Sales and service are being radically redefined by the biggest
communications revolution in human history. In today’s technology-driven
world, online content can be targeted to reach and win buyers one at a
time, thus replacing yesterday’s outdated, scattershot approach to sales
and service. In 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—the highly anticipated follow-up
to the bestselling The New Rules of Marketing & PR—David
Meerman Scott details the proven strategies and tools that business
leaders can use to connect effectively with their customers and grow
their organizations.
“Most organizations are still using traditional selling service models
that were developed decades ago. This needs to change, or your
organization will suffer,” explains Scott. “Now buyers can interact with
anyone who is active in social media. They can see what companies are
doing. Who is engaged? Who will talk to me? Does anyone care? We’re back
to a hundred years ago and the ability to converse with the person who
is selling. An authentic encounter with a representative from a company
in a sales or service situation humanizes an organization after decades
of sameness.”
Written in the author’s straightforward style, the book explores the new
rules of sales and service, including:
1) Authentic storytelling sets the tone
2) Content is the link between companies and customers
3) Big data enables a more scientific approach to sales
4) Agile selling brings new business to your company
5) Real-time engagement keeps customers happy
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. Using
illustrative examples from a variety of thriving companies, Scott shows
how to create authentic and effective stories that are aligned with the
needs of the buyer, including; 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.
”Now buyers are in charge of relationships with companies they choose to
do business with. Smart companies understand this new world and build a
buying process around the realities of independent research, “says
Scott. “Instead of generic information dreamed up by an advertising
agency, they tell authentic stories that interest their customers.
Instead of selling, they educate through online content. Instead of
ignoring those who have already made a purchase, they deliver
information at precisely the moment customers need it. “
For those who are nervous about adopting the new rules, the book
addresses these fears and reveals the many ways it is possible to strike
a productive digital balance. Step by step, The New Rules of
Sales and Service shows how to make the transition from the old ways
of selling and servicing clients to the new realities now defining how
people buy and do business.
Scott adds, “The marketing and public relations functions have started
the transformation due to the advances in real-time technologies of
online content and social media; now it’s time for sales and service
departments to understand the new realities of growing business.”
Contact the publicist:
Melissa Connors
Publicity Manager
mconnors@wiley.com
201-748-6834