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 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 cu...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
2016.
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| Edición: | Revised and expanded |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630163206719 |
Tabla de Contenidos:
- Machine generated contents note: Introduction 1 The Time Is NOW 5 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 Learning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization 17 1 The Old World of Sales and Service 19 The Old Sales Model: "Dialing for Dollars " 19 The Voice of Authority: When the Salesperson Was the Expert 20 The Salesperson Expert versus the Web-Educated Buyer 22 "These Sales Leads Stink!" 24 Tell the Truth: The Power of Authenticity 24 Customer Disservice: The Little Things That Drive Us Crazy 27 "Please Take a Moment to Complete Our Survey": All Take and No Give 28 "There's a Robocall on Line One. It Says It's Urgent." 30 Receiving an Email Address Is Not an Invitation to Spam 32 Adding Social Media to Old School Sales and Support Is Still Old School 33 The Old Rules of Sales and Service 34 2 The New Rules of Sales and Service 37 Setting Down the Rules 37 Living Up to Their Name: OPEN Communications to Customers 40 The Communications Revolution That Wasn't Televised 45 Time to join the Revolution 48 An Invaluable Sales and Service Asset: Your Employees 4 9 Big Data. Rich Data. 50 An Underground Business Cooks Up Innovative Sales and Service to Discover a Menu for Success 52 Navigating Your Sales and Service Plan 55 3 Your Story 57 Storytelling 57 "let Me Jell You a Little Bit about Me": The Story Customers Tell Themselves 58 Call Larry: How One Entrepreneur's Story Defines a Company 59 The New Model: The Salesperson as Consultant 60 Mastering the Art of Effective Storytelling for Any Organization 64 The Health Club That Tells Its Story by Exercising an Attitude 66 "What Happens Next?": How a Compelling Narrative Builds a Following 69 A Story that Sells 4 Integrating Marketing and Sales with Buyer Personas 73 Creating Magic by Adding Context to Content 73 The Power of Content That Provides Exactly What You Need 75 The Nobis Hotel Sells to David Meerman Scott 76 Making Stuff Up 78 Annoying Three out of Four Customers 78 Egocen trie Nonsense 8 0 Buyer Personas 80 No Red Alfa Romeo? 82 Multiple Personality Order 83 The Buyer Persona Interview 84 CoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras 88 Close the Cap between Sales and Marketing 90 Buyer Persona Interview 92 Buyer Persona Profile 94 How Buyer Personas and Journey Mapping Integrate Marketing and Sales Midnight Oil 96 Sales and Marketing Working Together 97 People Reaching People 98 5 The Sales Cycle Is Now the Buying Cycle 99 We're Buying. So Stop Selling. 99 The End of the High Pressure Zone 102 Mingling with Buyers at the Learning Party 103 Educate and Inform 105 The Buyers' Journey 106 Driving People into the Buying Process 107 The Collective Intelligence of a Million Mechanical Engineers Creates a Unique Marketplace
