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The Invisible Sale (Que Biz-Tech)

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en Limba Engleză Carte Paperback – 24 Sep 2013
If you sell, prospecting is one of the most important things you do - and it’s probably one of the most frustrating and painful things you do, too. But it doesn’t have to be! Using new social media, content, and email marketing tools, you can build a supercharged, highly-automated digital sales prospecting system that attracts more qualified leads, shortens your sales cycle, and increases your conversion rates - painlessly! In Funnel It!, Tom Martin shows you how. This guide reveals techniques Martin has refined over 20 years… techniques he’s used to drive consistent double-digit growth in his own company through good times and bad, without doing any cold-calling or paid advertising. Martin boils complex ideas and approaches down to simple, straightforward, and understandable language - and actionable solutions! Features include:
  • Reaching “self-educated buyers” who are more than halfway through the buying decision process before they even contact you
  • Leveraging the power of “propinquity” in your sales funnel system
  • Making every call count: creating behaviorally targeted digital prospecting campaigns that integrate email and web content to segment sales leads into hot/warm/cold
  • Social prospecting: tips, tricks and strategies for prospecting directly via Twitter, Facebook and LinkedIn
  • Rightsizing content: saving money by matching production quality to your specific marketing and sales needs
  • Choosing devices, apps, software, and accessories for quickly creating high-quality DIY content
  • Real-life B2B and B2C case studies showing how others have applied Martin’s techniques
  • Downloadable worksheets, diagrams, and other resources to help you build your own digital prospecting system
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Specificații

ISBN-13: 9780789751355
ISBN-10: 0789751356
Pagini: 250
Dimensiuni: 155 x 228 x 14 mm
Greutate: 0.36 kg
Editura: Que
Seria Que Biz-Tech


Cuprins

Introduction 1 SECTION 1: SELLING THE PREMISE 7 Chapter 1 The Tweet That Changed My World 9 The Tweet That Started It All 10 Your Web Presence Precedes You 13 My Whole World Changed with a Single Tweet...or Did It? 14 Chapter 2 Living Inside the Database 17 Database Selling Versus Data-Based Selling 18 Sales Inefficiencies 19 Traditional Prospecting Works 21 You Don't Know What You Don't Know 23 Forgetting the Funnel 25 Chapter 3 The Self-Educating Buyer 31 The Four Key Trends Driving This Shift 32 B2C Buyers by the Numbers 35 B2B Buyers by the Numbers 36 The Online Opportunity 38 Now You See Me-Now You Don't 40 Chapter 4 The Little Camera Store That Could 43 Who Is Adorama? 44 Adorama's Content Marketing Machine 45 AdoramaTV 46 Scaling AdoramaTV 47 Building Relationships with Content 49 Adorama's Advertising 51 How Adorama Wins the Invisible Sale 51 Success Metrics 55 Brian's Advice for You 57 SECTION 2: CAPTURING THE INVISIBLE SALE 59 Helping to Create Sales 59 The Social Sales Force 60 The Power of Proximity 60 The Painless Prospecting Platform 61 Making Every Call Count 61 Social Prospecting 62 Chapter 5 Selling Versus Helping 63 Helping Creates Buying Signals 64 Buyers Want Answers 64 Buyers Know What They Want but Not What They Need 65 You Have To Give Before You Get 66 Helping Is Easier Than Selling 67 People Trust Experts 69 Help Buyers Realize They Need You 71 The World Needs Helpful Content 72 Chapter 6 Social Agents 75 Social Agents Are Your Social Sales Force 76 Power Agents 78 Agents Want to Help 78 What Makes a Great Agent? 80 Which Is More Important-Agents or Prospects? 80 Chapter 7 Propinquity 83 Marketing Propinquity 85 Psychological Propinquity 86 Propinquity Is the New TOMA 88 From TOMA to TOMP 89 Propinquity in Practice 89 Hurdles to Achieving Propinquity 91 The Propinquity Solution 91 Chapter 8 Creating Your Painless Prospecting Platform 93 Creating Your Home Base 95 Designing a Funnel-Optimized Home Base96 Defining the Obvious Propinquity Points 100 Defining the Not-So-Obvious Propinquity Points 100 Step 1: Social Listening 101 Step 2: Geographic Social Listening 103 Step 3: Using Primary Research 104 Step 4: Classifying Your Propinquity Points 105 Closed Versus Open Outposts 106 Manning Your Embassies 108 Developing Your Propinquity Map 109 Creating a Breadcrumb Strategy 111 Chapter 9 Making Every Call Count 113 Behavioral Segmentation Email Programs 114 Why Behavioral Email Works 115 Behavioral Email: A Case Study 115 Behavioral Email: The First Step Solution 118 Behavioral Prospecting 119 The Role of Funnel-Optimized Websites in Behavioral Prospecting 121 Advent Global's Behavioral Profiling Program 123 Chapter 10 Social Selling 127 Social Selling Is About Seduction 128 How Can You Be More Seductive? 129 Hearing Your Prospect Online 130 Defining Your Social Selling Approach 131 Developing Your Corporate Social Brand 132 Social Warning 134 Social Rules of Engagement 135 Creating a Sense of Attachment 137 Six Ways to Get Started in Social Selling 140 SECTION 3: CREATING YOUR CONTENT 143 Creating Right-Sized Content 144 Content Creation Types 144 A Disciplined Content Creation Framework 146 Chapter 11 Creating Video 149 Let the Equipment Do the Work 150 Focus on Storytelling 151 Video Creates Relationships 153 Creating Better Video 153 Cameras for Video Creation 155 Desktop Video Editing 157 A DIY Video Blog Case Study 158 Mobile Video-Creation Apps 159 Mobile Video-Editing Apps160 Chapter 12 Creating Photography 163 The Modern Visual Palette Research 167 How to Shoot Better Photographs 169 Selecting Lenses 171 Lighting 172 Building the Ultimate Photography Kit 174 Photo-Editing Software 175 Mobile Photo Apps 176 Chapter 13 Creating Audio 179 Marketing at the Speed of Sound 180 The Benefits of Podcasting 182 Different Types of Podcasts 183 Syndicated Podcasts 184 Traditional Podcasts 185 The Secrets of Podcasting Success 186 Prospecting with Podcasts 187 Getting Started: Equipment and Software 188 Creating a Mobile Recording Studio 190 Chapter 14 Creating Text-Based Content 193 Talking Versus Typing 194 Write Your Content 1,000 Words at a Time 196 Using Interviews to Create Text 197 A Disciplined Writing Process 198 Using Content Templates 200 Pushing Through Writer's Block 202 Text Content Options and Tips 203 eBooks 203 White Papers 204 Blog Posts 204 Chapter 15 Creating Live and Recorded Webinars and Product Tutorials 207 Five Keys to Successful Webinars 208 How to Record Your Webinar 211 How to Record Webinar Audio Using a Smartphone 212 Option 1 212 Option 2 213 Option 3 213 How to Convert Your Recordings to MP3 214 How to Synchronize the Audio and Slides for Your Webinar 214 Creating Great Product Demonstration Videos 217 Planning Product Demos 218 Chapter 16 Cornerstones and Cobblestones: The Content Creation Framework 219 Cornerstones and Cobblestones Explained 220 Repurposing Content 221 The Cornerstone and Cobblestone Framework 222 Repurposing Content: The Importance of Ecosystem Thinking 224 The Art and Science of Guest Posting 226 The IVS Case Study 230 SECTION 4: CLOSING THE DEAL 233 Chapter 17 Closing the Deal 235 How to Blow the Invisible Close 236 The Invisible Process Versus the Traditional Sales Process 236 The Online-Only Close 238 The Offline Close 241 The Blended Close 242 Aikido Selling 244 Conclusion 247 Index 249

Notă biografică

Tom Martin has spent more than half of his career selling advertising agencies' professional services. His innovative business development programs have generated tens of millions of dollars in new client billings, including an impressive 35% growth rate over four years for Peter Mayer Advertising of New Orleans. As founder of Converse Digital, he has built a debt-free digital agency with a 25% year-over-year growth rate, without a single cold call or competitive pitch presentation. His painless approach to new business prospecting has resulted in a successful speaking career, an ongoing writing position with Advertising Age as a contributor to the "Small Agency Diary," and numerous guest-posting roles with influential digital- and social media-focused blogs. Tom lives in New Orleans with his wife and four children.