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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The New Rules of Sales and Service Now Out in a Revised and Updated Paperback Edition

by David Meerman Scott

David Meerman Scott

July 5, 2016, the revised and expanded paperback edition of The New Rules of Sales and Service releases in bookstores and online in North America. It will be available in other parts of the world in the coming weeks.

I’m so excited that after a year of work, the new edition is out. Like the first edition published in 2014, in this updated work I show how to use agile selling, real-time customer engagement, big data, content, and storytelling to grow your business

Continue reading

Marketing Basics: The Story Customers Tell Themselves

by David Meerman Scott

Stories are universal. No culture has survived without them. They are widely recognized as an essential part of human cognitive development.

storytelling

 

As toddlers, when we listened to someone telling a tale, we built emotional bonds with others while developing empathy, encountering common cultural touchstones of morality and ethical behavior, and learning the ability to use language to express our thoughts and feelings. As social animals that crave connection with others, we find that stories—whether told orally, written on paper, or conveyed on film—are our most immediate way to enter the imaginative minds of others.

Business and commerce continue to be fundamental ways we interact outside of our family. And while we may not fully realize it, stories are an inescapable part of how we communicate professionally

Mastering the Art of Effective Storytelling for Business

Critical to an understanding of story in business is how customers tell themselves the stories that define them (their worldview) and how these relate to the products and services they use. Continue reading

Are You Selling When Buyers Are Ready?

by David Meerman Scott

SALES STRATEGIES, NEW RULES OF SALES & SERVICE

Today, buyers are in charge.

Google is our first stop during any shopping excursion. We check out a company’s site and blog and YouTube channel before considering doing business with them. We fire up LinkedIn an hour before an initial business meeting. We check out the CEO’s Twitter feed to see what she is up to.

Most companies are still selling as if it were 1999

For decades, centuries even, selling has been about pushing a product or service at people and trying to get them to pay attention.

Selling has traditionally been conducted on the seller’s timetable. Companies had sales campaigns. They staged sales “events” when products were offered at a discount. Salespeople had quotas tied to the end of the month or end of the quarter.

Can you see the pattern? All of these reasons to sell are company focused, not buyer focused.

Continue reading

The Best Time to Market a Product, Service, or Idea

timeNow

Now is the best time to market a product, service, or idea!

It’s the best time ever.

We can reach our buyers for free.

It can be fun creating content and publishing it to the world.

People are looking for what you have right now. Potential customers are going to the search engines to solve their problems and research their questions. Are they finding you?

We use social networks to ask our friends, colleagues, and family members for advice about products and services and frequently the answers include a link. Are people linking to you?

We’re in an era where educating and informing works much better than interrupting and selling.

How lucky we all are! For the first time in human history we can influence a global audience from anywhere and at little or no cost.

Then

I remember the old days of spending weeks making a brochure. Ugh. Struggling over words and images before you commit to press. If you made an error, the entire run ended up in the landfill.

To get our ideas into the marketplace, we had to convince the media to write or broadcast about us or pay the big bucks to access somebody else’s audience. We had no choice but to screw around with expensive advertising.

Right now

The time is now.

Are you a part of the revolution? Or are you playing by the old rules?

For more information, read David’s new book: The New Rules of Sales and Service