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    Money Can’t Buy You Love, Not Even a Like: Reimagining Sales and Marketing
    Money Can’t Buy You Love, Not Even a Like: Reimagining Sales and Marketing
    Money Can’t Buy You Love, Not Even a Like: Reimagining Sales and Marketing
    Ebook108 pages1 hour

    Money Can’t Buy You Love, Not Even a Like: Reimagining Sales and Marketing

    By Anurag Harsh

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    About this ebook

    Sales & Marketing is not what it used to be, not even a little bit. Long gone are the days of gimmicks, clever phrasing, and seduction. The well of false enchantment has run dry. Clients and consumers stare down attempts at persuasion and flashy marketing because they expect authenticity from salespeople and corporations alike. This shift in expectation comes on the back of the digital revolution and unilateral skepticism toward salespeople and companies. As consumer psychology changes, sales & marketing enters a new era, where human needs, values, and connections define success and failure. To meet this call to action corporations and salespeople must change their perspective toward their clients and consumers. They must see them as community members, tribes-people, as human beings who need trust, predictability, transparency, and respect.  This is the pathos of the Relationship Era. Spending large amounts of money to buy "likes" and promotions from paid bloggers is not the way to go. "Money Can't Buy You Love, Not Even a Like" discusses the core philosophy that the more you “sell”, the more you scare. That relationship building ought to be embraced not as a strategy but as a pleasure. That salespeople and corporations must know what they stand for and champion it. That they should listen to their clients and customers, spreading content that is valuable and resonates with their customers’ feedback. Lastly—most importantly—not fabricate authenticity. Not even try.
    LanguageEnglish
    PublisherBookBaby
    Release dateApr 27, 2017
    ISBN9781483599946
    Money Can’t Buy You Love, Not Even a Like: Reimagining Sales and Marketing

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      Book preview

      Money Can’t Buy You Love, Not Even a Like - Anurag Harsh

      Copyright © 2017 by Anurag Harsh

      All rights reserved. No part of this publication may be reproduced, distributed or transmitted in any form or by any means, without prior written permission.

      Osborne Manhattan Publishing Group

      300 Park Avenue

      New York, NY 10022

      Publisher’s Note: This is a work of fiction. Names, characters, places, and incidents are a product of the author’s imagination. Locales and company names are sometimes used for atmospheric purposes. Any resemblance to actual people, living or dead, or to businesses, companies, events, institutions, or locales is completely coincidental.

      Money Can’t Buy You Love, Not Even a Like -- 1st ed.

      ISBN: 978-1-48359-994-6

      For Agustya & Vigyan

      They may forget what you said, but they will never forget how you made them feel

      For Dad, late B.K Sinha

      You were the embodiment of the Relationship Era

      TABLE OF CONTENTS

      The Art of Closing: Top Sales Negotiation Strategies

      Why Do Consumers Purchase? Understanding the Customer’s Mindset

      Discover Your Inner Salesman

      Money Can’t Buy Love, or Even a Like

      Redesigning the Broken Sales Function in America

      How to Disrupt a Market

      Is It Time We Retired Sales Commissions?

      How to Keep Your Customers Loyal to You

      Good Sales People Are Not Pond Scum

      Five Steps to Change the Perception of Your Brand

      How to Really Influence Customers

      Extracting Maximum Value When an Ad Goes Viral

      Acknowledgements

      I have been influenced by a number of people in the making of this book. When I look back over the time spent writing this book, I realize the importance of my colleagues, professional network, and friends—without whom this book would simply not have been possible. I would like to extend my deepest gratitude to Ziff Davis CEO Vivek Shah, CXOTalk’s Michael Krigsman, EY’s Sharda Cherwoo, and one of the most insightful people I know in the business world Mr. Murli Buluswar.

      And lastly, but most importantly, thanks to Andrew R. Calderon for his exacting and comprehensive editing. He pored over every line of this text, and it is all the better for it.

      Introduction

      Sales & Marketing is not what it used to be, not even a little bit. Long gone are the days of gimmicks, clever phrasing, and seduction. The well of false enchantment has run dry. Clients and consumers stare down attempts at persuasion and flashy marketing because they expect authenticity from salespeople and corporations alike. This shift in expectation comes on the back of the digital revolution and unilateral skepticism toward salespeople and companies. As consumer psychology changes, sales & marketing enters a new era, where human needs, values, and connections define success and failure.

      To meet this call to action corporations and salespeople must change their perspective toward their clients and consumers. They must see them as community members, tribes-people, as human beings who need trust, predictability, transparency, and respect. This is the pathos of the Relationship Era.

      Spending large amounts of money to buy likes and promotions from paid bloggers is not the way to go. Money Can’t Buy You Love, Not Even a Like discusses the core philosophy that the more you sell, the more you scare. That relationship building ought to be embraced not as a strategy but as a pleasure. That salespeople and corporations must know what they stand for and champion it. That they should listen to their clients and customers, spreading content that is valuable and resonates with their customers’ feedback. Lastly—most importantly—not fabricate authenticity. Not even try.

      CHAPTER 1

      The Art of Closing: Top Sales Negotiation Strategies

      Sales negotiation has not decreased in importance, although the glamor may have faded. Think of the term salesperson. It’s unequivocally pejorative. And yet, the practical knowledge of sales negotiation is more important than ever. The market is growing globally, and goods and services are cropping up every day.

      This has caused department heads to absorb traditionally sales specific tactics into their business models. In other words, no matter what sector you operate in, buying and selling will make up a natural part of its dynamics. That’s why stepping into a negotiation, whether big or small, armed with the skills that have kept sales departments at the front lines of business—in spite of social backlash—is indispensable.

      The fundamentals of sales negotiation have not changed much, despite cultural and social oscillation. People are people, and we’ve been dealing with money and goods for quite some time now. To understand the art of sales negotiation is to grasp the interplay of psychology, economics, decision-making, and market trends.

      Throughout my time as a businessman, I have learned invaluable lessons about sales negotiation. These lessons have helped me grow my businesses and other people’s businesses. Now, I will share some of them with you.

      Step into the Buyer’s Mind

      Buyers are always intent on improving their bottom lines. That won’t stop anytime in the foreseeable future. There are three primary ways that buyers go about doing this, and it’s often at your expense as a seller.

      The first is to sell competitively. That usually results in price-point matching or beating a competitor’s price. This can happen in a number of ways, but more often than not it is through innovation. It’s risky and expensive, however.

      The second is cutbacks. In a simple and unsympathetic sense, that implies the reduction of operating expenses.

      The third is better negotiation. This is by far the easiest path to improve profits. Buyers want to negotiate lower prices with their suppliers because it directly affects their bottom line. This is the alternative that directly applies to you as a seller.

      The Art of Negotiation

      This section of the chapter will read much like a step-by-step interspersed with tested advice. I will start with the three types of gambits: beginning, middle, and end. They denote the three phases of a typical negotiation.

      Gambit: Beginning

      Broadly, gambits are the lifeblood of negotiation. When you first initiate a sales negotiation, you establish the bedrock of your buyer/seller relationship. Early preparation and the demands you make, including how you propose them, will set the tone for subsequent transactions, even

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