The lowest-priced, brand-new, unused, unopened, undamaged item in its original packaging (where packaging is applicable).Packaging should be the same as what is found in a retail store, unless the item is handmade or was packaged by the manufacturer in non-retail packaging, such as an unprinted box or plastic bag.See details for additional description.
Introduction 1SECTION 1: SELLING THE PREMISE 7Chapter 1 The Tweet That Changed My World 9The Tweet That Started It All 10Your Web Presence Precedes You 13My Whole World Changed with a Single Tweet...or Did It? 14Chapter 2 Living Inside the Database 17Database Selling Versus Data-Based Selling 18Sales Inefficiencies 19Traditional Prospecting Works 21You Don't Know What You Don't Know 23Forgetting the Funnel 25Chapter 3 The Self-Educating Buyer 31The Four Key Trends Driving This Shift 32B2C Buyers by the Numbers 35B2B Buyers by the Numbers 36The Online Opportunity 38Now You See Me-Now You Don't 40Chapter 4 The Little Camera Store That Could 43Who Is Adorama? 44Adorama's Content Marketing Machine 45AdoramaTV 46Scaling AdoramaTV 47Building Relationships with Content 49Adorama's Advertising 51How Adorama Wins the Invisible Sale 51Success Metrics 55Brian's Advice for You 57SECTION 2: CAPTURING THE INVISIBLE SALE 59Helping to Create Sales 59The Social Sales Force 60The Power of Proximity 60The Painless Prospecting Platform 61Making Every Call Count 61Social Prospecting 62Chapter 5 Selling Versus Helping 63Helping Creates Buying Signals 64Buyers Want Answers 64Buyers Know What They Want but Not What They Need 65You Have To Give Before You Get 66Helping Is Easier Than Selling 67People Trust Experts 69Help Buyers Realize They Need You 71The World Needs Helpful Content 72Chapter 6 Social Agents 75Social Agents Are Your Social Sales Force 76Power Agents 78Agents Want to Help 78What Makes a Great Agent? 80Which Is More Important-Agents or Prospects? 80Chapter 7 Propinquity 83Marketing Propinquity 85Psychological Propinquity 86Propinquity Is the New TOMA 88From TOMA to TOMP 89Propinquity in Practice 89Hurdles to Achieving Propinquity 91The Propinquity Solution 91Chapter 8 Creating Your Painless Prospecting Platform 93Creating Your Home Base 95Designing a Funnel-Optimized Home Base96Defining the Obvious Propinquity Points 100Defining the Not-So-Obvious Propinquity Points 100Step 1: Social Listening 101Step 2: Geographic Social Listening 103Step 3: Using Primary Research 104Step 4: Classifying Your Propinquity Points 105Closed Versus Open Outposts 106Manning Your Embassies 108Developing Your Propinquity Map 109Creating a Breadcrumb Strategy 111Chapter 9 Making Every Call Count 113Behavioral Segmentation Email Programs 114Why Behavioral Email Works 115Behavioral Email: A Case Study 115Behavioral Email: The First Step Solution 118Behavioral Prospecting 119The Role of Funnel-Optimized Websites in Behavioral Prospecting 121Advent Global's Behavioral Profiling Program 123Chapter 10 Social Selling 127Social Selling Is About Seduction 128How Can You Be More Seductive? 129Hearing Your Prospect Online 130Defining Your Social Selling Approach 131Developing Your Corporate Social Brand 132Social Warning 134Social Rules of Engagement 135Creating a Sense of Attachment 137Six Ways to Get Started in Social Selling 140SECTION 3: CREATING YOUR CONTENT 143Creating Right-Sized Content 144Content Creation Types 144A Disciplined Content Creation Framework 146Chapter 11 Creating Video 149Let the Equipment Do the Work 150Focus on Storytelling 151Video Creates Relationships 153Creating Better Video 153Cameras for Video Creation 155Desktop Video Editing 157A DIY Video Blog Case Study 158Mobile Video-Creation Apps 159Mobile Video-Editing Apps160Chapter 12 Creating Photography 163The Modern Visual Palette Research 167How to Shoot Better Photographs 169Selecting Lenses 171Lighting 172Building the Ultimate Photography Kit 174Photo-Editing Software 175Mobile Photo Apps 176Chapter 13 Creating Audio 179Marketing at the Speed of Sound 180The Benefits of Podcasting 182Different Types of Podcasts 183 Syndicated Podcasts 184 Traditional Podcasts 185
Tom Martin has spent more than half of his career selling advertising agencies' professional services. His innovative business development programs have generated tens of millions of dollars in new client billings, including an impressive 35% growth rate over four years for Peter Mayer Advertising of New Orleans. As founder of Converse Digital, he has built a debt-free digital agency with a 25% year-over-year growth rate, without a single cold call or competitive pitch presentation. His painless approach to new business prospecting has resulted in a successful speaking career, an ongoing writing position with Advertising Age as a contributor to the Small Agency Diary, and numerous guest-posting roles with influential digital- and social media-focused blogs.Tom lives in New Orleans with his wife and four children.