by Jeb Blount, author of PowerPrinciples
and host of the Sales Gravy Podcast
I finished a new book, The Age of Engage, over a basket of conch fritters, while sitting on my boat in Key Largo this weekend. It occurred to me just how connected we are these days as I went below deck to write this review and before doing so stopped to answer a few emails and check out some of the new members of the Sales Gravy Nation. I was unable to pick up a TV signal in the marina but was able to catch a wireless internet portal. Just a month ago while in Hana, Maui I had the same experience. No TV but wireless internet access. Even in that remote corner of Hawaii I was able to connect with the world on the internet. These days I spend far more time on the web than I do watching TV, going to the movies, or reading the newspaper. If I want to know anything about anything I go to the internet first and find out what other people are saying – sometimes adding my own voice to the mix. It was for this reason that I found The Age of Engage a fascinating read.
The Age of Engage is well written and pulls you in and keeps you hooked. The author, Denise Shiffman, does a fantastic job of covering complex ideas in an easy to understand format and friendly writing style. I loved the book and have the bent page corners and underlined text on almost every page to prove it. We are already applying the concepts learned in our business.
The Age of Engage is similar to Chris Anderson’s book , The Long Tail, in that it challenges the business world to wake up and come to grips with the reality that Web 2.0, or as Shiffman more accurately labels it – the Live Web, has changed old sales and marketing paradigms forever. But rather than focus on how niche marketers benefit from the Live Web, Shiffman encourages businesses of all sizes, in all industries to use the Live Web to engage with their customers and build deeper relationship.
Although the book is fun to read and (no pun intended) engaging, there is substance here which may predict a paradigm shift in how business views marketing in the 21st century. Shiffman moves us past the traditional four P’s we learned in marketing 101 and offers a new strategy called the 6 Vs: Venture, Value, Voice, Verification, Vicinity, Vehicle. Her strategy is designed to help organizations remain fluid, authentic, and focused in the world where customers control and manipulate marketing messages through blogs, podcasts, wiki’s, You Tube, Google, and forums.
So why should Sales Professionals read this book?
Sales Professionals have an obligation and vested interest in helping shape their organizations’ marketing efforts. The Age of Engage will arm you with knowledge and tools that will help you make a difference.
In Sales, People Buy You. That means that you are the most powerful weapon in your sales arsenal. It is your ability to effectively market yourself that will give you the winning edge. Though your product, service, price, company’s reputation are important, these things matter much less than your customer’s perception of you. In many ways, as a Sales Professional, you are the CEO of your own corporation and as CEO you must have an appropriate marketing strategy. Denise Shiffman’s six V’s apply in everything you do in sales.
For example: V#4 – VERIFICATION: Clearly the Live web has created an environment where everything you say about your product or service can be researched and verified. Your customers can also find information that supports your claims – perhaps with your help. Verification leads to trust or mistrust and in the world of sales mistrust is deadly. According to Shiffman, “Becoming a reliable and credible source of timely information makes your company trusted, and enables customers to believe the message and positioning you use to differentiate [you, your company, product or service].”
How are you using the live web to impact your sales, differentiate your product, and to rise to the top of your organization and industry?
Many CEOs, Marketers, and Sales Professionals are finding the Live Web challenging while others are growing their businesses and creating incredible loyalty among their customers. Regardless of where you are on this continuum The Age of Engage is a book you must take time to read. The future of your commission checks depends on your ability to embrace and implement these new ideas.
Consultant Denise Shiffman is a world-class speaker and widely-respected marketing strategist. Her first book, The Age of Engage, heralded by Google CEO Eric Schmidt and Wikinomics best-selling co-author Don Tapscott, defines the new paradigm for marketing in this Web 2.0 era. Denise is founder and principal of the marketing innovation consultancy, Venture Essentials, which maintains a sole focus on helping companies reinvent their marketing. She is also a dynamic, informative, and entertaining speaker, and has presented in 19 countries worldwide to audiences of 50-5000 including business professionals, press, Wall Street analysts, and sales reps.
Connect with Denise Shiffman on SalesGravy.com
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