11: We bring Sales out of the ’80’s and Discuss The New Rules of Sales and Service with David Meerman Scott

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David Meerman Scott is the author and co-author of 10 books on sales and marketing of which three are international bestsellers.  The New Rules of Marketing & PR is now in it’s 5th edition and has been translated in over 28 languages and is used as text in hundreds of universities and business schools worldwide.  David is also an international speaker and strategist and has taken time out of his busy international schedule to speak with The Daily Hub today about his new hit book The New Rules of Sales and Service and how it is bringing Sales from the ’80’s to the modern day.

[spp-tweet tweet=”@dmscott shares The New Rules of Sales and Service on The Daily Hub”]

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Time Stamped Show Notes

(click the time stamp to jump directly to that point in the episode.)

  • [03:30] – Samantha mentions David’s course on ‘Newsjacking’ that made huge different on Samantha’s business and her clients.
  • [03:55] – David shares that he didn’t invent the idea of ‘Newsjacking’ but he ‘put a name on it’, and recommends others brand an idea for authority and thought leadership.
[spp-tweet tweet=”@dmscott: Take something that a lot of people are doing. Name it, write about it, and speak about it.”]
  • [06:20] – Samantha asks what has changed in Sales and Service as a result of the new content world. David says that Marketing is about reaching many people at once with fantastic content. Sales is now reaching one buyer at a time with that same content. David also defined ‘Newsjacking’ as the art and science of injecting your ideas into a breaking news story so that you generate media attention and sales leads.
  • [07:50] – David explains how President Donald Trump is the best inbound marketer of anyone and a ‘master newsjacker’.
  • [08:45] – David advises that you can use the same inbound strategy to reach one buyer at a time and gave an example.
  • [09:18] – David defines the new rules of sales and service.
  • [10:10] – Samantha comments that based on her experience, not a lot of salespeople are using the new rules and asks David why they are so resistant to change. David says that any salesperson who learned how to sell 10 years ago are selling using the traditional methods and they are reluctant to change. The younger generation of salespeople get their training from the older generation, making them stuck on the traditional methodology of selling.
  • [11:56] – David advises that salespeople and executives need an understanding that the environment has changed and people are now turning off the traditional ways to reach them.
  • [13:15] – Samantha asks for David’s opinion of industries that don’t think the ‘New Rules of Selling’ is applicable to them.
  • [14:12] – David advises that any business that has fairly large degrees of regulation think that they can’t use those ideas. However,  he says that those companies that belong to those industries have a better opportunity in using ‘New Rules of Selling’.
  • [15:30] – David gives an example of a pediatrician who is ‘killing it’ in her industry because her competitors are not doing it and she is.
[spp-tweet tweet=”@dmscott: I want people to see that there is a human being behind a business, and I think that generally in today’s world looks better”]
  • [17:30] – David says that Dr. Natasha (the pediatrician) has significant evidence that she is getting new customers because of her inbound marketing and sales.
  • [19:00] – David shares the story of Larry McGlynn who is an insurance salesman who blogs. His new customers are finding him through search engines because these people have particular problems with insurance. They find him because he’s constantly writing and making videos about matters that are important to people relating to insurance.
  • [23:00] – Samantha asks for David’s opinion regarding professionals who don’t want their customers to see their personal life on social media and push back on content creation.
  • [24:50] – David: “I want people to see that there is a human being behind the business and I think that generally in today’s world looks better”
[spp-tweet tweet=”@dmscott: It’s better to show a little bit of who you are (on social media) as a person.”]
  • [26:40] – David shares his experience with a company where he bought his wood flooring. He immediately bonded with the owner because they have the same hobby (surfing). He spent $50,000 of flooring with Mike. A major reason is because he put himself out there, shared the fact that he is also a surfer and was much more likely to give him the business transaction than others.

3 Key Points:

  1.  The sales environment has changed already and people are now turning off the traditional ways to reach them.
  2.  Showing a little bit of who you are in your business actually helps it to grow. It creates authenticity.
  3. Take something that a lot of people are doing. Name it, write about it, and speak about it.

Resources Mentioned:

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