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Invisible Sale, The: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads, CourseSmart eTextbook

By Tom Martin

Published by Que

Published Date: Sep 19, 2013

Description

Build a High-Impact, Low-Hassle Digital Sales Prospecting System That Works!

Hate cold calling? Stop doing it! Build a supercharged, highly automated digital sales prospecting system that attracts more qualified leads, shortens sales cycles, and increases conversion rates—painlessly! In The Invisible Sale, Tom Martin reveals techniques he’s used to drive consistent double-digit growth through good times and bad, with no cold calling. Martin’s simple, repeatable process helps you laser-target all your marketing activities, sales messages, and sales calls based on what your prospects are actually telling you. Martin boils complex ideas down to simple, straightforward language…real-life case studies…easy-to-understand templates…and actionable solutions!

  • Discover the “invisible funnel,” where self-educated buyers are making decisions before you know they exist
  • Leverage Funnel Optimized website design to identify your prospects’ key challenges before you ever speak to them
  • Integrate social media, content, and email to optimize the entire prospecting process
  • Make every sales call count with behaviorally targeted email prospecting
  • Leverage Twitter, Facebook, and LinkedIn to efficiently “prospect at scale”
  • Use the science of propinquity to choose “outposts,” strategize social networking, and drive offline campaigns
  • Save money by rightsizing production quality to each marketing requirement
  • Rapidly create keyword-rich text content, and use it widely to promote self-qualification
  • Create webinars and tutorials more easily and painlessly than you ever thought possible
  • Choose low-cost devices, apps, software, and accessories for quickly creating high-quality DIY media content
  • Learn how to apply Aikido Selling Techniques to close self-educated buyers

Table of Contents

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

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Invisible Sale, The: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads, CourseSmart eTextbook
Format: Safari Book

$12.49 | ISBN-13: 978-0-13-343409-5