You are previewing 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.
O'Reilly logo
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

Book Description

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 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

  • 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 — 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.

    Table of Contents

    1. Cover
    2. Also by David Meerman Scott
    3. Title Page
    4. Copyright
    5. Dedication
    6. Introduction
      1. The Time Is NOW
      2. Living in the Past: The Old School of Sales and Service
      3. First Marketing and PR, Now Sales and Service
      4. The New Rules of Marketing and PR Are Now Widely Adopted
      5. Living Real-Time and Mobile Has Changed Everything We Do
      6. Why Sales and Service Are Experiencing a Revolutionary Transformation
      7. Restoring the Human Touch: The Compelling Power of Authenticity
      8. The Importance of Story
      9. Social Media Is All about Connecting and Sharing
      10. Content Drives Sales and Service
      11. We're All in Sales and Service Now
      12. Online Content That Informs, Entertains…and Sells Insurance
      13. Learning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization
    7. Chapter 1: The Old World of Sales and Service
      1. The Old Sales Model: “Dialing for Dollars”
      2. The Voice of Authority: When the Salesperson Was the Expert
      3. The Salesperson Expert versus the Web-Educated Buyer
      4. “These Sales Leads Stink!”
      5. Tell the Truth: The Power of Authenticity
      6. Customer Disservice: The Little Things That Drive Us Crazy
      7. “Please Take a Moment to Complete Our Survey”: All Take and No Give
      8. “There's a Robocall on Line One. It Says It's Urgent.”
      9. Receiving an Email Address Is Not an Invitation to Spam
      10. Adding Social Media to Old School Sales and Support Is Still Old School
      11. The Old Rules of Sales and Service
    8. Chapter 2: The New Rules of Sales and Service
      1. Setting Down the Rules
      2. Living Up to Their Name: OPEN Communications to Customers
      3. The Communications Revolution That Wasn't Televised
      4. Time to Join the Revolution
      5. An Invaluable Sales and Service Asset: Your Employees
      6. Big Data. Rich Data
      7. An Underground Business Cooks Up Innovative Sales and Service to Discover a Menu for Success
      8. Navigating Your Sales and Service Plan
    9. Chapter 3: Your Story
      1. Storytelling
      2. “Let Me Tell You a Little Bit about Me”: The Story Customers Tell Themselves
      3. Call Larry: How One Entrepreneur's Story Defines a Company
      4. The New Model: The Salesperson as Consultant
      5. Mastering the Art of Effective Storytelling for Any Organization
      6. The Health Club That Tells Its Story by Exercising an Attitude
      7. “What Happens Next?”: How a Compelling Narrative Builds a Following
    10. Chapter 4: Integrating Marketing and Sales with Buyer Personas
      1. Creating Magic by Adding Context to Content
      2. The Power of Content That Provides Exactly What You Need
      3. The Nobis Hotel Sells to David Meerman Scott
      4. Making Stuff Up
      5. Annoying Three out of Four Customers
      6. Egocentric Nonsense
      7. Buyer Personas
      8. No Red Alfa Romeo?
      9. Multiple Personality Order
      10. The Buyer Persona Interview
      11. GoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras
      12. Close the Gap between Sales and Marketing
      13. Buyer Persona Interview
      14. Buyer Persona Profile
      15. Midnight Oil
      16. Sales and Marketing Working Together
      17. People Reaching People
    11. Chapter 5: The Sales Cycle Is Now the Buying Cycle
      1. We're Buying. So Stop Selling
      2. The End of the High Pressure Zone
      3. Mingling with Buyers at the Learning Party
      4. Educate and Inform
      5. The Buyers' Journey
      6. Driving People into the Buying Process
      7. The Collective Intelligence of a Million Mechanical Engineers Creates a Unique Marketplace…and More
      8. Now Raise Your Hand (Please)
      9. Got Square Footage?
      10. The Merging of Sales and Content to Facilitate the Close
      11. A Customer for Life
      12. Lead Generation Calculus
      13. Growing Business in a Shrinking Industry…without Leads
      14. Please Don't Squeeze the Buyers
      15. Can I Have Your Phone Number?
      16. Lessons from the Grateful Dead
      17. The Hybrid Lead Generation Model
      18. Defining Your Business in the Marketplace
      19. Are You Watching Your Direct Competition or Your Customers?
      20. Learning from Outside Your Comfort Zone
      21. Do You Even Need Salespeople?
      22. The Product That Virtually Sells Itself
      23. Good for You, but What about the Rest of Us?
    12. Chapter 6: Agile, Real-Time Social Sales
      1. The Quickest Wins My Business
      2. The Ideal: Agile Sales
      3. The Decisive Advantage: Speed
      4. Context: The Key to Unlock Every Buyer
      5. Newsjacking to Find Buyers
      6. Ronnie Dunn's Real-Time Disruption
      7. The Art and Science of Newsjacking to Reach Buyers and Create Real-Time Sales Opportunities
      8. Newsjacking: One Lawyer Considers the Legal Implications
      9. Automation Runs Amok
      10. When Real-Time Sales Put You at the Front of the Line
      11. Who Is Selling Whom?
      12. Agile Sales Require a Real-Time Mind-Set
      13. Agile Sales Mean Going Off Script
      14. Big Data Plus Real-Time Technology Drives Sales
      15. Predictive Analytics
      16. Social Selling and Your Customer Relationship Management
      17. Brawn or Brains?
      18. Buying Signals!
    13. Chapter 7: The New Service Imperative
      1. Busted Dishwasher. Great Service
      2. What Is Customer Service Anyway?
      3. The Elements of Customer Service
      4. Customer Service and Corporate Culture
      5. Content Creation
      6. Great Customer Service Drives Sales
      7. Getting Sales and Service into Alignment
      8. Poor Customer Service Is the Norm
      9. Teaching Customers to Wait for a Sale
      10. A Clear Picture of How Great Service Generates Additional Leads
      11. A Nonprofit Changes the Rules of Charitable Reporting While Also Changing the World
      12. “I Hope Everyone Who Works for Your Company Burns in Hell”
      13. Great Customer Service Starts in Person
      14. Customer Service “Wow!”
      15. First, Educate and Inform Your Customers
      16. Surveys: Your Opportunity to Gather Real Data
      17. Using Customer Feedback to Grow Revenue
      18. How to Conduct a Survey That Helps Grow Revenue
    14. Chapter 8: Agile, Real-Time Social Service
      1. Embracing Change
      2. The Real-Time Customer Engagement Mind-Set
      3. How Boeing Used Real-Time Communications during the 787 Dreamliner Crisis
      4. Putting Your Customers First
      5. Customer Service Using Social Media
      6. Vodafone Egypt Proves Social Customer Service Works Worldwide
      7. People Want to Do Business with Other People
      8. Lost in Clinical Gobbledygook
      9. Terrible Healthcare Customer Service
      10. Healthier Patients through Video Customer Service in Healthcare
      11. Making Clients Feel More Connected
      12. Making Healthcare Personal
      13. Customers and Business Growth
      14. Implementing Agile Customer Service
    15. Chapter 9: The Social You
      1. When the World's Attention Turns to Your Expertise
      2. Getting Social
      3. Why Social Networking Is like Exercise
      4. People You Know
      5. You're Already Online
      6. Building a Fan Base One Download at a Time
      7. Don't Hide in the Shadows
      8. You Are Not a Cat
      9. Building a Following
      10. Tweeting Yourself into a Job
      11. Inbound Job Search
      12. Achieving Your Dreams
    16. Chapter 10: Your Social Company
      1. Building the Social Selling Process into a Large Organization
      2. Hiring for Social Success
      3. Sales Managers Must Adapt, Too
      4. Training for Social Success
      5. A New Kind of Company
      6. Your Sales and Service Ecosystem
      7. Your Turn
    17. Acknowledgments
    18. About the Author
    19. Index
    20. Have David Meerman Scott Speak at Your Next Event!
    21. End User License Agreement