I see a convergence of sales and marketing via content to reach buyers. In my research of successful companies, marketing is using content to reach many people at once (targeted to buyer personas) while great salespeople use the very same content to reach one buyer at a time.Read More
As 2016 winds down, sales and marketing teams around the world start to plan for their 2017 calendar year. It’s going to be an exciting year because buyers are firmly in charge of how they do business with your company and once you understand the ramifications for this fundamental shift, you can reach them with a sales strategy that will drive success. Be fearless in 2017 and align your sales effort to influence them throughout the process.Read More
As people evaluate products and services as well as the organizations they might want to work with, they often conduct independent research.Read More
I am amazed at how many salespeople and their sales managers inherently understand the new buying process when they buy a product or service for themselves but insist that somehow the process is different for the business they run. They continue to sell using the old rules.Read More
Today, 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 businessRead More
I was researching contractors for a home improvement project and found myself on Angie’s List, a paid subscription website with crowdsourced reviews of businesses. In order to unlock the customer reviews, I purchased a membership for under ten dollars a year. That’s when the email started. No matter what I do, I cannot stop it.Read More
The way people buy has changed.
We’re fed up with unwanted phone calls interrupting us at home and at work. We hate wading through hundreds of unsolicited emails. We’ve had it with intrusive social media messages. We’re tired of poor service from companies that don’t treat us with respect or that send us into a phone mail maze that wastes minutes of our time and never connects us with a living person.
At the same time, all of us — you, me, and all our existing and potential customers — turn to the web to solve problems.Read More
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.Read More
Stories are universal. No culture has survived without them. They are widely recognized as an essential part of human cognitive development.Read More