The New Rules of Sales and Service

David Meerman Scott

ISBN: 9788126572601

304 pages

Exclusively distributed by Pan Macmillan

 

Description

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.

Introduction  

The Time Is NOW  

Living in the Past: The Old School of Sales and Service  

First Marketing and PR, Now Sales and Service  

The New Rules of Marketing and PR Are Now Widely Adopted  

Living Real Time and Mobile Has Changed Everything We Do

Why Sales and Service Are Experiencing a Revolutionary Transformation

Restoring the Human Touch: The Compelling Power of Authenticity

The Importance of Story

Social Media Is All about Connecting and Sharing

Content Drives Sales and Service

We're All in Sales and Service Now

Online Content That Informs, Entertains . . . and Sells Insurance

Updates to This Revised Edition

Learning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization

 

1 The Old World of Sales and Service

  • The Old Sales Model: "Dialing for Dollars"
  • The Voice of Authority: When the Salesperson Was the Expert
  • The Salesperson Expert versus the Web-Educated Buyer
  • "These Sales Leads Stink!"
  • Tell the Truth: The Power of Authenticity
  • Customer Disservice: The Little Things That Drive Us Crazy
  • "Please Take a Moment to Complete Our Survey": All Take and No Give
  • "There's a Robocall on Line One. It Says It's Urgent."
  • Receiving an Email Address Is Not an Invitation to Spam
  • Adding Social Media to Old School Sales and Support Is Still Old School
  • The Old Rules of Sales and Service

 

2 The New Rules of Sales and Service

  • Setting Down the Rules
  • Living Up to Their Name: OPEN Communications to Customers
  • The Communications Revolution That Wasn't Televised
  • Time to Join the Revolution
  • An Invaluable Sales and Service Asset: Your Employees
  • Big Data. Rich Data.
  • An Underground Business Cooks Up Innovative Sales and Service to Discover a Menu for Success
  • Navigating Your Sales and Service Plan

 

3 Your Story

  • Storytelling
  • "Let Me Tell You a Little Bit about Me": The Story Customers Tell Themselves
  • Call Larry: How One Entrepreneur's Story Defines a Company
  • The New Model: The Salesperson as Consultant
  • Mastering the Art of Effective Storytelling for Any Organization
  • The Health Club That Tells Its Story by Exercising an Attitude
  • "What Happens Next?": How a Compelling Narrative Builds a Following
  • A Story That Sells

 

4 Integrating Marketing and Sales with Buyer

  • Creating Magic by Adding Context to Content
  • The Power of Content That Provides Exactly What You Need
  • The Nobis Hotel Sells to David Meerman Scott
  • Making Stuff Up
  • Annoying Three out of Four Customers
  • Egocentric Nonsense
  • Buyer Personas
  • No Red Alfa Romeo?
  • Multiple Personality Order
  • The Buyer Persona Interview
  • Uncover New and Valuable Information with Buyer Persona Research
  • GoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras
  • Close the Gap between Sales and Marketing  
  • Becoming the Buyer Expert in Your Company
  • The Buyer Persona Profile
  • How Buyer Personas and Journey Mapping Integrate Marketing and Sales
  • Midnight Oil
  • Sales and Marketing Working Together
  • People Reaching People

 

5 The Sales Cycle Is Now the Buying Cycle

  • We're Buying. So Stop Selling.
  • The End of the High Pressure Zone
  • Mingling with Buyers at the Learning Party
  • Educate and Inform
  • The Buyers' Journey
  • Driving People into the Buying Process
  • The Collective Intelligence of a Million Mechanical Engineers Creates a Unique Marketplace . . . and More
  • Now Raise Your Hand (Please)
  • Got Square Footage?
  • The Merging of Sales and Content to Facilitate the Close
  • A Customer for Life
  • How the New Rules of Selling Contributed to a Math Education Program's Success
  • Lead Generation Calculus
  • Growing Business in a Shrinking Industry . . . without Leads
  • Please Don't Squeeze the Buyers
  • Can I Have Your Phone Number?
  • Lessons from the Grateful Dead
  • The Hybrid Lead Generation Model
  • Defining Your Business in the Marketplace
  • Are You Watching Your Direct Competition or Your Customers?
  • Learning from Outside Your Comfort Zone
  • Do You Even Need Salespeople?
  • The Product That Virtually Sells Itself
  • Good for You, but What about the Rest of Us?

 

6 Agile, Real-Time Social Sales

  • The Quickest Wins My Business
  • The Ideal: Agile Sales
  • The Decisive Advantage: Speed
  • Context: The Key to Unlock Every Buyer
  • Newsjacking to Find Buyers
  • Ronnie Dunn's Real-Time Disruption
  • The Art and Science of Newsjacking to Reach Buyers and Create Real-Time Sales Opportunities
  • Newsjacking: One Lawyer Considers the Legal Implications
  • Live Stream Your Take on the News with Periscope
  • Automation Runs Amok
  • When Real-Time Sales Put You at the Front of the Line
  • Who Is Selling Whom?
  • Agile Sales Require a Real-Time Mind-Set
  • Agile Sales Mean Going Off Script
  • Big Data Plus Real-Time Technology Drives Sales
  • Predictive Analytics
  • Social Selling and Your Customer Relationship Management
  • Obsessing over Sales Forecasts Does Nothing for Your Buyers
  • Brawn or Brains?
  • Buying Signals!

 

7 The New Service Imperative

  • Busted Dishwasher. Great Service
  • What Is Customer Service Anyway?
  • The Elements of Customer Service
  • Customer Service and Corporate Culture
  • Content Creation
  • Great Customer Service Drives Sales
  • Getting Sales and Service into Alignment
  • Poor Customer Service Is the Norm
  • Teaching Customers to Wait for a Sale
  • A Clear Picture of How Great Service Generates Additional Leads
  • A Nonprofit Changes the Rules of Charitable Reporting While Also Changing the World
  • "I Hope Everyone Who Works for Your Company Burns in Hell"
  • Great Customer Service Starts in Person
  • Customer Service "Wow!"
  • First, Educate and Inform Your Customers
  • Surveys: Your Opportunity to Gather Real Data
  • Using Customer Feedback to Grow Revenue
  • How to Conduct a Survey That Helps Grow Revenue

 

8 Agile, Real-Time Social Service

  • Embracing Change
  • The Real-Time Customer Engagement Mind-Set
  • How Boeing Used Real-Time Communications during the
  • Dreamliner Crisis
  • Putting Your Customers First
  • Customer Service Using Social Media
  • Vodafone Egypt Proves Social Customer Service Works Worldwide
  • People Want to Do Business with Other People
  • The Value of Personal Communications
  • Lost in Clinical Gobbledygook
  • Terrible Healthcare Customer Service
  • Healthier Patients through Video Customer Service in Healthcare
  • Making Clients Feel More Connected
  • Making Healthcare Personal
  • Customers and Business Growth
  • Implementing Agile Customer Service

 

9 The Social You

  • When the World's Attention Turns to Your Expertise
  • Getting Social
  • Why Social Networking Is Like Exercise
  • People You Know
  • You're Already Online
  • The Sharing More Than Selling Rule
  • Building a Fan Base One Download at a Time
  • Don't Hide in the Shadows
  • You Are Not a Cat
  • Building a Following
  • Tweeting Yourself into a Job
  • Inbound Job Search
  • Achieving Your Dreams
  • Manage Your Fear
  • What a World We Live In!

 

10 Your Social Company

  • Building the Social Selling Process into a Large Organization
  • Hiring for Social Success
  • Sales Managers Must Adapt, Too
  • Training for Social Success
  • A New Kind of Company
  • Your Sales and Service Ecosystem
  • Your Turn 271

 

Acknowledgments

About the Author

Index

Master Newsjacking: The Online Course

Have David Meerman Scott Speak at Your Next Event!