interview 92 Buyer Persona Profile 94 How Buyer Personas and Journey Mapping Integrate Marketing and Sales Midnight Oil 96 Sales and Marketing Working Together 97 People Reaching People 98 5 The Sales Cycle Is Now the Buying Cycle 99 We're Buying. So Stop Selling. 99 The End of the High Pressure Zone 102 Mingling with Buyers at the Learning Party 103 Educate and Inform 105 The Buyers' Journey 106 Driving People into the Buying Process 107 The Collective Intelligence of a Million Mechanical Engineers Creates a Unique Marketplace

Notes:

• Includes index.
• Description based on print version record.

ISBN:

• 9781119272441
• 1119272440
• 9781119272434
• 1119272432

OCLC:

958923860