The New Rules of Sales and Service (häftad)
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Häftad (Paperback / softback)
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John Wiley & Sons Inc
Black & white illustrations
226 x 150 x 20 mm
363 g
Antal komponenter
423:B&W 6 x 9 in or 229 x 152 mm Perfect Bound on White w/Matte Lam
The New Rules of Sales and Service (häftad)

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

Häftad Engelska, 2016-08-05
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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.
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DAVID MEERMAN SCOTT is the author of ten books including The New Rules of Marketing and PR, Marketing Lessons from the Grateful Dead, and Newsjacking. His books open people's eyes to the new realities of sales, marketing, and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are reaching buyers directly and in real time.


Introduction 1 The 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. 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 We re Buying. So Stop Selling. 109 The End of the High Pressure Zone 112 Mingling with Buyers at the Learning Party 114 Educate and Inform 115 The Buyers Journey 117 Driving People into the Buying Process 117 The Collective Intelligence of a Million Mechanical Engineers Creates a Unique Marketplace ... and More 118 Now Raise Your Hand (Please) 119 Got Square Footage? 120 The Merging of Sales and Content to Facilitate the Close 121 A Customer for Life 123 How the New Rules of Selling Contributed to a M