In his latest book, The New Rules of Sales and Service, David Meerman Scott breaks down the walls between marketing and sales.
To prosper today, you need to take an integrated look at not only how you market yourself, but what you sell and how you sell it.
The need for agile selling
For too long, marketing tended to be viewed in isolation from product development and delivery.
The increasing specialization that has accompanied Internet-based content marketing—with its numerous specialized disciplines and sub-specialities, i.e., SEO, analytics, mobile, adaptive content, user experience, etc.–has tended to reinforce the separation between marketing and sales.
In The New Rules of Sales and Service, David Meerman Scott builds on his worldwide bestselling books, The New Rules of Marketing and PR (now in its 4th edition), and Real-Time Marketing and PR, but explains their relevance and makes them easier to apply.
The subtitle, How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business, describes the book’s significance in today’s content marketing world.
Can you explain the significance of the above terms?
If you own or manage a business, and you’re not familiar with the above terms, you need to read The New Rules of Sales and Service as soon as possible.
In clear, simple language, with hundreds of anecdotes and examples, David Meerman Scott explains the terms and their relevance to your firm’s sales and profits in today’s online content marketing world.
Additional ideas and takeaways
You’ll also gain a fresh perspective and understanding of key ideas like:
- You’re already being compared to your competition. Sales don’t begin when your prospects visit your store, call you, or contact you via email. Prospects begin to research their new purchases well before they contact you. Perhaps the best examples involve David Meerman Scott’s experiences researching a Polar expedition and his daughter’s college search.
- Your prospects are better informed than ever before. As David explains from his sales experience in previous careers, sales people used to be the gatekeepers; they knew more than their customers. In the Internet age, this is no longer true. Your prospects have access to more information than ever before.
- Value is now more valuable than ever before. As today’s products and services have become more complex, and the economy has tightened since 2008, your prospects are more likely to need guidance buying today’s technological wonders. They’re also more likely to shop for long-term value rather than discounts and other hollow incentives.
- Information is power. Many of the most eye-opening examples describe information “closing the deal” before the prospect’s first “official” contact with the building. Other examples show how information pre-sells and up-sells first-time buyers with reasons to stay engaged and take advantage of other opportunities.
- The experience is more important than the product. Many of the examples cited in The New Rules of Sales & Service describe the joys and resale opportunities generated by an outstanding buying experience. Leveraging outstanding service via the Internet offers distant vendors a compelling advantage over local vendors.
- Customer retention is more important than ever before. The most exciting and revelatory case studies describe situations where carefully curated and timely information resulted in greater pleasure for the buyers and a virtually unlimited opportunities for add-on sales and future opportunities.
- Today, marketing and sales take place in real time. The best examples in Real Time Sales and Marketing reflect an online partnership between marketing and sales, often taking full advantage of email and online interactivity. The most frustrating examples show a disconnect between marketing and selling.
The lessons are obvious: to survive and prosper today, firms must be agile; able to quickly put the latest technology to work delivering helpful, relevant, targeted, and timely information to prospects and customers.
David Meerman Scott’s best book?
That’s a strong statement, but one I can defend. As someone who has read all of David Meerman Scott’s books, from the original edition of The New Rules of Marketing and PR, I feel that there’s more of David’s passion, personality, an story in The New Rules of Sales and Service than his previous books.
This is not to do a disservice to his previous books; he’s always been one of marketing’s top voices, noted for brevity and clarity. He writes to be read. But, in in The New Rules of Sales and Marketing, there’s more immediacy to his enthusiastic discussions of sales and service when they are done right, and more impatience when sales and service are done poorly.
I recommend The New Rules of Marketing and PR to anyone involved in owning, running, marketing, or selling for a business. If you’ve already read it, I’d love to know if you share my enthusiasm for this book. Share your impressions below, as comments!