- Cover
- Also by David Meerman Scott
- Title Page
- Copyright
- 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 Are 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
- Updates to This Revised Edition
- Learning from Examples: How the Successes 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 versus 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
- A Story That Sells
- 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
- Uncover New and Valuable Information with Buyer Persona Research
- GoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras
- Close the Gap between Sales and Marketing
- Becoming the Buyer Expert in Your Company
- The Buyer Persona Profile
- How Buyer Personas and Journey Mapping Integrate Marketing and Sales
- Midnight Oil
- Sales and Marketing Working Together
- People Reaching People
- 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
- How the New Rules of Selling Contributed to a Math Education Program's Success
- 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
- Live Stream Your Take on the News with Periscope
- Automation Runs Amok
- When Real-Time Sales Put You at the Front of the Line
- Who Is Selling Whom?
- Agile Sales Require a Real-Time Mind-Set
- Agile Sales Mean Going Off Script
- Big Data Plus Real-Time Technology Drives Sales
- Predictive Analytics
- Social Selling and Your Customer Relationship Management
- Obsessing over Sales Forecasts Does Nothing for Your Buyers
- 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
- The Value of Personal Communications
- 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
- The Sharing More Than Selling Rule
- 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
- Manage Your Fear
- What a World We Live In!
- Chapter 10: Your Social Company
- Acknowledgments
- About the Author
- Index
- Master Newsjacking: The Online Course
- Have David Meerman Scott Speak at Your Next Event!
- End User License Agreement
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
Revised and Expanded
David Meerman Scott
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