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

Table of contents

1. Cover
2. Also by David Meerman Scott
3. Title Page
4. Copyright
5. Dedication
6. Introduction
   1. The Time Is NOW
   2. Living in the Past: The Old School of Sales and Service
   3. First Marketing and PR, Now Sales and Service
   4. The New Rules of Marketing and PR Are Now Widely Adopted
   5. Living Real-Time and Mobile Has Changed Everything We Do
   6. Why Sales and Service Are Experiencing a Revolutionary Transformation
   7. Restoring the Human Touch: The Compelling Power of Authenticity
   8. The Importance of Story
   9. Social Media Is All about Connecting and Sharing
   10. Content Drives Sales and Service
   11. We're All in Sales and Service Now
   12. Online Content That Informs, Entertains…and Sells Insurance
   13. Learning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization
7. Chapter 1: The Old World of Sales and Service
   1. The Old Sales Model: “Dialing for Dollars”
   2. The Voice of Authority: When the Salesperson Was the Expert
   3. The Salesperson Expert versus the Web-Educated Buyer
   4. “These Sales Leads Stink!”
   5. Tell the Truth: The Power of Authenticity
   6. Customer Disservice: The Little Things That Drive Us Crazy
   7. “Please Take a Moment to Complete Our Survey”: All Take and No Give
   8. “There's a Robocall on Line One. It Says It's Urgent.”
   9. Receiving an Email Address Is Not an Invitation to Spam
   10. Adding Social Media to Old School Sales and Support Is Still Old School
   11. The Old Rules of Sales and Service
8. Chapter 2: The New Rules of Sales and Service
   1. Setting Down the Rules
   2. Living Up to Their Name: OPEN Communications to Customers
   3. The Communications Revolution That Wasn't Televised
   4. Time to Join the Revolution
   5. An Invaluable Sales and Service Asset: Your Employees
   6. Big Data. Rich Data
   7. An Underground Business Cooks Up Innovative Sales and Service to Discover a Menu for Success
   8. Navigating Your Sales and Service Plan
9. Chapter 3: Your Story
   1. Storytelling
   2. “Let Me Tell You a Little Bit about Me”: The Story Customers Tell Themselves
   3. Call Larry: How One Entrepreneur's Story Defines a Company
   4. The New Model: The Salesperson as Consultant
   5. Mastering the Art of Effective Storytelling for Any Organization
   6. The Health Club That Tells Its Story by Exercising an Attitude
   7. “What Happens Next?”: How a Compelling Narrative Builds a Following
10. Chapter 4: Integrating Marketing and Sales with Buyer Personas
    1. Creating Magic by Adding Context to Content
    2. The Power of Content That Provides Exactly What You Need
    3. The Nobis Hotel Sells to David Meerman Scott
    4. Making Stuff Up
    5. Annoying Three out of Four Customers
    6. Egocentric Nonsense
    7. Buyer Personas
    8. No Red Alfa Romeo?
    9. Multiple Personality Order
    10. The Buyer Persona Interview
    11. GoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras
    12. Close the Gap between Sales and Marketing
    13. Buyer Persona Interview
    14. Buyer Persona Profile
    15. Midnight Oil
    16. Sales and Marketing Working Together
    17. People Reaching People
11. Chapter 5: The Sales Cycle Is Now the Buying Cycle
    1. We're Buying. So Stop Selling
    2. The End of the High Pressure Zone
    3. Mingling with Buyers at the Learning Party
    4. Educate and Inform
    5. The Buyers' Journey
    6. Driving People into the Buying Process
    7. The Collective Intelligence of a Million Mechanical Engineers Creates a Unique Marketplace…and More
    8. Now Raise Your Hand (Please)
    9. Got Square Footage?
    10. The Merging of Sales and Content to Facilitate the Close
    11. A Customer for Life
    12. Lead Generation Calculus
    13. Growing Business in a Shrinking Industry…without Leads
    14. Please Don't Squeeze the Buyers
    15. Can I Have Your Phone Number?
    16. Lessons from the Grateful Dead
    17. The Hybrid Lead Generation Model
    18. Defining Your Business in the Marketplace
    19. Are You Watching Your Direct Competition or Your Customers?
    20. Learning from Outside Your Comfort Zone
    21. Do You Even Need Salespeople?
    22. The Product That Virtually Sells Itself
    23. Good for You, but What about the Rest of Us?
12. Chapter 6: Agile, Real-Time Social Sales
    1. The Quickest Wins My Business
    2. The Ideal: Agile Sales
    3. The Decisive Advantage: Speed
    4. Context: The Key to Unlock Every Buyer
    5. Newsjacking to Find Buyers
    6. Ronnie Dunn's Real-Time Disruption
    7. The Art and Science of Newsjacking to Reach Buyers and Create Real-Time Sales Opportunities
    8. Newsjacking: One Lawyer Considers the Legal Implications
    9. Automation Runs Amok
    10. When Real-Time Sales Put You at the Front of the Line
    11. Who Is Selling Whom?
    12. Agile Sales Require a Real-Time Mind-Set
    13. Agile Sales Mean Going Off Script
    14. Big Data Plus Real-Time Technology Drives Sales
    15. Predictive Analytics
    16. Social Selling and Your Customer Relationship Management
    17. Brawn or Brains?
    18. Buying Signals!
13. Chapter 7: The New Service Imperative
    1. Busted Dishwasher. Great Service
    2. What Is Customer Service Anyway?
    3. The Elements of Customer Service
    4. Customer Service and Corporate Culture
    5. Content Creation
    6. Great Customer Service Drives Sales
    7. Getting Sales and Service into Alignment
    8. Poor Customer Service Is the Norm
    9. Teaching Customers to Wait for a Sale
    10. A Clear Picture of How Great Service Generates Additional Leads
    11. A Nonprofit Changes the Rules of Charitable Reporting While Also Changing the World
    12. “I Hope Everyone Who Works for Your Company Burns in Hell”
    13. Great Customer Service Starts in Person
    14. Customer Service “Wow!”
    15. First, Educate and Inform Your Customers
    16. Surveys: Your Opportunity to Gather Real Data
    17. Using Customer Feedback to Grow Revenue
    18. How to Conduct a Survey That Helps Grow Revenue
14. Chapter 8: Agile, Real-Time Social Service
    1. Embracing Change
    2. The Real-Time Customer Engagement Mind-Set
    3. How Boeing Used Real-Time Communications during the 787 Dreamliner Crisis
    4. Putting Your Customers First
    5. Customer Service Using Social Media
    6. Vodafone Egypt Proves Social Customer Service Works Worldwide
    7. People Want to Do Business with Other People
    8. Lost in Clinical Gobbledygook
    9. Terrible Healthcare Customer Service
    10. Healthier Patients through Video Customer Service in Healthcare
    11. Making Clients Feel More Connected
    12. Making Healthcare Personal
    13. Customers and Business Growth
    14. Implementing Agile Customer Service
15. Chapter 9: The Social You
    1. When the World's Attention Turns to Your Expertise
    2. Getting Social
    3. Why Social Networking Is like Exercise
    4. People You Know
    5. You're Already Online
    6. Building a Fan Base One Download at a Time
    7. Don't Hide in the Shadows
    8. You Are Not a Cat
    9. Building a Following
    10. Tweeting Yourself into a Job
    11. Inbound Job Search
    12. Achieving Your Dreams
16. Chapter 10: Your Social Company
    1. Building the Social Selling Process into a Large Organization
    2. Hiring for Social Success
    3. Sales Managers Must Adapt, Too
    4. Training for Social Success
    5. A New Kind of Company
    6. Your Sales and Service Ecosystem
    7. Your Turn
17. Acknowledgments
18. About the Author
19. Index
20. Have David Meerman Scott Speak at Your Next Event!
21. End User License Agreement