Sales POP - Purveyors of Propserity
Sales and Marketing Basics: Align With The Buyers
Blog / Sales & Marketing Alignment / Dec 6, 2017 / Posted by David Meerman Scott / 5412

Sales and Marketing Basics: Align With The Buyers


People don’t buy the same way anymore.

We’ve had enough of unsolicited and unwanted phone calls, both at home and at work. Likewise, we hate having to comb through hundreds of unsolicited emails. We’re fed up with intrusive social media messages. We’re sick of companies providing poor service, that refuse to treat us with respect, and that deliver us into a phone mail maze that does nothing but waste our time and never connects us with a real living person.

While we’re rejecting all of these things, every one of us–you, me, and each of our potential and existing customers–turn to the web for solutions to problems.

Yes, it’s true: Buyers are now in charge.

Mystery no longer exists in the sales process. Before agreeing to that first date, we answer the question: is he a creep? Prior to an initial business meeting, I fire up LinkedIn to discover if she has anyone I knew in her network. We access an on-demand movie trailer before deciding which film we’re going to see that night. Before booking a reservation at a restaurant, we check out restaurant reviews and look over menus.

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 sales and marketing 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.

From an original article by David Meerman Scott.

Pipeliner CRM empowers companies for sales and marketing alignment.  Get your free trial of Pipeliner CRM now.

About Author

David Meerman Scott He’s a sales and marketing strategist who has spoken on all seven continents and in 40 countries to most respected firms, organizations and associations.David is author of ten books - three are international bestsellers – and is best known for “The New Rules of Marketing & PR”.

Author's Publications on Amazon

In failing to provide visitors with great information content, most of today's Web sites are missing a golden opportunity to create loyal customers-and leaving a fortune in new and repeat business on the table. According to Web marketing expert David Meerman Scott, too many marketers…
Buy on Amazon
The most powerful marketing force in the world isn't social media, email blasts, search ads, or even those 15 second commercials before a YouTube video. It's fandom. David Meerman Scott and his daughter Reiko are very different - one is a baby boomer business strategist,…
Buy on Amazon
In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating…
Buy on Amazon
Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real-time" means news breaks over minutes, not days. It means companies…
Buy on Amazon
The international bestseller—now in a new edition When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the…
Buy on Amazon
The essential roadmap for the new realities of selling when buyers are in charge Sales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more 'selling'—there is only buying. When potential customers…
Buy on Amazon

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. For information on cookies and how you can disable them, visit our privacy and cookie policy.