The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big…

Hardcover | September 2, 2014

byDavid Meerman Scott

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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 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.

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From the Publisher

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.I...

From the Jacket

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.I...

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 Marke...

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Format:HardcoverDimensions:272 pages, 9.3 × 6.4 × 1 inPublished:September 2, 2014Publisher:WileyLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1118827856

ISBN - 13:9781118827857

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Extra Content

Table of Contents

Dedication

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 is 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

Learning from example: How the success of others can provide ideas and options for your own organization

CHAPTER 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 vs. 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

CHAPTER 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

CHAPTER 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

CHAPTER 4

Integrating Marketing and Sales with Buyer Personas

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

GoPro keeps their buyer personas in focus and sell millions of cameras

Close the Gap Between Sales and Marketing

Buyer Persona Profile

Midnight Oil

Sales and marketing working together

CHAPTER 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

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?

CHAPTER 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

Automation runs amok

When real-time sales puts you at the front of the line

Who is selling whom?

Agile Sales Requires a Real-Time Mindset

Agile Sales Means Going Off Script

Big Data plus Real-Time Technology Drives Sales

Predictive Analytics

Social Selling and your CRM

Brawn or Brains?

Buying Signals!

CHAPTER 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

CHAPTER 8

Agile, Real-Time Social Service

Embracing change

The Real-Time Customer Engagement Mind-Set

How Boeing used real-time communications during the 787 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

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

CHAPTER 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

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

CHAPTER 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