Ten Big Sales and Marketing Concepts To Grow Your Business

by David Meerman Scott

1) Buyers are in charge

The idea of mystery in the sales process is over. 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.

2) How to generate attention

You can buy attention (advertising). You can beg for attention from the media (old school PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, blog, research report, infographic, Twitter feed, Facebook Live stream.

3) Educate and inform instead of interrupt and sell

You have the power to elevate yourself on the web to a position of importance. In the e-marketplace of ideas, successful salespeople educate and inform. They highlight their expertise by sharing videos, content-rich websites, social streams, blogs, e-books, and images rather than using the old sales playbook of information hoarding and letting it drip it out.

4) Convergence of sales and marketing

I’m fascinated by the convergence of sales and marketing. Marketing is when an organization uses content to reach many buyers at once while sales is curating that same content to one buyer at a time. Continue reading

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