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More About This Title 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
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Sales and service are being radically redefined like never before. With buyers now in possession of unlimited information, online content is quickly becoming the dominant driver for commerce. Today anyone working in sales or customer service needs to possess entirely new skills. Unfortunately most organizations are still using traditional selling and service models developed for a different time.
In this new book by the author of the #1 bestseller The New Rules of Marketing & PR, David Meerman Scott demystifies the new digital commercial landscape and offers inspiring and valuable guidance for anyone not wanting to be left behind.
Rich with revealing, first-hand accounts of real businesses that are charting this new territory and finding astounding success — a bicycle manufacturer that engages customers with honest and revealing openness; an enterprising network of home basement repair contractors that educates clients with free publications and innovative visual software; and an independent physician who provides her patients with online video notes to help them follow detailed medical instructions — The New Rules of Sales & Service shows how innovative businesses large and small are 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 an always-on worldThe new sales cycle and how informative Web content drives the buying processProviding agile, real-time sales and service 24/7 without letting it rule your lifeThe importance of defining and understanding the buyer personasHow agile customer service retains existing clients and expands new businessWhy content-rich websites motivate interest, establish authority, and drive salesHow social media is transforming the role of salesperson into valued consultantRequired 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 — The New Rules of Sales & Service is the essential guidebook for anyone attempting to navigate the exciting and evolving digital landscape.
Note: The New Rules of Sales & Service is neither an update nor a sequel to The New Rules of Marketing & PR; rather it complements the earlier book. Each book focuses on and outlines different strategies: Marketing and PR use online content to reach many buyers at once; Sales and Service use online content to reach buyers one at a time. The New Rules of Sales & Service tailors its strategies and tactics to reflect this difference.
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DAVID MEERMAN SCOTT is an internationally acclaimed marketing and sales strategist whose books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. Scott’s advice and insights help people, products and organizations stand out, get noticed and capture hearts and minds. He is author or co-author of ten books three are international bestsellers. The New Rules of Marketing & PR, now in its 4th edition, has been translated into 26 languages and is used as a text in hundreds of universities and business schools worldwide. It is a modern business classic with over 350,000 copies sold so far. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking, and World Wide Rave. He co-authored Marketing the Moon and Marketing Lessons from The Grateful Dead.
A graduate of Kenyon College, Scott has lived in New York, Tokyo, Boston, and Hong Kong. He is a marketer in residence and on the board of advisors of HubSpot, and on the board of advisors of ExpertFile, GrabCAD, VisibleGains, GutCheck, and Newstex. He also advises nonprofits and is on the advisory board of the Grateful Dead Archive at UC Santa Cruz, and a member of the digital media advisory board of HeadCount.
Check out his blog at www.WebInkNow.com, follow him on Twitter @dmscott, or download his free iPhone or iPad application.
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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
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 49
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 Tell 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
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
Egocentric Nonsense 80
Buyer Personas 80
No Red Alfa Romeo? 82
Multiple Personality Order 83
The Buyer Persona Interview 84
GoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras 88
Close the Gap between Sales and Marketing 90
Buyer Persona Interview 92
Buyer Persona Profile 94
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 . . . and More 108
Now Raise Your Hand (Please) 109
Got Square Footage? 110
The Merging of Sales and Content to Facilitate the Close 111
A Customer for Life 113
Lead Generation Calculus 113
Growing Business in a Shrinking Industry . . . without Leads 115
Please Don’t Squeeze the Buyers 117
Can I Have Your Phone Number? 117
Lessons from the Grateful Dead 118
The Hybrid Lead Generation Model 120
Defining Your Business in the Marketplace 121
Are You Watching Your Direct Competition or Your Customers? 123
Learning from Outside Your Comfort Zone 124
Do You Even Need Salespeople? 125
The Product That Virtually Sells Itself 127
Good for You, but What about the Rest of Us? 129
6 Agile, Real-Time Social Sales 131
The Quickest Wins My Business 131
The Ideal: Agile Sales 132
The Decisive Advantage: Speed 134
Context: The Key to Unlock Every Buyer 136
Newsjacking to Find Buyers 137
Ronnie Dunn’s Real-Time Disruption 138
The Art and Science of Newsjacking to Reach Buyers and Create Real-Time Sales Opportunities 139
Newsjacking: One Lawyer Considers the Legal Implications 142
Automation Runs Amok 143
When Real-Time Sales Put You at the Front of the Line 146
Who Is Selling Whom? 147
Agile Sales Require a Real-Time Mind-Set 148
Agile Sales Mean Going Off Script 150
Big Data Plus Real-Time Technology Drives Sales 150
Predictive Analytics 152
Social Selling and Your Customer Relationship Management 157
Brawn or Brains? 160
Buying Signals! 162
7 The New Service Imperative 163
Busted Dishwasher. Great Service. 163
What Is Customer Service Anyway? 165
The Elements of Customer Service 166
Customer Service and Corporate Culture 167
Content Creation 167
Great Customer Service Drives Sales 168
Getting Sales and Service into Alignment 168
Poor Customer Service Is the Norm 169
Teaching Customers to Wait for a Sale 171
A Clear Picture of How Great Service Generates Additional Leads 172
A Nonprofit Changes the Rules of Charitable Reporting While Also Changing the World 173
“I Hope Everyone Who Works for Your Company Burns in Hell” 176
Great Customer Service Starts in Person 179
Customer Service “Wow!” 180
First, Educate and Inform Your Customers 181
Surveys: Your Opportunity to Gather Real Data 182
Using Customer Feedback to Grow Revenue 186
How to Conduct a Survey That Helps Grow Revenue 187
8 Agile, Real-Time Social Service 191
Embracing Change 191
The Real-Time Customer Engagement Mind-Set 192
How Boeing Used Real-Time Communications during the 787
Dreamliner Crisis 193
Putting Your Customers First 196
Customer Service Using Social Media 197
Vodafone Egypt Proves Social Customer Service Works Worldwide 200
People Want to Do Business with Other People 202
Lost in Clinical Gobbledygook 203
Terrible Healthcare Customer Service 204
Healthier Patients through Video Customer Service in Healthcare 205
Making Clients Feel More Connected 208
Making Healthcare Personal 209
Customers and Business Growth 212
Implementing Agile Customer Service 213
9 The Social You 215
When the World’s Attention Turns to Your Expertise 216
Getting Social 219
Why Social Networking Is like Exercise 220
People You Know 221
You’re Already Online 221
Building a Fan Base One Download at a Time 222
Don’t Hide in the Shadows 223
You Are Not a Cat 225
Building a Following 226
Tweeting Yourself into a Job 227
Inbound Job Search 229
Achieving Your Dreams 230
10 Your Social Company 235
Building the Social Selling Process into a Large Organization 235
Hiring for Social Success 239
Sales Managers Must Adapt, Too 241
Training for Social Success 242
A New Kind of Company 244
Your Sales and Service Ecosystem 246
Your Turn 247
Acknowledgments 249
About the Author 250
Index 251
Have David Meerman Scott Speak at Your Next Event! 260
