1.
The New Rules of Selling
How Agile and Real-Time Sales Grow Your Business Now
A U T H O R O F T H E “ N E W R U L E S O F S A L E S A N D S E R V I C E ”

2.
This presentation is based on content from…
The New Rules of Sales and Service
How to Use Agile Selling, Real-Time Customer "
Engagement, Big Data, Content, and Storytelling "
to Grow Your Business
@dmscottThe New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Bestselling sales and marketing genius David
Meerman Scott is back with the long-awaited
follow-up to The New Rules of Marketing and PR.
In this book he looks at how sales and service are
being radically redefined like never before and how,
now, online content can be more targeted to reach
buyers one at a time instead of all at once. Just as
online content is the primary driver for successful
marketing and public relations today, online content
is quickly becoming a dominant driver for sales and
service as well.
Praise for David Meerman Scott"
and his books
“Like all the best teachers, this book inspires"
you to do your own thinking in your own way...
enlightening and liberating.” - The Financial Times
“It is the new rules. A whole new world.” - MSNBC
“one of those select few people who saw and
understood the social media phenomenon as"
it began” - Forbes
“Gets it right.” - New York Times Magazine
“Lessons that should resonate” - Entrepreneur
“A fresh take.” - NBC

3.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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If you run a small company,"
then you’re in sales.
If you’re a doctor or lawyer or
accountant, you’re in sales.

4.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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ENTREPRENEURS
are in sales too.

5.
Everybody who lives by their wits by
going independent or starting something
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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new or running an established
organization is in SALES.

6.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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EVERYONE IS SELLING

7.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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HOW PEOPLE BUY
has changed!

8.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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HOW"
DO YOU"
BUY A CAR?

9.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Do you blindly visit"
the dealership to ask the"
salesperson for advice?
“Do you have any"
compact SUVs?”

10.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Or do you spend hours on"
the web learning as much as"
you can and ONLY visit the dealer"
when you are ready to buy
because you already know
everything you need
to get a good deal?

11.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Compact SUV

12.
“Anyone own"
a compact SUV?"
What model?"
Do you like it?”
@dmscottThe New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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13.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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14.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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15.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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We live in the era of"
A BUYING PROCESS"
CONTROLLED BY CONSUMERS,"
not a sales situation"
stacked against us.

16.
THE GOOD NEWS!
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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17.
THE GOOD NEWS!
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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If YOU understand"
the NEW REALITIES, you can"
make your business"
fantastically successful (!!)

18.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Now, BUYERS are in charge"
of relationships with
companies they choose
to do business with.

20.
@dmscott
We research someone online "
before agreeing to a first date—"
is he a creep?
We fire up LinkedIn an hour before "
an initial business meeting—does she"
have anyone I know in her network?
We watch an on-demand movie trailer "
before deciding which film to see that "
night at the theater.
We check out restaurant reviews "
and browse menus before booking "
a reservation.
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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21.
WE’RE IN A NEW WORLD!
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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22.
WEA’RndE wINe nAee Nd ENEWW WRUOLERSL"D!
@dmscott
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for SELLING.

23.
WE’TRhEe iIdNea A o fN MEYWST EWRYO iRn"LD!
the sales process IS OVER.
@dmscott
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@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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The Traditional"
SALES MODEL is Broken

25.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Many salespeople are"
so BUSY SELLING that they"
don’t have time to actually"
BE HELPFUL.

26.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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“I’m fed up,"
and I won’t tolerate
this anymore!”

27.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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We’re fed up with unwanted phone calls"
interrupting us at home and at work.
We hate wading through hundreds"
of unsolicited emails.
We’ve had it with intrusive social media messages.
We’re tired of poor service from companies that"
don’t treat us with respect or that send us into"
a phone mail maze that wastes minutes of our time"
and never connects us with a living person.

28.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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“There’s a ROBOCALL"
on Line One."
It Says It’s URGENT.”

29.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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An estimated 72% of Americans"
have signed up for the"
National Do Not Call Registry.
So WHY do companies"
think cold calling is still"
a good idea?

30.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Just because you have my email address,"
it doesn’t mean you should email me your sales message.
Just because you have my phone number,"
it doesn’t mean you should call me with your sales pitch.
Just because we’re connected on LinkedIn,"
it doesn’t mean you can add me to your distribution list.
Just because I follow you on Twitter,"
it doesn’t mean you can try to sell me something"
via Direct Message.

31.
Intrusive, interruption-based sales
techniques frequently do much
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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more HARM than good.

32.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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UNFORTUNATELY,"
many organizations are still
operating as if it were 1986,"
and they continue to focus
massive investments on
INTERRUPTING PEOPLE.

33.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Remarkably,"
nearly all companies are"
still operating in a world as if"
their salespeople are king"
of the information kingdom.

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@dmscott
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In the days BEFORE REAL-TIME online communications…"
• It was very difficult for buyers to find independent information "
about the products and services that interested them.
• There was no easy way for unhappy customers to voice "
disapproval of a company in public.
• Both buyers and existing customers couldn’t communicate "
instantly with the companies they did business with.
• Customers had little say in the products and services they "
wanted to buy.

35.
…therefore the OLD RULES of sales & service applied:"
• Sellers delivered only proprietary information such"
as their company’s white papers and research reports.
• The sales process was generic, and buyers needed to fit into a
one-size-fits-all culture.
• Buyers needed to ask the right questions.
• The seller had more knowledge and therefore had the upper"
hand in negotiations.
• Sellers had little incentive to tell the truth about their offerings.
• Cold-calling solicitations were among the most common "
methods for salespeople to contact prospective clients.
• The seller was in charge of the sales cycle, parsing out details to
buyers on the seller’s timetable.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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36.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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PEOPLE HATE"
TO BE SOLD TO
(but in the old days they had no choice)

37.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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NOW THEY DO.

38.
THE BIGGEST
COMMUNICATIONS
REVOLUTION IN HUMAN"
HISTORY MEANS
YOUR MARKETPLACE"
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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HAS CHANGED.

39.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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GET
FOUND!

40.
ENCOURAGE"
SHARING
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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41.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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SMART COMPANIES"
understand that people have choices"
of whom to do business with, and they"
are transforming the way they sell "
to customers.

42.
YOU ARE WHAT
YOU PUBLISH
@dmscott
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ON THE WEB

43.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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The biggest barrier to success"
with the new rules of selling is…

44.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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(The four-letter word that begins with “F”)

45.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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THE NEW"
RULES OF SELLING

46.
The New Rules of Selling
1. Authentic storytelling sets the tone
2. Content is the link between companies"
and customers
3. Big data enables a more scientific
approach to sales
4. Agile selling brings new business"
to your company
5. Real-time engagement keeps"
customers happy
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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THE NEW"
RULES OF SELLING

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@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Today,"
people LIKE TO BUY because"
they have far more choices"
than in the past!

48.
1
AUTHENTIC STORYTELLING
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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SETS THE TONE

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@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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• People want authenticity, not spin.
• People want participation, not propaganda.
• Your organizational story cannot be dreamed"
up by an agency.
• The individual at the top of the company"
is the master storyteller, the conductor of"
the organizational orchestra.
• With social networks, every employee has a role"
in sales and must sing from the same hymnal.
• Buyers want information in language they
understand, not gobbledygook-laden jargon.

50.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Restoring the Human Touch:
The Compelling Power"
of Authenticity

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@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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People want to do business with other people."
That’s been true since the beginning of time.
A hundred years ago our great-grandparents"
knew the people who sold them hardware or shoes"
or chickens. There was a personal touch.
If there was good service at a fair price and"
maybe a kind word and a smile, you had a business
relationship that lasted for many years.

52.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Today, you can do the same. Just like Larry.

53.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Larry communicates with his customers every day!

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@dmscott
“We offer a marked contrast
from the hard sell that
everyone else uses.
When we go in with a
consultative, educational
approach, people rapidly
understand they get more
benefits the more they spend.”
Larry Janesky
CEO, Basement Systems, Inc.
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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55.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Larry has built Basement Systems"
to be the world leader in his industry.

56.
YOU CAN ACHIEVE"
SIMILAR SUCCESS.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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57.
@dmscott
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The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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CONTENT IS THE LINK
BETWEEN COMPANIES & CUSTOMERS

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@dmscott
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• You are what you publish.
• Companies must drive people into the purchasing
process with great content.
• Blogs, online video, e-books, infographics, and the
like let organizations communicate directly with
buyers in a form they appreciate.
• Social networks like Twitter, Facebook, and
LinkedIn allow people all over the world to share
content and connect with the companies they"
want to do business with.
• Smart sellers now not only deliver proprietary
information such as their company’s white papers
and research reports, but also curate information
from other sources on the World Wide Web.

59.
THE SALES"
CYCLE IS NOW"
THE BUYING CYCLE
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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60.
EDUCATE+INFORM
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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(instead of interrupt and sell)

61.
MARKETING generates attention of the"
many people who make up a buyer persona,
whereas SALES communicates with one
potential customer at a time, putting the
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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buying process into context.

62.
@dmscott
In the e-marketplace of ideas
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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SUCCESSFUL
SALESPEOPLE
highlight their expertise by sharing videos,"
content-rich websites, social streams, blogs, e-books,
and images rather than using the old sales playbook"
of hoarding information and letting it drip out.

63.
@dmscott
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SALESPEOPLE add context"
to the company’s expertise,"
products, and services.
Through them, the MARKETER’S"
content fulfills its potential at"
the precise moment the"
BUYER NEEDS IT.

64.
@dmscott
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Now you’ve got to be on the"
BUYER’S TIMETABLE, not yours.
The key is to focus on the"
buyer’s needs, not your own ego.

65.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Although it SOUNDS COUNTERINTUITIVE,
YOU SELL MORE"
WHEN YOU"
STOP SELLING.

66.
PUSH PRODUCT.
@dmscott
DON’T"
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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TEACH people something."
SHARE your expertise.

67.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Ocean Frontiers Dive Resort delivers excellent content

68.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Ocean Frontiers engages with customers on social networks

69.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Ocean Frontiers has a real-time reef cam!

70.
@dmscott
“You couldn’t ask for a more
loyal and dedicated customer
base than what we’re building.
You humanize what your
business does.”
Steve Broadbelt"
CEO, Ocean Frontiers
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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71.
@dmscott
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72.
YOU CAN ACHIEVE"
SIMILAR SUCCESS.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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73.
When I speak with entrepreneurs and
business owners, many of them push back
@dmscott
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on content creation.
“I’m just a _____________” they say."
(Fill in any occupation—lawyer, doctor, restaurant owner, "
software entrepreneur, whatever.)
“There’s nothing interesting about"
my business that I can write about"
or show on a video.”

74.
NONSENSE
@dmscott
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There’s always something interesting that offers
opportunities for creative content if you keep"
your mind open.
Have your smartphone ready."
Interview a customer. Make a short film about
something interesting in your market.
It has never been easier to tell interesting"
stories to your marketplace.

75.
@dmscott
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The next time"
you create a sales strategy,"
think about how you would approach it"
if you were trying to DATE the buyer"
instead of SELL to them.

76.
@dmscott
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TREMENDOUS SUCCESS comes"
when great online content and"
an educated and interested buyer"
meet a skillful salesperson"
who understands the new realities"
of the buying process.

77.
@dmscott
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BIG DATA ENABLES
A MORE SCIENTIFIC APPROACH TO SALES

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@dmscott
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• The best organizations customize the buying
experience for each customer.
• Because of the infinite amount of information available
on the web, buyers now have more information than
sellers and therefore buyers have the upper hand in
negotiations.
• With a plethora of independent information available to
buyers, sellers must tell the truth about their offerings.
• Online communications are infinitely measurable.

79.
@dmscott
When buyers express interest,"
they expect contact right away.
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NOW.
Not tomorrow. Not this afternoon.
NOW!

80.
@dmscott
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SALES SIGNALS
Using BIG DATA to predict your PROSPECT is
moving towards a decision to BUY

81.
@dmscott
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The alert, a SALES SIGNAL,"
instantly pulls up information on"
the buyer’s company.
Are they already a client?
Have others from this company"
visited the site before?
Even the buyer’s LinkedIn & Twitter"
profiles appear.

82.
@dmscott
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When a buyer clicks on a link on your site,"
it’s a SALES SIGNAL.
When a buyer is on your site right now,"
it is a REAL-TIME SALES SIGNAL.
When your buyer"
just changed their job title on LinkedIn,"
that’s a SALES SIGNAL.
If your buyer tweets using your"
company’s keyword, it’s a SALES SIGNAL.

83.
@dmscott
A buyer visiting your site"
is a SALES SIGNAL
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Image: HubSpot Signals

84.
@dmscott
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An opened email"
is a SALES SIGNAL
Image: HubSpot Signals

85.
Viewing shared content"
is a SALES SIGNAL
@dmscottThe New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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86.
A new job
is a SALES SIGNAL
@dmscottThe New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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87.
@dmscott
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If you are enjoying this presentation so far,
please check out THE BOOK.
The New Rules of
Sales and Service
How to Use Agile Selling, Real-Time
Customer Engagement, Big Data,
Content, and Storytelling
to Grow Your Business

88.
@dmscott
4
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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AGILE SELLING
BRINGS NEW BUSINESS TO YOUR COMPANY

89.
@dmscott
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• Buyers actively use search engines and social networks
to find companies to do business with.
• The buyer is now in charge of the sales process, and
wants to buy on his or her own personal timetable.
• When a buyer is ready to buy, the company must
respond with lightning speed.
• Instead of causing one-way interruption, making sales
is now about delivering content at the precise moment
each buyer needs it.
• Companies must treat people as individuals.
• When buyers have valuable information at the"
click of a mouse, it is sellers who need to ask the"
right questions.

90.
WHO IS ENGAGED?"
WHO WILL TALK TO ME?"
DOES ANYONE CARE?
@dmscott
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Now, buyers interact with anyone who is active in"
social media. They can see what companies are doing.

91.
@dmscott
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Organizations filled with people who "
take the time to UNDERSTAND the needs of"
buyers they wish to reach, and then develop"
information to educate & inform those "
buyers, are more successful than"
organizations that just "
make stuff up.

92.
@dmscott
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With buyers having access to much more
information, SALESPEOPLE now enter"
the buying process later, at a moment of"
ENORMOUS OPPORTUNITY.

93.
@dmscott
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THE DECISIVE ADVANTAGE:" SPEED

94.
@dmscott
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Dr. Natasha Burgert connects with her patients
and the community in real-time

95.
@dmscott
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Dr. Natasha Burgert blogs about"
issues that affect her patients

96.
@dmscott
“My blog is to respond to
specific things that I see in my
day-to-day practice. That’s
how my brand is marketed and "
how people find the clinic.”
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Dr. Natasha Burgert
Pediatric Associates

97.
YOU CAN ACHIEVE"
SIMILAR SUCCESS.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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98.
@dmscott
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AGILE SALES Require"
a Real-Time Mind-Set
The real-time mind-set recognizes"
the importance of SPEED. It is an attitude"
to BUSINESS—and to LIFE—"
that emphasizes moving quickly"
when the TIME IS RIGHT.

99.
@dmscott
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YOUR SALESPEOPLE"
should assume that they are the"
LAST place a buyer goes, not the first.
They must assume that very little of"
their knowledge is proprietary.
They need to FACILITATE the sale,"
not control the information.

100.
5
REAL-TIME ENGAGEMENT
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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KEEPS CUSTOMERS HAPPY

101.
@dmscott
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• In our always-on world, buyers expect instant,"
24/7 service.
• Because of independent product reviews,"
there is now a huge incentive to fix problems"
and make customers happy so they don’t"
complain publicly.
• Customers expect employees of the companies"
they do business with to support them via"
social networks.

102.
@dmscott
THE INTERNET
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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has fundamentally changed"
the PACE of BUSINESS, compressing"
time & rewarding SPEED.

103.
@dmscott
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104.
@dmscott
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SPEED+AGILITY
ARE DECISIVE COMPETITIVE ADVANTAGES.

105.
Now everyone has the real-time information"
once only found on the trading floor.
@dmscott
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Image: Jeffries LLC

106.
@dmscott
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When NEWS BREAKS "
about a subject that you know intimately,"
you have an amazing opportunity to SEIZE"
the moment in REAL TIME and SHARE"
your knowledge with THE WORLD.

107.
@dmscott
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Mitch Jackson operates in real-time"
(and he’s a lawyer).

108.
@dmscott
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Mitch comments on the news in real-time.

109.
@dmscott
“My goal is to continue
enjoying an expanded sphere
of influence through sharing
my expertise on social media.”
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Mitch Jackson
Jackson & Wilson, Inc. "
www.MyLawyerRocks.com

110.
YOU CAN ACHIEVE"
SIMILAR SUCCESS.
@dmscott
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111.
@dmscott
SOCIAL MEDIA ARE TOOLS.
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REAL-TIME"
IS A MINDSET

112.
@dmscott
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The SECRET to building a following on"
social networks is that there is no secret.
YOU MUST
PARTICIPATE.

113.
@dmscott
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EVEN NOW, "
nearly 20 years into the revolution,"
many organizations still aren’t"
communicating in real time on the web.
Their sales organizations"
remain STUCK in the past.

114.
@dmscott
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THE SOCIAL YOU

115.
@dmscott
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June 6, 2014:"
Two movies premiere with very"
different sales strategies

116.
@dmscott
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Tom Cruise sells his film Edge of Tomorrow"
by talking it up on mainstream media

117.
While John Green sells The Fault in our Stars, the
film based on his book, by connecting directly"
to people via the Web and social networks.
@dmscott
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118.
@dmscott
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John Green thumps Tom Cruise

119.
YOU CAN ACHIEVE"
SIMILAR SUCCESS.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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120.
@dmscott
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Once you start to develop your"
PERSONAL BRAND on social media, "
you’re taking the first step toward"
building an asset that can help you"
for the rest of your life.
REALLY.

121.
WHY SOCIAL NETWORKING " IS LIKE EXERCISE
@dmscott
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122.
@dmscott
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Finding the time to participate in"
social media is much like exercise; you"
need to make it an important part of your life."
If it is important to you, you don’t even"
think about it anymore. IT JUST IS.
You have a choice."
You can choose to exercise regularly in"
order to stay fit. OR NOT.
And you can choose to participate"
in SOCIAL NETWORKS.

123.
@dmscott
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I recommend that you DON’T even"
try to find the time to create content"
and participate in social media."
YOU’LL FAIL, just like finding the time"
to exercise leads to failure and wasted"
money on health club memberships.
INSTEAD, make exercise & social media"
important parts of your life. If you still cannot"
fit exercise & social media into your life,"
cut out television completely.
You will be AMAZED at how much"
time you will FREE UP!

124.
@dmscott
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YOU ARE
ALREADY ONLINE

125.
@dmscott
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Go to your favorite SEARCH ENGINE and enter your name"
together with the name of your current employer.
If you’ve recently left your job, GOOGLE"
your name and that of your most recent employer.
If you’re a student,"
then try it with YOUR NAME and the NAME of your SCHOOL.
This is what many people do to LEARN MORE ABOUT YOU.

126.
If you’re publishing great content online, then congratulations,
@dmscott
Whatever comes up is your PERSONAL BRAND."
because you’ve got a great personal brand!
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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YOU ARE
ALREADY If you’re publishing ONLINE
nothing,"
then you’re leaving your personal brand to others who create
content about you (like that arrest record from a wild night when
you were in college).
And if you’re publishing lousy information on the web,"
then you’re creating a lousy personal brand.

127.
NO MATTER
what business you’re in"
or what job function you have,"
you need to take control of your"
PERSONAL BRAND
by jumping into SOCIAL NETWORKING.
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128.
@dmscott
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Your Twitter bio, your LinkedIn profile,"
your blog’s “about” page, and the other places you"
interact are great opportunities to say who you are.
This is an essential element of" PERSONAL BRANDING. "
Don’t ignore the opportunity to tell the world about yourself.

129.
@dmscott
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HOW TO STAND
OUT IN A SOCIAL
NETWORK

130.
@dmscott
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As a way to introduce"
this important concept, let’s turn our"
attention to your Twitter profile.
While each social network is different,"
the concepts of PERSONAL BRANDING"
are similar and can be carried over"
from one network to another.

131.
@dmscott
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Most Twitter profiles don’t say enough,"
and most have LOUSY DESIGN.
While that’s fine if you’re just"
communicating with friends, if you’re"
using your Twitter feed for your"
business, you need to pay attention.

132.
Twitter ID: (Mine is @dmscott.)
Choose an appropriate ID. Try to have a Twitter ID
that resembles your name so when people see you
pop up in their feed they know who you are.
Because there are hundreds of millions of people
on Twitter, you are unlikely to get your first choice
(or second or third for that matter), so you might
need to add a number to the letters.
@dmscottThe New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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Name: (Mine is David Meerman Scott.)
Use your real name. Don’t just default to your"
user ID, which so many people seem to do. "
And don’t just use a nickname like Pookie."
You can put your nickname in quotation marks
inside your real name if you want to. If you"
really care about your personal brand, you’ll"
want people to know who you really are.

134.
@dmscott
Location: (Mine is Boston, MA.)
Use the town or nearest city that makes sense"
for you. While I actually live in one of the Boston
suburbs, my business is global so I use Boston"
as my location. Saying something cute like “Earth”
or “somewhere in Canada” turns people off who
don’t know you. Besides, the location is a good way
to make local contacts.
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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135.
@dmscott
Web: (My URL is www.davidmeermanscott.com.)
If you have a blog or site, put the URL here. Or
maybe your profile on a company website makes
sense for you. This should be somewhere people
can go to learn more about you. If you don’t have"
a blog or site, I recommend that you create a public
Google profile (profiles.google.com) with your
contact information, and link to that.
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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136.
@dmscott
Your 160 character biography:
This is where you say something about yourself. As
a component of personal branding, this is a critical
section. Don’t leave it blank. And don’t make a
mini-resume from a laundry list of attributes like
this: “father, husband, surfer, economics major,
world traveler, marketer, and rock star
wannabe.” (I confess, that would be"
my list.) Instead be descriptive and specific.
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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137.
@dmscott
Header image:
Your personal brand on Twitter
can also include a header photo
for your profile, which serves"
as a background for your bio."
A header photo is a great way"
to show your personal brand,"
but don’t try to sell. Many
salespeople add an advertising
message to this real estate,"
but I think that’s a mistake"
and recommend resisting this
tendency. Adding your messages
or heavy-handed branding
detracts. Your header photo"
will show up on your Twitter"
web page as well as on"
mobile devices.
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138.
@dmscott
Photo:
If you care about your personal brand, you should use"
a representative photo of you on social networks. If you
don’t upload a photo, you’ll just be assigned the default"
by the social network, which makes it appear as if you"
are hiding. The default on LinkedIn is a creepy sort of
shadow image of a person, and the default on Twitter is the
image of an egg. The photo you choose to represent you
says a great deal about who you are as an individual.
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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139.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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YOUR PHOTO

140.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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YOU ARE"
NOT A CAT

141.
SOME PEOPLE…
@dmscottThe New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
141
…use a cartoon avatar to represent themselves."
While that’s okay for some, I do think it communicates that the"
person doesn’t like his or her real self for some reason. "
I definitely urge you to avoid using stand-ins for your photo.
I don’t think you should use your company logo instead"
of your photo on your personal social networks either."
I also suggest that you avoid the random images"
that many people seem to favor.
You know, things like their cat. Or Bart Simpson. Or a snowboard.
If you use these sorts of images rather than your photo,"
you’re limiting what you want people to think of you.

142.
@dmscott
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There are many choices when it comes to a photo to use."
You can use a casual shot taken by a friend."
This is a great option for many people.
But there are many different approaches, and each says "
something important about you.
Are you in a casual setting, such as at a restaurant?"
Or someplace more formal, like an office?
What are you wearing? A hat?
Is it an image of you taken on a vacation with a beer in your hand?
Or a formal head-and-shoulders portrait in business attire taken "
by a professional photographer?
Smile, or no smile?
How close do you crop?
While there is no absolute right or wrong about photos in social media, "
do keep in mind that each of these choices says a great deal about you.

143.
@dmscott
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THERE’S NO BETTER"
CALLING CARD
THAN A VIRTUAL ONE.

144.
THE SOCIAL COMPANY
@dmscott
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145.
@dmscott
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“It doesn’t become a choice of ‘Do I do social, "
or do I do something else?’ They need to ask,
‘How do I work this into my selling process?’”
Matt Petitjean
VP marketing
ADP, Inc.
(With more than 5,000 salespeople located around the world.)

146.
@dmscott
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147.
@dmscott
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148.
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“We’ve looked at a group of sales associates
who used social…
We found that the group that incorporated
social media in their work consistently out
performed the control group, as well as the
sales organization as a whole.”
Matt Petitjean, VP marketing, ADP, Inc.

149.
YOU CAN ACHIEVE"
SIMILAR SUCCESS.
@dmscott
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150.
WE’RE BUYING."
SO STOP SELLING
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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151.
@dmscott
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THE END OF THE"
HIGH PRESSURE SALES ZONE

152.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
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STOP
MAKING EXCUSES

153.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
153
Manage your fear of something new!

154.
@dmscott
The New Rules of
Sales and Service
How to Use Agile Selling, Real-Time
Customer Engagement, Big Data,
Content, and Storytelling
to Grow Your Business
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
154
Please consider buying
THE BOOK. Thank you!

155.
@dmscott
The New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
155
Generating Attention & Growing Business in a Real-Time World
Have David Meerman Scott"
speak at your next event!
As a speaker, Scott’s high-energy presentations are a treat for the senses.
He’s informative, entertaining, and inspiring. That he has spoken on all seven continents
and in 40 countries to audiences of the most respected firms,organizations, and
associations underscores the value he brings to audiences. Scott’s keynotes and
master classes are an urgent call to action. "
Scale and media buying power are no longer a decisive advantage; what counts today
is speed and agility. Real-time is the mind-set for the future—and content rules! His
tailored presentations delve deep—offering strategies and tactics that help audiences
seize the initiative, open new channels, and grow their brand.
All of David’s presentations are a combination of three things:"
education, entertainment, and motivation.
Visit www.davidmeermanscott.com to see videos of David in action "
or for information on booking him to speak at your event.

156.
David Meerman Scott | Marketing & Sales Strategist
@dmscottThe New Rules of Selling: How Agile and Real-Time Sales Grow Your Business Now
156
About the Author
Our always-on, Web-driven world has new rules for competing and
growing business. Advance planning is out – agile is IN! Those who
embrace new ways will be far more successful than those who stay who
stay stuck and afraid to change. No one knows more about using the new
Real-Time tools and strategies to spread ideas, influence minds and build
business than David Meerman Scott.
It’s his specialty.
David is author or co-author of ten books – three are international
bestsellers. The New Rules of Marketing & PR, now in its 4th edition, has
been translated into 26 languages and is used as a text in hundreds of
universities and business schools worldwide. It is a modern business
classic with over 350,000 copies sold so far. He also authored Real-Time
Marketing & PR, a Wall Street Journal bestseller, Newsjacking, and The
New Rules of Sales & Service (on which this presentation is based).
David is co-author of Marketing the Moon (with Rich Jurek) and Marketing
Lessons from The Grateful Dead (with HubSpot CEO Brian Halligan).
BLOG"
www.webinknow.com
WEBSITE "
www.davidmeermanscott.com
Twitter"
@dmscott"

157.
@dmscott
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THANK YOU
FOR READING THIS FAR!

158.
@dmscott
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NOW…
IT IS YOUR TURN!