Read more
Informationen zum Autor Grant Leboff is one of the UK's leading sales and marketing experts. Continually challenging received wisdom, Grant built a successful direct marketing company in 2002 and sold it six years later. He now serves as a non-executive director and also runs a strategic consultancy, Sticky Marketing Club, a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, Grant Leboff is also a contributor to many business magazines and newspapers including, The Daily Telegraph , The Independent , and The Financial Times . Grant is also the author of Sticky Marketing and Stickier Marketing , both published by Kogan Page. Klappentext Sales and marketing functions are increasingly converging, with lead generation now frequently arising from digital promotional campaigns, opportunities for tried and tested consultative sales techniques diminishing in the face of scarce customer attention and availability, as well as a plethora of readily accessible comparative product information. To take part in this process, salespeople need to understand and interact with customers via multiple channels, participating in social media in collaboration with marketing to influence purchasing decisions and convert contacts to sales. Digital Selling makes sense of the new paradigms in which a salesperson now operates. It outlines the new strategies required to make the most of the plentiful opportunities that exist, and provides the practical advice salespeople need to use the social web effectively, generate leads and sell more. Packed with great advice for engaging with customers online and via social media, Digital Selling explains why embracing the social web is vital, how the sales role changes in a digital environment, the lead generation model in a digital world, how to build your online network and more. Readers will benefit from this straightforward and practical book from one of today's thought leaders on digital sales and marketing.Addresses creating value by having something worthwhile to say and choosing the best social networks for your brand Zusammenfassung Understand how the communication revolution has transformed consumer behaviour and how to adapt your selling strategy to the new digital landscape. Inhaltsverzeichnis List of abbreviationsPrologue: Are you suffering from Pike Syndrome?01 Why embracing the social web is vitalEndnotes02 How the sales role changes in a digital environmentEndnotes03 Preparing to go online1. The ethos or purpose of the business2. The core deliverable or value proposition3. The emotional selling propositionEndnotes04 The lead generation model in a digital worldEndnotes05 Measuring the new Digital Sales FunnelEndnotes06 Creating value-the how and why of content 135Endnotes07 The journey from engagement to opportunityEndnotes08 Getting noticedEndnote09 Tools and platformsPlatforms and networksToolsEndnotesEpilogue: The need for sales and marketing to work togetherIndex...
