At the Sales 2.0 Conference in San Francisco in May I had the opportunity to interview David Meerman Scott, author of Real-Time Marketing & PR. Here are some highlights from our conversation.
- Many salespeople are so busy selling that they don't have time to actually be helpful.
- Newsjacking is the art and science of injecting your ideas into a breaking news story. As a story breaks (the story could be about anything, like a regulation change in your industry) people are scrambling to figure out what it means. If you are an expert, you can create a blog post, a video, a tweet to provide value instantly. This is like a wave that builds that you can surf to address a wide audience. As David said, maybe you'll get quoted in the press and maybe a customer will reach out to you.
- The tools are the easy part -- we have all we need on our mobile phones to participate in the real time economy. But so many salespeople are in campaign mode, just pitching and planning ahead of time to do a particular campaign in future months. The problem with this is that you need to be able to react instantaneously to news that's happening right now.
- When you're doing real time, you're focused on buyers and their needs rather than focusing on how you happen to sell. That is a major and important shift in perspective for many sellers and marketers.
- Today, sales teams need to be able to respond to opportunities from all directions. Conversations drive commerce today.
I really enjoyed my discussion with David, and I thank him for giving a terrific presentation at the Sales 2.0 Conference. We got a very enthusiastic response from the hundreds of B2B sales leaders in attendance. Check out the books he's written here on his website.