A new book explores online content as a dominant driver for commerce. The New Rules of Sales and Service aims to bridge the skills gap required for contemporary customer service.
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.
David Meerman Scott, who is also the author of The New Rules of Marketing & PR, gives first-hand accounts of real businesses that are charting this new territory and finding success — a bicycle manufacturer that engages customers with honest and revealing openness; an enterprising network of home basement repair contractors that educates clients with free publications and innovative visual software; and an independent physician who provides her patients with online video notes to help them follow detailed medical instructions.
The book covers: why the old rules of sales and service no longer work in an always-on world; the new sales cycle and how informative web content drives the buying process; agile, real-time sales and service 24/7 without letting it rule your life; the importance of defining and understanding the buyer personas; how agile customer service retains existing clients and expands new business; why content-rich websites motivate interest, establish authority, and drive sales; and how social media is transforming the role of salesperson into valued consultant.