Sales & Marketing Basics: Align With The Way People Buy

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.

Buyers are in charge

The idea of mystery in the sales process is over. We research someone online before agreeing to a first date—is he a creep? We fire up LinkedIn an hour before an initial business meeting—does she have anyone I know in her network? We watch an on-demand movie trailer before deciding which film to see that night at the theater. We check out restaurant reviews and browse menus before booking a reservation.

There’s a huge disconnect between the way people research products and services they are interested in and the way companies market and sell.

Bring your marketing and sales into alignment

We’ve got to educate and inform instead of interrupting and selling.

The good news is the Web has liberated us from the tyranny of paying for attention! There are four main ways to generate attention:

1) You can BUY attention (this is traditional advertising)

2) You can BEG for attention (this is traditional media relations)

3) You can BUG people one at a time to get attention (this is traditional sales)

4) Or you can EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, infographics, charts, graphs, and ebooks—and it is all free.

Best of all, we can communicate with buyers in real-time, reaching them at the precise moment they’re interested in what we have to offer.

David Meerman Scott

David Meerman Scott is the author or co-author of ten books and the series editor of six. Three of his books are international bestsellers. David is best known for The New Rules of Marketing & PR. When first published in 2007, "New Rules" opened people’s eyes to the new realities of marketing and public relations on the Web and was six months on the BusinessWeek bestseller list. He has regularly updated the book and it is now in a 5th edition with over 350,000 copies sold in English and availabile in 28 languages from Arabic to Vietnamese. “New Rules” continues to be a top seller and is now a modern business classic. His other international bestsellers include Real-Time Marketing & PR and Marketing Lessons from the Grateful Dead (written with HubSpot CEO Brian Halligan). His latest book is 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.

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