MARKETING AND SALES STRATEGIES
New Rules of Sales & Service
It was very difficult for buyers to find independent information about the products and services that interested them.
Blogs, review sites, and social networks like Twitter, Facebook, and LinkedIn allow people all over the world to share content and connect with the companies they want to do business with.
There was no easy way for unhappy customers to voice disapproval of a company.
Because of independent product reviews and social networks, there is a huge incentive to fix problems.
The seller had more knowledge and therefore had the upper hand in negotiations.
Because of the infinite amount of information available on the web, buyers now have more information than sellers so buyers are in charge.
Sellers had little incentive to tell the truth about their offerings.
Buyers see through spin.
Companies used agencies to dream up messages.
People want authenticity, not propaganda.
Cold-calling was one of the most common methods for salespeople to contact prospective clients.
Buyers actively use search engines and social networks to find companies to do business with.
The seller was in charge of the sales cycle, parsing out details to buyers on the seller’s timetable.
When a buyer is ready to buy, the company must respond with lightning speed.
Salespeople used scripts to push buyers down a single well-defined path.
The best organizations customize the buying experience for each customer.
Jargon was rampant.
Buyers want to do business in language they understand.
Sellers delivered only proprietary information such as their company’s white papers and research reports.
Curated content is the link between companies and customers.
Buyers needed to ask the right questions.
Sales is about delivering content at the precise moment each buyer needs it.
People hate to be sold to, but in the old days they had no choice.
Today, people like to buy because they have far more choices than in the past!
Hat Tip to Bob Lefsetz, one of my favorite writers, for the format of this post.
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