Reputation Communication

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The Paradigm Shift

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Ignore the Paradigm Shift; at your peril

Old Style Sales and Marketing

**Rules have Changed**

How do you get information?

Where do you look up trivia answers?

Do you open an encyclopedia to pull up information on history?

Do you still get a Yellow Pages delivered to look up a phone number?

Selling Expertise and Effectiveness are the problem.

Two methods are in conflict

The Problem with Sales & Marketing in a Digital Age

The internet baffles sales and marketing because the tools don’t align directly with the traditional process.

Top marketing minds;

  1. Understand the message,
  2. Target an audience and
  3. Design a campaign.

Great salespeople;

  1. Professionally locate a project,
  2. Categorize and follow up leads and
  3. Close when the timing is right.

Both finish with Step (4), analyze, and adjust for effectiveness.

The digital world has developed so fluidly that tool names and categories aren’t established, much less a standardized system for using them (or where they fit daily tasks).

Traditional tools established the traditional sales cycle. The only sales and marketing choices

were how much to invest in each tool to create the desired result. Many of these tools still exist (and work if the industry is still around).

  • Traditional Tools: Trade Shows, Newspapers, Billboards, Business Cards, Newsletters,

Flyers, Telemarketing, Display Booths, Phone Calls, Cold Calling, Junk Mail, TV & Radio Ads,

Classifieds, Bulletin Boards, Yellow Pages, Storefronts, and sometimes Referrals.

Digital tools can be used in any step of the sales and marketing process (some require use in all

the steps). The success of a campaign is based on the proper selection of which tools your target

client is using and sequencing the tools used to appear as natural as a face-to-face

conversation because THE TARGET is the person that you are trying to reach. The order in

which these pieces are created is essential, but the process in which they are engaged (by the

client) is largely unpredictable.

  • Digital Tools: Websites, Social Networks, Domains, Hosting, Directories, Social Media, Email, Text, SEO, SEM, PPC, Analytics, Forums, Groups, Blogging, Message Signatures, Response Forms, Landing Pages, Check-ins, Endorsements, Videos, Podcasts, Webinars, Cloud Backup, E-commerce, Keywords, and maybe someday Sales.

Use the right tool at the right time for an intentional result.

History of computers and business

Cost vs. Price