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 by Scott, David Meerman -- Read -- Imperial Library of Trantor

Index

Cover Also by David Meerman Scott Title Page Copyright Dedication Introduction

Chapter 1: The Old World 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

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 Its Buyer Personas in Focus and Sells Millions of Cameras Close the Gap between Sales and Marketing Buyer Persona Interview Buyer Persona Profile 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 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 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 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

Acknowledgments About the Author Index Have David Meerman Scott Speak at Your Next Event! End User License Agreement