Sales Integration, The 4th Wave of Sales

My new book, Sales Integration, is now available on Amazon.com, http://tinyurl.com/3x8fban. The subtitle, The 4th Wave of Sales, gives an indication of just how revolutionary this change is.

Sales is still people selling to people, but those interactions are often not face to face. Every interactive touchpoint with a consumer, whether human or technological, is a revenue-building opportunity. The book explores interactive touchpoints at the store and across 15 broad categories of websites with a focus on integration across all of them.

Nearly 150 sites, stores, and organizations are referenced, with dozens of examples of what works and what does not. Sadly, some of the best product demonstrations and shopping tools found during my five years of research no longer exist. Site designers frequently measure the value of site content by traffic count rather than sales impact.

The transition to the 4th wave of sales will be painful for some. Many retail sales people and clerks will lose their jobs over the years to come. Many sales trainers will find their message increasingly insufficient for the times. However there is growing need for sales content and shopping tools yet to be built. Learning how to create effective sales content is not difficult. Understanding why to do it requires getting past old bureaucratic barriers. Employees must think about business in a way that enhances quality of life for all stakeholders. In a transparent market, there can be no job security without loyalty and advocacy.

Every day, I scanned through posts or received calls from people I wished could read the book and wakeup to a more profitable way of doing business. Today, I wait no longer.