{"product_id":"the-new-rules-of-sales-and-service-isbn-9781119272427","title":"The New Rules of Sales and Service","description":"\u003cb\u003eThe essential roadmap for the new realities of selling when buyers are in charge\u003c\/b\u003e \u003cp\u003eSales 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 customers have near perfect information on the web, it means salespeople must transform from authority to consultant, product narratives must tell a story, and businesses must be agile enough to respond before opportunity is lost. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe New Rules of Sales and Service\u003c\/i\u003e demystifies the new digital commercial landscape and shows you how to stay ahead of the pack. Companies large and small are revolutionizing the way business gets done, and this book takes you inside the new methods and strategies that are critical to success in the modern market. Real-world examples illustrate the new marketplace in action, and demonstrate the brilliant utility of taking a new look at your customer and your business. This new edition has been updated to reflect the current reality of this rapidly-evolving sphere, with fresh strategies, new tools, and new stories. Whether you're an independent contractor, a multi-national corporation, a start-up, or a nonprofit, this book is your essential guide to navigating the new digital marketplace. \u003c\/p\u003e\u003cp\u003e David Meerman Scott provides up-to-the-minute analysis of the current state of the digital commercial landscape, plus expert guidance toward the concepts, strategies, and tools that every business needs now. \u003c\/p\u003e\u003cp\u003eAmong the topics covered in detail: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eWhy the old rules of sales and service no longer work in an always-on world\u003c\/li\u003e \u003cli\u003eThe new sales cycle and how informative Web content drives the buying process\u003c\/li\u003e \u003cli\u003eProviding agile, real-time sales and service 24\/7 without letting it rule your life\u003c\/li\u003e \u003cli\u003eThe importance of defining and understanding the buyer personas\u003c\/li\u003e \u003cli\u003eHow agile customer service retains existing clients and expands new business\u003c\/li\u003e \u003cli\u003eWhy content-rich websites motivate interest, establish authority, and drive sales\u003c\/li\u003e \u003cli\u003eHow social media is transforming the role of salesperson into valued consultant\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBecause buyers are better informed, and come armed with more choices and opportunities than ever before, everything about sales has changed. Salespeople must adapt because the digital economy has turned the old model on its head, and those who don't keep up will be left behind. \u003ci\u003eThe New Rules of Sales and Service\u003c\/i\u003e is required reading for anyone wanting to stay ahead of the game and grow business now. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Time is NOW 6\u003c\/p\u003e \u003cp\u003eLiving in the Past: The Old School of Sales and Service 7\u003c\/p\u003e \u003cp\u003eFirst Marketing and PR, Now Sales and Service 8\u003c\/p\u003e \u003cp\u003eThe New Rules of Marketing and PR Are Now Widely Adopted 9\u003c\/p\u003e \u003cp\u003eLiving Real Time and Mobile Has Changed Everything We Do 10\u003c\/p\u003e \u003cp\u003eWhy Sales and Service Are Experiencing a Revolutionary Transformation 11\u003c\/p\u003e \u003cp\u003eRestoring the Human Touch: The Compelling Power of Authenticity 12\u003c\/p\u003e \u003cp\u003eThe Importance of Story 13\u003c\/p\u003e \u003cp\u003eSocial Media is All about Connecting and Sharing 13\u003c\/p\u003e \u003cp\u003eContent Drives Sales and Service 14\u003c\/p\u003e \u003cp\u003eWe’re All in Sales and Service Now 14\u003c\/p\u003e \u003cp\u003eOnline Content That Informs, Entertains . . . and Sells Insurance 15\u003c\/p\u003e \u003cp\u003eUpdates to This Revised Edition 17\u003c\/p\u003e \u003cp\u003eLearning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Old World of Sales and Service 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Old Sales Model: “Dialing for Dollars” 21\u003c\/p\u003e \u003cp\u003eThe Voice of Authority: When the Salesperson Was the Expert 22\u003c\/p\u003e \u003cp\u003eThe Salesperson Expert versus the Web-Educated Buyer 24\u003c\/p\u003e \u003cp\u003e“These Sales Leads Stink!” 26\u003c\/p\u003e \u003cp\u003eTell the Truth: The Power of Authenticity 26\u003c\/p\u003e \u003cp\u003eCustomer Disservice: The Little Things That Drive Us Crazy 29\u003c\/p\u003e \u003cp\u003e“Please Take a Moment to Complete Our Survey”: All Take and No Give 30\u003c\/p\u003e \u003cp\u003e“There’s a Robocall on Line One. It Says It’s Urgent.” 32\u003c\/p\u003e \u003cp\u003eReceiving an Email Address is Not an Invitation to Spam 34\u003c\/p\u003e \u003cp\u003eAdding Social Media to Old School Sales and Support is Still Old School 35\u003c\/p\u003e \u003cp\u003eThe Old Rules of Sales and Service 36\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The New Rules of Sales and Service 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting Down the Rules 39\u003c\/p\u003e \u003cp\u003eLiving Up to Their Name: OPEN Communications to Customers 42\u003c\/p\u003e \u003cp\u003eThe Communications Revolution That Wasn’t Televised 47\u003c\/p\u003e \u003cp\u003eTime to Join the Revolution 50\u003c\/p\u003e \u003cp\u003eAn Invaluable Sales and Service Asset: Your Employees 51\u003c\/p\u003e \u003cp\u003eBig Data. Rich Data. 52\u003c\/p\u003e \u003cp\u003eAn Underground Business Cooks Up Innovative Sales and Service to Discover a Menu for Success 54\u003c\/p\u003e \u003cp\u003eNavigating Your Sales and Service Plan 57\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Your Story 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStorytelling 59\u003c\/p\u003e \u003cp\u003e“Let Me Tell You a Little Bit about Me”: The Story Customers Tell Themselves 60\u003c\/p\u003e \u003cp\u003eCall Larry: How One Entrepreneur’s Story Defines a Company 61\u003c\/p\u003e \u003cp\u003eThe New Model: The Salesperson as Consultant 62\u003c\/p\u003e \u003cp\u003eMastering the Art of Effective Storytelling for Any Organization 66\u003c\/p\u003e \u003cp\u003eThe Health Club That Tells Its Story by Exercising an Attitude 68\u003c\/p\u003e \u003cp\u003e“What Happens Next?”: How a Compelling Narrative Builds a Following 71\u003c\/p\u003e \u003cp\u003eA Story That Sells 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Integrating Marketing and Sales with Buyer Personas 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating Magic by Adding Context to Content 77\u003c\/p\u003e \u003cp\u003eThe Power of Content That Provides Exactly What You Need 79\u003c\/p\u003e \u003cp\u003eThe Nobis Hotel Sells to David Meerman Scott 80\u003c\/p\u003e \u003cp\u003eMaking Stuff Up 82\u003c\/p\u003e \u003cp\u003eAnnoying Three out of Four Customers 82\u003c\/p\u003e \u003cp\u003eEgocentric Nonsense 84\u003c\/p\u003e \u003cp\u003eBuyer Personas 84\u003c\/p\u003e \u003cp\u003eNo Red Alfa Romeo? 86\u003c\/p\u003e \u003cp\u003eMultiple Personality Order 87\u003c\/p\u003e \u003cp\u003eThe Buyer Persona Interview 89\u003c\/p\u003e \u003cp\u003eUncover New and Valuable Information with Buyer Persona Research 91\u003c\/p\u003e \u003cp\u003eGoPro Keeps Its Buyer Personas in Focus and Sells Millions of Cameras 92\u003c\/p\u003e \u003cp\u003eClose the Gap between Sales and Marketing 94\u003c\/p\u003e \u003cp\u003eBecoming the Buyer Expert in Your Company 97\u003c\/p\u003e \u003cp\u003eThe Buyer Persona Profile 98\u003c\/p\u003e \u003cp\u003eHow Buyer Personas and Journey Mapping Integrate Marketing and Sales 101\u003c\/p\u003e \u003cp\u003eMidnight Oil 105\u003c\/p\u003e \u003cp\u003eSales and Marketing Working Together 106\u003c\/p\u003e \u003cp\u003ePeople Reaching People 107\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The Sales Cycle is Now the Buying Cycle 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWe’re Buying. So Stop Selling. 109\u003c\/p\u003e \u003cp\u003eThe End of the High Pressure Zone 112\u003c\/p\u003e \u003cp\u003eMingling with Buyers at the Learning Party 114\u003c\/p\u003e \u003cp\u003eEducate and Inform 115\u003c\/p\u003e \u003cp\u003eThe Buyers’ Journey 117\u003c\/p\u003e \u003cp\u003eDriving People into the Buying Process 117\u003c\/p\u003e \u003cp\u003eThe Collective Intelligence of a Million Mechanical Engineers Creates a Unique Marketplace . . . and More 118\u003c\/p\u003e \u003cp\u003eNow Raise Your Hand (Please) 119\u003c\/p\u003e \u003cp\u003eGot Square Footage? 120\u003c\/p\u003e \u003cp\u003eThe Merging of Sales and Content to Facilitate the Close 121\u003c\/p\u003e \u003cp\u003eA Customer for Life 123\u003c\/p\u003e \u003cp\u003eHow the New Rules of Selling Contributed to a Math Education Program’s Success 124\u003c\/p\u003e \u003cp\u003eLead Generation Calculus 127\u003c\/p\u003e \u003cp\u003eGrowing Business in a Shrinking Industry . . . without Leads 128\u003c\/p\u003e \u003cp\u003ePlease Don’t Squeeze the Buyers 130\u003c\/p\u003e \u003cp\u003eCan I Have Your Phone Number? 131\u003c\/p\u003e \u003cp\u003eLessons from the Grateful Dead 132\u003c\/p\u003e \u003cp\u003eThe Hybrid Lead Generation Model 134\u003c\/p\u003e \u003cp\u003eDefining Your Business in the Marketplace 135\u003c\/p\u003e \u003cp\u003eAre You Watching Your Direct Competition or Your Customers? 137\u003c\/p\u003e \u003cp\u003eLearning from Outside Your Comfort Zone 138\u003c\/p\u003e \u003cp\u003eDo You Even Need Salespeople? 139\u003c\/p\u003e \u003cp\u003eThe Product That Virtually Sells Itself 140\u003c\/p\u003e \u003cp\u003eGood for You, but What about the Rest of Us? 142\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Agile, Real-Time Social Sales 145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Quickest Wins My Business 145\u003c\/p\u003e \u003cp\u003eThe Ideal: Agile Sales 146\u003c\/p\u003e \u003cp\u003eThe Decisive Advantage: Speed 149\u003c\/p\u003e \u003cp\u003eContext: The Key to Unlock Every Buyer 150\u003c\/p\u003e \u003cp\u003eNewsjacking to Find Buyers 151\u003c\/p\u003e \u003cp\u003eRonnie Dunn’s Real-Time Disruption 152\u003c\/p\u003e \u003cp\u003eThe Art and Science of Newsjacking to Reach Buyers and Create Real-Time Sales Opportunities 153\u003c\/p\u003e \u003cp\u003eNewsjacking: One Lawyer Considers the Legal Implications 156\u003c\/p\u003e \u003cp\u003eLive Stream Your Take on the News with Periscope 157\u003c\/p\u003e \u003cp\u003eAutomation Runs Amok 159\u003c\/p\u003e \u003cp\u003eWhen Real-Time Sales Put You at the Front of the Line 161\u003c\/p\u003e \u003cp\u003eWho is Selling Whom? 163\u003c\/p\u003e \u003cp\u003eAgile Sales Require a Real-Time Mind-Set 163\u003c\/p\u003e \u003cp\u003eAgile Sales Mean Going Off Script 165\u003c\/p\u003e \u003cp\u003eBig Data Plus Real-Time Technology Drives Sales 166\u003c\/p\u003e \u003cp\u003ePredictive Analytics 167\u003c\/p\u003e \u003cp\u003eSocial Selling and Your Customer Relationship Management 172\u003c\/p\u003e \u003cp\u003eObsessing over Sales Forecasts Does Nothing for Your Buyers 176\u003c\/p\u003e \u003cp\u003eBrawn or Brains? 177\u003c\/p\u003e \u003cp\u003eBuying Signals! 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The New Service Imperative 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBusted Dishwasher. Great Service 181\u003c\/p\u003e \u003cp\u003eWhat is Customer Service Anyway? 183\u003c\/p\u003e \u003cp\u003eThe Elements of Customer Service 184\u003c\/p\u003e \u003cp\u003eCustomer Service and Corporate Culture 185\u003c\/p\u003e \u003cp\u003eContent Creation 185\u003c\/p\u003e \u003cp\u003eGreat Customer Service Drives Sales 186\u003c\/p\u003e \u003cp\u003eGetting Sales and Service into Alignment 186\u003c\/p\u003e \u003cp\u003ePoor Customer Service is the Norm 187\u003c\/p\u003e \u003cp\u003eTeaching Customers to Wait for a Sale 189\u003c\/p\u003e \u003cp\u003eA Clear Picture of How Great Service Generates Additional Leads 190\u003c\/p\u003e \u003cp\u003eA Nonprofit Changes the Rules of Charitable Reporting While Also Changing the World 192\u003c\/p\u003e \u003cp\u003e“I Hope Everyone Who Works for Your Company Burns in Hell” 194\u003c\/p\u003e \u003cp\u003eGreat Customer Service Starts in Person 196\u003c\/p\u003e \u003cp\u003eCustomer Service “Wow!” 197\u003c\/p\u003e \u003cp\u003eFirst, Educate and Inform Your Customers 198\u003c\/p\u003e \u003cp\u003eSurveys: Your Opportunity to Gather Real Data 199\u003c\/p\u003e \u003cp\u003eUsing Customer Feedback to Grow Revenue 204\u003c\/p\u003e \u003cp\u003eHow to Conduct a Survey That Helps Grow Revenue 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Agile, Real-Time Social Service 209\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmbracing Change 209\u003c\/p\u003e \u003cp\u003eThe Real-Time Customer Engagement Mind-Set 210\u003c\/p\u003e \u003cp\u003eHow Boeing Used Real-Time Communications during the 787\u003c\/p\u003e \u003cp\u003eDreamliner Crisis 211\u003c\/p\u003e \u003cp\u003ePutting Your Customers First 214\u003c\/p\u003e \u003cp\u003eCustomer Service Using Social Media 216\u003c\/p\u003e \u003cp\u003eVodafone Egypt Proves Social Customer Service Works Worldwide 218\u003c\/p\u003e \u003cp\u003ePeople Want to Do Business with Other People 220\u003c\/p\u003e \u003cp\u003eThe Value of Personal Communications 221\u003c\/p\u003e \u003cp\u003eLost in Clinical Gobbledygook 223\u003c\/p\u003e \u003cp\u003eTerrible Healthcare Customer Service 223\u003c\/p\u003e \u003cp\u003eHealthier Patients through Video Customer Service in Healthcare 224\u003c\/p\u003e \u003cp\u003eMaking Clients Feel More Connected 228\u003c\/p\u003e \u003cp\u003eMaking Healthcare Personal 228\u003c\/p\u003e \u003cp\u003eCustomers and Business Growth 231\u003c\/p\u003e \u003cp\u003eImplementing Agile Customer Service 232\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 The Social You 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhen the World’s Attention Turns to Your Expertise 236\u003c\/p\u003e \u003cp\u003eGetting Social 239\u003c\/p\u003e \u003cp\u003eWhy Social Networking is Like Exercise 240\u003c\/p\u003e \u003cp\u003ePeople You Know 241\u003c\/p\u003e \u003cp\u003eYou’re Already Online 241\u003c\/p\u003e \u003cp\u003eThe Sharing More Than Selling Rule 242\u003c\/p\u003e \u003cp\u003eBuilding a Fan Base One Download at a Time 244\u003c\/p\u003e \u003cp\u003eDon’t Hide in the Shadows 244\u003c\/p\u003e \u003cp\u003eYou Are Not a Cat 247\u003c\/p\u003e \u003cp\u003eBuilding a Following 248\u003c\/p\u003e \u003cp\u003eTweeting Yourself into a Job 249\u003c\/p\u003e \u003cp\u003eInbound Job Search 251\u003c\/p\u003e \u003cp\u003eAchieving Your Dreams 252\u003c\/p\u003e \u003cp\u003eManage Your Fear 255\u003c\/p\u003e \u003cp\u003eWhat a World We Live In! 256\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Your Social Company 259\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding the Social Selling Process into a Large Organization 259\u003c\/p\u003e \u003cp\u003eHiring for Social Success 262\u003c\/p\u003e \u003cp\u003eSales Managers Must Adapt, Too 265\u003c\/p\u003e \u003cp\u003eTraining for Social Success 266\u003c\/p\u003e \u003cp\u003eA New Kind of Company 268\u003c\/p\u003e \u003cp\u003eYour Sales and Service Ecosystem 269\u003c\/p\u003e \u003cp\u003eYour Turn 271\u003c\/p\u003e \u003cp\u003eAcknowledgments 273\u003c\/p\u003e \u003cp\u003eAbout the Author 275\u003c\/p\u003e \u003cp\u003eIndex 277\u003c\/p\u003e \u003cp\u003eMaster Newsjacking: The Online Course 289\u003c\/p\u003e \u003cp\u003eHave David Meerman Scott Speak at Your Next Event! 291\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eDAVID MEERMAN SCOTT\u003c\/b\u003e is the author of ten books including \u003ci\u003eThe New Rules of Marketing and PR, Marketing Lessons from the Grateful Dead\u003c\/i\u003e, and \u003ci\u003eNewsjacking\u003c\/i\u003e. His books open people's eyes to the new realities of sales, marketing, and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are reaching buyers directly and in real time.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTHE UPDATED AND EXPANDED APPROACH TO SALES AND SERVICE IN A REAL-TIME WORLD\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eSince bestselling author David Meerman Scott demystified selling in our digital world in \u003ci\u003eThe New Rules of Sales and Service\u003c\/i\u003e, the marketplace has vaulted forward requiring the new rules to be extensively rewritten in this \u003ci\u003eRevised and Expanded\u003c\/i\u003e edition. Armed with real-time information and more choices than ever before, customers are now in charge of the buying process. Scott's groundbreaking guide looks at why the old ways of selling and servicing customers don't work in a 24x7 real-time world and he lays out a toolbox of proven strategies and techniques for reaching new customers, generating sales leads, and growing business. With new, fresh, in-depth examples of success, you will learn how leading companies are implementing the latest agile selling and real-time social customer service strategies. \u003ci\u003eThe New Rules of Sales and Service\u003c\/i\u003e is an inspiring guide for anyone who doesn't want to be left behind in the radically changing landscape of sales and service. \t \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR DAVID MEERMAN SCOTT AND HIS BOOKS\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"Like all the best teachers, this book inspires you to do your own thinking in your own way…enlightening and liberating.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e—The Financial Times\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"One of those select few people who saw and understood the social media phenomenon as it began.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e—Forbes\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"A fresh take.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e—NBC\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"Gets it right.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e—New York Times Magazine\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"Lessons that should resonate.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e—Entrepreneur\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990299164901,"sku":"NP9781119272427","price":22.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119272427.jpg?v=1761787258","url":"https:\/\/k12savings.com\/products\/the-new-rules-of-sales-and-service-isbn-9781119272427","provider":"K12savings","version":"1.0","type":"link"}