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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 Hardcover – Sep 2 2014
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From the Inside Flap
Sales and service are being radically redefined by the biggest communications revolution in human history. In today’s technology-driven world, online content can be targeted to reach and win buyers one at a time, thus replacing yesterday’s outdated, scattershot approach to sales and service. The New Rules of Sales and Service reveals how savvy businesspeople can apply the “new rules” to reach their customers directly???and watch their profits soar.
In The New Rules of Sales and Service—the highly anticipated follow-up to the bestselling The New Rules of Marketing & PR—David Meerman Scott details the proven strategies and tools that business leaders can use to connect effectively with their customers and grow their organizations. Written in the author’s winning style, the book explores the New Rules of Sales and Service: Authentic story-telling sets the tone with content as the link between companies and customers. Big data enables a more scientific approach to sales and service. Agile selling brings new business to a company, and real-time engagement keeps customers happy.
Using illustrative examples from a variety of thriving companies, Scott shows how to create authentic and effective stories that are aligned with the needs of the buyer. Once a company’s employees are infused with a compelling story—a corporate narrative that is defined by the CEO—then those employees have the means and the understanding to connect their customers instantly. In addition, Scott offers strategies for creating real-time engagement with customers that service staff can easily adopt and includes ideas for establishing agile sales techniques. He also offers suggestions for developing clear and effective content that drives people to engage and do business with you.
The New Rules of Sales and Service includes a wealth of ideas and tips for leveraging social media in order to build a personal brand and a company’s business. For those who are nervous about adopting the new rules, the book addresses these fears and reveals the many ways it is possible to strike a productive digital balance.
Step by step, The New Rules of Sales and Service shows how to make the transition from the old ways of selling and servicing clients to the new realities now defining how people buy and do business.
From the Back Cover
Sales and service are being radically redefined like never before. With buyers now in possession of unlimited information, online content is quickly becoming the dominant driver for commerce. Today anyone working in sales or customer service needs to possess entirely new skills. Unfortunately most organizations are still using traditional selling and service models developed for a different time.
In this new book by the author of the #1 bestseller The New Rules of Marketing &PR, David Meerman Scott demystifies the new landscape and offers inspiring and valuable guidance for anyone not wanting to be left behind.
PRAISE FOR DAVID MEERMAN SCOTT AND HIS BOOKS
“Like all the best teachers, this book inspires you to do your own thinking in your own way...enlightening and liberating.”
—The Financial Times
“One of those select few people who saw and understood the social media phenomenon as it began”
“A fresh take.”
“Gets it right.”
—New York Times Magazine
“Lessons that should resonate”
“It is the new rules. A whole new world.”
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Most Helpful Customer Reviews on Amazon.com (beta)
I received an advance, draft copy of The New Rules of Sales and Service on which I'm basing this review. The New Rules of Sales and Service is written in David's trademark style: challenging marketing strategy's status quo (with a rebel's heart). His thoughtful, entertaining, and case study-rich content applies to Fortune 100, small businesses, and individuals who genuinely desire to competitively differentiate themselves.
The game changing argument David makes in his examples and case studies is how marketing, sales, and service can no longer exist in functional silos. Every employee is (and should be) accountable for marketing, selling, and servicing new and existing customers because the social tools are available online to everyone. The New Rules of Sales and Service extend beyond it's a "cross-functional" thing. It's now an "all-hands-on-deck" thing.
Executing and sustaining an NRSS-driven culture requires top-down, CEO-driven leadership. Successful New Rules of Sales and Service practitioners instill a participative and trusting company culture. These leaders enable all employees to capitalize in social, one-to-one, real-time, customer communications throughout the entire buying process. David interviewed company leaders who trust and expect their team members (regardless of departmental function) to:
1. Acquire NEW customers and MAINTAIN existing customer relationships using social tools in real-time interactions (e.g., concepts of AGILE selling and real-time speed & engagement; Case Study: Avaya)
2. Contribute and share valuable content to educate and inform customers in the pre- and post-sale process AT THE PRECISE TIME THE CUSTOMER NEEDS IT (e.g., CONTEXTUAL & consultative selling vs. hard-selling tactics; Case Study: Kendall PRess)
3. Collect and analyze real-time customer data to support real-time content delivery, service actions, and sales interactions (e.g., salesperson comes in later in buying process OR no salesperson; Case Study:GrabCAD)
4. Convey stories about the company's products / services aligning with the customer's view of themselves (e.g., buyer persona research, newsjacking; Case Study: MultiCare Health Systems)
That opportunistic mindset drives competitive differentiation at both a tactical and strategic level.
By the way, David's research confirms blogging is far from dead. Long form content may be the best social tool in authentically demonstrating one company's "truth" to a competitor's public relations "spin."
Will more and future leaders trust their teams and David's rich teachings in NRSS? Time will tell. But, I hope you'll trust my review and recommendation to buy, study, and share David's important book.
That's why my real name is attached to this Amazon Review.
That's saying quite a bit from two perspectives.
* First, if you search for Marketing books on Amazon, over 500,000 titles show up. Search for Sales titles, and you'll find over 375,000 to choose from.
* Second, David Meerman Scott is already one of the most successful marketing authors. He is the author or co-aauthor of 10 books, 3 of which are international bestsellers. His The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly (Paperback) - Common, now in its 4th edition, has been translated into 26 languages and has sold over 350,000 copies.
The New Rules of Sales and Service beats them all, however. The reason is David Meerman Scott's focus and perspective. The key to the success of The New Rules of Sales and Service is that it's neither a "marketing" book nor is it a "sales" book.
Instead, it's a hybrid. It reflects the synthesis of the ideas he's been developing and observing since the edition of his original New Rules of Marketing and PR, combined with marketing lessons he learned from the Grateful Dead, reinforced by his pioneering studies of Real Time Marketing & PR.
The New Rules of Sales and Service's unique selling proposition is it does a better job of relating the changing world of marketing to the universal need for improved sales and services--and the profits that will follow.
The problem of most marketing and/or sales books is that they typically descend into tactics...tactics which often become so complex that the goal of better sales and service gets lost in the shuffle. (Or, if it's a sales book, the relevance of a balanced approach to content, design, and technology get overlooked in the emphasis on "conversions".)
The New Rules of Marketing and Service is first book ties together the various marketing realities and trends and shows how they can work together to deliver improved sales and service needed to survive and prosper.
It's also a unique book because it reflects David Meerman Scott's first-hand interactions with entrepreneurs and marketers throughout the world. (He travels over 100,000+ miles a year and has visited all 7 continents...always asking, learning, and listening).
Stylistically, I found this to be the most "personal" of David's books. It immediately engages and reads with great momentum. It starts, and ends, with lessons from his daughter's search for the right college. This provides the best example of "why today's customers are in charge" that I've ever read. It also sets the stage for a continuing stream of detailed examples, many from the past 18 months. I also enjoyed his descriptions of other examples of the highs and lows in sales and services that he's experienced.
There are lots of books about selling, customer engagement, big data, content and storytelling. But, the New Rules of Sales and Service does the best job of showing how to purposefully use them to grow your business.
I recommend this book to anyone in business. This is a manual for moving away from cold calls and one off service and taking advantage of what your buyers are already doing.
And get back to business we will. Who better to help lead us there than David Meerman Scott, one of the pioneers who led marketing and public relations people down the path of the New Rules?
From delivering the known – you have to help in order to sell – to the seemingly unknown – case studies of doctors, lawyer, software companies and more, The New Rules of Sales and Service is not only the perfect compliment to Scott’s milestone manual The New Rules of Marketing and PR, but a must-read for anyone in sales.
When you get a follow-up effort in an adjacent vertical from someone who has a No. 1 best-seller with over 250,000 copies in circulation, you don’t make a decision, you go buy the book. Do it. You won’t be sorry.
It's like that wake up call we get when a close call with health happens and you have one more chance to make things better. When you recommit to a healthier lifestyle with more exercise and maybe pay better attention to the people that matter most in your life.
Businesses - you have a small window of time left to get it right with sales and customer service, the social media revolution is here. This is your wake up call to recommit and reinvest into what matters most to grow your business.
It's actually scary when I think about how many businesses - small and large - need to read this book. No doubt real-time marketing and public relations is in full swing. Let’s face it - it's a work in progress, but most savvy business professionals "get it."
But when it comes to sales and customer service there is so much work to be done that those organizations that are operating with a real-time culture are light years ahead of the competition.
The small business owner with the yoga studio or the local hair salon can use this book. The Inc. 500/5000 CEO needs to read this, the entrepreneur looking for an investor needs to read this, the student majoring in journalism needs to read this. The Board of Directors (especially the “seasoned’ ones) of any company needs to read this. If you want to be a successful marketer, you need to read this. If you are in public relations and want to add value to your profession, clients and organization, you need to read this.
If you think you know everything, you still need to read this.
Because it's what you don't know, you don't know that can make a difference in your success. In this book by David Meerman Scott, you will learn something you don't know - and you don’t know that you don’t know it.
It is your blind spot in sales and customer service that you need to worry about. This book helps reduce that blind spot and put you in a real time position for growth.
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