If a sales organization spent their energy on understanding their customer’s actual experience and behavior and then sought to deliver services that made their lives a little easier, they might end up with a great strategy for building enduring relationships. Inevitably it would actually point to creating content that is helpful to customers/prospects/influencers. So, right back to that content marketing model we are all working on just within the context of delivering service.
John Bell, via Actionable 2012 Social Business Predictions: #4 Social Selling as a Service – Digital Influence Mapping Project
Well said. Good post. One more quote:
I am all for quick hits and big solutions. I would suggest committing to a content strategy based upon delivering the most useful content possible to your customer’s decision-making process.
Agree with that, too. Doing it really well is the challenge.